Enhanced Ecommerce & Data Import for GA - #BrightonSEO Sept 2014

Eliminating the guesswork

Dara Fitzgerald@darafitzgerald

Analytics Director@measurelab

Enhanced Ecommerce & Data Import for GA

Features we will cover.

#1. End-to-end funnel reporting with Enhanced Ecommerce.

#2. Import offline data into GA using Data Import.

#3. Drive performance with Segmentation & Remarketing.


#1. Enhanced Ecommerce


Without Enhanced Ecommerce

User visits your site




Views product list page




Views product detail page



Page Tracking

Event Tracking Ecommerce Tracking

Goal Funnel Tracking



https://support.google.com/analytics/answer/6014841?hl=en-GB


Shopping Behaviour Analysis





Shopping Behaviour Analysis

Checkout Behaviour Analysis


#1. Enhanced EcommerceNew product focused metrics

Track impressions on product list and search results pages


#2. Data Import

https://support.google.com/analytics/answer/3191589?hl=en&ref_topic=3191580


Perfect for data that doesn’t exist on the website or is business sensitive

https://support.google.com/analytics/answer/3191589?hl=en&ref_topic=3191580

#2. Data Import – Cost Data

Source & Medium (mandatory) are used as keys to match imported data with collected data

Select the metrics to be imported

Additional columns for campaign, keyword, etc.



The correct CSV template can simply be downloaded!




ROI analysis can be performed for all paid channels all within GA

#2. Data Import – Custom Data

https://support.google.com/analytics/answer/6066714?hl=en-GB&ref_topic=6066740

•This joins GA hit data with external data that youupload (manually or via API).

•Custom Data Import does not apply to historical data.

•This is irreversible. Hits already joined with uploadeddata cannot be disjoined.


https://support.google.com/analytics/answer/6066714?hl=en-GB&ref_topic=6066740

Key is used to define what dimension/s will be widened from

Widen-To Dimensions define the data that will be imported

Again the correct CSV template is provided

#2. Data Import – Custom Data


#2. Data Import – Refund Data *

Full refundTo refund an entire transaction, use a row that includes only the Transaction ID.

Partial refundTo refund a partial transaction, use a row that includes Transaction ID, Product SKU and Qty Refunded.

* Refund Data Import is only applicable for Enhanced Ecommercehttps://support.google.com/analytics/answer/6014861?hl=en-GB



#3. Segmentation & Remarketing

Access your new custom dimensions and metrics (including widened data) for segmentation



Click #1 Create checkout abandonment segment straight from the new Enhanced Ecommerce reports



Click #2 Choose this segment for a remarketing list



Click #4 Choose AdWords account

Click #5 Save!

Click #3 Name the remarketing list


Summary

#1. Migrate to Enhanced Ecommerce for better product performance reporting and Refund Import functionality.

#2. Import additional, offline data into GA with Data Import.

#3. Improve targeting with Segmentation & Remarketing.


THANK YOU!

Dara Fitzgerald@darafitzgerald

Analytics Director@measurelab


Enhanced Ecommerce & Data Import for GA - #BrightonSEO Sept 2014

Internet

Transcript of Enhanced Ecommerce & Data Import for GA - #BrightonSEO Sept 2014