A Clearer Picture with Google Analytics Enhanced Ecommerce · PDF file A Clearer Picture with...
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A Clearer Picture with Google Analytics Enhanced Ecommerce
Jonathan Meck - @jmeck Technical Marketing Manager
LunaMetrics - @lunametrics
By default, Google Analytics tells us: • How someone came to our website
• Information about the User • Geo
• Information about Page Behavior • Landing Page
• Pages Visited
• Time on Site & Behavior Metrics
Track interactions that occur in between page loads
• Add To Cart
Tell Google Analytics what is important to you.
• Fare estimates
• Sign Up For Email
• Complete Purchase
• Save Itinerary
• Forward To Friend
Track transactions and ecommerce behavior within Google Analytics.
• Viewed Product
• Click on Promotion
• Add To Cart
• Checkout Steps
Imagine a connect-the-dots image. With only a few dots, the image is unclear.
THE MORE DATA WE
SEND, THE CLEARER THE PICTURE.
Ecommerce Tracking Comes in Two Flavors
Tracking Options Ecommerce Enhanced Ecommerce
Actions (add/remove from cart)
Shopping Behavior Funnel
Checkout Behavior Funnel
ECOMMERCE VS ENHANCED
We have the option to send more data, and in return we get a clearer picture of our users and how they interact with our products/checkout.
ARRIVE ON SITE (All Sessions)
VIEW PRODUCT PAGE (Sessions with Product Views)
ADD TO CART/SELECT PRODUCT (Sessions with Add To Cart)
STARTS CHECKOUT PROCESS (Sessions with Check-Out)
PURCHASES PRODUCT (Sessions with Transactions)
Enhanced Ecommerce can tell us more than just purchase behavior:
• Product Lists
• Recommended Products
• People Also Purchased
• Homepage Rotator
• Sidebar advertisements
• Modals and Popups
• Nested Categories
• Support for Hierarchy
With development work, we can make Enhanced Ecommerce better.
• User ID Feature
• Connect a logged in user across devices, apps, and web
• Offline Transactions
• Track purchases made offline and connect back to website behavior
• Custom Dimensions
• Add custom details about your products, your business
WHAT’S THE CATCH?
IS IT REALLY FREE?
WE NEED TO DO
MOST OF THE WORK.
GIVES US A CLEARER PICTURE.
• FAQ About Google Analytics Enhanced Ecommerce
• Quick Tips for Google Analytics Enhanced Ecommerce
• Google Analytics Enhanced Ecommerce: The Order of Implementation
• Tracking Offline Purchases with Enhanced Ecommerce and Google Forms
http://www.lunametrics.com/blog/2014/09/18/faq-enhanced-ecommerce/ http://www.lunametrics.com/blog/2015/07/20/quick-tips-for-google-analytics-enhanced-ecommerce/ http://www.lunametrics.com/blog/2016/06/13/google-analytics-enhanced-ecommerce-the-order-of-implementation/ http://www.lunametrics.com/blog/2015/11/19/measurement-protocol-enhanced-ecommerce-form/