This document summarizes a presentation about getting the most out of analytics for ecommerce sites. The presentation discusses best practices for implementing analytics tracking code and setting up goals. It then outlines 5 powerful features for ecommerce analytics: remarketing lists, content grouping, site search, display enabled demographics, and multi-channel tracking and attribution. The presentation provides information on how to utilize these features to improve marketing efforts and business performance.

1. Seattle Commerce Meetup
Sponsor
Get the most out of Analytics –
5 Power Ups for Your Ecommerce Site

2. Get the most out of Analytics –
5 Power Ups for Your Ecommerce Site
Sam James, Director of Analytics, Point It
Twitter: @SamuelDJames

3. 4/6/2015 3
What’s going on here?!

4. Coming up!
• Best Practices for Implementation
Code placement
E-commerce tracking
Connect Google products
Set up goals
Filtered and unfiltered views
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5. Stay tuned for …
• 5 Great Features for E-Commerce
Remarketing Lists
Content Grouping
Site Search
Display Enabled Demographics
Multi-channel Tracking
4/6/2015 5

6. Best Practices for
Implementation
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7. Location, location, location
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• Insert the main Google Analytics code into the
head element of the html, just before the
closing </head> tag

8. Know where the money is
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• Make sure you set up e-commerce tracking
code, including category and product ID
information. Don’t stop at the SKU.

9. Make the right connections
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Analytics
AdWords
AdSense
Webmaster
Tools

10. Track every action that matters
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Assign goals to everything
you find worthwhile.
Know what every action is
worth to your company.

11. Watch your step
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Set up exclusion filters, so that internal traffic
isn’t confused with customer traffic.
Set up an unfiltered view to warehouse
untouched data.

12. 5 Great Features for
E-Commerce
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13. Remarketing Lists
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Visitors
to the
sneaker
pages,
• By page
who signed
up for a
newsletter,
• By goal
four days
ago,
• By visit stat
speak
German,
• By demo
and visit
sites about
soccer.
•By interests

14. Content Grouping
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Group pages by type, theme, product
category, etc… Don’t lose the big
picture in the details.

15. Site Search
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People will outright tell you
what they want, if you let
them.
Use this to:
find new product ideas
uncover disconnects
arm your content writers

16. Display Enabled Demographics
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One line of code added, can get information
that used to cost thousands of extra dollars.

17. Multi-channel Tracking and Attribution
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Treat every channel you use as a part of the
team, give them their credit where deserved, and
know where more effort may yield the best results.
Tracking
• UTM URL Params
• Custom Channel Grouping
Reporting
• Channels
• Campaigns
• Sources
• Multi-Channel Funnels
• Attribution

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Lather, rinse, and repeat.
Always repeat.

19. Resources
• Google Help -
https://support.google.com/analytics/?hl=en#topic=3544906
• Moz.com
• Google Plus Pages
https://plus.google.com/u/0/+GoogleAnalytics/posts
Many knowledgeable connections
• Point It Blog - http://www.pointit.com/blog/
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20. Thank You
Sam James – samj@pointit.com
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