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Google Analytics How To for Ecommerce Sites

Author's avatar By Dave Chaffey 05 Oct, 2010
Essential Essential topic

A presentation to ECMOD October 2010 London by Dave Chaffey

This workshop covered the customisation needed for Google Analytics to tailor it to a specific business. I have shared it here to help other businesses and agencies get the most from Google Analytics.

If you have any questions on Google Analytics please ask them via the comments or contact us.

The workshop was structured in 6 areas from basic to more advanced and I aimed to include some of the latest developments like weighted sort, Adwords beta and some advanced hacks like segmented funnels and custom variables for Ecommerce linking to advice by other web analytics specialists elsewhere on the web. Thanks if you're included here!

1.Working Smarter with reports

  • Advanced filter/weighted sort
  • Pivot tables
  • Analytics Intelligence

2.Advanced segments

  • Medium dimensions
  • Time period dimensions
  • Value metrics

3. Dashboards and custom reports

  • RACE Digital Marketing Framework
  • Time-based custom reports
  • Value and engagement custom reports

4. Marketing campaigns

  • Campaign tracking for email
  • Campaign tracking for social
  • Adwords funnel and Match types

5. Profile and filter setup

  • Comparing conversion rates
  • Goal setup and segmented funnels
  • Improving on-site search

6.Advanced server-based technique

  • Event tracking
  • Virtual page views
  • Custom variables
Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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