The document discusses using Google Analytics (GA) to analyze the effects of a $10 offer on key metrics like conversion rate and average order value. It recommends setting up event tracking and custom reports in GA to measure the impact of the offer. Additionally, it suggests considering an A/B/A test structure to help isolate the significance of the $10 promotion and identify other elements that could be tested.

1. Hacking with Google
Analytics
By Boris Gefter
Coltrane

2. What you can do with GA Coltrane

3. Example 1: Coffee Shop Coltrane

4. Ideal Customer Funnel / Journey Coltrane

5. Customer sees your shop Coltrane
See - https://developers.google.com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce

6. Test to increase AOV via Coltrane
$10
offer

7. I want to know things about my Coltrane$10 offer
C = 4m + 3v + 2(i-f) – 2a
C = conversion
M = motivation
V = value prop
I = incentive
F = friction
A = anxiety
$10

8. I need the following to answer Coltrane
POS
Face
recognition
Purchase data
• Time of day
• Amount
• Payment type
• Items bought
• Quantities
Camera / shop data
• Conversion rate
• New vs repeat customers
• Demographic data
• Time in shop data
• Queue data
+ =
$10 offer
See - http://www.dailymail.co.uk/sciencetech/article-2187801/Were-watching-The-camera-recognise-Facebook-picture-
time-walk-shop.html

9. Event Set-Up In GA Coltrane

10. Reports & understanding –
custom reports
Coltrane$10 offer

11. Reports & understanding –
segments
Coltrane$10 offer

12. Reports & understanding –
standard reports & segments
Coltrane$10 offer

13. Reports & understanding –
standard reports & segments
Coltrane$10 offer

14. Reports & understanding –
API Explorer
Coltrane$10 offer
See - https://ga-dev-tools.appspot.com/query-explorer/

15. Ongoing queries could consider Coltrane
Google Sheets GA Spreadsheet Adins
Custom views

16. Is the $10 test even significant? Coltrane

17. Think about A/B/A testing Coltrane

18. Use results to test more things Coltrane
C = 4m + 3v + 2(i-f) – 2a
C = conversion
M = motivation
V = value prop
I = incentive
F = friction
A = anxiety
$10

19. Thanks!
By Boris Gefter
Coltrane