• 3. We’ll cover...1 How to get ecommerce working2 How to set up goals3 Q&A • 4. Our goal: connect data back to revenue • 5. WHEN TO USEEcommerce • 6. Use ecommerce tracking if you take credit cards • 7. Google Analytics doesn’t do this by default • 8. Step 1: Enable Ecommerce Tracking • 9. DEMOTime • 10. Step 2: Add ecommerce tracking code to your site • 11. Every order will have slightly different code vs • 12. This isn’t a copy & paste job • 13. Your website produces the code each time • 14. Add the code to you payment confirmation page • 15. How GA ecommerce tracking works 1 Shopping cart captures order info 2 Your site builds the tracking code 3 GA tracking code executes 4 Sends data to GA servers • 16. Add it within your regular GA tracking code • 17. DEMOTime • 18. What if we can’t modify the shopping cart? Many payment platforms severely restrict what you can do with the checkout process. • 19. You’re going to want help from a developer • 20. WHAT IS AGoal? • 21. A goal is a critical event for your business • 22. Use ecommerce first, goals second • 23. Google Analytics goal examples 1 Account sign ups 2 Newsletter sign ups 3 Lead gen forms 4 Downloads • 24. The data you’ll have • 25. We tell GA what our goals are • 26. THE 4 GOALTypes • 27. 1. URL Destination Every time someone views a page, the goal triggers. • 28. DEMOTime • 29. Funnels aren’t that flexible They only work when your site has a series of consecutive steps. • 30. What if we don’t have a unique URL?1 Use event goals2 For funnels, use virtual pageviews • 31. What’s a virtual pageview? We tell Google Analytics by hand that a pageview occurred when it didn’t. • 32. This is what the virtual pageview code looks like: • 33. Be careful with virtual pageviews Only use them when you need to add a step to your funnel and URLs won’t work. • 34. DEMOTime • 35. GOALValues • 36. Only use goal values when they lead to revenue We don’t want to assign random values to our goals. If you can’t connect a goal to revenue, leave it blank. • 37. Let’s work through an example • 38. Recalculate goal values every 3-6 months • 39. WHO GETS THECredit? • 40. All traffic report from Google Analytics • 41. How does Google Analytics assign credit? • 42. Let’s say Susan comes to your site • 43. She discovers you via a Facebook post and buys • 44. Next time, she uses an organic search and buys • 45. Who gets the credit for each purchase? • 46. This creates distortions in your attribution • 47. Web analytics can’t track people over time Customer data gets split up between multiple traffic sources. • 48. To get a complete picture of your customers... You’ll need to use customer analytics. • 49. A revenue report that includes repeat purchases • 50. Use KISSmetrics for long term tracking