In case of Ecommerce website, you get an advance functionality to track conversion on your website and can have detailed dashboard from which you can see how much you have spent on advertising and how much revenue gets generated by which products or insight like which advertising campaigns works well and which didn’t and how much sales has been generated.
To collect such kind of insight, it is necessary to set up conversion tracking and need to modify the default tracking code provided by Google Analytic. If you are using web analytic tools other than Google analytic, you need to understand the basics of conversion tracking and make sure your web analytic tools collects the data properly as it should. Here is the third post of our Ecommerce SEO series explaining conversion tracking with Google Analytic.
Basic Fundamental of Conversion Tracking
Synchronizing Two Advertising Platforms to Track Data with the Common Analytic Tool
When you are using two different platforms for advertising like Google Adword and MSN Ad Center, synchronizing visits from these two platforms with a common analytical tool is necessary. Each advertising platform may provide you detailed reporting of visits hence, synchronizing visits from two different sources and understanding your customer purchase behavior is necessary to assign a value to each of your advertising channel based on profile driven by each, with the help of multi attributes marketing analysis.
To collect the accurate and precise data, first it is necessary to tag all your URLS used in different advertising campaign. Let’s see what is URL tagging and its importance.
Implementing Central URL Tagging
URL tagging refers to tag each of your URL a way which helps your analytic tool to identify the visits from two different sources individually and more accurately.
For example, if you have a campaign running on MSN ad center and also have good organic visits from Bing, without URL tagging, Google analytic would display both visits (Bing Organic and Paid Visits) as a referral visits and you wouldn’t be able to see visits individually from both sources.
Same way if you have Facebook paid campaign and organic visits would get counted as Facebook referral.
To avoid above situations, each and every URL should be tagged with prospective advertising sources, you have been using for business promotion to track visits precisely with the common Analytic tool. Let us give an example of URL tagging with Google URL builder and see how it works.
In the above example, we have tagged our Home page URL with Google URL builder for the Facebook paid campaign, leading visitors to our website. it works with Google Analytic only.
So for the paid campaign, instead of specifying URL www.kingswebmedia.com as a landing page, I would specify the above tagged URL. So Google analytic would be able to identify paid and organic visits individually.
In my Google analytics, we would be able to see visits from my paid campaign FB-Banner as an individual source and organic visits as Facebook referral. If I have two different paid campaigns on Facebook, I can specify the value for each in utm_medium in above specified URL.
Note: If you are using Google Adword only, you can enable auto tagging option in Google Adword which takes care of such a thing and would display your Google organic and paid visits individually. In this situation, you need to link your Google Analytic and Adword with common email address having admin rights of both.
Configuring Google Analytic Script for Conversion Tracking
Set Goals in Google Analytic
Tasks other than a transaction or purchase, like blog or newsletter subscription, email subscription for product update, new sign up and add to cart functions, set goals in your Google analytic account.
Setting up goals in your Google analytic would allow you to track tasks completed by visitors other than purchasing products and you can use that data to evaluate your visitor’s interest and other important data for the betterment of your eCommerce website.
Customizing Ga.JS Script
In order to track product purchase or conversion, you need to add three additional functions in your ga.js default script for tracking.
These functions would require different information regarding products and user for reporting data into an eCommerce conversion tab in Google Analytic. Below is the quick information on each of this function and its tasks.
It tracks and stores all the information regarding each single transaction. Information like transaction ID billing address, total shipping cost is stored in this function, in other words, you need to pass these values as an argument to these functions to track transaction on your website.
As you can see, each of the argument stores value regarding single transaction by users and stores information capable enough to process your orders and other calculation. First and third parameters are mandatory and the rest of the parameters are optional.
This function stores all the information regarding each product in transaction. Information stored in addItem function relates information stored in addTrans function by mean of having a common Transaction ID.
So when single users have two products in a transaction, information of each product should be stored via addItem function. In other words, you need to pass different values about each product as an argument to addItem function.
finally after storing information through addItem and addTrans function, it’s time to send complete transaction object containing the necessary information to Google analytic server for generating report into your analytics account.
Final Analytic Script for Conversion Tracking
Ideally, above script should be called after accepting payment from users at “Thank you for Placing order” page.
Note: You will need help from web developer to fetch all value from your shopping engine or Ecommerce CMS used in your website. Without passing the proper value as an argument to the above functions, Google Analytic wouldn’t display accurate reporting.