Google Analytics for eCommerce

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  • In order to use e-commerce reporting, you’ll need to do three things.First, enable e-commerce reporting within your Analytics website profile.Second, add or make sure that you’ve added the Google Analytics Tracking Code to your receipt page or “Transaction Complete” page.Finally, you’ll need to add some additional e-commerce tracking code to your receipt page so that you can capture the details of each transaction.Let’s take a look at each step.
  • Edit SettingsStep 1 is simply to enable the E-commerce selection on the Edit Profile Information page. Here’s how you find it.On the Analytics Settings page, click Edit next to the profile for which you want to enable e-commerce tracking. This will take you to the Profile Settings page. At the top of the page, you’ll see a section called “Main Website Profile Information”. Click “edit” in the top right corner.You’ll then see the screen shown here.Select “Yes” next to E-commerce Website and save your changes.
  • For Step 2, add the Google Analytics Tracking Code to your receipt page. In Step 3, you’ll be adding some dotCommerce tracking code to the basic tracking code.
  • Here’s an example of what the dotCommerce tracking code on your receipt page might look like. Remember, you’ll be sandwiching this code into the basic Google Analytics Tracking Code.In the first part of the code, there is a call to the _addTrans() method. The call to _addTrans() tells Google Analytics that a transaction has occurred.The arguments to _addTrans() provide details about the transaction -- for example an Order ID, the total order amount, and the amount of tax charged.After the call to _addTrans(), there must be at least one call to the _addItem() method. This call provides Google Analytics with details about the specific item purchased.Finally, there is a call to the trackTrans() method which sends all the data to Google Analytics.Let’s look at each method in more detail.
  • The _addTrans() method establishes a transaction and takes the arguments shown here.Your code will need to dynamically retrieve the values from your merchant software to populate these fields.You can type single-quote single-quote to leave an optional field blank, but note that Order ID and Total are required.
  • For each item that a visitor purchases, call _addItem(). If more than one item is purchased, you’ll call _addItem() multiple times.As with _addTrans(), you can leave some of the fields blank, but note that Order ID, SKU or Code, Price and Quantity are required arguments.Use the same Order ID that you used in the call to addTrans().If you’re not sure how to write this code, contact your merchant software provider.
  • Finally, after the calls to _addTrans() and _addItem(), you’ll need to call _trackTrans() to send the transaction information to Google Analytics.Remember that all of the e-commerce code must appear after the Google Analytics Tracking Code calls _trackPageview().
  • Generally, you’ll be placing dotCommerce tracking code on a secure shopping cart page.The standard Google Analytics Tracking Code automatically detects when an https protocol is being used.So you won’t need to add any special tracking code for secure pages.
  • For many e-commerce websites, the checkout process occurs on a separate domain or subdomain.For example, if you send customers from www.mystore.com to cart.mystore.com, you’re sending them to a subdomain.If either of these scenarios applies to your site, you’ll need to add some code to some of your pages so that you can track activity across domains and subdomains.The specific methods you’ll use are listed on the slide and you can learn how to use them in next weeks course on tracking domains and subdomains.
  • dotCommerce overview Provides quick average based on the set date range Top selling products And what traffic sources are driving sales
  • Total revenue Sale per day
  • Conversion rate How many people vs the amount that purchase
  • Average order valueTotal value of orders divided qty of orders
  • Product overviewList of products sole by qty and value
  • Products SKUSame as before but using SKU not name
  • Product CategoriesSales per category
  • TransactionSales by transaction ID
  • Shows you how many visits from their first visit a user comes back until they buy remember multiple visits can happen on the same day
  • Shows you how many visits from their first visit a user comes back until they buy remember multiple visits can happen on the same day
  • so aswell as the dedicated dotCommerce reports you now will see an dotCommerce tab appearing in several reports. im going to run through this and show you the beenfits of this new tab in each of the reports.
  • All traffic sourcesAs covered in a previous session we explained that this report covers where the traffic is coming from and how much its driving. Adding the dotCommerce reporting to your google analytics account now allows you to see which source is dricing the most amount of sales. It will also provide you with which drove the most amount of transactgions their indivifual conversion rate and a per visit value. This will then allow you to decide maybe certain sources are driving a large amount of traffic but not generating you any sales allowing you to decide where to spend your marketing budget and where to cut back.
  • KeywordsThis report using dotCommerce allows you to track the value of the keywords people have used to find your site on google. This report also shows you the conversion rate for each keyword. This report is helpful t calculate how much you should be bidding on keywords using adwords, bing yahoo etc. If your seo agency are also targeting certain keywords this helps you calculate the ROI of your SEO spend.
  • The £ Index metric appears in most of the Content reports and it allows you to identify the pages that have the most impact on site profitability. A single £ Index value by itself doesn’t tell you much -- it’s most useful as a way of ranking pages. By sorting your pages from highest £ Index value to lowest £ Index value, you’ll be able to identify your most important pages. Let’s look at how £ Index is calculated.
  • The £ Index metric appears in most of the Content reports and it allows you to identify the pages that have the most impact on site profitability. A single £ Index value by itself doesn’t tell you much -- it’s most useful as a way of ranking pages. By sorting your pages from highest £ Index value to lowest £ Index value, you’ll be able to identify your most important pages. Let’s look at how £ Index is calculated.
  • The calculation for £ Index assigns the highest values to pages that are frequently viewed prior to high value conversions or transactions. In contrast, pages that aren’t viewed prior to conversions or transactions will have the lowest £ Index values. To calculate the £ Index for a page, total dotCommerce revenue and goal value is divided by the number of unique times the page was viewed prior to the conversion or transaction. For example, let’s say that there were 4 visits to your site and 2 visits resulted in a £100 purchase. So, you made a total of £200 from these four visits. If on every one of these visits, the visitor entered your site through the home page, the £ Index value for your home page would be £200 divided by 4 page views. So the £ Index value would be £50. On the 2 visits that included a purchase, the visitor also went to your Features page before purchasing. So, the £ Index value for your Features page would be £200 divided by 2 page views. The £ Index for your Features page would be £100. You’ll notice that the calculation for £ Index uses unique pageviews.  This means that a page is only counted once per visit, even if a person views the page multiple times before converting. Also, only pageviews that precede the conversion or transaction are counted. If you aren’t tracking dotCommerce revenue in Google Analytics and you haven’t assigned values to your goals, all of your £ Index values will be zero. Finally, £ Index is most useful as a point of comparison or a ranking metric, not as a standalone number. It’s designed to help you identify the pages on your site that are most valuable.
  • Defining site goals and tracking goal conversions is one of the best ways to assess how well your site meets its business objectives. You should always try to define at least one goal for a website. So what is a goal? In Google Analytics, a goal represents an activity or a level of interaction with your website that’s important to the success of your business. Some examples of goals are an account signup,  a request for a sales call, or even that the visitor spent a certain amount of time on the website.
  • To define a URL Destination Goal, select URL Destination as the goal type. Next, enter the URL of the goal page.
  • You don’t have to enter the entire URL. You can simply enter the request URI - that’s what comes after the domain or hostname. So, if the complete URL is www.myshop.com/confirmation.aspx, you only need to enter /confirmation.aspx. Make sure that the URL you enter corresponds to a page that the visitor will only see once they complete the conversion activity. So, pick something like the Thank You page or a confirmation page for your goal. You can also enter a name for the Goal -- here we’ve entered “Demo Goal”. This name will appear in your conversion reports.  
  • Defining a funnel is optional. To define your funnel steps, you add the URLs of the pages leading up to the goal URL. Just as with goals, you don’t have to enter the entire URL of a funnel step -- just the request URI is fine. 
  • Provide a name for each step in the funnel -- here we’ve entered “Basket“ for Step 1. The names you enter will appear in your reports. Next, we’ll talk about the Match Type setting.
  • The “Goal Value” field allows you to specify a monetary value for goal. You should only do this for non-dotCommerce goals.By setting a goal value, you make it possible for Google Analytics to calculate metrics like average per-visit-value and ROI. These metrics will help you measure the monetary value of a non-dotCommerce site.  Just think about how much each goal conversion is worth to your business. So, for example, if your sales team can close sales on 10% of the people who request to be contacted via your site, and your average transaction is £100, you might assign £10 or 10% of £100 to your "Contact Me" goal.  Again, to avoid inflating revenue results, you should only provide values for non-dotCommerce goals.
  • There is an important difference between goal conversions and e-commerce transactions.  A goal conversion can only happen once during a visit, but an e-commerce transaction can occur multiple times during a visit. Let’s say that you set one of your goals to be a PDF download and you define it such that any PDF download is a valid goal conversion. And let’s say that the goal is worth £10. In this case, if a visitor comes to your site and downloads 5 PDF files during a single session, you’ll only get one conversion worth £10. However, if you were to track each of these downloads as a £10 e-commerce transaction, you would see 5 transactions and £50 in e-commerce revenue. You’ll learn how to set up dotCommerce tracking and how to track PDF downloads in later sessions.
  • If you define a funnel for a goal, Google Analytics populates the Funnel Visualization report 
  • On the left, you can see how visitors enter your funnel. On the right, you can see where they leave the funnel and where they go. The middle shows you how visitors progress through the funnel -- how many of them continue on to each step.  In this example, we can see that there were 1,311 entrances at the top of the funnel and 519 completed orders, at the bottom of the funnel. This report is very useful for identifying the pages from which visitors abandon your conversion funnel.
  • Here’s another report in the Goals section. It’s the Reverse Goal Path report. You can see this data even if you haven’t defined a funnel. It lists the navigation paths that visitors took to arrive at a goal page and shows you the number of conversions that resulted from each path. In this example, we can see that 91 of the conversions -- or about 7% of them -- resulted from the first navigation path that’s shown. This is a great report for identifying funnels that you hadn’t considered before and it can give you great ideas for designing a more effective site.
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