The document discusses using Google Analytics ecommerce tracking and measurement protocol to track profit metrics from websites to optimize performance. It recommends tracking profit as the key performance indicator rather than just conversions or revenue. It provides examples of using ecommerce tracking for affiliate marketing, lead generation, SaaS recurring revenues, and examples of profit data that can be analyzed like profit by country, device, product type. It also discusses using measurement protocol to track user IDs and lifetime values for things like recurring revenue streams.

1. #SMX #23B @hellemans
Make profit tell the story
TITLE SLIDE ALTERNATIVE LAYOUT
w/ *EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED)
GA Ecommerce for any website

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 From Amsterdam
 In digital marketing since 2008
 Loves data digging
 Loves optimizing pretty much
anything
 Into SEO, Analytics and Paid ads.
Who is Arnout Hellemans?

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CTR?
Impressions?
Sessions?
Conversion rate?
Revenue?
Or Profit?
What should be your main KPI?

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“Ecommerce tracking allows you to measure the number of
transactions and revenue that your website generates”
Source: Google

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Never settle for 2nd best

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Conversion is a number.
Not every conversion brings the same profit.
People understand $$$ way better than %%%
Think Profitability!!

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Revenue to profit
Calculate:
1000$ Revenue
30% profit
=
300$ profit

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• Affiliate websites
• Ecommerce websites
• Lead Generation websites
• SAAS websites (recurring revenues)
Ecommerce tracking is for any website!!!

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Apartment booking site

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Profit per country.

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Per browser profit per session

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Profit per type of apartment

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Real last click profit from Adwords traffic
ROAS profit en revenue
ROAS = Revenue On Adwords Spend
Profit ROAS 118,47%
Revenue ROAS 394,90%

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• No UPPERCASE and lowercase
• Interesting information beforehand (provider, brand, affiliate,
rate plans).
• Use | or – etc. to divide data in fields like SKU.
Practical tips and tricks

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Now; Hustle your data!

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• Per request / click send a ecommerce transaction.
• Specify per lead profit.
• Use the ecommerce script
OR
• Measurement protocol ecommerce script.
Lead Gen or affiliate?

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Profit per lead
Calculate:
300$ Profit total
10 Leads
=
30$ profit per lead

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ga('ecommerce:addTransaction', {
'id': ‘{Lead ID}',
'affiliation': ‘{website name}',
'revenue': ‘{Profìt}’,
ga('ecommerce:addItem', {
'id': ‘{form id}',
'name': {Button or Lead form}',
'sku': ‘{Anything that helps your analysis}',
'category': ‘{Kind of Lead}',
'price': ‘{Profit}',
'quantity': ‘{quantity}',
'currency': ‘{your currency}'
});
Read more: https://developers.google.com/analytics/devguides/collection/analyticsjs/ecommerce
Ecommerce script on thank you page.

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Do more.

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“The Google Analytics Measurement Protocol allows developers
to make HTTP requests to send raw user interaction data directly to
Google Analytics servers.” Source: Google

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• See lifetime profit per sign-up in SAAS (recurring payments).
• Connect affiliate payouts to original traffic source.
• See original traffic source lifetime value.
Use cases

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Google Analytics Client ID
Google Analytics User ID
Prerequisites measurement protocol
Image credits: cloud.google.com

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“The Client ID field, a unique, randomly generated string that gets
stored in the browsers cookies, so subsequent visits to the same
site can be associated with the same user.” Source: Google

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“User ID lets you associate a persistent ID for a single user with that
user's engagement data from one or more sessions initiated from
one or more devices.” Source: Google

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Measurement protocol hit tester

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Example recurring revenues

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• Ecommerce script
• Enhanced ecommerce script
• Measurement protocol overview
• Measurement protocol parameters
• Measurement protocol hit tester
Useful resources

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LEARN MORE: UPCOMING @SMX EVENTS
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