Easy Conversion Tracking with Magento Commerce

Transcription

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2 Easy Conversion Tracking with Magento Commerce Page 2

3 David Deppner President, Psyberware Page 3

4 Agenda A Practical "How To" Guide Better Reporting with Magento 2's Google Tag Manager Implementation Google Tag Manager (GTM) Setup Google Analytics Enhanced Ecommerce Reporting Ad Conversion Tracking Using Magento 2 & Google Tag Manager Google AdWords Bing Ads Facebook Ads More Things You Can Do Google Optimize for A/B Testing Page 4

5 About Me Merchant Background VP of IT & Ecommerce Early Magento B2B Site 2008 Early Magento 1 to Magento 2 Migration Page 5

6 Google Tag Manager Basic Setup

7 What Is A Tag? A tag is a snippet of code that sends information to a third party Example: Page 7

8 How GTM Works: Tags & Triggers Events Trigger Tags Website Event GTM Trigger Fire a Tag Example: User Visits a Page > Pageview Trigger > Log to Analytics Example: User Completes Order > Purchase Trigger > Log Conversions Analytics, AdWords, Bing, Facebook Tags Can All Fire Page 8

9 Benefits of Google Tag Manager & Magento Centralized Tag Management Reduce Complexity When Using Similar Tags, Like Conversion Tracking Non-Developers Can Manage Tags Version Control Reduce Number of Installed Magento Extensions Eliminate JavaScript Hacked Into Themes Reduced Costs Over Time Magento Commerce GTM Includes Analytics "Enhanced Ecommerce" Page 9

10 Benefits of Analytics Enhanced Ecommerce Improved Marketing Funnel Reports Checkout Abandonment By Checkout Step Affiliate Code Report Coupon Code Report Internal Promotion Report Refunds Reduce Conversion Value Page 10

11 Support For GTM In Magento Magento Commerce 2.x.x (including Cloud) Built In Easy Configuration Supports Google Analytics Enhanced Ecommerce Magento Open Source 2.x.x Not Included Requires Installation of Third Party Extension Most Support Google Analytics Enhanced Ecommerce Page 11

12 Tag Manager: Account Creation Page 12

13 Tag Manager: Don't Install GTM Snippets Page 13

14 Tag Manager: Ready To Go! Page 14

15 Tag Manager: Import Magento 2 Settings (1/2) 1 2 Page 15

16 Tag Manager: Import Magento 2 Settings (2/2) 1 Download: Page 16

17 Tag Manager: Tags, Triggers, and Variables Page 17

18 Tag Manager: Set Analytics ID Page 18

19 Tag Manager: Publish It! Page 19

20 Magento Commerce GTM Basic Setup

21 Magento: Stores > Configuration Sales > Google API > Google Analytics Page 21

22 Magento: Stores > Configuration Sales > Google API > Google AdWords Page 22

23 Google Analytics Enhanced Ecommerce

24 Analytics: Ecommerce Settings On View Page 24

25 Analytics: Enable Enhanced Ecommerce Page 25

26 Enhanced Ecommerce Reports In Action Page 26

27 Google AdWords Conversion Tracking

28 Analytics: Ecommerce Settings On View Page 28

29 Analytics: AdWords Linking (If you already linked Analytics to AdWords, it looks like this!) Page 29

30 Analytics: AdWords Linking (If you haven't already done this) Page 30

31 AdWords: Import Conversion From Analytics Tools > Conversions Page 31

32 Bing Ads Conversion Tracking

33 Bing Ads: Create a UET Tag & Get Tag ID Page 33

34 Bing Ads: Don't Install Bing Javascript Page 34

35 Bing Ads: Create a Conversion Goal A123BCDE 5 Page 35

36 Tag Manager: Understanding the Data Layer ecommerce.purchase.actionfield.revenue Page 36

37 Tag Manager: "Checkout Revenue" Variable (1/2) 1 2 Page 37

38 Tag Manager: "Checkout Revenue" Variable (2/2) Page 38

39 Tag Manager: Creating Bing Ads UET Tags Page 39

40 Tag Manager: Create "Bing Ads Pageview" Tag 1 2 Page 40

41 Tag Manager: Create "Bing Ads Purchase" Tag Page 41

42 Facebook Conversion Tracking

43 Tag Manager: Create "Facebook Pageview" Tag Page 43

44 Tag Manager: Create "Facebook Purchase" Tag Page 44

45 Tag Manager: Tag Firing Sequences Set "Facebook Purchase" to Fire After "Facebook Pageview" Page 45

46 Google Optimize A/B Testing

47 Tag Manager: Create "Optimize" Tag No Trigger! Page 47

48 Tag Manager: Fire Optimize Before Analytics Modify "Universal Analytics" Tag Page 48

49 Final Thoughts

50 Tips & Troubleshooting: GTM Preview Mode Preview Mode Page 50

51 Tips & Troubleshooting: Browser Extensions Page 51

52 Final Thoughts GTM, Enhanced Ecommerce, Conversion Tracking, and Optimize On Magento Commerce? Use What You're Already Paying For! You Can Reduce Cost and Complexity With Magento + GTM Analytics Enhanced Ecommerce Reporting Better Data Better Decisions Conversion Tracking Doesn't Require Developers or Installing Extensions In the time you took to watch this presentation, you could have set it up So, go do it! Page 52

53 Thank You! Instructions & Page 53