What about enhanced e-commerce?
- 3. Standard vs Enhanced
Standard Ecommerce
Enhanced Ecommerce
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- 4. User browses to webshop
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- 12. Product Life Cycle
Source: Optimizesmart.com
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- 27. Challenging implementation
• Universal Analytics is needed
• Enhanced ecommerce tracking is not
provided in the default library. Instead it is
provided as a plugin module (ec.js).
• Make all actions from the Measurement
Model measurable.
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- 29. What does GTM do?
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- 30. Building Blocks of GTM
Tags
Triggers Variables
URL
Product ID
File Name
Data Layer
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- 31. GTM & Enhanced Ecommerce
• Upgrade to Universal Analytics
• Implementation of EC.js
• Inserting page elements and actions in
datalayer
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- 32. Benefits of GTM
• Perfect integration with Google tools
– Also lot of non-Google tools included
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- 33. Benefits of GTM
• Increase speed of tag implementation
• Easy debugging before publication
• User friendly (= marketing people friendly)
• API
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- 35. Usecase: Online Retailer
• Does delivery time influence shopping
behavior?
Days to Delivery Product Detail Views Product Adds to Cart Unique Purchases Cart-to-detail Rate Buy-to-Detail Rate
2.097 268 147 16,04% 4,09%
1 789 107 64 13,56% 8,11%
2 563 64 39 11,37% 6,93%
3 465 55 36 11,83% 7,74%
4 201 19 6 9,45% 2,99%
5 70 20 2 28,57% 2,86%
6 8 3 0 37,50% 0,00%
7 1 0 0 0,00% 0,00%
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- 36. Usecase: On- & Offline Retailer
• Does the distance to a store impact
shopping behavior?
Distance to store Sessions Quantity Average Order Value Shipping Ecommerce Conversion Rate
5.703 439 330 725 7,21%
< 2 KM 500 23 62 0 4,60%
2-5 KM 634 32 58 15 5,05%
5-10 KM 750 48 56 50 6,40%
10-15 KM 793 59 49 90 7,44%
15-20 KM 807 68 43 125 8,43%
20-25 KM 870 75 35 175 8,62%
>25 KM 1349 134 27 270 9,93%
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- 37. Usecase: Weather influence
• Does the weather impact shopping
behavior?
Distance to store Sessions Transactions Average Order Value Ecommerce Conversion Rate
5.703 439 330,00 € 6,19%
Cloudy 500 37 62,00 € 7,40%
Rain 634 42 58,00 € 6,62%
Storm 578 39 56,00 € 6,75%
Sunny 300 12 49,00 € 4,00%
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- 38. Recap
• Focus is on product interactions
• Challenge yourself and start conversion
optimization testing
• Facilitate setup trough Google Tag
Manager
• The combination of Universal Analytics &
Enhanced Ecommerce gives you a very
advanced analytics package
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Editor's Notes
- Introductie + grote lijnen presentatie:
We gaan het hebben over, het deze zomer gelanceerde, Enhanced Ecommerce
Doel van deze presentatie is om jullie een idee te geven van wat er allemaal mogelijk is dankzij enhanced ecommerce
Geen te technische uitleg