There are too many things to take note of within Google Analytics. If you are a new retailer or brand, this slide deck aims to cover everything you need to know.

1. from Basics
to Enhanced E-commerce
Prepared by haste

2. Overview
• Structure of GA
• Data Collection & Processing
• Types of set-ups
• Basic Set Up
• Basic Report
• Enhanced Ecommerce Set Up
• Enhanced Ecommerce Reports
• Reports availability
• Advanced Functionalities
• Follow Author

3. Structure of
Google Analytics

4. • Organization: For one business
• Account: For one business unit
• Property: For different sites (or different sections)
• View: For different permission levels
Structure of Google Analytics

5. • Organization: For one business
• Account: For one business unit
• Property: For different sites (or different sections)
• View: For different permission levels
Structure of Google Analytics

6. Recommended Set Up for Beginners
• 1 Organization,
• 1 Account,
• 1-3 Properties
• 3-5 Views
Structure of Google Analytics

7. Recommended Set Up for Beginners
• 1 Organization,
• 1 Account,
• 1-3 Properties
• 3-5 Views
Structure of Google Analytics
Account
Properties Properties
View View
View View
View View

8. Data
Collection &
Processing

9. 1. New v Returning Users
Data Collection
2. Session
3. Other Data Sources

10. Data Processing
1. Configuration Rules Include, Exclude internal I.P.
Examples:

11. Data Processing
1. Configuration Rules
2. Data Grouping
Include, Exclude internal I.P.
Channels & Content
Examples:

12. Data Processing
1. Configuration Rules
2. Data Grouping
3. Custom Dimension/ Metrics
Include, Exclude internal I.P.
Channels & Content
Analyze Offline Data (Sale/square feet)
Examples:

13. Set-Up Types

14. Type of Set Up
General Purpose Vertical Specific
Set-Up Time Low High
Difficulty of Use Low High
Functionalities Available Good enough VERY advanced
Reports Available General
[Depends on vertical: Retail,
Travel, Blogs…]

15. Basic

16. Insert Tracking Code (Main method)
Basic Set-Up

17. Insert Tracking Code (Main method)
Basic Set-Up

18. Information Available
• Visits (by page)
• Browser
• Language, Type of Browser, Device, Operating System
• Traffic Source
Basic Set-Up

19. Information Available
• Visits (by page)
• Browser
• Language, Type of Browser, Device, Operating System
• Traffic Source
Basic Set-Up
Session
• “Count” increases with each
“unique” visit.
Custom Configuration
• Irrelevant data will be
discarded

20. To understand users:
• Audience
To view them as a funnel:
• Acquisition
• Behavior
• Conversion
Structure
Basic Report

21. Basic Report
Filter By
• Demographics
• Interest (need to enable)
• Geo
• Behavior
• Technology
• Mobile
(Add secondary dimension if required)
Audience

22. Basic Report
To understand users:
• Lifetime Value (additional set-up required)
Audience (Extra Features)

23. Basic Report
To understand users:
• Lifetime Value (additional set-up required)
• Cohort Analysis (additional set-up required)
Audience (Extra Features)

24. Basic Report
To view industry benchmarks:
• Benchmarking:
• Filter: Industry Vertical, Region, Daily Session
Audience (Extra Features)

25. Basic Report
To view which pages users are visiting:
• User Flow
Audience (Extra Features)

26. Basic Report
Information Structure
• Medium:
• Organic (Unpaid search), CPC, Referrals, Email, None (Direct)
• Source:
• *Group sources if required
• Campaign
• Required Tags: Medium, Source, Campaign
• Optional Tags: Content (e.g. version 1 and version 2), Term
• Campaign URL Builder tool
• UTM Tracking Template
Acquisition

27. Basic Report
Check on the various strategies
• Google Ads
• Search Console
• Social
Note: Multi-Channel funnels are under Conversions
Acquisition

28. Basic Report
More Important Information
• Site Content:
• Landing Pages, Exit Pages
• Site Speed: (affects SEO)
• Speed Suggestions (Aim for a score above 80)
• Site Search:
• Search Terms, Search Pages
Behavior

29. Basic Report
Main Purpose
1. Technical SEO Improvement
2. Content Strategy (Keywords and Page Hierarchy)
Behavior

30. Basic Report
Goals
• Direct Revenue Set Up
• Buy Merchandise, Destination,
• Set up Funnel (regular
expression)
• Pro-Tip: Be as specific as
possible
Conversion

31. Enhanced
Ecommerce

32. Enhanced Ecommerce Set Up
Generic Event Hit Fields:
• Action
• Category
• Label
• Value
Hits

33. Enhanced Ecommerce Set Up
Transaction Hit Fields:
• Products Purchased
• Transaction ID’s
• SKUs
• Other:
• Product Category
• Products Added/
Removed
• Product Views
Hits

34. Enhanced Ecommerce Set Up
Example 1: Add to Cart on Landing page
• Action: Add to Cart
• Category: Enhanced Ecommerce
• Label: Added from Landing Page
• Value: (Product Price * Conversation Rate)
Example 2: Add to Cart on Product page
• Action: Add to Cart
• Category: Enhanced Ecommerce
• Label: Added from Product page
• Value: (Product Price * Conversation Rate)
Event Tracking

35. Site Search Metrics
• Search Exits: Search
immediately before leaving
the site
• Search Refinements: Search
again after first search
Enhanced Ecommerce Reports
Track Search Term
• Inform Content Strategy
• Optimize Navigation
• Improve search results
• Generate new keywords
Set-Up
• Admin, View
• Turn tracking on, Enter
Query Parameter (Strip
parameter out)
Internal Site Search

36. Enhanced Ecommerce Reports
Use Case:
• Attribution Scoring
• [Found under
conversions]
Multi-Channel Funnels (need to set-up goals first)

37. Enhanced Ecommerce Reports
Use Case:
• Attribution Scoring
• [Found under
conversions]
Reports Available
• Assisted Conversions
• Channel Grouping Path
• Time Lag Report
• Path Lag Report
Multi-Channel Funnels (need to set-up goals first)

38. Enhanced Ecommerce Reports
Set-Up
• Note: Need to have admin access
• Admin, Property, Link Account
• Enable auto-tagging
Acquisition
• Campaign
Google Ads

39. Advanced Features

40. Custom Dashboard
• Create visualization widgets for
yourself
Content Groups
• Connect Page Hierarchies
together
Custom Segments:
• Create custom segments to track
separately
• Advanced: Segment based on
sequence
• (Can also be used for
Remarketing)
Custom Funnels:
• Instead of landing page to purchase
page, you might want to track
content page (e.g. blog/ vlogs) to
purchase
Dynamic Remarketing:
• Example: Show custom coupon code
in ads to users who have added to
cart but did not end up purchasing
Channel Performance Optimization
• Example: Send email promotions
based on the likelihood of purchase
instead of whenever a campaign is
ready
Advanced Features

41. Advanced Features
• Set-Up
• Note: Need to have admin access
• Admin, Property, Audiences,
• New Audience Or Import Segment
• Dynamic
• Advertise the same product back to those users
• Steps:
• Find remarketing attributes
• Create custom dimensions
• Update site tags
• Create Dynamic Remarketing Audiences
• Create Dynamic Remarketing Attributes
• Create Dynamic Remarketing Campaigns
Dynamic Remarketing

42. For more resources…
About the author
Co-Founder of Haste
Twitter: @SymbolOfFlight