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Google Analytics Enhanced Ecommerce Data Collection Strategy

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For more detailed implementation instructions see the full blogpost: http://tfox.us/ee-prod
Google Analytics Enhanced Ecommerce offers detailed insight into all aspects of customer behavior for online retailers. These slides detail the process and specific schema that is used to collect the data that make Enhanced Ecommerce reporting possible. This data collection method employs Google Tag Manager and the Data Layer.

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Google Analytics Enhanced Ecommerce Data Collection Strategy

  1. 1. Questions 1. Are my affiliates bringing quality traffic to my site? 2. What is the impact of my on-site promotional messaging? 3. Are my coupon codes giving away too much? ANALYTICS & OPTIMIZATION START WITH A QUESTION
  2. 2. DATA COLLECTION IS CONDUCTED TO ANSWER THESE QUESTIONS
  3. 3. ARE YOU GETTING THE ANSWERS? CURRENT QUESTIONS 1. Are my affiliates bringing quality traffic to my site? 2. What is the impact of my on-site promotional messaging? 3. Are my coupon codes giving away too much? CURRENT DATA COLLECTION
  4. 4. GOOGLE ANALYTICS ENHANCED ECOMMERCE A comprehensive view of customer behavior as it relates Ecommerce initiatives.
  5. 5. METRICS AFTER OMG.
  6. 6. GETTING STARTED WITH ENHANCED ECOMMERCE 1. Learn the Enhanced Ecommerce Schema! 2. Map Your Site to the Schema 3. Create Code Templates for Content & Actions 4. Create a Test Profile and Q&A 5. Deploy Enhanced Ecommerce Code 6. Answer all the questions!
  7. 7. 1. ENHANCED ECOMMERCE SCHEMA PROMOTION DATA On-site promotions / initiatives to influence customer behavior. IMPRESSION DATA Data about how products are displayed on product category pages and featured product widgets. PRODUCT DATA Data about how products are interacted with from detail views to purchase. ACTION DATA Data about customer interactions with products, content, and pages.
  8. 8. AT T RI B UT ES: • Page • Page Name • Custom Dimensions AC TI ONS: • Viewed • Bounced • Conversion Locations https://developers.google.com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce#ecommerce-data • Pages have a schema that associates attributes and actions with the page. • ATTRIBUTES are segmented and filtered as DIMENSIONS • ACTIONS are aggregated by addition and division as METRICS PA G E S C H E M A YOU KNOW…SCHEMA!
  9. 9. PROMOTION DATA ATTRIBUTES: • ID • Name • Creative • Position CAN BE: • Impressed • Clicked Measure internal promotions in the same way as you measure display advertising.
  10. 10. IMPRESSION DATA AT T RI B UT ES: • ID • Name • Category • Brand • Variant • List • Position CAN B E: • Impressed https://developers.google.com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce#ecommerce-data
  11. 11. PRODUCT DATA AT T R I B U T E S : • ID • Name • Category • Brand • Variant • List • Position • Price C A N B E : • Viewed in Detail • Added to Cart • Removed from Cart • Purchased • Refunded
  12. 12. ACTION DATA AT T RI B UT ES : • ID • Affiliation • Revenue • Tax • Shipping • Coupon • List • Steps • Option AC T I ONS CAN B E: • Clicks on products • Product detail views • Adds to Cart • Removals from Cart • Checkout Steps • Checkout Options • Refunds • Promotion Clicks
  13. 13. 2. MAP YOUR SITE Promotion Impression Product Impression/ Click Impression: ID 1141 Name OK-I-DOKEYS Position 2 Creative green-marquee.jpg Impression ID P14356 Name Insteon Starter Kit Category Smart Home Brand Insteon Variant White List Best Sellers Price 119.99 Determine how the organization of your site content (promotions, products, pages, steps) fits into to the Google Analytics Enhanced Ecommerce schema.
  14. 14. PROMOTION DATA SCHEMA Impression ID P14356 Name Insteon Starter Kit Category Smart Home Brand Insteon Variant White List Best Sellers Price 119.99 3. CREATE TEMPLATES PROMOTION DATA CODE USE GOOGLE TAG MANAGER! #DataLayerForLife
  15. 15. 4. CREATE A TEST PROFILE & QA There are a lot of moving parts! (not set) is for SEO’s not Analysts.
  16. 16. 5. DEPLOY CODE TIPS: • EE features can work a la cart – See Nick’s Post • Profiles can be transferred to EE without EE tracking. – Checkout Enhanced Ecommerce reports • Test EE features on separate profile – Duplicate a profile and make sure live data is accurate. Then turn on others.
  17. 17. THANKS! Trevor Fox @realTrevorFaux @SwellPath

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