Create and customise dashboards and widgets in Google Analytics

Every view in Google Analytics comes with a default "My Dashboard". Learn how to customise your dashboards and widgets for the best account overview. Dashboards contain one or more widgets (up to 12 per dashboard) that give you an overview of the KPI’s that you care about most. Create your dashboard To create a dashboard, navigate to your view, then: Go to reporting tab. Click dashboards. Select + new dashboard. In the create dashboard pop-up select blank canvas (no widgets) or starter dashboard (default set of widgets). You can also import dashboard configurations from the solutions gallery, where is most likely that someone thought about some of the KPI’s you are interested and already build a dashboard. Give your dashboard a title, then click create dashboard. Add widgets to your dashboard A dashboard can have up to 12 instances of the following kinds of widgets <piece of information>: Metric—displays a simple numeric representation of a single selected metric. Timeline—displays a graph of the selected metric over time. You can compare this to a secondary metric. Geomap—displays a map of the selected region, with the specified metric plotted on the map. Hover over the map to see the actual metric values. Table—displays up to 2 metrics describing the selected dimension, laid out in a tabular format. Pie—displays a pie chart of the selected metric grouped by a dimension. Mouse over a slice to see the specific metric values. Bar—displays a bar chart of the selected metric grouped by up to 2 dimensions. Mouse over a slice to see the specific metric values. Difference between standard vs. real-time widgets Some of the available widgets can display their data in real-time. These widgets update the metrics automatically (standard widgets, by comparison, update when you load or refresh the dashboard). Real-time widgets can display only the active users or pageviews metrics, depending on the widget. The following widget types are available as real-time widgets: Counter—displays a count of the active users on your site. You can optionally group these users by a selected dimension. Timeline—displays a timeline graph of pageviews on your site for the past 30 to 60 minutes. Geomap—displays a map showing where your active users are coming from. Table—plots a table of your active users against up to 3 selected dimensions. How to add a widget to a dashboard: Create a new dashboard and select blank canvas, or click + add widget on an existing dashboard to open the widget editor. Select the type of widget. Configure the widget’s dimensions, metrics and other options. These vary depending on the type of widget. Scroll or use the search box to locate the specific metric or dimension you want. You can limit the data shown by the widget by clicking add a filter. Filters let you include or exclude data in the specified dimension that match your filter criteria. You can add multiple rows to your filter definition. All conditions must be met for the filter to work. Report and dashboard filters are not the same as view filters. View filters permanently change your data, while report and dashboard filters only limit the data displayed in the report or dashboard. Dashboard filters are specific to the dashboard in which you define them. You can link the widget to a report or a URL. Doing so makes the widget title a link, taking you to the specified report or web page. To link to a report, begin typing a report name. Google Analytics will autocomplete your entry, trying to match it to an existing report. Alternatively, you can copy and paste the report’s URL into this field. Enter a widget title or accept the suggested title. Click save. Add a linked report directly to your dashboard Another way to link a report to your dashboard is to add it directly from the Google Analytics reporting tool. Locate or create the report you want to see in your dashboard. Click add to dashboard below the report title. Select an existing dashboard, or create a new one by clicking new dashboard. Select the check boxes for the dashboard widgets you want to include (e.g., table, pie chart, timeline). You can add up to 2 widgets per report to your dashboard. You can change the widget titles using the click to edit links. Click add to dashboard. Your new linked report widget opens on the dashboard you selected. Use the widget title link to open the underlying report. Linked report limitations Linked reports can’t have metric filters or secondary dimensions. If you try to add a report with a metric filter or secondary dimension, you will see a warning icon. Hover over the icon to see the warning message. You can still add the report, but it will not include the filter or secondary dimension. You can only embed the data view of a report in your dashboard. If you try to add a report that uses another view of the table (e.g., percentage, performance, comparison or pivot), you will see a warning icon. Mouse over the icon to see the warning message. You can still add the report, but it will display only the data view. Linked reports display only the first two metric columns from your reports. If your report contains more than two metrics, additional metrics will not be displayed in the dashboard. Edit a widget To modify an existing widget, mouse over the widget title, then click the edit (pencil) icon. To delete an individual widget, mouse over the widget title, then click the close (X) icon. Clone a widget You can create an exact copy of a widget using the clone widget link. This is convenient when you want to use one widget as a base for another. Add segments to your dashboard In the Google Analytics reports, you can add segments to your dashboard, allowing you to compare and contrast metrics generated by different session or user groupings. To edit an existing segment, click the segment label at the top of your dashboard. To add a segment, click the empty + add segment label. You can learn more about segments. Share your dashboard with other users Dashboards are private to you until you share them. If you develop a dashboard that you think is useful to other users in your account, or to other Google Analytics users in general, you have several options for sharing it. You can also send a snapshot of your dashboard data via email or generate a PDF file you can distribute however you please. Share dashboards with the current view Once you have your private dashboard working the way you like, you can create a copy of it to share with other users. When you do this, anyone with access to this view can see the dashboard’s data and add to or edit any widgets contained in the dashboard. There’s no way to make dashboards read-only; however, changes to the shared dashboard won’t affect your private version of that dashboard. You must have edit permission to share dashboards and data with the current view. If you have only read-only permission, you can still share your private dashboard by sending it as a template link or by adding it to the solutions gallery. See below for more information. To share a dashboard with the current view: View the dashboard you want to share. Click share > share object A copy of the current dashboard will now be available to all other users in that view, located in the shared dashboards section of the reports panel. Note: to unshare the dashboard you must delete it. Share dashboard templates with other views and accounts The share > share template link option generates a URL you can copy and send to other users, embed in a document or host on a website. When you share a dashboard via a template, you share only the settings for the dashboard - you do not share any data. You can send the link to anyone with a Google Analytics account, and that person can then import the settings. Learn more about sharing customizations via templates. Share dashboards in the solutions gallery The solutions gallery lets you share and import custom reporting tools and assets, like dashboards and segments, into your Google Analytics accounts. When you share a dashboard using the share > share in solutions gallery, only the dashboard’s configuration is shared. Your personal information and Google Analytics data stay private in your account. Learn more about the solutions gallery. Send dashboards via email If you need to distribute a snapshot of your dashboard data to people who might not have access to your Google Analytics account, the share > email option is for you. You can send them a customised email with an attached PDF file showing your dashboard to any valid email account. Scheduling dashboard emails Dashboard emails can be sent as “one-offs”, or you can schedule them on a recurring basis. Use the frequency controls to select the timing of the email. By default, recurring emails will be sent for 6 months. The advanced options let you adjust this from 1 month to 1 year. After this period expires, you’ll need to set up the recurring email schedule again. Tip: If there are any previously scheduled emails, you’ll see a link allowing you to add to an existing email. This lets you send out multiple dashboards or reports using the same distribution and timing. Manage all your scheduled emails by navigating to admin > views > select your view > personal tools & assets > scheduled emails. Export dashboards to PDF The export > PDF option saves a copy of your current dashboard exactly as it appears on screen to a PDF file. You can then embed or distribute this exported view in other documents as needed. Get Social! Follow us on LinkedIn, Twitter, and Facebook to keep up-to-date with Google Analytics.   Further reading: Vital Google Analytics custom reports and dashboards for ecommerce Attributing goals and conversions to marketing channels Tips to optimise your ecommerce landing pages

2016-10-04

How to set up internal searches in Google Analytics

Learn how to set up site search (internal search) with and without query parameters and see how users search your site. Find what your customers are researching for on your website and improve your website content. The site search reports provide data on the type of content people are looking for on your site. Having site search data is like reading the minds of a subset of your audience. You can easily see what they’re looking for, the words and terminology they are using and how quickly they found what they were looking for (or if they did at all). Site search must be set up for each reporting view in which you want to see user search activity. To set up site search for a view: sign into your analytics account, navigate to a view in which you want to set up site search then click view settings and under site search settings, set site search tracking ON. In the query parameter field, enter the word or words that designate an internal query parameter, such as "term,search,query". Sometimes the word is just a letter, such as "s" or "q". Enter up to five parameters, separated by commas. The simplest way to know what your query parameter is is to go to your site and perform a search for something, anything! On the following page, take a look at the URL – do you see your keyword? If your keyword appears at the end of a URL following a question mark, like this: http://www.yourwebsite.com/?s=your+keyword, this means that your website is using query parameters. If your keyword appears in the middle of the URL, with no query parameters, like this: http://www.yourwebsite.com/search/your-keyword/ then this means you need to use the Page Paths. How to identify search query parameters for Site Search with Queries If you’ve identified that your search keywords show up in the query parameter portion of the site, you’re in luck! This is the easiest way to set up Site Search. When you're searching on your website, you might see the URL like this: http://www.yourwebsite.com/?s=your+keyword, or in this example blog.littledata.io?s=internal+search. The query parameter is the bit between ? and =, which is 's' in this example. So you must use the query parameter ‘s’ when setting up the internal search in Google Analytics settings. Now to set this up in Google Analytics, follow these steps: Select whether or not you want analytics to strip the query parameter from your URL. This only strips the parameters you've provided, not any other parameters in the same URL. Select whether or not you use categories, such as drop-down menus to refine a site search. If you select 'no', you are finished. Click save changes. If you select 'yes': In the category parameter field, enter the letters that designate an internal query category such as 'cat, qc,'. Select whether or not you want analytics to strip the category parameters from your URL. Note that this only strips the parameters you provided, not any other parameters in the same URL. This has the same functionality as excluding the URL query parameters in your main view: if you strip the category parameters from your site search view, you don't have to exclude them again from your main view. Click apply How to set search terms for Page Path Search Terms (No Queries) Another common behaviour of site search is to have the terms appear within the page path instead of a query. Like this: http://www.yourwebsite.com/search/your-keyword/ To track this type of site search, an advanced filter should be used for views that will be using these reports. First, navigate to filters > new filter under your view. (Note: when adding a filter, you must have EDIT rights on the property level!) After choosing the filter name, select ‘custom’ and ‘advanced’ in the filter’s settings. Choose ‘request URI’ for field A since we are getting the information from the URI, or page path. Your site’s page path goes in the text box, so for this example, it would look like this: search/(.*). When we do this, we are telling Google Analytics to look at this page path and extract the characters from within the parentheses. The dot and asterisk are regular expressions representing any character and any number of characters - so we are storing anything after the slash. Field B will be blank since we are only concerned with extracting from the page path and nowhere else. The next field, ‘output yo’, is the one we are interested in. Now that we have stored the keyword from the URI, we need to output it to the correct dimension. In the drop-down menu, select ‘search term’ and type ‘$A1’ into the input box. This tells Google Analytics to grab the user-defined value from field A and output it as a search term. For the checkbox options below, only ‘field A required’ and ‘override output field’ need to be selected. See site search data To see the site search reports: sign into your analytics account, navigate to your desired account, property, and view, then select the reporting tab and under behaviour go to site search. Your report must look like this: Take into consideration that the report will be populated with data from the moment you activate the internal search or add the filter. It is not retroactive and may need 24h to you see the queries in your report. If you'd like to know more about how to set up internal searches in Google Analytics, get in touch with one of our experts! Further reading: Attributing goals and conversions to marketing channels 9 tips for marketers using Google Analytics Image credit: Image courtesy of hub.3dissue.net

2016-09-22

How to use Littledata's software to monitor ecommerce performance

Littledata provides daily insights in your inbox. These include alerts on significant changes to your web traffic, tips on better tracking, and longer term trends in a daily summary email. All this, along with advice on how to act, will improve your ecommerce performance. Key performance indicators (KPIs) are the milestones to online success of an ecommerce store. Monitoring them will help ecommerce entrepreneurs identify problems and find solutions for better sales, marketing, and customer service goals. Once you have set goals and selected KPIs, monitoring those indicators should become an everyday exercise. And most importantly: performance should inform business decisions, and you should use KPIs to drive actions. Here are the most used reports in our Littledata software that monitor ecommerce performance: Sales Key Performance Indicators Hourly, daily, weekly, monthly Our web app generates reports, based on your traffic volume, on a daily, weekly, monthly or hourly schedule. This helps you keep up to pace with your campaign changes, your developer's releases, and your new interface changes. This way, you can react fast to changes. If your campaign is performing badly, you can see it at once and change it. If your developers release something and it breaks a page or the tracking code, you will see it fast and can correct it. Conversions The efficacy of conversion marketing is measured by the conversion rate, i.e. the number of customers who have completed a transaction divided by the total number of website visitors. The conversion rate is influenced by multiple factors. We track the conversion performance with reports like: Performance of the mobile devices Find out if you have errors on particular devices and check how the user can progress through the checkout flow on these devices. You may have some blocking steps on these particular phones or tablets like coding incompatibilities or a bad user interface. Campaign performance Find out how your new campaign is doing compared with the benchmark. We compare your campaign performance across all campaigns of its kind from your own website and others so you will know where to improve the moment the information is vital. Goal and purchases evolution across time Find out what days are the best for your sale and what days are the worst and schedule your budgets and actions accordingly. Read more about setting up goals in: 'Setting up a destination goal funnel' or find out about using Enhanced Ecommerce to optimise product listings. Marketing Key Performance Indicators: Site traffic In ecommerce, part of the conversion rate equation is the site traffic, which makes monitoring the amount of people that get on a website a big thing. We monitor the performance of the website traffic in multiple reports divided by other segments. The segments monitored can be turned on and off in the Control Panel section of each account under segments. The segments currently available are Direct, Paid Search, Organic Search, Referral, Email, Mobile and Tablet. Segmentation of your traffic puts light on what channels fluctuate at some point in time so you can correct it. Page views per visit Average page views per visit are an excellent indicator of how compelling and easily navigated your content is. The formula is the total number of page views divided by the total number of visits during the same timeframe. Sophisticated users may also want to calculate average page views per visit for different visitor segments. We track the page views per visit across your website and compare them with your benchmark so you can see if the customer journey can be more easy and compelling. Traffic source We track each channel that brings you traffic and spot when traffic sources drop or spike. We have a smart reporting system that calculates traffic sources from different segments so you can see each traffic source fluctuations, giving you the opportunity to react promptly. Have any questions about these reports? Just contact us and ask!   Further reading: Auditing web analytics ecommerce tracking Attributing goals and conversions to marketing channels Why do you need cross domain tracking

2016-09-14

Why do I need ecommerce tracking?

Only by using Google Analytics ecommerce tracking, can you match real sales data with website usage (including traffic source/medium). This sales analysis is required to understand the performance of your website landing pages and return-on-investment from marketing campaigns. The ecommerce reports allow you to analyse purchase activity on your site or app. You can see which products were bought, average order value, ecommerce conversion rate, time to purchase, discount vouchers used and checkout process funnels. Ecommerce tracking is useful not just for online shops but for all kinds of websites including event booking, courses / education, travel / hotels and so on. To see ecommerce data in Google Analytics, you need to: Enable ecommerce in Google Analytics Add the code to your site/app to collect ecommerce data. To complete this task, you'll need to be comfortable editing HTML and coding in JavaScript, or have help from an experienced web developer. Read how to Set up Ecommerce Tracking with Google Tag Manager. Based on this data, you can develop an understanding of: Which products sell well, and by inference, which products are best suited for your customer base. The revenue per transaction, and the number of products per transaction. For example, if the number of products per transaction is lower than you'd like, you might benefit from offering better quantity discounts, or offering free shipping if customers meet a minimum dollar amount. How long (in time and in the number of sessions) it takes customers to make the decision to purchase. If your sales cycle is stable or fluctuates predictably based on product or season, you can use this information (in conjunction with overall sales forecasts) to make reliable predictions about revenue. If customers routinely make numerous visits before they purchase, you might think about a site design that leads more easily to your purchase pages, or options that let users compare your products and prices to your competitors'. The difference between goals and ecommerce. A goal is only measured once in a visit. Think about it similar to pageviews vs. unique pageviews - once the goal has been 'triggered' to a visit, it can't be triggered again. On the other hand, there are no limitations on the number of transactions being measured during one session. Ecommerce is more powerful in that it allows you to analyse additional metrics.  For example, you can see how many visits occurred before the visitor decided to purchase. Many visitors on my site come back more than 7 times before they finally decide to purchase. Wow, interesting figures! Here is a list of the available metrics for ecommerce: If you have marketing campaigns and have no ecommerce tracking you are more likely struggling to calculate the return on your investment (ROI).  With both goals and ecommerce tracking, you will now have a full understanding of your customer journey and your customer life value (CLV). Analytics goals vs. ecommerce transactions, which to choose? Both of them!  If you have read my post carefully, you will understand that both of them have their strengths and limitations. We strongly advise to implement and configure goals and ecommerce. Need help configuring goals and/or ecommerce on Google Analytics? Get in touch with our experts!

2016-08-09

Attributing goals and conversions to marketing channels

On most websites, the conversion journey involves many different routes and across many sessions: few customers buy from the first advert. You may have heard of the ‘rule of 7’. In reality, it varies from maybe 2 or 3 touches for a $20 purchase and definitely more than 10 for an enterprise business service. Your company is buying prospects (or traffic) from a number of online channels, and in many cases, it will be the same potential customer coming from different sources. To be able to report on this in Google Analytics, we need to get the basic setup correct. Tagging campaigns for attribution The first step is to make sure that the different traffic sources can be compared in a multi-channel report are consistent and have complete inbound link tagging. Be sure to tag your campaign correct with our URL Builder. Some tools (such as Bing or Mailchimp) have options to turn on link tagging for GA - although it's buried in the settings. With many others, you will have to add the necessary ‘UTM’ parameters onto the link. Without this tagging, many sources will be misattributed. For example, affiliate networks could send referrals from any of thousands of websites which will appear under the ‘referrals’ channel by default. Facebook ads, since the majority come from the Facebook’s app, will appear under the ‘direct’ (or ‘unknown’) channel. From when full tagging is in effect, the channels report will start to reflect your genuine traffic acquisition source. But don’t expect a 100% match with other tracking tools – see our article on Facebook – GA discrepancies. Importing cost data The cost for any Google AdWords campaigns can be imported automatically, by linking the accounts, but for any third party campaigns, you will need to upload a spreadsheet with your costs on. The benefit is that now you can see the return on investment calculation update in real-time in the multi-channel reports. Model attribution The final step is to decide how you will attribute the value of a campaign if it forms part of a longer conversion pathway. The default for Google Analytics (and most others) is ‘last non-direct click’. That means that the most recent TAGGED campaign gets all the credit for the sale. If the user clicks on 5 Facebook ads, and then eventually buys after an abandoned basket email reminder, that email reminder will get all the sales (not Facebook). This attribution is what you’ll see in all the standard campaign and acquisition reports. You may feel that it is unfair on all the work done by the earlier campaigns, so ‘linear’ (sale equally credited to all tagged campaigns) or ‘time decay’ (more recent campaigns get more credit) may be a better fit with your businesses’ goals. Conclusion Multi-channel marketing performance attribution is not a luxury for the largest companies. It’s available to you now, with the free version of Google Analytics. It will require some setup effort to get meaningful reports (as with any measurement tool) but it has the power to transform how you allocate budget across a range of online marketing platforms. But if this still is not working for you then you may have a problem with cross domain tracking. Need a bit more advice or have any questions? Get in touch with our experts or leave a comment below!

2016-08-04

Common reasons for tracking events

In this article, you will learn why it is important to track the events that happen on your website, what the process of doing so is and how to read the information from your Google Analytics account. Every action that a customer makes on a website is generically called an “event”. An event can be the press of a button, the completion of a form or playing a video. Google Analytics defines events as “user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are all examples of actions you might want to track as Events.” When recording an event on one of your website pages you must detail the following components to Google Analytics: Category, Action, Label (optional, but recommended), Value (optional). An event hit includes a value for each component, and these values are displayed in your reports. For example, you might set up a video "play" button on your site so that it sends an event hit with the following values: Category: "Videos" Action: "Play" Label: "Baby's First Birthday" Value: “2” Category A category is a name that you supply as a way to group objects that you want to track. Typically, you will use the same category name multiple times over relating to UI elements that you want to group under a given category. Actions Typically, you will use the action parameter to name the type of event or interaction you want to track for a particular web object. For example, with a single "videos" category, you can track a number of specific events with this parameter, such as: Time when the video completes load "Play" button clicks "Stop" button clicks "Pause" button clicks Label With labels, you can provide additional information for events that you want to track, such as the movie title in the video examples above, or the name of a file when tracking downloads. Value Value differs from the other components in that it is an integer rather than a string, so use it to assign a numerical value to a tracked page object. For example, you could use it to provide the time in seconds for a player to load, or you might trigger a dollar value when a specific playback marker is reached on a video player. If you start tracking the event on your page you can then create reports as this one: Action  Label:"Gone With the Wind" Label:"Mr Smith Goes to Washington" Totals Play 10 visits w/Event 5 visits w/Event 15 unique events "Play" Pause 2 visits w/Event 8 visits w/Event 10 unique events "Pause" Stop 2 visits w/Event 3 visits w/Event 5 unique events "Stop" Totals 14 unique events for GWTW 16 unique events for Mr Smith 30 unique events for category "videos"   Here is a list of the most common events we track for our clients: Scroll depth - this is very useful when you have a single page website or a lot of content on every page. It is important for you to know if the client notices the full page, and if not, to be sure to move the call-to-actions in the first part of the page or improve the user experience. Playing videos - when you have video content events, as shown above, you can see if the audience is engaging with your content. You can then see if the video has a good position or if it has a good and intuitive title and so on. Nowadays, Video content is king, you just need to find a way to get people see your videos. Hover on Product Order Button - if you are conducting serious research on what people want to buy from your website and what actions they do in correlations with a product you can see the numbers of mouseover on an add to cart button beside the usual add-to-cart action and remove-from-cart. How your client refines their search - you can find what are the most wanted colours of this season, if your clients are discount hunters or if most of your clients wear a shoe size 36 and you don't have any in stock. Find what client research on your website and provide a better experience for them. Affiliate link clicks - if you are in the affiliate business you already know that affiliation platforms don’t give you all the information you need. We have helped our clients to see exactly what call-to-action was the most pressed, what review was the most convincing and where your traffic go. Choosing the right call-to-action in affiliation is almost of the same importance as getting traffic. Nowadays, almost, every website has a carousel. If you are tracking the number of resources a carousel uses, then tracking the performance of your carousel is a big thing. You can track events with the banners your clients saw, what banners were pressed and see what banners have the lowest performance so you can make a decision to change them. Events are sent to Analytics, even the ecommerce interactions as product impressions, adds-to-cart, checkout steps, promotions click and more. All the events in the ecommerce section have these goals: find insights about the customer behaviour to make better acquisitions of stock, better discounts campaigns, a more user-friendly interface and provide a more relevant product listing for the client. When you start tracking the events people generate on your pages, the information you will gather will be, most likely, very far from what you imagined. The most important reason why you should start track the events that happen on your website is that all people are different, come on your page from different sources, with different technical skills or experiences with websites. If you want your products or ideas to perform be sure your audience get through all the nodes of your website. Start learning how to implement events on your website right now and start building your digital strategy today! Need some help doing so? Get in touch with our experts! Image: Courtesy of blogoscoped.com

2016-08-01

Using Google Analytics in store - online and offline

Let’s say I am a retailer selling LEGO®. I have an offline store and I would really like to track my performance. This article will show you that online and offline have a lot in common. The KPI’s are almost the same. You just need to find the right tools to track each channel. I’m an online geek so I would like to track all my activity in my Google Analytics account. At this point, you might already think that it can't be done. But just this morning when I saw this quote it became clear: It always seems impossible until it’s done. So let’s dive in on how an offline store KPI’s can by tracked via Google Analytics. I chose LEGO for two reasons. One, I love LEGO, and second, I love the uniformity of a LEGO store. All LEGO stores have the same structure, philosophy, almost the same products (differs by approx 10% in each country) and the same management control. That made my example so easy to picture. A LEGO store has in it the following and it can be translated in an online store the following way: Offline Online Collections of products Category Main products Products Complementary products Complementary / Accessories products Every product comes in a box The main photo of the product Every shelf has only one collection The listing page The LEGO catalog The online catalog (newsletter) Facebook page / Find shop page Facebook page / Find shop page Tablets with video of the products Video on product page Giant statues Banners Marketing events Campaigns Marketing assets ( rollup, banners, mash) CPM campaigns Traffic sensors Google Analytics tracking code Cash register Checkout page VIP cards UserID tracking A tablet for surveys Exit survey or email survey A tablet for VIP registrations Register section Video cameras Hotjar :)   The first step to monitoring something is to choose which tool we are going to use. In my demo, we will use Google Analytics. We are going to create a Universal Google Analytics account with Enhanced Ecommerce tracking set up. In a normal website, we will implement this tracking code on each page of our website. In a retail store, we will have like a single page website because LEGO usually has only one room for the stores. Now comes the fun part. When a loyalty card means a UserID I mentioned above that we have a 'website' for the LEGO store with the new Universal Google Analytics script. We also have a VIP club because all LEGO stores have a program called LEGO VIP Club. This club is a program designed to engage customers and increase sales. With each sale, a customer is encouraged to become a part of the VIP Club. They will get a card, like a credit card design, and a unique ID. With this ID, we will be able to unify the customer's activity on online and in offline stores. Sessions: or “traffic” in retail For traffic control lots of retail stores have implemented sensors to track the amount of people coming in and walking out. Such a solution is usually called “counting visitors” or “footsteps counting”. A retail store can implement a "counting visitors system" in 2 parts of the stores for collecting the maximum amount of data: outside the store, and just inside the entrance / exit. This way you can measure the amount of people who saw your store and the amount of people who actually came in / left the store. You could then further divide the amount of people leaving the store in shoppers and visitors. Which in online translates to conversion rate. Here we will then add the amount of people that saw LEGO ads via marketing efforts. To make things interesting, we can put a contactless device by the entrance, to track the number of VIP customers that enter the store. Here you can extract data from your counting visitors system and send this information via the Measurement Protocol to Google Analytics. I will not get technical on this, due to the fact that it is just an idea and not a case study. But for more information feel free to contact us. At the entrance gate, you can send GA the information that a customer entered the LEGO store from Happy Street, give him a generic userID from the counter and if he taps the VIP card send the VIP Club ID also. Category and products Every brick and mortar store has an inventory of products. And every product in LEGO Store has a single category. If you've never seen a LEGO Store, let me show you what order means in products and category. [embed]https://youtu.be/lAaE-pxNB1w[/embed] The products and categories can be imported to Google Analytics using data import function in the admin section. In a LEGO store, you can track the On Shelf activity by using both traffic sensors and track events on digital assets. The sensors can track and send GA, the traffic on a specific section of the store. And since we are talking about LEGO this will be easy because the products are not mixed up. LEGO has implemented Digital Boxes in US stores. Digital Boxes are an emulator that takes the image of an object you have in your hand and projects a new image on top of it. This Digital Box can be seen in the video above, and could be treated like a view of a specific product page. Another cool asset LEGO has is the video player on the shelf. This video player shows the content of a product on a tablet (usually 7” wide). This tablet is put next to a selected product and the customer has the opportunity to virtually see the content of the LEGO box. We can now send to GA this interaction of a user with the video. Here we can use Google Tag Manager to catch the user interaction with this digital asset. For the products that have no video on the shelf or a digital box projection, we can use a smartphone along with an improved version of the LEGO app called LEGO 3D Catalog. This app can be downloaded from the Android store or Apple Store, and in the same manner, as the digital box, it will project an animation of the product on the image of the product box. To enter the app you must be logged in, so we can use the User ID, and we can make use of the GPS position to be certain that he is in our store. Online meets offline All online marketing activities are easy to send to Google Analytics if we use a system to track them. You can build your social campaign in a way that will be shown in Google Analytics in a very detailed way. Littledata provides a template to build powerful URL’s that can be used in your social campaigns. The role of this URL is to tag your traffic with the campaign information. Download Littledata's campaign tracking sheet with a URL builder. Online marketing activities mean Facebook, AdWords, mall website, PR communication, partners and mail exchange. You can connect the tablet, which you have in your store for surveys, to Google Analytics and get interesting reports based on that data and act quickly with the alerts from Google Intelligent Alerts. Impressions or proximity to marketing assets The easy part in offline marketing is to track the impressions. Two words: proximity sensors. By using these sensors you can track the amount of people that came close to your marketing asset and send it to GA (or, as we say, make it fire to GA). A marketing asset can be a banner, a statue, a mash or a roll up. And now let’s take the game to the next level. Track the promotions interactions. Let’s say you have a LEGO photo booth. Within the photo booth, you could place a QR code that will automatically share your customers' photo on social media and, in the same time, send a hit to GA or add a hashtag. Purchases The complex structure of a purchase in Google Analytics is this: 'id': 'P12345',                   // Product SKU 'name': 'Android Warhol T-Shirt', // Product name 'category': 'Apparel',            // Product category 'brand': 'Google',                // Product brand - in our case is super easy “LEGO” 'variant': 'black',     // Product variant - on LEGO we have products like mugs red, green, yellow 'price': '29.20',                 // Product price (currency). 'coupon': 'APPARELSALE',          // Product coupon - We can put here the coupon from our campaigns. And for the general campaigns like LEGO has a full month 30% off at City collection. Put the LEGO City sales that meet the conditions (like 1+1, or 2+1, or 2 +50%) a LEGO City identifier. 'quantity': 1                     // Product quantity (number). All of these can be sent to GA on the purchase. Also, we can add custom dimensions like payment method and we must not forget about the VIP Club ID. Incomes and outcomes all in one place Data import lets you upload data from external sources and combine it with data you collect in Google Analytics. You could then use GA to organise and analyse all of your data in ways that reflect your business better. Data imports join the offline data you've uploaded with the default hit data being collected by Google Analytics from your websites, mobile apps or other devices. Imported data can be used to enhance your reports, segments and re-marketing audiences in ways that reflect your own business needs and organisation. The result is a much fuller, more complete picture of your users' online and offline activity. You can import you banners costs, traffic data from mall reports or refunds that maybe you are not tracking in your accounting software connected to Google Analytics. Data imports let you manually do a few of the things I detailed in this article. Big DATA in useful reports At this point, you have a bunch of data. All you need is some simplification. As already Littledata showed you, the final reports are the ones that really matter. Now, you just need to take a seat, grab a pencil and draw the KPI’s that matter to your business. I have some retail KPI’s that can be relevant to your business as they are for a LEGO store: customer retention, cost of goods sold, customer satisfaction incremental sales, average purchase value sales per square foot, cross devices and offline/online, conversion rate in store, track sales target, track bundle performance, employee sales performance, VIP enrollment target. "Sky is the limit" when it comes to understanding your customers. Even if you are a big store or a little one, your company will be able to make adjustments to various strategies and budgets, improve your activity and bring customers better services. Want more information on this blog post? Contact one of our lovely experts for details!   Further reading: What is CRO, conversion optimisation, for ecommerce? Image Credit: Image courtesy of http://eveash.com

2016-07-22

How to use Google Analytics' hidden features

Google Analytics is a powerful tool when you know how to use it. In this article, we will show you how to use some of the hidden features of Google Analytics and how to empower the use of data in your business. It's often said that the only constant in life is change. Humans are build up to resist change and this resistance to change is now more important than ever. Napoleon once said, "You must change tactics every 10 years if you wish to maintain superiority." In today's society, the pace of change is immensely faster, and it will only continue to accelerate. We know our children are growing up in a technological age, but the ability they show in mastering the new and smart devices is truly amazing. The new age is coming, and online stores must be prepared to meet these kids’ expectations. If you have a website then answer these questions before continuing: Are you attributing new and returning customers to marketing campaigns? How do you make that data accessible, accurate and comprehensive? Do you understand how your customers are using multiple devices through numerous touch points? Are you prepared to measure this type of behaviour as shown in the video below? [embed]https://www.youtube.com/embed/qn7RfQU1MJg[/embed] Stats on ecommerce websites The Internet Retailer Top 500 Guide, published in 2016, mentions that the online sales for 39 publicly trading retail chains ranked at 10.4% while comparable-store sales growth was only 1.4%. Online customers are predicted to spend $414 billion by 2018. That’s more than 57% revenue growth since 2013, according to InternetRetailer.com. Shoppers are flocking to retailer websites with good content: annual product video views increased by 42% in 2015, according to a survey of retailer clients by Invodo Inc., an online video marketing firm. And shoppers who watch a video are 1.7 times more likely to buy something than those who don’t - but videos must be relevant, and those depicting how to assemble or use a product get the best results. If the video has a higher rating, then the consumers are more likely to purchase that product, Invodo found. A five-star rating correlates to a 3.76% conversion rate, while a one-star rating yields a 1% conversion rate only. And do your KPIs consider how the customer feels; does your website do better than this video? [embed]https://youtu.be/3Sk7cOqB9Dk?list=RDN5WurXNec7E[/embed] How can you collect data about your customers? Many powerful analytics tools, such as Google Analytics, are free and can help you analyse where your traffic comes from, what your site visitors search for to find you, and what your potential customers do once they get to your site. You can track visitor interactions with your site at a very detailed level, such as traffic sources associated with revenue and keywords associated with revenue amounts. Tracking your website activity will make sure that the efforts in the above categories, such as changes you’ve made to your website’s appearance and order process, product presentation, incentives and social media, are paying off. If these efforts are paying off, by how much, and which is the best performer? As you probably know, there are hundreds (if not thousands) of ways to drive traffic to your online store. The problem is that many of them are expensive and many of them do not convert. Before you test any type of traffic and spend even a dime on driving traffic to your site, it is imperative that you set up conversion tracking. This way you know exactly which sources are converting for your store and know where to reinvest advertising budget to bring in more sales. How can you use that data? Let me start off with showing you how you can centralise all your digital performance in one place: Google Analytics. If you use a variety of systems and tools to run your business, you can use Google Analytics to join and analyse that data in one place. For example, you can turn separate CRM data, ecommerce data, and Google Analytics data into a single comprehensive view of your business. Each business system you use generates its own data store. Your CRM might contain information like customer loyalty ratings, lifetime value and product preferences. If you are a web publisher, your content management tool probably stores the author name and article category. If you have an ecommerce business, you might create catalogues that describe your products according to prices, style, size, etc. And, since you're reading this, you most likely use Google Analytics to track traffic and performance for your websites, mobile apps or appliances. Typically this data exists in its own 'information silo,' unaffected and uninformed by the data in other silos. But with the data import function, you can merge the data generated by your offline business systems with the online data collected by Google Analytics. This can help you organise, analyse and act upon this unified data view in ways that are better aligned with your specific and unique business needs. For example, as a web publisher, you could unite the web hits collected by Google Analytics with the data dimensions exported from your CMS and CRM systems to analyse the relative contributions of authors to your site. You can use the Google Analytics API and Google Apps Script to access your Google Analytics data from Google Sheets. This is a powerful tool because it allows you to utilise all the great features of Google Sheets with your analytics data, such as easy sharing, collaboration, charting and visualisation tools. Not everyone has the ability to read the Google Analytics reports but with the right implementation and the right declaration of your KPI’s you can generate easy to read, comprehensive and reliable reports on your business. What if you could have a single place to enter and see at a glance what you are interested in? All your business KPI’s brought to you on a plate and with fresh data every day? You can view the most viewed product this week to see if you can supply accordingly, or view your goal funnel and see where your customers abandon the site and much more. Segmenting your clients Use the data to improve. You have a bunch of customers on your website every month. They are all the same but still so different. Do not communicate with them in the same way: segment your customer list. Google Analytics includes predefined segments (system segments) that you can use as provided, or that you can copy and edit to create new custom segments. You can also build your own segments from scratch. In addition, you can import segments from the Analytics Solutions Gallery, a free marketplace where Google Analytics users share segments and other solutions they’ve developed. A segment is a subset of your analytics data. For example, of your entire set of users, one segment might be users from a particular country or city. Another segment might be users who purchase a particular line of products or who visit a specific part of your site. Segments let you isolate and analyse those subsets of data so you can examine and respond to the component trends in your business. For example, if you find that users from a particular geographic region are no longer purchasing a line of products in the same volume as they normally have, you can see whether a competing business is offering the same types of products at lower prices. If that turned out to be the case, you could respond by offering a loyalty discount to those users that undercut your competitor's prices. You can also use segments as the basis for audiences. For example, you might create a segment of users who visit your menswear pages, and then target just those users (your audience) with a remarketing campaign that is focused on the new items that you are adding to those pages. Are your CTAs clickable and your PDFs downloadable? Event tracking is one of the best ways to understand the user actions on your website such as how many times a button was clicked, a form was submitted, or documents were downloaded. You can measure interactions on your site by either implementing the Google Tag Manager Data Layer Event code or leveraging Google Tag Manager's Auto-Event Tracking functionality. With Auto-Event Tracking in Google Tag Manager, capturing these actions is easy. You can create event tags directly within the Google Tag Manager interface and fire them with triggers based on predefined variables or on custom variables that you can build within the Google Tag Manager. Now it’s easy and you have no excuse to see if your business plans are on the right track. If you know what actions your clients do on your website, you have the ability to take actions in the right direction. Stop guessing and start counting numbers and actions. We've written a blog post previously on how to set up event tracking in Google Tag Manager. Track your social buttons I expect you already have social share buttons on your website, but do you track them? Like with the call to action buttons, the social media buttons can be tracked and you can find out the impact of your social presence. There’s a lot of value in both implementing these social buttons in a good and fast way and measuring all these interactions. Seeing which sort of social buttons work for which types of traffic can really help you find what you should be optimising how. Track your campaigns If you are running marketing campaigns on social media you can increase the value and quantity of the insight even on you social media platforms. The standard Facebook pixel is caching the conversion, but by adding some lines of code on the Facebook pixel with the Google Tag Manager you can track the value of a purchase, what searches were made on the website, how many times did the campaign result in items being added to cart and wishlist, how many clients started checkout, content views, adding payment info or completing a registration. Your social campaign will have more relevance and will be more documented when you will merge the force of your data with the data from your social media platforms. To take the problem from the other end, you can build your social campaign in a way that will be shown in Google Analytics in very detailed way. Littledata provides a template to build powerful URL’s that can be used in your social campaigns. The role of this URL is to tag your traffic with the campaign information. The URL builder makes it easy to tag your campaigns and track them in Google Analytics. Simply enter your campaign details, and it will generate a tagged uplink for you in 'Final campaign URL' field. All upper-case characters are converted to lowercase to avoid using a combination of both, which results in same campaigns showing up in different categories in Google Analytics. Download the Littledata campaign tracking sheet with a URL builder. We have detailed this before in this article on the Littledata blog: Why should you tag your campaigns? There’s always room for growth. You can track a client that enters the store, adds to cart, sees the delivery cost and exits; you can retarget a client that bought a product from you with additional products and can set personalisation of the store based on the customer’s behaviour. So when you think you’re done developing that, rethink and start again! Interested in getting help with any of these features? Get in touch with our experts and we'd be happy to help!     Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.

2016-07-14
Try the top-rated Google Analytics app for Shopify stores

Try the top-rated Google Analytics app for Shopify stores

Get a 30-day free trial of Littledata for Google Analytics or Segment

Free Trial