For more detailed implementation instructions see the full blogpost: http://tfox.us/ee-prod Google Analytics Enhanced Ecommerce offers detailed insight into all aspects of customer behavior for online retailers. These slides detail the process and specific schema that is used to collect the data that make Enhanced Ecommerce reporting possible. This data collection method employs Google Tag Manager and the Data Layer.

2. Questions
1. Are my affiliates bringing quality traffic to my site?
2. What is the impact of my on-site promotional messaging?
3. Are my coupon codes giving away too much?
ANALYTICS & OPTIMIZATION
START WITH A QUESTION

3. DATA COLLECTION IS CONDUCTED
TO ANSWER THESE QUESTIONS

4. ARE YOU GETTING THE ANSWERS?
CURRENT QUESTIONS
1. Are my affiliates bringing quality traffic to my site?
2. What is the impact of my on-site promotional messaging?
3. Are my coupon codes giving away too much?
CURRENT DATA COLLECTION

5. GOOGLE ANALYTICS
ENHANCED ECOMMERCE
A comprehensive view of customer behavior as it relates Ecommerce initiatives.

6. METRICS AFTER
OMG.

7. GETTING STARTED WITH
ENHANCED ECOMMERCE
1. Learn the Enhanced Ecommerce Schema!
2. Map Your Site to the Schema
3. Create Code Templates for Content & Actions
4. Create a Test Profile and Q&A
5. Deploy Enhanced Ecommerce Code
6. Answer all the questions!

8. 1. ENHANCED ECOMMERCE SCHEMA
PROMOTION
DATA
On-site promotions /
initiatives to influence
customer behavior.
IMPRESSION
DATA
Data about how
products are displayed
on product category
pages and featured
product widgets.
PRODUCT
DATA
Data about how
products are interacted
with from detail views to
purchase.
ACTION
DATA
Data about customer
interactions with
products, content,
and pages.

10. AT T RI B UT ES:
• Page
• Page Name
• Custom Dimensions
AC TI ONS:
• Viewed
• Bounced
• Conversion Locations
https://developers.google.com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce#ecommerce-data
• Pages have a schema that associates attributes and actions with the page.
• ATTRIBUTES are segmented and filtered as DIMENSIONS
• ACTIONS are aggregated by addition and division as METRICS
PA G E S C H E M A
YOU KNOW…SCHEMA!

11. PROMOTION DATA
ATTRIBUTES:
• ID
• Name
• Creative
• Position
CAN BE:
• Impressed
• Clicked
Measure internal promotions in the same way as you measure display advertising.

12. IMPRESSION DATA
AT T RI B UT ES:
• ID
• Name
• Category
• Brand
• Variant
• List
• Position
CAN B E:
• Impressed
https://developers.google.com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce#ecommerce-data

13. PRODUCT DATA
AT T R I B U T E S :
• ID
• Name
• Category
• Brand
• Variant
• List
• Position
• Price
C A N B E :
• Viewed in Detail
• Added to Cart
• Removed from Cart
• Purchased
• Refunded

14. ACTION DATA
AT T RI B UT ES :
• ID
• Affiliation
• Revenue
• Tax
• Shipping
• Coupon
• List
• Steps
• Option
AC T I ONS CAN B E:
• Clicks on products
• Product detail views
• Adds to Cart
• Removals from Cart
• Checkout Steps
• Checkout Options
• Refunds
• Promotion Clicks

15. 2. MAP YOUR SITE
Promotion Impression
Product Impression/ Click
Impression:
ID 1141
Name OK-I-DOKEYS
Position 2
Creative green-marquee.jpg
Impression
ID P14356
Name Insteon Starter Kit
Category Smart Home
Brand Insteon
Variant White
List Best Sellers
Price 119.99
Determine how the organization of your site content (promotions, products, pages, steps)
fits into to the Google Analytics Enhanced Ecommerce schema.

16. PROMOTION DATA SCHEMA
Impression
ID P14356
Name Insteon Starter Kit
Category Smart Home
Brand Insteon
Variant White
List Best Sellers
Price 119.99
3. CREATE TEMPLATES
PROMOTION DATA CODE
USE GOOGLE TAG MANAGER!
#DataLayerForLife

17. 4. CREATE A TEST PROFILE & QA
There are a lot of moving parts!
(not set) is for SEO’s not Analysts.

18. 5. DEPLOY CODE
TIPS:
• EE features can work a la cart
– See Nick’s Post
• Profiles can be transferred to EE without EE tracking.
– Checkout Enhanced Ecommerce reports
• Test EE features on separate profile
– Duplicate a profile and make sure live data is accurate. Then turn on
others.

19. THANKS!
Trevor Fox
@realTrevorFaux @SwellPath