The slides from my talk at GPeC Summit, Romania, on 11 May 2015. I introduce the Enhanced Ecommerce reports for Google Analytics, but before I do, I outline my ideology for using Enhanced Ecommerce. It's not just a flashy set of reports, it's an optimization tool and a hypothesis machine. I'm less interested in successful transactions and more in things like abandonment and lack of engagement. Enhanced Ecommerce lets us expand the somewhat broken concept of a session-based conversion rate, and granularly investigate its components and particles. This way we can analyze not only transactions, visits, and visitors, but the products themselves, too.

1. Reaktor
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info@reaktor.com
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Key insights from funnels
Enhanced ecommerce for Google analytics
GPeC Summit 11-May-2015 | @SimoAhava

2. Simo Ahava
Senior Data Advocate, Reaktor
GPeC Summit 11-May-2015 | @SimoAhava
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
Twitter-er, @SimoAhava
Google+:er, +SimoAhava

3. Agenda
1. Plug-and-play Analytics
2. Enhanced Ecommerce for Google Analytics
3. Implementation tips and ideas
GPeC Summit 11-May-2015 | @SimoAhava

4. Plug-and-play Analytics
Stop. Stop doing it. Stop it now.
GPeC Summit 11-May-2015 | @SimoAhava

5. 2,342,566
GPeC Summit 11-May-2015 | @SimoAhava

6. 2,342,566
GPeC Summit 11-May-2015 | @SimoAhava
Dear CMO, last month, the number of sessions to our site was…
…which is an uplift of 3.45% compared to the previous month!

8. Definition of a Session
• Group of interactions that takes place on a website…
GPeC Summit 11-May-2015 | @SimoAhava
• That expires after 30 minutes of inactivity…
• Or at the end of they day…
• Or when acquisition campaign changes…
• Unless the referral is in the Referral Exclusion List…
• Or traffic is cross-domain, and cross-domain tracking is implemented…
• Unless it’s implemented incorrectly…
• Which is likely since it’s so !#/%(“% difficult…
• Unless you’re using Google Tag Manager…
• Except if you’ve implemented THAT incorrectly…

9. All metrics and dimensions used by
a platform subscribe to the
schemas of said platform!
GPeC Summit 11-May-2015 | @SimoAhava

10. All metrics and dimensions used by
a platform subscribe to the
schemas of said platform!
GPeC Summit 11-May-2015 | @SimoAhava
Sessionization Schema

11. This has two major implications on
how we collect, process, and
analyse the data.
GPeC Summit 11-May-2015 | @SimoAhava

12. Stay away from
aggregate metrics.
GPeC Summit 11-May-2015 | @SimoAhava
1

13. Stay away from
aggregate metrics.
Combine, segment,
visualize, predict.
GPeC Summit 11-May-2015 | @SimoAhava
1

14. Aggregate
Segmented
User-centric
Integrated
Predictive
GPeC Summit 11-May-2015 | @SimoAhava
21.20%
Our website’s Ecommerce
Conversion Rate for January
was…

15. Aggregate
Segmented
User-centric
Integrated
Predictive
GPeC Summit 11-May-2015 | @SimoAhava
14.56%
Visitor’s who landed on our site
through our January Facebook campaign
converted at a rate of…

16. Aggregate
Segmented
User-centric
Integrated
Predictive
GPeC Summit 11-May-2015 | @SimoAhava
24.16%
New Visitors, landing on our website
through the January Facebook
campaign, converted at a rate of…

17. Aggregate
Segmented
User-centric
Integrated
Predictive
GPeC Summit 11-May-2015 | @SimoAhava
3.14%
Returning Customers, between the
ages 17-24, who landed on our website
through the January Facebook campaign,
converted at a rate of…

18. Aggregate
Segmented
User-centric
Integrated
Predictive
GPeC Summit 11-May-2015 | @SimoAhava
Based on data from our integrated
systems, on seasonality, on past performance,
and on the competitive landscape, we
recommend optimizing for these milestones…

19. Due to untrustworthy
metrics, it might be
better to look at a site
through funnels.
GPeC Summit 11-May-2015 | @SimoAhava
2

20. Enhanced Ecommerce
For Universal Analytics
GPeC Summit 11-May-2015 | @SimoAhava

21. GPeC Summit 11-May-2015 | @SimoAhava
Session start Receipt page
Traditional eCommerce

22. GPeC Summit 11-May-2015 | @SimoAhava
Session start Receipt page
Traditional eCommerce
transactionId
revenue
products
1 x conversion

23. GPeC Summit 11-May-2015 | @SimoAhava
Session start Receipt page
Enhanced eCommerce

24. GPeC Summit 11-May-2015 | @SimoAhava
Session start Receipt page
Enhanced eCommerce
transactionId
revenue
products
1 x conversion

25. GPeC Summit 11-May-2015 | @SimoAhava
Session start Receipt page
Enhanced eCommerce
transactionId
revenue
products
1 x conversion
Product impression

26. GPeC Summit 11-May-2015 | @SimoAhava
Session start Receipt page
Enhanced eCommerce
transactionId
revenue
products
1 x conversion
Product impression
Impression click

27. GPeC Summit 11-May-2015 | @SimoAhava
Session start Receipt page
Enhanced eCommerce
transactionId
revenue
products
1 x conversion
Product impression
Impression click
Product detail view

28. GPeC Summit 11-May-2015 | @SimoAhava
Session start Receipt page
Enhanced eCommerce
transactionId
revenue
products
1 x conversion
Product impression
Impression click
Product detail view
Add to Cart

29. GPeC Summit 11-May-2015 | @SimoAhava
Session start Receipt page
Enhanced eCommerce
transactionId
revenue
products
1 x conversion
Product impression
Impression click
Product detail view
Add to Cart
Checkout funnel step 1

30. GPeC Summit 11-May-2015 | @SimoAhava
Session start Receipt page
Enhanced eCommerce
transactionId
revenue
products
1 x conversion
Product impression
Impression click
Product detail view
Add to Cart
Checkout funnel step 1
Checkout funnel step 2

31. GPeC Summit 11-May-2015 | @SimoAhava
Session start Receipt page
Enhanced eCommerce
transactionId
revenue
products
1 x conversion
Product impression
Impression click
Product detail view
Add to Cart
Checkout funnel step 1
Checkout funnel step 2
Checkout funnel step 3

32. Enhanced Ecommerce allows
you to focus on general trends
or zoom in on an individual
segment or product
GPeC Summit 11-May-2015 | @SimoAhava

33. GPeC Summit 11-May-2015 | @SimoAhava
1. Implementation

34. GPeC Summit 11-May-2015 | @SimoAhava
1. Implementation
2. Activation

35. GPeC Summit 11-May-2015 | @SimoAhava
1. Implementation
2. Activation 3. New reports

36. GPeC Summit 11-May-2015 | @SimoAhava
Shopping Behaviour Analysis
Horizontal funnel to identify pain points at a glance
Ouch!

37. GPeC Summit 11-May-2015 | @SimoAhava
Shopping Behaviour Analysis
Quick segmentation for Sessions and Abandonments
Segment to identify
problems!
Ouch!
Ouch!

38. GPeC Summit 11-May-2015 | @SimoAhava
Checkout Behaviour Analysis
Identify problems in the checkout funnel
Ouch!

39. GPeC Summit 11-May-2015 | @SimoAhava
Checkout Behaviour Analysis
Quickly create segments for in-depth analysis

40. GPeC Summit 11-May-2015 | @SimoAhava
Product Performance
Identify missed opportunities by best potential
Ouch!
Ouch!

41. GPeC Summit 11-May-2015 | @SimoAhava
Product Performance
Identify missed opportunities by category
Ouch!
Ouch!
Ouch!

42. GPeC Summit 11-May-2015 | @SimoAhava
Product List Performance
Analyze product listings & lists on the site
Ouch!
Ouch!
Ouch!

43. GPeC Summit 11-May-2015 | @SimoAhava
Internal Promotions / Coupons
Measure effectiveness of on-site promotions

44. Enhanced Ecommerce is not
just a reporting tool
GPeC Summit 11-May-2015 | @SimoAhava

45. GPeC Summit 11-May-2015 | @SimoAhava
Optimize your product lists, offers, list
positions, and descriptions for maximum profit

46. GPeC Summit 11-May-2015 | @SimoAhava
Convert your Enhanced Ecommerce segments
into Remarketing Audiences

47. GPeC Summit 11-May-2015 | @SimoAhava
Fix your calls-to-action, minimize funnel
abandonment

48. What is Enhanced Ecommerce?
GPeC Summit 11-May-2015 | @SimoAhava
A schema that expands a single metric (Transaction /
Conversion Rate) and turns it into funnels.
An optimization tool especially for identifying missed
opportunities.
A way to navigate around the limitations of a heavily
biased platform like Google Analytics.

49. Implementation tips & ideas
…if you can’t make it to my workshop tomorrow…
GPeC Summit 11-May-2015 | @SimoAhava

50. Use a Data Layer
GPeC Summit 11-May-2015 | @SimoAhava

51. Use a Data Layer
GPeC Summit 11-May-2015 | @SimoAhava

52. Use Google Tag Manager
GPeC Summit 11-May-2015 | @SimoAhava
Works beautifully with a Data Layer
Relatively trivial to implement new tags
Short time-to-market for changes in the
page template or Data Layer

53. Recognize the limitations
GPeC Summit 11-May-2015 | @SimoAhava
Session-scoped :(
Only works with a specific, albeit common,
type of webstore
Very little room for customisation

54. Practise with the Live Demo
GPeC Summit 11-May-2015 | @SimoAhavahttp://enhancedecommerce.appspot.com/

55. THANK YOU
simo.ahava@reaktor.com
GPeC Summit 11-May-2015 | @SimoAhava
www.simoahava.com
Twitter: @SimoAhava
Google+: +SimoAhava