Slides CapTechTalks Webinar March 2024 Joshua Sinai.pptx
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)
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
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
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