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How to Leverage Google Analytics API to Monitor Ecommerce Health

Carmen Mardiros
Known changes, experiments and issues With a multi-functional team it?s often difficult to keep track of every tactical change made or experiment run. I might take a look at this report and guess that there?s been an influx of unqualified visitors. What if this report also pulled in annotations from the marketing team? If the annotation confirms a new Twitter campaign with a limited number of voucher codes then I wouldn?t have to dig for the root cause. It would just be staring me in the face. Too complicated? All someone would have to do is fire off an email when the change goes live and that change gets logged in Google Spreadsheet.
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 124-129 | Added on Monday, 16 September 13 21:31:37
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Create time of day or hourly alerts Wouldn?t it be great if I could get an email if my Basket to Checkout rate for Internet Explorer users has suddenly dropped this Monday morning compared to a regular Monday morning? This kind of alert would be great for potentially costly technical glitches.
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 121-123 | Added on Monday, 16 September 13 21:31:08
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One simple way to approximate how much £££ you?ve lost or gained is based on Revenue per Visit. For example, we can easily work out how much a Basket Success visit is worth to us on average. If you?ve had a spike in % Basket Success, then you can calculate the excess in Basket successes due to this change only. You then multiply this number with how much a Basket Success visit is worth to you.
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 118-121 | Added on Monday, 16 September 13 21:30:58
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Approximate losses or gains using Revenue per Visit
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 117-118 | Added on Monday, 16 September 13 21:28:49
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Quantifying significant changes into actual £ or number of orders lost or gained
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 115-115 | Added on Monday, 16 September 13 21:28:41
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What I think is missing from the ?Watch my Funnel!?
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 114-115 | Added on Monday, 16 September 13 21:28:38
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The algorithm then involves ?looping? through each segment to work out the most important movers and shakers in both volume and significance of the change, often cross-referencing with other dimensions. I would also calculate whether there has been a change in the distribution of traffic by certain dimensions. Getting this done using the API and communicating it clearly in my report is very much a work in progress. It turns out that while it?s relatively easy to create this logic in PowerPivot, performing these calculations in Google Spreadsheets requires some serious acrobatics given the volume of data involved. But thinking beyond that, I?m thinking scorecards would work well:
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 108-113 | Added on Monday, 16 September 13 21:27:20
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For example, I would calculate the average Site Success rate for Google organic non-branded on a regular Monday and see how Monday 24th June changed compared to that.
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 107-108 | Added on Monday, 16 September 13 21:27:03
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My next question is ?why? any of this happened. What were the key drivers? I believe this is where the value of this sort of report lies ? creating a ?major contributors? section similar to Google?s very own but I dare say, easier to read. This involves working out the averages, standard deviation and z-scores for important segments and likely culprits: Customer segments ? Existing Customers, Prospects Traffic sources and campaigns Events ? errors, form validation, etc Browsers (taking into account with device category and version) Geographical locations
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 102-107 | Added on Monday, 16 September 13 21:26:53
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On the left ? revenue with its three key driving metrics. On the right ? funnel with progression rates at every step. This is a fully dynamic report, connected to live Google Analytics data via the API. It updates every day and thanks to the versatile Google Apps Scripts it also fires off an email alert when one or more of these metrics fluctuate beyond what?s expected. Your interpretation of what counts as significant may vary, I use +/- 1.5 standard deviations.
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 93-96 | Added on Monday, 16 September 13 21:26:11
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Step 4. Create a visual summary of the changes and their context with Google Visualisation API While I love PowerPivot, I find that reading the story and finding clues in pivot tables is not the easiest thing in the world. Enter Google Analytics API, Google Apps Scripts and Google Visualisation API and we have this:
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 90-92 | Added on Monday, 16 September 13 21:23:11
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It looks like this influx of visitors was indeed unqualified ? they included fewer visits to product pages and the add to basket rate was also significantly lower than what you?d expect on an average Monday. But what?s worrying is the drop in checkout success at the last step. Remember, this measures the percentage of people who start checkout and successfully complete it. These are people who demonstrated strong intent to purchase so a drop of nearly 2 standard deviations below what we?d expect on a regular Monday is worrying.
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 86-90 | Added on Monday, 16 September 13 21:22:52
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We then calculate the same measures as above for these segments: daily averages, standard deviations, z-scores etc. These serve as additional context around the drop in conversion rate:
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 83-85 | Added on Monday, 16 September 13 21:22:32
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Success rates measure how many people have reached a particular step and proceeded to the next step. % Site Success Product Visits/All Visits % Product Success Product Successes/Product Visits % Basket Success Basket Successes/Basket Visits % Checkout Success Checkout Successes/Checkout Visits
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 79-83 | Added on Monday, 16 September 13 21:22:15
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We get raw data for the following segments: Site success Visits which included Product pages Product success Visits which included Product pages AND proceeded to Basket Basket success Visits which included Basket AND proceeded to Checkout Checkout success Visits which included Checkout AND completed the Order
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 74-78 | Added on Monday, 16 September 13 21:19:58
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Let?s apply similar calculations to the metrics representing progression rates inside the ecommerce funnel.
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 73-73 | Added on Monday, 16 September 13 21:19:51
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Step 3. Calculate unusual changes inside the ecommerce funnel
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 72-73 | Added on Monday, 16 September 13 21:18:40
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Step 1. Work out the key metrics which drive Revenue fluctuations
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 43-43 | Added on Monday, 16 September 13 21:18:00
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I take 6 weeks worth of data with the following dimensions and metrics (may take fewer if I have a trend emerging): Date Visits Transactions Revenue
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 48-50 | Added on Monday, 16 September 13 21:17:54
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Step 2. Use simple statistics to work out whether changes were unusual
How to Leverage Google Analytics API to Monitor Ecommerce Health - Carmen Mardiros - Your Highlight Location 48-48 | Added on Monday, 16 September 13 21:17:43
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