Introduction to Enhanced E-commerce Tracking in Google Analytics

I would like to start a series of blog posts on one the hottest topics in the Digital Analytics area “Enhanced E-commerce tracking” from Google. We all know how web tracking is important for any digital business. Obviously, in most cases the reason why we spend our time and money on analytics is to increase the output from our business without direct expansion, i.e. via user experience improvements, etc.  We thirst to find out the bottlenecks of our web sites and mobile apps, and Google has given us the tool that is free and easy to do it. We have been receiving a lot of useful information from Google Analytics for years but the most crucial information was hidden from us, i.e. we were not able to extract and analyze the data on what people are looking at or how they were interacting with your content before converting. Moreover, the conversion process was difficult to analyze. Of course, we had some workarounds and set up our own vision using what Google Analytics provided. As a result we still needed a lot of time to come up with a temporary solution to achieve our goals.

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Posted under Uncategorized by Alexander Malyshko on 25th June, 2015

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Tableau Viz: Affinity Analysis – Customers who bought product A also bought…

I think everyone who has made a hotel booking or has bought something on Amazon has noticed such information as Customers Who Bought This Item Also Bought or Customers Who Booked This Resort Also Booked. Today it is not unusual to set up such an extension on a website because of high-speed technological development. Companies must know who their audience is, what types of data they can collect, and how they can best use that data to discern what consumers really want.

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Posted under Analytics Attribution, Tableau, Vizualization by Eugene Shiman on 4th June, 2015

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Time Lag Report in Google Analytics

I’ve been working with Google Analytics for past 5 years and there are still a lot to learn. I would like to review one of my new insights in this post.

Google Analytics has a variety of reports you can use for making day-to-day decisions. It is hard to keep track of all the changes in Google Analytics even for experts. I’ve heard and looked at Time Lag reports a lot – but I’ve never actually dug in, to truly understand them. When I looked at the report for first time it seemed to me easy and pretty straight forward. In reality you need to really dig into the data to realize that there are more questions than answers in this report.

First, I would define time lag as “the difference between the first interaction date and conversion date within a look back window”. Let’s define these three concepts:

  • Interaction date –
    • In GA PREMIUM – a view of a display ad (as well as a click), or click on any other ad, or a visit from a source such as Direct, Referral or other non-paid source
    • In GA Standard – a click on an ad or visit from Direct, Referral, or other non-paid source
    • INTERACTION in this report is not equal to a SESSION. Interaction has a broader meaning since it includes impressions, clicks, rich media, etc. In other words an Interaction includes direct or indirect clicks/views on your marketing content (where views can be tracked).

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Posted under Google Analytics, Web Analytics by Alexander Malyshko on 8th May, 2015

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Tableau Viz: Customers within N miles radius

This blog post will help you to know how many customers live within N miles of any location. If your data contains a zip code, latitude, longitude and email or customer ID information you will easily answer this question using such a brilliant tool as Tableau.

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Posted under Tableau, Vizualization by Eugene Shiman on 27th April, 2015

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Step 2 – Implement Google Tag Manager – DATA LAYER

In this post you will learn how to correctly place and implement Data Layer as part of Google Tag Manager set up on a website.

Data Layer is java script on a page that contains custom data (hits) that will be passed from the Website to GTM (which in turn will pass that data – or hits – to your GA account).

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Posted under Google Tag Manager by Denis Zakharych on 9th February, 2014

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Enable viewing of Google Display Network remarketing data in Google Analytics, through Google Tag Manager. See your visitors age, gender or interests in your Google Analytics account.

Note: this post is relevant to the Classic or Asynchronous version of Google Analytics.  As of December 2013 when this post is being published GDN data cannot be viewed – yet – in Universal Google Analytics. We expect that this will be fixed by Google sometimes in 2014 since Asych accounts are being migrated to Universal GA as of Nov 2013.

Age Gender or Interests in Google Analytics generated through the integration with the Google Display Network

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Posted under Google Tag Manager by Greg Sobiech on 18th December, 2013

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Analytics: Lies, Damned Lies, and Statistics

We ran a blog post a few weeks back about “Analytics and the Art of Decision-Making”, and the basic point was to look at how analytics actually affects decision making (duh).  It’s something I think about a lot, because let’s face it: analytics data is not the end-all, fail-safe tool that it’s made out to be at times.  If it were, people wouldn’t still be making ineffective marketing decisions, and everyone’s marketing ROI would be skyrocketing.  This makes me think of the old Samuel Langhorne Clemens quote, “There are three kinds of lies: lies, damned lies, and statistics”.  So where should data analytics fit in your marketing decision making process, and how can you get the most of the data you have?  Follow the jump!

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Posted under Analytics Thought of Day, Statistics, Web Analytics by NickThompson on 11th December, 2013 Tagged , , |

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Why You Need Best-in-Class Analytics

So this might be more of an advertisement than a blog post, but it does address a question that I’m frequently asked: “Google Analytics is free, why would I need to pay for a consultancy to help me?”  The first reason is that it’s almost Christmas and web analytics consultants have families to shop for… the other reasons are outlined below:

 

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Posted under Analytics Thought of Day, Business Strategy, Cross Device Tracking, Google Analytics, Google Analytics Consultant, Web Analytics by NickThompson on 5th December, 2013 Tagged , , , |

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Analytics: What Are You Thankful For?

It wouldn’t be Thanksgiving without a clichéd “What Are You Thankful For” blog post right?  So in the spirit of the holiday, I present to you a brief list of things for which I’m thankful.  Enjoy!

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Posted under Analytics and Life by NickThompson on 27th November, 2013 Tagged , , , |

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Industry Q&A

We’re doing something a bit different on the GetDelve blog today, as recently we were lucky enough to connect with Winston Ong, a Sydney-based SEO expert who runs the site www.theseotailor.com.au.  We always love chatting with industry experts, and our quick Q&A with Winston was no different.  He brings a unique perspective, and is definitely one of the “good guys” in the industry.  Hope you enjoy his insights, and be sure to go check out his site after the read!

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Posted under Industry Q&A by NickThompson on 21st November, 2013 Tagged , |

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