Google AnalyticsUSER Conference #GAUCbe

2blue2purple confidential & proprietary

How to get your Analytics fit for Affiliation?

By

@Laubaeten@blue2purple#GAUCbe

3confidential & proprietary

Digital Media Agency

4confidential & proprietary

+5 years experience

in Digital

Laurence Baeten

Head of Business

Development

@blue2purple

@Laubaeten@blue2purple#GAUCbe

Feel free to tweet me

blue2purple confidential & proprietary

1 Customer Journey: Get online & offline together

2 How does it work technically?

3 What impact does it have on my business?

4 Translate this to other business models

5 Key Takeaways

5

Agenda

confidential & proprietary

Get online & offline together

6

7confidential & proprietary

SourceFacebook, SEA, SEO,..

Advertiser website

Merchant Store

OUT

SALE

GA event

8confidential & proprietary

SourceFacebook, SEA,

SEO,..

Advertiser website

Merchant Store

OUT

SALE

GA event

Advertiser Database

9confidential & proprietary

Advertiser Database

SourceFacebook, SEA,

SEO,..

Advertiser website

Merchant Store

OUT

SALE

Google Analytics

MeasurementProtocol (MP)

Transaction

GA

Event

$$

Cookie with GA session ID

Cookie based report

GA Push

confidential & proprietary

How does it work technically?

10

11confidential & proprietary

SourceFacebook, SEA, SEO,..

Advertiser website

Merchant Store

OUT

SALE

GA Event

12confidential & proprietary

Event tracking replaced by eCommerce tracking

Merchant storeProduct name,

XXX€ ,

12345678-9 ,

advwebsite.com

12a3bcde-4f56-789g-01hi-j2k3lmn45o67’

1234567890Merchant store

xx

13confidential & proprietary

Advertiser Database

Google Analytics

SourceFacebook, SEA,

SEO,..

Advertiser website

Merchant Store

OUT

SALE

MeasurementProtocol (MP)

Transaction

Cookie based report

Cookie with GA session ID

GA

Event

$$GA

Push

14confidential & proprietary

Cookie with GA session ID

12345678-9 ,

advwebsite.com

12a3bcde-4f56-789g-01hi-j2k3lmn45o67’

15confidential & proprietary

Transaction Push to GA via Measurement Protocol

1234567890Merchant store’xx’

16confidential & proprietary

Hit Builder

Step 1: https://developers.google.com/analytics/devguides/collection/protocol/v1/devguide#overview

Step 2: https://ga-dev-tools.appspot.com/hit-builder/

Step 3: https://developers.google.com/analytics/devguides/collection/protocol/v1/parameters#top_of_page

17confidential & proprietary

18confidential & proprietary

19confidential & proprietary

Test environment

20confidential & proprietary

confidential & proprietary

What impact does it have on my business?

21

confidential & proprietary

GA Dashboard22

confidential & proprietary

23

Doubled value per click

Clear view on top products that are actually sold Opportunity: push best selling

Identification of Top Merchant stores

Optimize website UX in order to make sessions more profitable

Business Impact & Opportunities

24confidential & proprietary

Attribution modeling

Advertiser Database

Google Analytics

SourceFacebook, SEA,

SEO,..

Advertiser website

Merchant Store

OUT

SALE

MeasurementProtocol (MP)

Transaction

Cookie based report

Cookie with GA session ID

GAEvent

$$

Last ClickFirst Click

25confidential & proprietary

Source 1 Source 2 Source 3 Direct0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Transactions

Last click

26confidential & proprietary

Advertiser Database

Google Analytics

SourceFacebook, SEA,

SEO,..

Advertiser website

Merchant Store

OUT

SALE

MeasurementProtocol (MP)

Transaction

Cookie based report

Cookie with GA session ID

!

Last ClickFirst Click

GAEvent

$$

27confidential & proprietary

Source 1 Source 2 Source 3 Direct0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Transactions

Last non direct click

confidential & proprietary

Translate this to other business models

28

29confidential & proprietary

Research Online, Purchase Offline

30confidential & proprietary

This data was crossed with # coupons used

Customers in Store

ACTION 2ACTION

3ACTION 1

confidential & proprietary

Key Takeaways

31

confidential & proprietary

Conclusion

• Track customers not sessions• Find in what way you can link online to offline

– Cookie GA ID– Customer card– Promotional code– …

• Push your data back into analytics• Optimize accordingly

32

blue2purple confidential & proprietary

Laurence BaetenHead of Business Development

+32 472 94 11 83lb@blue2purple.com

Thank You !

@Laubaeten@blue2purple#GAUCbe

Ghent Web Valley & Bloovi present

Google AnalyticsUSER Conference

Bloovi presents:

#GAUCbe