Questions1. 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 & OPTIMIZATIONSTART WITH A QUESTION

DATA COLLECTION IS CONDUCTED TO ANSWER THESE QUESTIONS

ARE YOU GETTING THE ANSWERS?

CURRENT QUESTIONS1. 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

GOOGLE ANALYTICSENHANCED ECOMMERCE

A comprehensive view of customer behavior as it relates Ecommerce initiatives.

METRICS AFTER

OMG.

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!

1. ENHANCED ECOMMERCE SCHEMA

PROMOTIONDATA

On-site promotions / initiatives to influence

customer behavior.

IMPRESSION DATA

Data about how products are displayed

on product category pages and featured

product widgets.

PRODUCTDATA

Data about how products are interacted with from detail views to

purchase.

ACTION DATA

Data about customer interactions with

products, content,

and pages.

AT T R I B U T E S :• Page

• Page Name

• Custom Dimensions

A C T I O N S :• 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!

PROMOTION DATA

ATTRIBUTES:• ID

• Name

• Creative

• Position

CAN BE:• Impressed

• Clicked

Measure internal promotions in the same way as you measure display advertising.

IMPRESSION DATA

AT T R I B U T E S :• ID

• Name

• Category

• Brand

• Variant

• List

• Position

C A N B E :• Impressed

https://developers.google.com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce#ecommerce-data

PRODUCT DATA

A T 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

ACTION DATAAT T R I B U T E S :

• ID

• Affiliation

• Revenue

• Tax

• Shipping

• Coupon

• List

• Steps

• Option

A C T I O N S C A N B E :• Clicks on products

• Product detail views

• Adds to Cart

• Removals from Cart

• Checkout Steps

• Checkout Options

• Refunds

• Promotion Clicks

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.

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

4. CREATE A TEST PROFILE & QA

There are a lot of moving parts!

(not set) is for SEO’s not Analysts.

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.

THANKS!

Trevor Fox

@realTrevorFaux @SwellPath