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Google Analytics is by far the most widely used web analytics package nowadays, with an estimated market share of approximately 80 percent. The setup of Google Analytics is very important because this data can be the source of making decisions and adjustments in the strategy and/or the website. They are significant decisions, therefore it is crucial that the data displayed in Google Analytics is correct. In the meantime, Google has launched a new version of Google Analytics: Universal Analytics. The control environment is the same, the measurement and the measurement script, however, are different. Google has stated, that all websites that now use Google Analytics pixel tracking will eventually have to switch to the Universal Analytics pixel.
Google Analytics tracking period
By default, Analytics tracks a period of 180 days. When a customer clicks from one of the online marketing channels (such as an affiliate marketing channel) and makes a purchase for example 170 days later (without having visited the web shop via another channel and without having removed the cookies), then the order will be assigned to the click of 170 days ago. The tracking period of other web analytics packages, but also that of for example Google Ads, has a default date range of 30 days. Analytics is able to measure period of 30 days but to do so, some adjustments are required (since the introduction of Universal Analytics, this can be adjusted in the admin of Analytics). AdResults can assist you with the correct implementation and with setting the time period to 30 days (instead of 180 days).
Common measurement issues in Google Analytics
Common issues in Analytics are that orders are measured twice or that the revenue of an order is attributed to the source of the payment provider (e.g. Ogone, Multisafepay or iDeal). To avoid this from happening AdResults will manage this during the implementation, so that the sales are attributed to the original source (the online marketing channel where the visitor is really coming from). Since the arrival of Universal Analytics many settings can be adjusted in the management environment environment of Analytics. AdResults has collected more than 250 redirect URLs of different payment methods that are excluded during the implementation phase. It is also important that orders are measured in the correct way. Do you now see the same turnover on transaction level as on product level? Differences in data can ultimately lead to making wrong decisions! The correct implementation of Analytics is therefore essential.
Google Analytics – desired data
AdResults can also advise on highly customer-specific data, for example measuring the turnover by brand or by category. In some cases it can also be interesting to see what percentage of the daily transactions originate from discounted items (products on sale) or from the new collection. Finally, it is essential to have an insight on the best selling products. After consultation a dashboard can be compiled, where the most relevant data can be displayed on one dashboard in Analytics.
Universal Analytics data import
Universal Analytics is ideally a central platform for keeping track of all data (visitors, transactions, turnover, etc.). With Google Ads there is the possibility to make a link, so that the costs of Google Ads are also visible in Analytics. With other channels, only the turnover is visible. With Universal Analytics it is possible to import cost data into Anaytics. By importing this data, the costs of each online marketing channel (e.g. Marktplaats, Beslist.nl and other comparison channels, Microsoft Advertising, etc.) and the turnover generated according to Analytics can be seen at a glance. It is even possible to see the ROAS of all channels, so that in one overview it can be determined which channels are profitable and which channels need to be adjusted. AdResults can help you to set up an automatic Universal Analytics data import, so that the costs can be updated daily.
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Teun Bontrup
AdResults
9721 AA, Groningen
Online Marketer
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