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Using Enhanced Ecommerce for Non-ecommerce @ MeasureCamp Cardiff

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Utilising Google Analytics enhanced ecommerce by Nathan Stockford

Publicado en: Datos y análisis
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Using Enhanced Ecommerce for Non-ecommerce @ MeasureCamp Cardiff

  1. 1. USING ENHANCED ECOMMERCE FOR NON ECOMMERCE NATHAN STOCKFORD
  2. 2. WHAT IS GOOGLE ANALYTICS? Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. Google launched the service in November 2005 after acquiring Urchin. Google Analytics is now the most widely used web analytics service on the Internet. Source - Wikipedia
  3. 3. FIRST STEP UPGRADE TO UNIVERSAL ANALYTICS Google Analytics has a new base tag so you will need to update from Classic Analytics (OLD) to Universal analytics (NEW) • If you are just starting chances are you are using Universal so YAY! • If you are not just starting check you are using Universal Analytics • If you are not using Universal Analytics update your code! NEVER BE LEFT BEHIND IN THE DIGITAL WORLD!
  4. 4. EASY TO UPDATE! To update your code just copy the tracking code from the Tracking Code section in Google Analytics to all your pages. This can be found in Admin > Property > Tracking Info > Tracking Code
  5. 5. ECOMMERCE REPORT Now you have GA set up lets not worry about any other part and jump into Ecommerce. This will involve some dev work and all the help needed can be found at - https://developers.google.com/analytics/ I will be going through why you should use the reports.
  6. 6. WHY SHOULD I CARE ABOUT ECOMMERCE REPORTING? Ecommerce reporting gives you many different reports as default with a very simple set up. Transaction Report – Sales Performance
  7. 7. WHY SHOULD I CARE ABOUT ECOMMERCE REPORTING? Ecommerce reporting gives you many different reports as default with a very simple set up. Product Report:
  8. 8. WHY SHOULD I CARE ABOUT ECOMMERCE REPORTING? Ecommerce reporting gives you many different reports as default with a very simple set up. Product List Report
  9. 9. WHY SHOULD I CARE ABOUT ECOMMERCE REPORTING? Ecommerce reporting gives you many different reports as default with a very simple set up. Product List Report
  10. 10. ECOMMERCE REPORT Now you have GA set up lets not worry about any other part and jump into Ecommerce. Ecommerce reports can all be utilised for non ecommerce purposes. Do you look after a • Jobs site • Legal Industry • Government website • National Park
  11. 11. WHAT AM I DOING WITH MY ECOMMERCE? For this to work it has to be well thought out in advance, one slight mis-calculation can throw the reports out of sync and make them unusable. Questions to ask yourself 1. What is a conversion on my website? 2. What different types of conversions does my website have? 3. Can these different types of conversions be distinguished in sections?
  12. 12. WHAT AM I DOING WITH MY ECOMMERCE? For this to work the has to be well thought out in advance, one slight mis- calculation can throw the reports out of sync and then be unusable. Questions to ask yourself 1. What is a conversion on my website? The Conversion is your Transaction! 2. What different types of conversions does my website have? Different types of conversions are your Products! 3. Can these different types of conversions be distinguished in sections? Different sections will be your Product Category!
  13. 13. WHAT AM I DOING WITH MY ECOMMERCE? For this example I own a holiday website that hosts data for my third party clients who advertise their hotels and link the pages to their website.
  14. 14. WHAT AM I DOING WITH MY ECOMMERCE? For this example I am a holiday website that hosts data for my third party clients who advertise their hotels and link to their website. SO 1. What is a conversion on my website? 2. What different types of conversions does my website have? 3. Can these different types of conversions be distinguished in sections?
  15. 15. WHAT IS A CONVERSION ON MY WEBSITE? On my holiday website I would count a conversion as someone who clicks through from my website to our third party providers. A conversion would be having someone click through via one of the options here. 1 Click through = 1 Transaction
  16. 16. WHAT DIFFERENT TYPES OF CONVERSIONS DOES MY WEBSITE HAVE? My holiday website has its conversion, its “Transaction”, now I need to know what my product should be. This is normally the easiest part to identify, in this scenario it would be the providers I have shown the visitor.
  17. 17. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE DISTINGUISHED IN SECTIONS? So my products are the providers on my website, my transactions are the clickthroughs to the hotel provider…I could just go ahead with this, right?
  18. 18. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE DISTINGUISHED IN SECTIONS? So my products are the providers on my website, my transactions are the clickthroughs to the hotel provider…I could just go ahead with this, right?
  19. 19. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE DISTINGUISHED IN SECTIONS? So my products are the providers on my website, my transactions are the clickthroughs to the hotel provider…I could just go ahead with this, right? I mean you could, the basic reports would work….but why stop there!
  20. 20. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE DISTINGUISHED IN SECTIONS? Enhanced ecommerce has a range of features for you to utilise!
  21. 21. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE DISTINGUISHED IN SECTIONS? Enhanced ecommerce has a range of features for you to utilise! Product Category Product Brand Checkout Product SKU Transaction ID
  22. 22. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE DISTINGUISHED IN SECTIONS? What is my product category? I have lots of different providers but I can’t compare them against each other. Nathans Awesome Hotel Nathans Awesome Jet Ski Company The history of Nathan Tour Some other hotel name
  23. 23. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE DISTINGUISHED IN SECTIONS? And now to point out the obvious, the product category would be, 1. Hotels 2. Sport 3. History Or any other rational naming convention. I will be using: 1. Holiday Accommodation 2. Attractions and Events 3. Activities and Adventure
  24. 24. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE DISTINGUISHED IN SECTIONS? Now why do I care about my product category if I don’t have categories?
  25. 25. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE DISTINGUISHED IN SECTIONS? To find out what needs improving!
  26. 26. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE DISTINGUISHED IN SECTIONS? By clicking into the product category I find the only purchase I have is from the provider “Nathans Real Rubbish Activity”. What is wrong with my other activities? How can I make them better?
  27. 27. IS THIS EVERYTHING? So we now have everything we need to get started! Providers = Products Transactions = Clickthroughs Product Category = Type of provider
  28. 28. IS THIS EVERYTHING? So we now have everything we need to get started! Providers = Products Transactions = Clickthroughs Product Category = Type of provider Is there more?
  29. 29. IS THIS EVERYTHING? There are more custom Ecommerce that can be set up and utilised still. Checkout Behaviour Graph can be very useful to see a generic drop off in a journey. Product List Performance to compare different lists used on the website.
  30. 30. CHECKOUT BEHAVIOUR REPORT? I DON’T HAVE A CHECKOUT! How am I going to use a checkout report without a checkout? Use it for something else – Any general journey that needs to be tracked can be with the checkout report.
  31. 31. CHECKOUT BEHAVIOUR REPORT? I DON’T HAVE A CHECKOUT! How am I going to use a checkout report without a checkout? Use it for something else – Any general journey that needs to be tracked can be with the checkout report.
  32. 32. CHECKOUT BEHAVIOUR REPORT? I DON’T HAVE A CHECKOUT! The below journey is general journey Any Search Page on the Website > Any Provider Page on the Website > All Clickthroughs
  33. 33. CHECKOUT BEHAVIOUR REPORT? I DON’T HAVE A CHECKOUT! The below journey is general journey Any Search Page on the Website > Any Provider Page on the Website > All Clickthroughs A simple bit of code can add this to your analytics.
  34. 34. PRODUCT LIST REPORT The product list report shows how many people view the search list on your website and also how many people click through on them. Below Shows this on Nathans Awesome Holidays
  35. 35. PRODUCT LIST REPORT The product list report shows how many people view the search list on your website and also how many people click through on them. Below Shows this on Nathans Awesome Holidays
  36. 36. PRODUCT LIST REPORT Looking into Nathans Holiday Sport List I can see that my three sports all get seen but don’t get clickthroughs to the provider page. 1. Check the website is working correctly 2. Is the content good enough to drive the clickthrough?
  37. 37. PRODUCT LIST REPORT Also On the product List we can see the “Nathans Not so Great Hotel List” is not so great. With the Product List Report we can see which are performing badly and which are performing well.
  38. 38. PRODUCT LIST REPORT Looking at the next level in for this Product list we can see 4 hotels. 3 performing at a similar level, 1 not performing less than great.
  39. 39. PRODUCT LIST REPORT Looking at the next level in for this Product list we can see 4 hotels. 3 performing well, 1 not performing as well.
  40. 40. PRODUCT LIST REPORT The Not so Great Hotel needs to be investigated on the search page, it gets the same views as the others but a third of the clickthroughs.
  41. 41. AND YES THERE IS MORE In case you want more ways to see your data, you can use the “Brand” variable to break down your data again. IE Nathans Awesome Hotels are Based all over the UK. Which Country is the best?
  42. 42. FOR MORE INFORMATION Analytics Support - https://support.google.com/analytics/ Development Support - https://developers.google.com/analytics/ Enhanced Ecommerce Dev Support - https://developers.google.com/analytics/devguides/collection/analyticsjs/enhanced -ecommerce

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