• 1. About this Book
  • 2. 10 Reasons why Ecommerce Businesses Need to Have Google Analytics Set Up Correctly
  • 3. Quick Overview of Your Google Analytics Admin - Before You Set Up Your Ecommerce
  • 4. Setting Up Your “All Web Site Data” View in Google Analytics
  • 5. What the Heck are Parameters... And What do I do with the "Exclude Query Parameters" Field in Google Analytics?
  • 6. Adding Filtered Google Analytics Views Gives You Access to Better Marketing Data
  • 7. Setting up an “Include My Domain” Filter in Google Analytics
  • 8. Using Google Analytics Filters to Rid Yourself of Rage-Inducing Referral Spam
  • 9. Formulating Your IP Address Filter in Google Analytics
  • 10. Ensuring that Your Google Analytics Data is Accurate by Applying Lowercase Filters
  • 11. How to Remove Slashes From The End of your URLs in Google Analytics
  • 12. Fixing the Problem of Parameters in your Ecommerce URLS in Google Analytics
  • 13. Acquiring Your Ecommerce Store’s Unique Parameter List for Google Analytics
  • 14. How to Turn your Ecommerce Parameters into Custom Dimensions in Google Analytics
  • 15. Using your Parameter Custom Dimensions to Discover Ecommerce Opportunities
  • 16. Key Google Analytics Settings You Might Have Overlooked for your Ecommerce Configuration
  • 17. What are the Google Analytics Ecommerce Settings For and How are They Set Up?
  • 18. How to Turn on Ecommerce Tracking in Google Analytics
  • 19. Google Analytics Enhanced Ecommerce on popular Ecommerce Platforms
  • 20. Manually Adding Google Analytics Standard Ecommerce Transaction Tracking Code
  • 21. Manually Adding Google Analytics Enhanced Ecommerce Transaction Tracking Code
  • 22. Implementing Enhanced Ecommerce Features to Collect Game Changing Data For Your Ecommerce Store
  • 23. How Do You Use the Ecommerce Reports Built into Google Analytics?
  • 24. What is the Google Analytics Ecommerce Overview Report and What Should You Use It For?
  • 25. What is the Shopping Behavior Report and What Should You Use It For?
  • 26. The Importance of the Checkout Behavior Report in Google Analytics
  • 27. What is the Product Performance Report Used for in Google Analytics?
  • 28. This post has been deleted
  • 29. How can you see Individual Ecommerce Transactions in Google Analytics?
  • 30. What is the Time to Purchase Report in Google Analytics Used For?
  • 31. Deep-dive your Product Sales with the Google Analytics Product List Report
  • 32. Setting Ecommerce Goals in Google Analytics and Why This is So Important
  • 33. Adding Your Ecommerce Goals to Google Analytics
  • 34. Using Google Analytics Goals to Boost Your Ecommerce Conversion Rate
  • 35. Using the Model Comparison Tool in Google Analytics
  • 36. Segmenting Users - A Powerful Tool for Providing Data Insights
  • 37. Building Segments Using the Shopping Behavior Report
  • 38. How to Use the Segment Builder in Google Analytics
  • 39. How to Build Specific Criteria using Google Analytics' Segment Builder
  • 40. Google Analytics Segment Examples to Enhance Your Ecommerce Sales
  • 41. How to use Segmentation Analysis to Identify Opportunities and Increase Conversion
  • 42. Making the Most of the Demographics of Users When Looking at Ecommerce Data
  • 43. Google Analytics Segmentation Example - Transacted vs Did Not Transact
  • 44. Taking your Segmentation Analysis Further
  • 45. Bonus: Six Reasons Why Your Ecommerce Store Needs Google Tag Manager
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    Google Analytics Ecommerce Unique Parameters

    Acquiring Your Ecommerce Store’s Unique Parameter List for Google Analytics

    In the previous article, Fixing the Problem of Parameters in your Ecommerce URLS in Google Analytics, you learned about what a big problem parameters can be in your URLs, but how they’re also very useful because they provide insight into how your visitors are using your store.

    If you have already been using Google Analytics for a few months then you have the ability to extract your store’s unique parameter list.

    Note: Keep in mind that if you’ve changed or upgraded eCommerce platforms in the last three months, you will have a mixed set of parameters. This is because parameters are associated with a specific eCommerce platform, and may even change with an upgrade of the same platform. So if you do know that you have upgraded recently, choose a smaller time frame within which to select your parameters.

    To see what parameters were in your URLs, you need to go into your All Web Site Data view.

    Go to your All Pages report which is located at Behavior > Site Content > All Pages.

    We need to perform an advanced search in order to find the pages containing parameters. A list of parameters always starts with ?, so if you search for any Page containing a question mark you will get a list of all the pages containing parameters.

    This will return all the pages that people have visited during the time period selected in which there were parameters in the URL.

    Set the start date for your Google Analytics date picker far enough in the past that you have captured 5,000 rows of pages in the All Pages report (incidentally the fact that you have this many pages listed is the reason why you need to filter those parameters out in the first place!). Ensure that the date picker does not cover any time periods in which the eCommerce platform has been changed.

    Click Export to export your data to Google Sheets, Excel or CSV depending on which spreadsheet you prefer to use.

    To identify each of your parameters is a little bit tedious unless you have a script to do it. I have written a script which I use with my clients which automatically finds all the parameters and how many times that parameter was found in the sample. You can do the same manually using your spreadsheet.

    Sorry, this is a bit geeky.

    To do this, find a parameter by searching for the ? symbol. The parameter will look like <key>=<value>. Then you can strip that parameter out of the list using a regular expression and search for ? again.This is a little tedious, but quite achievable if you only have about 20 or so different parameters.

    The example below will strip all the parameters with key <param name> from your data. If you click ‘Replace all’ it will also tell you how many instances it found of that parameter. You will want to write down all the parameters you find and the number of instances of each one. This will enable you to find out how common your parameters are, in addition to what they are called.

    So if you’re still with me here, you should now have a list of all your most common parameters.

    If you want to see the output of my script, it gives me a list of all the parameters and their frequency, followed by them listed as a comma separated list in case I want to use them in that format.

    Google Analytics Parameters

    Do any of those parameters contain data that you’d like to access? If so, I will show you in the next article How to Turn your Parameters into Custom Dimensions. Custom dimensions will let you access those parameters in various reports throughout Google Analytics, making you look like a genius, and giving you the ability to do some very fancy things with your data.

    Want to get 8-10X ROAS from Google Ads?