enhanced ecommerce & data import for ga - #brightonseo sept 2014

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An overview of the benefits to marketers of two new GA features: Enhanced Ecommerce and Data Import. Also included a look at harnessing the power of these and other features of GA through segmentation and remarketing.

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Eliminating the guesswork

Dara Fitzgerald@darafitzgerald

Analytics Director@measurelab

Enhanced Ecommerce & Data Import for GA

Features we will cover.

#1. End-to-end funnel reporting with Enhanced Ecommerce.

#2. Import offline data into GA using Data Import.

#3. Drive performance with Segmentation & Remarketing.

Eliminating the guesswork

#1. Enhanced Ecommerce

Eliminating the guesswork

Without Enhanced Ecommerce

User visits your site

#1. Enhanced Ecommerce

Eliminating the guesswork

Without Enhanced Ecommerce

Views product list page

#1. Enhanced Ecommerce

Eliminating the guesswork

Without Enhanced Ecommerce

Views product detail page

#1. Enhanced Ecommerce

Eliminating the guesswork

Without Enhanced Ecommerce

#1. Enhanced Ecommerce

Eliminating the guesswork

Without Enhanced Ecommerce

#1. Enhanced Ecommerce

Eliminating the guesswork

Without Enhanced Ecommerce

#1. Enhanced Ecommerce

Eliminating the guesswork

Without Enhanced Ecommerce

#1. Enhanced Ecommerce

Eliminating the guesswork

Page Tracking

Event Tracking Ecommerce Tracking

Goal Funnel Tracking

Without Enhanced Ecommerce

#1. Enhanced Ecommerce

https://support.google.com/analytics/answer/6014841?hl=en-GB

Eliminating the guesswork

Shopping Behaviour Analysis

#1. Enhanced Ecommerce

https://support.google.com/analytics/answer/6014841?hl=en-GB

Eliminating the guesswork

Shopping Behaviour Analysis

Checkout Behaviour Analysis

#1. Enhanced EcommerceNew product focused metrics

Track impressions on product list and search results pages

Eliminating the guesswork

#2. Data Import

https://support.google.com/analytics/answer/3191589?hl=en&ref_topic=3191580

Eliminating the guesswork

Perfect for data that doesn’t exist on the website or is business sensitive

#2. Data Import – Cost Data

Source & Medium (mandatory) are used as keys to match imported data with collected data

Select the metrics to be imported

Additional columns for campaign, keyword, etc.

Eliminating the guesswork

#2. Data Import – Cost Data

The correct CSV template can simply be downloaded!

Eliminating the guesswork

#2. Data Import – Cost Data

Eliminating the guesswork

ROI analysis can be performed for all paid channels all within GA

#2. Data Import – Custom Data

https://support.google.com/analytics/answer/6066714?hl=en-GB&ref_topic=6066740

•This joins GA hit data with external data that youupload (manually or via API).

•Custom Data Import does not apply to historical data.

•This is irreversible. Hits already joined with uploadeddata cannot be disjoined.

Eliminating the guesswork

Key is used to define what dimension/s will be widened from

Widen-To Dimensions define the data that will be imported

Again the correct CSV template is provided

#2. Data Import – Custom Data

Eliminating the guesswork

#2. Data Import – Refund Data *

Full refundTo refund an entire transaction, use a row that includes only the Transaction ID.

Partial refundTo refund a partial transaction, use a row that includes Transaction ID, Product SKU and Qty Refunded.

* Refund Data Import is only applicable for Enhanced Ecommercehttps://support.google.com/analytics/answer/6014861?hl=en-GB

Eliminating the guesswork

#3. Segmentation & Remarketing

Access your new custom dimensions and metrics (including widened data) for segmentation

Eliminating the guesswork

#3. Segmentation & Remarketing

Click #1 Create checkout abandonment segment straight from the new Enhanced Ecommerce reports

Eliminating the guesswork

#3. Segmentation & Remarketing

Click #2 Choose this segment for a remarketing list

Eliminating the guesswork

#3. Segmentation & Remarketing

Click #4 Choose AdWords account

Click #5 Save!

Click #3 Name the remarketing list

Eliminating the guesswork

Summary

#1. Migrate to Enhanced Ecommerce for better product performance reporting and Refund Import functionality.

#2. Import additional, offline data into GA with Data Import.

#3. Improve targeting with Segmentation & Remarketing.

Eliminating the guesswork

THANK YOU!

Dara Fitzgerald@darafitzgerald

Analytics Director@measurelab

Eliminating the guesswork

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