Google Analytics is essential for every ecommerce website. In this session, you'll learn to read and understand GA reporting, and how the reports relate to your business. If you already understand how Google Analytics works, the advanced course will teach you how to implement best practices for successful ecommerce marketing strategies.

1. GOOGLE ANALYTICS FOR
MIVA MERCHANTS
MORGAN JONES
ECOMIQ

2. Agenda
1st Hour:
• Introduction to Google Analytics
• Key Google Analytics metrics and definitions
• Reporting overview – key reports for merchants
• Introduction To Enhanced Ecommerce
2nd Hour:
• Using Google Analytics to drive your business
• Reporting strategy
• Campaign tagging strategy
• Profitability reporting
• Google Tag Manager and Universal Analytics
2

3. eComIQ
3
• Digital Advertising Agency
– Paid Search & Shopping Campaigns
– Conversion optimization
– Digital Advertising Strategy
• Google Analytics Consulting Company
– Custom and Complex Integrations
– Google Tag Manager
– Data Import
– Using Google Analytics Data To Increase Sales
• Consultant For Over 250 Miva Merchant Companies

4. PPC
Miva Merchant PPC Agency
• 10% of ad spend ($500/month minimum billing)
• Dedicated account manager with direct access (phone and email)
• Includes Analytics setup and support
• Includes monthly report with focus metrics reported vs. established
goals
• Focus on Ecommerce sites and Shopping campaigns
• Includes additional consulting at no additional charge
– Conversion optimization
– Value proposition development
– Competitive analysis
4

5. My Babies
5
• Largest Greek imports retailer on
the web
• Online since 2004
• Miva Merchant since 2004
• Launched in 2006
• Google Analytics certified partner
since 2008
• AdWords and Bing Certified Partner
• Launched in 2011
• The “Miva Central” to-be of Google
Analytics apps
• Launched in 2009

6. Why Do You
Need Analytics?
Website Analytics enables monitoring of visitor behavior
• How they reached the site
• Where they went when they landed on the site
• Whether or not they were successful in completing a goal on the site
(purchase, lead, etc.)
Website analytics identifies opportunities for improving conversion rates so
you make more $$$
6

7. Key Metrics
7
*Session resets when:
• More than 30 minutes have elapsed between pageviews for a single session.
• At the end of a day.
• When any traffic source value for the user changes. Traffic source
information includes: utm_source, utm_medium, utm_term, utm_content,
utm_id, utm_campaign, and gclid.
Sessions = Total sessions* in
the timeframe selected
Users = Number of unique
sessions in the timeframe
selected
Pageviews = Number of
pages viewed
Pages/Session = Average
pageviews per session
Avg. Session Duration =
Average time a session
spent on the site
Bounce Rate = % of sessions
that only visited one page
% New Sessions = % of
sessions that had not
visited the site ever before

8. Key Metrics
Goal - Definition
A goal is a website page which a visitor reaches once they have made a
purchase or completed another desired action, such as a purchase, registration
or download. Can also be an amount of time on site, number of pageviews or
an event.
Also known as a “Conversion”
8

9. Location Reporting
Identify best performing countries, states, and cities.
9

10. Location Reporting
Sort by any column
10

11. Mobile Reporting
Identify mobile impact
11

12. Traffic Sources
Identify which sources of traffic are driving the most business
12

13. Keywords
Identify which keywords drive revenue
13

14. Top Pages
Identify which pages get the most pageviews and their engagement
14

15. Page Load Times
Identify slow loading pages that may cause abandonment
15

16. Site Search
Identify what visitors are searching for
16

17. Ecommerce
Ecommerce Conversion Rate = Transactions/Visits
Average Order Value = Total Revenue/Transactions
17

18. Ecommerce –
Product Performance
Identify which products are generating the most revenue
18

19. Real-Time (Demo)
Cool!
19

20. Additional Reporting
20

21. Dashboards
• Configure and save for quick reference
• Focus on most important metrics
21

22. Shortcuts
Great when needing advanced segments or filters applied
22

23. Intelligence
Nice try!
23

24. Intelligence – Custom Alerts
Great for identifying “broken glass” issues
24

25. Intelligence – Custom Alerts
Concierge – try it for free!
www.PowerMyAnalytics.com
Will monitor and alert:
- Visits
- Bounce Rate
- Revenue
- Internal referrals
- Other metrics
25

26. Report Features
26

27. Advanced Segments
27

28. Advanced Segments
Built-in Segments = already provided by GA
Custom Segments = you make your own
28

29. Custom Advanced
Segments
View reports for one particular segment, such as purchasers
29

30. Custom Reports
30

31. Custom Reports
Create reports “just the way you want them”
31

32. Export Reports
32

33. Export Reports
33
Premium Only

34. Add To Dashboard,
Shortcut
34

35. Goals & Funnels
Great report for
identifying
opportunities with
checkout issues:
• Shipping options
• Shipping pricing
• Payment options
• Upsell
• Navigation
35

36. Creating Goal Funnels
36

37. • New Enhanced Ecommerce Suite introduced by Google
Analytics in 2014
• Miva is rolling Enhanced Ecommerce into the platform
• No charge if installed by store owner
• Must be on Miva 9 to use Miva’s solution
• Contact us if not on Miva 9 and will not for some time
37
Enhanced Ecommerce

38. Product Lists represent a logical grouping of products on your
site, based on your tagging. You can use them to represent:
• Catalog pages
• Cross-sell blocks
• Up-sell blocks
• Related-products blocks
• Search results pages
38
Enhanced Ecommerce

39. Product List Reporting Example
39
Enhanced Ecommerce

40. Viewing The Products In the Product List
40
Enhanced Ecommerce

41. • Enhanced Ecommerce suite
– Product List Engagement: Ecommerce Impact
41
Enhanced Ecommerce

42. • Enhanced Ecommerce suite
– Shopping Funnel – from Product Views To Transactions
42
Universal Analytics

43. • Enhanced Ecommerce suite
– Checkout Funnel
43
Universal Analytics

44. • Enhanced Ecommerce suite
– Coupon code usage
44
Universal Analytics

45. • Enhanced Ecommerce suite
– Balancing the books between GA and your back-end sales database: You
could push transactions that did not make it into GA (due to offline
conversions or missed JS pushes) to get GA to align with your actual online
sales
45
Universal Analytics

46. • Enhanced Ecommerce suite
– Internal Promotion Reporting:
• Internal promotions include things like banners that you display on one section of your site to
advertise another section of your site.
• The Internal Promotion report lets you see how your internal promotions performed relative to
others
46
Universal Analytics
Vs.

47. Questions?
47

48. Using Google Analytics To Grow Revenue
48

49. Cash Flow Is King
49
Category Total Sales
Gross Profit
Margin Gross Profit
Google
Cost
Yahoo
Cost
MSN
Cost Total Net Profit
Profit Margin
After
Advertisement
Olives $133.7 48% 64.06$ $8.48 $1.26 $0.15 $9.89 54.17$ 40.5%
Olive Oil $251.9 48% 120.70$ $15.43 $3.25 $1.63 $20.31 100.39$ 39.9%
Pickled Products $124.2 48% 59.51$ $0.00 $0.00 $0.00 $0.00 59.51$ 47.9%
Specialty Snacks $47.6 48% 22.81$ $0.00 $0.00 $0.00 $0.00 22.81$ 47.9%
Candy & Specialty Sweets $413.1 48% 197.92$ $21.86 $0.82 $2.26 $24.94 172.98$ 41.9%
Pasta Products $152.9 48% 73.24$ $38.13 $0.00 $4.76 $42.89 30.35$ 19.9%
Wafers, Cookies, Pastry & Rusks $48.1 48% 23.02$ $0.00 $0.00 $0.00 $0.00 23.02$ 47.9%
Dressings & Vinegars-Fish Items $115.8 48% 55.46$ $0.00 $0.00 $0.00 $0.00 55.46$ 47.9%
Coffee And Tea $541.8 48% 259.61$ $84.64 $2.37 $3.92 $90.93 168.68$ 31.1%
Spices & Herbs $440.7 48% 211.17$ $44.40 $0.00 $0.91 $45.31 165.86$ 37.6%
Greek Seasoning And Marinates $90.4 48% 43.29$ $92.59 $0.00 $0.00 $92.59 (49.30)$ -54.6%
Party Food Items $343.2 48% 164.43$ $106.14 $26.98 $10.45 $143.57 20.86$ 6.1%
Fruit Preserves And Marmelades $35.8 48% 17.15$ $0.00 $0.00 $0.00 $0.00 17.15$ 47.9%
Where To Get Data? GA You Formula GA GA GA Formula Formula Formula

50. Cash Flow Is King
Steps to report profitability by category:
1) Identify how many categories you need to report, based on:
– Different product margins
– How granular you would like to report
2) Create Paid Search strategy (Campaigns & Ad Groups) that aligns with
reporting strategy
3) Identify Gross Profit Margins per category
4) Report
5) Take action!
50
Category Total Sales
Gross Profit
Margin Gross Profit
Google
Cost
Olives $133.7 48% 64.06$ $8.34
Olive Oil $251.9 48% 120.70$ $15.35

51. Cash Flow Is King
What to consider if you are not profitable:
• Loss leader?
• Lifetime value
• Ramping up the business
• Attribution – may be “Assisting” but not “Closing”
Actions to take to become profitable:
• Adjust paid search cpc’s lower
• Identify bad search queries or placements that should be negative keywords
or negative placements
• Pause poor performing Campaigns, Ad Groups or Keywords
• Adjust pricing higher
• Optimize landing pages or other pages in path-to-purchase
51

52. ROI By Sales Channel
• Compare Google, Bing, Facebook, Amazon, etc. side-
by-side
• Enables re-allocation of advertising budget to best
performing channels to optimize profit
52

53. Site Optimization
High abandonment drove action!
- Higher abandonment for Checkout By Amazon than our online credit card
payment option
53

54. Site Optimization
A/B test site changes to grow revenue
54

55. Site Optimization
Created “BASK1” page w/out Checkout By Amazon link
55

56. Site Optimization
Original Page – “BASK”
56

57. Site Optimization
New Page without Checkout By Amazon link – “BASK1”
57

58. Site Optimization
Experiment setup
58

59. Site Optimization
59

60. Keyword & Product
Discovery
60

61. Campaign Tracking
- Bing PPC - Google Shopping, etc.
- Email newsletters - Banners on other sites
- Facebook PPC - Facebook links
61
Not needed
for Google
AdWords
“Autotagged”
accounts

62. Campaign Tracking
62

63. Campaign Tracking
63

64. Event Tracking
64
Used to identify actions that take place “within a page”
• Downloads
• “Add to cart”
• Used shipping calculator prior to checkout

65. Event Tracking
65
Track errors

66. Event Tracking
66
Identify which errors are causing abandonment and improve messaging

67. Event Tracking
OPAY Page JS
67
<script type="text/javascript">
try{ var lookups={
"-3" : "Please retry pressing the continue button at the bottom of the page.",
"10001": "Please check your credit card number entered. It does not appear to be entered correctly.",
"10527": "Please check your credit card number entered. It does not appear to be entered correctly.",
"10507": "Please check your credit card number entered. It does not appear to be entered correctly.",
"10544": "Please check your credit card details below and click the continue button at the bottom of the page.", "10762": "Please check
your credit card CVV code and try again.",
"15004": "Please check your credit card CVV code and try again.",
"15005": "The transaction was declined by your credit card company. Please contact your credit card company or try another credit card.",
"15006": "The transaction was declined by your credit card company. Please contact your credit card company or try another credit card.",
"15007": "The transaction was declined by your credit card company because your card is expired. Please contact your credit card company
or try another credit card.",
"Default": "Please contact us at 800-755-8067 to assist you with your order. We are available M-F from 9-5 EST. If after hours, please <a
href="http://www.greekinternetmarket.com/contactus.php">Contact Us</a>."
};
var hasError = false;
var message = jQuery("#paypalerror b").html();
if(message.length > 10){ hasError = true; }
if(hasError){ var event_m= message.replace(/<br>/i,'');
_gaq.push(['_trackEvent', 'PayPalError', event_m]); var patt=new RegExp(/(([ws-]*))/); var code = message.match(patt)[1];
if(lookups[code]!=undefined){ jQuery("#paypalerror b").html(message + lookups[code] + '<br>');
}else{ jQuery("#paypalerror b").html(message + lookups['Default'] + '<br>'); } }}catch(err){}
</script>

68. Event Tracking
68
Provide better messaging to guide the shopper through errors in checkout

69. Attribution
69
• Identify sources of traffic that “Assist” in sales, but do not get credit for
the “last click” purchase
• Improve ROI measurement for paid search, display and social media

70. Phone Order Tracking
70
• Uses “Visitor ID” instead of dynamic phone numbers
• Report revenue from phone orders in Google Analytics
• Increase ROI from paid search and other campaigns
• Free 30-day trial – contact morgan.jones@powermyanalytics.com
http://www.powermyanalytics.com

71. Summary
• Ensure Google Analytics is implemented and reporting correctly
– Advanced implementation (cost import, site search, AdWords
linking, goal funnels, etc.)
• Tag your campaigns for clarity in reporting
• Establish reporting framework to report cash flow and by product or
category
• Perform search query analysis – identify both good and bad queries
– Also ad placement analysis for contextual/display networks
• Focus on largest sources of revenue to grow the business
• A/B test to improve conversions
• Monitor attribution and include in ROI calculations
• Push as much revenue into Google Analytics as possible and down to the
details (phone tracking)
71

72. Universal Analytics and Google Tag Manager
72

73. Universal Analytics
• The future in advanced GA reporting and features
– New Ecommerce reporting coming soon
– Offline transaction reporting (phone orders, amazon.com, eBay, etc.)
– Track users across multiple devices (Desktop, Tablet, Mobile)
– Process returns
73

74. Google Tag Manager
• Consolidate all your tracking codes into Tag Manager and enhance Miva
reporting capabilities
– Faster turnaround time in updating/adding tags
– Ability to outsource GA implementation (vendor can add tags without website access)
– Version control and rollback capability
– Faster page load times
• Miva benefits:
– Enhanced reporting!
74

75. Conversion Rates By Product Added To Cart
• Identify products that do not convert well after adding to cart
– Optimize shipping rates to grow overall sales
75
Product SKU Qty Added To Cart Qty Sold Conversion Rate
1050-03003 203 0 0%
2691-15001 47 47 100%
1101-04001 24 1 4%
2069-02073 22 0 0%
1002-02003 16 2 13%
1450-06001 16 8 50%
0859-04003 14 1 7%
1977-01001 14 7 50%
0483-05011 13 0 0%
1442-06009 12 2 17%
0483-05001 11 1 9%
2442-03001 11 10 91%
1950-03022 10 0 0%
Add To Cart Conversion Rate By SKU

76. Identify How High Shipping Rates
Impact Conversion Rates
• Optimize product and shipping pricing to drive the most revenue and
profit
– Raise product prices and lower shipping prices
76

77. Questions?
77