Tedious and unsexy, but extremely useful: Getting campaign cost data into your Web Analytics tool allows you to evaluate the performance of your online marketing end-to-end without having to resort to unsexy workarounds. At siroop.ch, we tested funnel.io, a Swedish tool that promises to import all your campaign cost data automatically into Google Analytics.
If your online shop analytics stops with the order, it is stopping short. Some product groups like Fashion tend to have high return rates, so looking at refunds can give you a different view of your shop and marketing performance. At siroop.ch, a new Swiss online marketplace, we tried to look at what happens after the order in both Google and Adobe Analytics. While Google’s imports may require a bit less setup time, they have major limitations. Adobe Analytics’ Transaction ID Data Sources gave us the full picture from Campaign to Cancellation.
For a Category Manager of an online shop with hundreds or thousands of products, it can get difficult to find those products that are performing poorly AND are worth optimizing.
You cannot simply work on all products that did not sell well last week, there are just too many. Focusing on only those products with high margins is not going to help much either.
Here are some helpful performance metrics you can create in Adobe Analytics (formerly SiteCatalyst) – and partially also in Google Analytics.
German, French and English Visits, Internal and External Visits – all in one Report as neat, compact metrics. All this without having to spend a lot of time with tedious breakdowns and segments (and still not getting what you’d really like to). That’s what an Adobe Analytics client needed. The new “Unified Calculated Metrics” now make this possible – something that you can’t do in Google Analytics by the way.
The “breakdown” is something so essential to Adobe Analytics that you can hardly do any real analysis without breaking down. Breaking down is sort of a combination of what Google Analytics users know as Drilldowns and adding a second or third dimension to a report. When you break down with Adobe, you break down one dimension by another one, e.g. the Campaign Name by the Device and that by the Browser and that by the Browser Version and that by the Entry Page and so on… You can get as granular as you want and never have to fear sampling like in GA!
A Visit-based dimension in Webtrends is an eVar in Adobe Analytics, right? And Visits for a Page in Adobe Analytics will yield the same result as Sessions for a Page in Google Analytics, no? Beware of false friends! This article series shows you the nuts and bolts of Custom Variables, holders of your most precious data – by comparing Google, Adobe, and Webtrends Analytics.