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To a human being (at least one who isn’t a computer programmer), the difference between a lowercase and uppercase letter is minimal. One may be more grammatically correct than the other, but one letter out of place doesn’t change the meaning of a word or sentence.

Unfortunately, this isn’t the case for Google Analytics. Google Analytics considers two pieces of text to be different if they have different capitalisation, and this can have a significant impact on your results.

Essentially you want to have as much accuracy as you can get with an eCommerce analytics setup, because your analytics can help you to locate profit-generating opportunities. And as mixed capitalisation in data is an easily rectified example of inaccurate data, it is definitely one that you should get on top of ASAP!

If you create a Lowercase filter it will force any text passed through the filter to become lowercase – hence resolving any issues where capitalisation could become an issue.

Here is an example of a Lowercase filter, so that you know how to set it up for your eCommerce store.

While you could set any text field to lower case, there are a lot of fields in Google Analytics and some won’t matter that much. Here are some specific fields that are most useful to create filters for. When I set up a client account I always set these to lowercase.

  • Campaign Medium
  • Campaign Name
  • Campaign Referral Path
  • Campaign Term
  • Request URI
  • Search Term

This is because these fields are commonly used and also frequently contain mixed capitalisation.

If your eCommerce software creates events in mixed case it may also be beneficial to filter event data. However, I usually don’t do this myself if the software is producing the events consistently because the capitalisation of the first letter of an Event can be nice when reporting or visualising the data later. Ultimately, it’s results that count though, so you might want to check over your events to make sure they are OK.

Although this is a fairly simple tip, applying lowercase filters is not something that should be underestimated in value. Google Analytics can only give you accurate answers to your questions if you provide it with good data in the first place. The difference between a lowercase and uppercase letter may mean little to you, but in practical terms it could make a big difference to the quality of your results. So do ensure that you’re using lowercase filters in your filtered views.

Kiley Hay Baby Carriers Australia

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With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

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I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with a couple of new findings about our audience. We implemented elements to assist both of those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020