• 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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    Six Reasons Why Your Ecommerce Store Needs Google Tag Manager

    Bonus: Six Reasons Why Your Ecommerce Store Needs Google Tag Manager

    In this blog post, I’m going to run you through why your eCommerce Business should also make use of Google Tag Manager alongside Google Analytics. However, I’m not going to go into Google Tag Manager in detail here because it is a extensive topic worthy of its own book. (And I do plan to write one!). So for now I want to just summarise why I believe you should be making the most of Google Tag Manager.

    So here is a list of six reasons why your eCommerce store should definitely be using Google Tag Manager.

    Six Reasons Why Your eCommerce Store Needs Google Tag Manager

    1.    Tracking Events for Goals

    Google Tag Manager makes it really straightforward to track events for Goals, especially those events that are captured when your visitor clicks something, completes a form, or scrolls the page. It’s definitely worthwhile to be able to use Google Tag Manager tracking for this aspect of Google Analytics data.

    2.    Keeps the Tracking Code Clean and Simple

    Google Tag Manager keeps the code away from your website, because all the code and settings are is stored in the cloud. This means that your marketing staff and contractors can track your marketing and web analytics data without having to worry about breaking your website, and at the same time your website developers can update the site without having to worry about breaking the tracking code. You might still need to update Google Tag Manager if your website is updated, but at least you can do so intentionally.

    3.    You can Clean up your eCommerce Data Before you Send it to Google Analytics

    I have seen situations where eCommerce plug-ins have resulted in companies breaking the Google Analytics terms of service. If the plug-in sends broken data such as empty hits, it can increase the total number of hits in the Google Analytics account to more than 10 million hits in a month (this is the limit for the free version of Google Analytics).

    Similarly, I have seen many situations where the plug-in did not correctly structure the data for Enhanced Ecommerce, and so the data then had to be updated and sent through manually. For example, transactions should have the correct transaction value associated, while product-specific actions should have the correct product added to the action.

    4.    You Can Add Shopping Steps and/or Checkout Steps to Google Analytics

    If your eCommerce platform doesn’t send product views by default, such as add to cart, checkout etc, you may be able to add these manually. This will work for the Shopping Behaviour Report even if the specific product is inaccessible. You can also use Google Tag Manager to add separate checkout steps for the Checkout Steps Report.

    5.    You can Send eCommerce events and Tracked Goals to Other Marketing Platforms 

    You can use Google Tag Manager to send your eCommerce data to Facebook, Adwords, YouTube, Google Display Network, LinkedIn, or any other marketing platform of your choice. This will help you optimise your campaigns, and set up micro-remarketing audiences, taking your eCommerce store to the next level.

    6.    You can use Google Tag Manager to filter Personally Identifiable Data from your Parameters

    Storing Personally Identifiable Information in Google Analytics is against the Google Analytics Terms of Service, and may also breach the laws of your country or state. Data protection laws are becoming increasingly stringent, and the recently instigated General Data Protection Regulation in Europe has huge implications for businesses. So it’s important to be aware of this, and ensure that you comply with whatever laws may apply in your particular territory.

    Thankfully, you can use Google Tag Manager to strip out any errant and inappropriate data before it even reaches Google Analytics, which could be hugely important for your eCommerce store.

    So that’s six good reasons why you should be using Google Tag Manager. I highly recommend that you look into this at the first opportunity. For more information on using Google Tag Manager, please subscribe because this is the area in which I specialise.

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