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10 Data Segmentation for Ecommerce WEB PROFITS
not be made available. T e answer to the second part of the question, regarding which areas to focus on, is less concrete and depends on what would help your business reach its goals. Although the area of focus will vary from business to business, there are four Custom Variables that all ecommerce businesses should consider when it comes to tracking.
Suppose you wanted to know how many visitors added a specifi c item to their carts.
Normally this is guesswork, but with Event Tracking the reporting becomes a reality.
What is Event Tracking? Event Tracking is a method available within the ga.js tracking code (it is not available in Legacy versions) that you can use to record user interaction with website ele- ments. T is could be anything from adding or removing an item to a shopping cart, downloading a fi le from a website, or embedding AJAX elements or anything else you can dream up. For example, suppose you wanted to know how many visitors added a specifi c item to their carts. Without Event Tracking it is guesswork, but with Event Tracking the reporting becomes a reality. Event Tracking is made up of fi ve diff erent com-
ponents. T ree of the fi ve might be taken advantage of in tracking visitor interaction within an ecommerce site, including:
• CATEGORIES: A name that you supply as a way to group objects that you want to track.
• ACTIONS: Most often, you will use the action parameter to name the type of event or interaction that took place.
• LABELS: Labels let you add additional information to events you want to track. In this example we wanted to know the name of the product that was added to the cart, and thus the “label” would be the actual name of the product.
To track the number of times a certain product was added to a visitor cart, you might do something like this:
<a href=“#” onClick=“_gaq.push ([‘_trackEvent’, ‘Shopping Cart’, ‘Item Added’, ‘Name of My Product dynamically fi lled in here’]);”> [Add to cart button]</a>
I will not get into the technical details of the above, but it is important to give a brief overview of what makes up an Event within Google Analytics, to help you bet er understand its value.
Custom Variables let you track website interaction for areas that would otherwise be left out of traditional reporting.
What are Custom Variables? Like Events, Custom Variables let you track website interaction for areas that would otherwise be leſt out of traditional reporting. Google defi nes Custom Variables as name-value pair tags that you can insert in your track- ing code, in order to refi ne Google Analytics tracking. Custom Variables are also made up of various compo- nents. One of the biggest diff erences between Events and Custom Variables is that the lat er can be segmented based on three visitor engagement levels: Visitor, Session and Page.
Continued On 14 12 May 2012
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