NPR

Analytics: How do I use E-Commerce tracking data in Google Analytics?

Why e-commerce tracking is important:

  • Adding Google Analytics e-commerce tracking to pledge pages allows you to collect transaction and revenue data in Google Analytics.
  • Transaction and revenue data can be used to segment traffic.
  • Donation behavior can be associated with other site activity.
This article outlines some common ways to view your eCommerce data within Google Analytics, including:

PREREQUISITE: You must activate eCommerce tracking in your Google Analytics account in order to start collecting the data needed to populate these reports.

 

How to View E-commerce in the Channels Report

  1. Log into Google Analytics
  2. From the left hand sidebar, navigate to Acquisitions>>All Traffic>>Channels.
  3. Set conversions drop down menu to eCommerce.

How to get a weekly report of which email campaigns drive donations

  1. Log into Google Analytics
  2. From the left hand sidebar, navigate to Acquisitions>>Campaigns>>All Campaigns
  3. Set Primary Dimension to Campaign:


     
  4. At the top of the page, go to Customize>>Email


     
  5. Fill in recipients for reports
  6. Set report format, frequency, and day of the week on which the report will be pulled
  7. Click SEND to schedule the report

How to compare donor sessions to all user sessions.

Google analytics offers segments that can filter out users based on a variety of parameters. A recommended filter to set up is one that can help differentiate between your donor users and the rest of your audience. Google analytics will count those who have made donations in the past 90 days as part of your donor demographic. To build this segment, follow the instructions below.
  1. Log into Google Analytics
  2. From the left hand sidebar, navigate to Acquisitions>>All Traffic>>Channels.
  3. Click on Add Segment


     
  4. Scroll down to Made a Purchase. Click on actions>>copy on the right hand side


     
  5. In the segment name field type in "Donors"
  6. Click SAVE
Now you have a segmented view that only shows Donor sessions. To compare this with your standard view:
  1. Navigate back to Acquisitions>>All Traffic>>Channels
  2. Click on Add Segment
  3. Choose Donors from the menu
  4. Repeat the process for All Users
It should look like this when finished:

How to Differentiate between your local audience in Google Analytics

Google Analytics offers segments that can filter out users based on a variety of parameters. A recommended filter to set up is one that can help differentiate between your local audience (i.e. your town, city or overall region) and views that come from elsewhere. To build this segment, follow the instructions below.
  1. Log into Google Analytics
  2. From the left hand sidebar, navigate to Acquisitions>>All Traffic>>Channels
  3. Click on Add Segment
  4. Click on New Segment


     
  5. Under demographics, go to location and choose the region you’d like to compare
  6. Add a title and click save
  7. To compare users coming from outside the region, simply click on add segment again, click on the actions menu next to your regional segment, and click copy and change contains [your region here] to does not contain [your region here]

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