key insights from funnels - enhanced ecommerce for google analytics

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Key insights from funnels Enhanced ecommerce for Google analytics

GPeC Summit 11-May-2015 | @SimoAhava

Simo AhavaSenior Data Advocate, Reaktor


Google Developer Expert, Google Analytics

Blogger, developer, www.simoahava.com

Twitter-er, @SimoAhava

Google+:er, +SimoAhava

Agenda1. Plug-and-play Analytics

2. Enhanced Ecommerce for Google Analytics

3. Implementation tips and ideas


Plug-and-play AnalyticsStop. Stop doing it. Stop it now.


2,342,566GPeC Summit 11-May-2015 | @SimoAhava

2,342,566GPeC Summit 11-May-2015 | @SimoAhava

Dear CMO, last month, the number of sessions to our site was…

…which is an uplift of 3.45% compared to the previous month!

Definition of a Session• Group of interactions that takes place on a website…


• That expires after 30 minutes of inactivity…

• Or at the end of they day…

• Or when acquisition campaign changes…

• Unless the referral is in the Referral Exclusion List…

• Or traffic is cross-domain, and cross-domain tracking is implemented…

• Unless it’s implemented incorrectly…

• Which is likely since it’s so !#/%(“% difficult…

• Unless you’re using Google Tag Manager…

• Except if you’ve implemented THAT incorrectly…

All metrics and dimensions used by a platform subscribe to the schemas of said platform!


All metrics and dimensions used by a platform subscribe to the schemas of said platform!


Sessionization Schema

This has two major implications on how we collect, process, and

analyse the data.


Stay away from aggregate metrics.


1

Stay away from aggregate metrics.Combine, segment,visualize, predict.


1

Aggregate

Segmented

User-centric

Integrated

Predictive


21.20%

Our website’s Ecommerce Conversion Rate for Januar y

was…

Aggregate

Segmented

User-centric

Integrated

Predictive


14.56%

Visitor ’s who landed on our site through our Januar y Facebook campaign

converted at a rate of…

Aggregate

Segmented

User-centric

Integrated

Predictive


24.16%

New Visitors , landing on our website through the Januar y Facebook

campaign, converted at a rate of…

Aggregate

Segmented

User-centric

Integrated

Predictive


3.14%

Returning Customers, bet ween the ages 17-24, who landed on our website

through the Januar y Facebook campaign, converted at a rate of…

Aggregate

Segmented

User-centric

Integrated

Predictive


Based on data from our integrated systems, on seasonality, on past performance,

and on the competitive landscape, we recommend optimizing for these milestones…

Due to untrustworthy metrics, it might be better to look at a site through funnels.


2

Enhanced EcommerceFor Universal Analytics



Session start Receipt page

Traditional eCommerce



Traditional eCommerce

transactionId

revenue

products

1 x conversion



Enhanced eCommerce



Enhanced eCommerce

transactionId

revenue

products

1 x conversion



Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression



Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

Impression click



Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

Impression click

Product detail view



Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

Impression click

Product detail view

Add to Cart



Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

Impression click

Product detail view

Add to Cart

Checkout funnel step 1



Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

Impression click

Product detail view

Add to Cart

Checkout funnel step 1Checkout funnel step 2



Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

Impression click

Product detail view

Add to Cart

Checkout funnel step 1Checkout funnel step 2

Checkout funnel step 3

Enhanced Ecommerce allows you to focus on general trends

or zoom in on an individual segment or product



1. Implementation


1. Implementation

2. Activation


1. Implementation

2. Activation 3. New reports


Shopping Behaviour Analysis

Horizontal funnel to identify pain points at a glance

Ouch!


Shopping Behaviour Analysis

Quick segmentation for Sessions and Abandonments

Segment to identify problems!Ouch!

Ouch!


Checkout Behaviour Analysis

Identify problems in the checkout funnel

Ouch!


Checkout Behaviour Analysis

Quickly create segments for in-depth analysis


Product Performance

Identify missed opportunities by best potential

Ouch!

Ouch!


Product Performance

Identify missed opportunities by category

Ouch!

Ouch!

Ouch!


Product List Performance

Analyze product listings & lists on the site

Ouch!

Ouch!

Ouch!


Internal Promotions / Coupons

Measure effectiveness of on-site promotions

Enhanced Ecommerce is not just a reporting tool



Optimize your product lists, offers, list positions, and descriptions for maximum profit


Convert your Enhanced Ecommerce segments into Remarketing Audiences


Fix your calls-to-action, minimize funnel abandonment

What is Enhanced Ecommerce?


A schema that expands a single metric (Transaction / Conversion Rate) and turns it into funnels.

An optimization tool especially for identifying missedopportunities.

A way to navigate around the limitations of a heavily biased platform like Google Analytics.

Implementation tips & ideas…if you can’t make it to my workshop tomorrow…


Use a Data Layer


Use Google Tag Manager


Works beautifully with a Data Layer

Relatively trivial to implement new tags

Short time-to-market for changes in the page template or Data Layer

Recognize the limitations


Session-scoped :(

Only works with a specific, albeit common,type of webstore

Very little room for customisation

Practise with the Live Demo

GPeC Summit 11-May-2015 | @SimoAhavahttp://enhancedecommerce.appspot.com/

THANK YOU

[email protected]


www.simoahava.com

Twitter: @SimoAhava

Google+: +SimoAhava

key insights from funnels - enhanced ecommerce for google analytics

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