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E-commerce, Social and Campaign
            Tracking


                   Srikant Dhondi
Manager - Web Developement & Online Customer Engagement
             (dhondi.srikanth@gmail.com)
In this module

   E-commerce Tracking
   Social Interaction Tracking
   Campaign Tracking
   Enhance Tracking with Custom Variables
E-Commerce Tracking

Track how much visitors spend (on what) when they convert to customers:
     _addTrans tracks order




          _gaq.push(['_addTrans','orderID','storeName','total','tax','shipping']);
E-Commerce Tracking

Track how much visitors spend (on what) when they convert to customers:
     _addTrans tracks order
    _addItem method tracks order line items




 _gaq.push(['_addItem','orderID','SKU','Name','Category','UnitPrice','Quantity']);
E-Commerce Tracking
Track how much visitors spend (on what) when they convert to customers:
     _addTrans tracks order
    _addItem method tracks order line items
    _trackTrans sends the transaction to Google Analytics




                _gaq.push(['_trackTrans']);
Tracking E-commerce Transactions
Introducing Social Analytics

Tracking social interaction is an important part of measuring visitor activity
     Facebook actions(likes, unlikes, shares)
    Twitter tweets
    Google+1 button
Social Analytics Plug-Ins enables this with
    A simple tracking mechanism
    Social reports




            _gaq.push(['_trackSocial','network','action','URL','page']);
Tracking Facebook Likes
Tracking Campaigns

Why track campaigns?
    High acquisition costs require keen referral tracking
What does campaign tracking enable?
    Tracks how visitors got to your landing page
    Detailed capturing of referral source and medium
    Instead of: organic, direct or referral generic categories
    You can also get to track more detailed sources and mediums like: email, social
    network, banner ads, and embedded links(e.g.,PDFs)
Campaigns URL

http://www.aegisglobalacademy.com?utm_source='newsletter'&utm_medi
um='email'&utm_term='business
school'&utm_content='homeVerA'&utm_campaign='pgpbm201314‘

1.   Website URL: http://www.aegisglobalacademy.com
2.   Campaign Source: utm_source='newsletter’
3.   Campaign Medium: utm_medium='email'
4.   Campaign Term: utm_term='business school‘
5.   Campaign Content: utm_content='homeVerA‘
6.   Campaign Name: utm_campaign='pgpbm201314‘
Helpful Information




                           Custom Campaign parameters to your URLs

                             Required. Use utm_source to identify a search engine, newsletter
         Campaign Source
                                                name, or other source.
           (utm_source)
                                             Example: utm_source=google

                            Required. Use utm_medium to identify a medium such as email or
        Campaign Medium
                                                  cost-per- click.
         (utm_medium)
                                             Example: utm_medium=cpc

           Campaign Term   Used for paid search. Use utm_term to note the keywords for this ad.
             (utm_term)                    Example: utm_term=business+school

                            Used for A/B testing and content-targeted ads. Use utm_content to
                                  differentiate ads or links that point to the same URL.
        Campaign Content
                                             Examples: utm_content=logolink
          (utm_content)
                                                              Or
                                                   utm_content=textlink
                            Used for keyword analysis. Use utm_campaign to identify a specific
          Campaign Name
                                        product promotion or strategic campaign.
          (utm_campaign)
                                        Example: utm_campaign=pgpbm201314
Tracking E-mail Links
Tracking CPC Links
Tracking Embedded Links
Tracking Social Media Campaigns
URL shortener




http://www.aegisglobalacademy
.com/?utm_source=facebook&u
tm_medium=social%2Bnetwork
&utm_content=verB&utm_camp
aign=pgpbm-2013-14
Basic visitor interaction model in GA

Visitor
     the client that visits the site.

Session
     the period of time during which the visitor is
    active on the site.
Page
     activity on the user's behalf which sends a
    GIF request to the Analytics servers. This is
    typically characterized by a pageview, but it can
    include:
    a pageview
    an event (e.g. click on a movie button)
Introducing Custom Variables

  _gaq.push(['_setCustomVar(index, name, value, opt_scope)']);

Index
     The slot for the custom variable. Required.
     This is a number whose value can range from 1 - 5, inclusive.
     A custom variable should be placed in one slot only and not be re-used across different slots.
Name
      The name for the custom variable. Required.
     This is a string that identifies the custom variable and appears in the top-level Custom Variables report
     of the Analytics reports.
Value
      The value for the custom variable. Required.
     This is a string that is paired with a name.
     You can pair a number of values with a custom variable name.
     The value appears in the table list of the UI for a selected variable name.
     Typically, you will have two or more values for a given name.
     For example, you might define a custom variable name gender and supply male and female as two
     possible values.
opt_scope
      The scope for the custom variable. Optional.
      the scope defines the level of user engagement with your site.
     It is a number whose possible values are 1 (visitor-level), 2 (session-level), or 3 (page-level).
     When left undefined, the custom variable scope defaults to page-level interaction.
Introducing Custom Variables

Custom variables are name-value pair tags that you can insert in your tracking code in order
to refine Google Analytics tracking. With custom variables, you can define additional segments to
apply to your visitors




                 _gaq.push(['_setCustomVar(index, name, value, opt_scope)']);




Scopes
    Visitor(1) - labels the visitor for future visits
    Session(2) - label applies to the duration of visitor's session
    Page(3) - labels tracked event, page view or e-commerce transactions
Using Custom Variables


 Landing Page




Thankyou Page
Summary


   E-commerce Tracking with _addTrans, _addItem, _trackTrans

   Social Interaction Tracking with _trackSocial

   Campaign Tracking with campaign URL‘s

   Labeling activity with Custom Variables using _setCustomVar
Thank You

For Further Questions & Answers, connect with

Aegis Global Academy - INSTITUTE OF CUSTOMER EXPERIENCE MANAGEMENT

http://www.aegisglobalacademy.com/

     http://goo.gl/TR5WQ

     http://goo.gl/HQPTb

     http://goo.gl/uL2g4

     http://goo.gl/uI5Ma


     1800 209 8777, + 91 422 6651 107, + 91 422 6651 108

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E commerce, social and campaign tracking - web analytics fundamentals

  • 1. E-commerce, Social and Campaign Tracking Srikant Dhondi Manager - Web Developement & Online Customer Engagement (dhondi.srikanth@gmail.com)
  • 2. In this module  E-commerce Tracking  Social Interaction Tracking  Campaign Tracking  Enhance Tracking with Custom Variables
  • 3. E-Commerce Tracking Track how much visitors spend (on what) when they convert to customers:  _addTrans tracks order _gaq.push(['_addTrans','orderID','storeName','total','tax','shipping']);
  • 4. E-Commerce Tracking Track how much visitors spend (on what) when they convert to customers:  _addTrans tracks order _addItem method tracks order line items _gaq.push(['_addItem','orderID','SKU','Name','Category','UnitPrice','Quantity']);
  • 5. E-Commerce Tracking Track how much visitors spend (on what) when they convert to customers:  _addTrans tracks order _addItem method tracks order line items _trackTrans sends the transaction to Google Analytics _gaq.push(['_trackTrans']);
  • 7. Introducing Social Analytics Tracking social interaction is an important part of measuring visitor activity  Facebook actions(likes, unlikes, shares) Twitter tweets Google+1 button Social Analytics Plug-Ins enables this with  A simple tracking mechanism Social reports _gaq.push(['_trackSocial','network','action','URL','page']);
  • 9. Tracking Campaigns Why track campaigns?  High acquisition costs require keen referral tracking What does campaign tracking enable?  Tracks how visitors got to your landing page Detailed capturing of referral source and medium Instead of: organic, direct or referral generic categories You can also get to track more detailed sources and mediums like: email, social network, banner ads, and embedded links(e.g.,PDFs)
  • 10. Campaigns URL http://www.aegisglobalacademy.com?utm_source='newsletter'&utm_medi um='email'&utm_term='business school'&utm_content='homeVerA'&utm_campaign='pgpbm201314‘ 1. Website URL: http://www.aegisglobalacademy.com 2. Campaign Source: utm_source='newsletter’ 3. Campaign Medium: utm_medium='email' 4. Campaign Term: utm_term='business school‘ 5. Campaign Content: utm_content='homeVerA‘ 6. Campaign Name: utm_campaign='pgpbm201314‘
  • 11. Helpful Information Custom Campaign parameters to your URLs Required. Use utm_source to identify a search engine, newsletter Campaign Source name, or other source. (utm_source) Example: utm_source=google Required. Use utm_medium to identify a medium such as email or Campaign Medium cost-per- click. (utm_medium) Example: utm_medium=cpc Campaign Term Used for paid search. Use utm_term to note the keywords for this ad. (utm_term) Example: utm_term=business+school Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Campaign Content Examples: utm_content=logolink (utm_content) Or utm_content=textlink Used for keyword analysis. Use utm_campaign to identify a specific Campaign Name product promotion or strategic campaign. (utm_campaign) Example: utm_campaign=pgpbm201314
  • 17. Basic visitor interaction model in GA Visitor  the client that visits the site. Session  the period of time during which the visitor is active on the site. Page  activity on the user's behalf which sends a GIF request to the Analytics servers. This is typically characterized by a pageview, but it can include: a pageview an event (e.g. click on a movie button)
  • 18. Introducing Custom Variables _gaq.push(['_setCustomVar(index, name, value, opt_scope)']); Index The slot for the custom variable. Required. This is a number whose value can range from 1 - 5, inclusive. A custom variable should be placed in one slot only and not be re-used across different slots. Name  The name for the custom variable. Required. This is a string that identifies the custom variable and appears in the top-level Custom Variables report of the Analytics reports. Value  The value for the custom variable. Required. This is a string that is paired with a name. You can pair a number of values with a custom variable name. The value appears in the table list of the UI for a selected variable name. Typically, you will have two or more values for a given name. For example, you might define a custom variable name gender and supply male and female as two possible values. opt_scope  The scope for the custom variable. Optional.  the scope defines the level of user engagement with your site. It is a number whose possible values are 1 (visitor-level), 2 (session-level), or 3 (page-level). When left undefined, the custom variable scope defaults to page-level interaction.
  • 19. Introducing Custom Variables Custom variables are name-value pair tags that you can insert in your tracking code in order to refine Google Analytics tracking. With custom variables, you can define additional segments to apply to your visitors _gaq.push(['_setCustomVar(index, name, value, opt_scope)']); Scopes Visitor(1) - labels the visitor for future visits Session(2) - label applies to the duration of visitor's session Page(3) - labels tracked event, page view or e-commerce transactions
  • 20. Using Custom Variables Landing Page Thankyou Page
  • 21. Summary  E-commerce Tracking with _addTrans, _addItem, _trackTrans  Social Interaction Tracking with _trackSocial  Campaign Tracking with campaign URL‘s  Labeling activity with Custom Variables using _setCustomVar
  • 22. Thank You For Further Questions & Answers, connect with Aegis Global Academy - INSTITUTE OF CUSTOMER EXPERIENCE MANAGEMENT http://www.aegisglobalacademy.com/ http://goo.gl/TR5WQ http://goo.gl/HQPTb http://goo.gl/uL2g4 http://goo.gl/uI5Ma 1800 209 8777, + 91 422 6651 107, + 91 422 6651 108