Transcript of "E commerce, social and campaign tracking - web analytics fundamentals"
E-commerce, Social and Campaign Tracking Srikant DhondiManager - Web Developement & Online Customer Engagement (firstname.lastname@example.org)
In this module E-commerce Tracking Social Interaction Tracking Campaign Tracking Enhance Tracking with Custom Variables
E-Commerce TrackingTrack how much visitors spend (on what) when they convert to customers: _addTrans tracks order _gaq.push([_addTrans,orderID,storeName,total,tax,shipping]);
E-Commerce TrackingTrack how much visitors spend (on what) when they convert to customers: _addTrans tracks order _addItem method tracks order line items _gaq.push([_addItem,orderID,SKU,Name,Category,UnitPrice,Quantity]);
E-Commerce TrackingTrack how much visitors spend (on what) when they convert to customers: _addTrans tracks order _addItem method tracks order line items _trackTrans sends the transaction to Google Analytics _gaq.push([_trackTrans]);
Introducing Social AnalyticsTracking social interaction is an important part of measuring visitor activity Facebook actions(likes, unlikes, shares) Twitter tweets Google+1 buttonSocial Analytics Plug-Ins enables this with A simple tracking mechanism Social reports _gaq.push([_trackSocial,network,action,URL,page]);
Tracking CampaignsWhy track campaigns? High acquisition costs require keen referral trackingWhat does campaign tracking enable? Tracks how visitors got to your landing page Detailed capturing of referral source and medium Instead of: organic, direct or referral generic categories You can also get to track more detailed sources and mediums like: email, social network, banner ads, and embedded links(e.g.,PDFs)
Helpful Information Custom Campaign parameters to your URLs Required. Use utm_source to identify a search engine, newsletter Campaign Source name, or other source. (utm_source) Example: utm_source=google Required. Use utm_medium to identify a medium such as email or Campaign Medium cost-per- click. (utm_medium) Example: utm_medium=cpc Campaign Term Used for paid search. Use utm_term to note the keywords for this ad. (utm_term) Example: utm_term=business+school Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Campaign Content Examples: utm_content=logolink (utm_content) Or utm_content=textlink Used for keyword analysis. Use utm_campaign to identify a specific Campaign Name product promotion or strategic campaign. (utm_campaign) Example: utm_campaign=pgpbm201314
Basic visitor interaction model in GAVisitor the client that visits the site.Session the period of time during which the visitor is active on the site.Page activity on the users behalf which sends a GIF request to the Analytics servers. This is typically characterized by a pageview, but it can include: a pageview an event (e.g. click on a movie button)
Introducing Custom Variables _gaq.push([_setCustomVar(index, name, value, opt_scope)]);Index The slot for the custom variable. Required. This is a number whose value can range from 1 - 5, inclusive. A custom variable should be placed in one slot only and not be re-used across different slots.Name The name for the custom variable. Required. This is a string that identifies the custom variable and appears in the top-level Custom Variables report of the Analytics reports.Value The value for the custom variable. Required. This is a string that is paired with a name. You can pair a number of values with a custom variable name. The value appears in the table list of the UI for a selected variable name. Typically, you will have two or more values for a given name. For example, you might define a custom variable name gender and supply male and female as two possible values.opt_scope The scope for the custom variable. Optional. the scope defines the level of user engagement with your site. It is a number whose possible values are 1 (visitor-level), 2 (session-level), or 3 (page-level). When left undefined, the custom variable scope defaults to page-level interaction.
Introducing Custom VariablesCustom variables are name-value pair tags that you can insert in your tracking code in orderto refine Google Analytics tracking. With custom variables, you can define additional segments toapply to your visitors _gaq.push([_setCustomVar(index, name, value, opt_scope)]);Scopes Visitor(1) - labels the visitor for future visits Session(2) - label applies to the duration of visitors session Page(3) - labels tracked event, page view or e-commerce transactions
Using Custom Variables Landing PageThankyou Page
Summary E-commerce Tracking with _addTrans, _addItem, _trackTrans Social Interaction Tracking with _trackSocial Campaign Tracking with campaign URL‘s Labeling activity with Custom Variables using _setCustomVar
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