Introduction to the Google Analytics Related Products Feature

1. WTF are Related Products in
Google Analytics Ecommerce?
Michaela Linhart, Data Analyst @Women‘s Best
MeasureCamp #10: 24th March 2017

2. ● fitness
● sportswear
● beauty

3. WTF are Related Products in Google Analytics Ecommerce?
Michaela Linhart
1. WHAT ARE RELATED PRODUCTS?

4. Ecommerce Related Products are...
products which are purchased
together in an transaction and
might have an relationship.

5. Ecommerce Related Products shows...
… specifically purchased products. … randomly purchased products.

6. Correlation Score...
a statistical number that quantifies the linear dependence of two products.
01 -1

7. WTF are Related Products in Google Analytics Ecommerce?
Michaela Linhart
2. HOW TO SETUP RELATED PRODUCTS?

8. Setup: 1. Enable Feature
1. Enable Ecommerce
2. Enable Related Products
Admin → View Level →
Ecommerce Settings

9. Setup: 2. Implement Transaction Code

10. Setup: 3. Collect Transaction Data
Collect data for > 30 days
If transaction data is already
collected, related products works
retroactive.
K E E P
C A L M
AND
J U S T
W A I T

11. WTF are Related Products in Google Analytics Ecommerce?
Michaela Linhart
3. HOW TO GET RELATED PRODUCT DATA?

12. NO standard report for Related Products

13. GA Core Reporting API
GA Query Explorer GA Spreadsheet Add-on

14. GA Spreadsheet Add-On Introduction
1.Download Add-On (Google Chrome only)
2.Add-on is available in Spreadsheet under:
Top Menu → Add-ons → Google Analytics
1.Run it to get “Reporting Configuration” tab
2.Type your query in a column
a. Query name
b. API type: core
c. GA view ID: e.g. 1281324
d. Date range
e. Dimensions & metrics
3.Run it to get data

15. Dimensions
queryProductId (obligatory)
queryProductName
queryProductVariation
relatedProductId (obligatory)
relatedProductName
relatedProductVariation
Metrics (at least one obligatory)
correlationScore
queryProductQuantity
relatedProductQuantity
Related Products Dimensions & Metrics

16. GA Spreadsheet Add-On Query

17. WTF are Related Products in Google Analytics Ecommerce?
Michaela Linhart
4. ANALYSIS AND OPTIMIZATION HIGHLIGHTS

18. Tatatataaa: Related Product Data :-)
Note: Example data only

19. Tatatataaa: Related Product Data :-/
Note: Example data only

20. Related Product Analysis
Activate a Filter e.g.
order correlation score asc / desc
for a specific queryProduct (Beauty Drink, Leggings…)
for a specific relatedProduct
…
For Nerds: Visualization via R, Tableau, Data Studio...

21. Related Products Analysis
Note: Example data only

22. Bundle creation / optimization
Remarketing
User only buy Slim Body Shake → remarkting for Caps
Email Marketing
User put Slim Body Shake in cart and didn’t buy → sell bundle via Newsletter
Internal Promotions
Product Recommendations
Customers also bought...
Cross-selling / Up-selling
Related Products Optimization Measurements

23. Summary: Related Products...
… are products which are purchased together and might have an relationship.
Relationship / Correlation Score: positive (1), negative (-1) or no relationship (0)
Access related product data in GA via Core Reporting API
Filter, Segment, Visualize for detailed data
Optimize: Bundle, Remarketing, Email Marketing, Promotions, …
→ Increase sales easily!

24. Happy analyzing!
Michaela Linhart
Data Analyst @Women’s Best
@MimiiiEinsteiiin