3 Most Common Pitfall in implementation of Ecommerce Tracking Part I

It’s the end of the year and countdown is about complete to Welcome 2011 with the hope of new joy and shine in our lives. Now a day we have seen trend of online shopping is rapidly increasing, in fact I’m also doing online shopping for tees, books etc. With the start of holiday season many big brands and some small ecommerce, b2b, b2c retailers used to offering different holiday scheme to increase their revenue on aka black Friday offer, Cyber Monday offer.

As some of you might heard blockbuster hit of The Cyber Monday online sales were worth of $1.028 billion in the US only with the increased rate of 16% in compression of last year.

The most pitfalls I found while my research regarding Ecommerce stores. Big brands are able to measure ecommerce transaction successfully with the help some powerful web analytics tool aka Omniture, Google Analytics. They have specialised team for analyzing data and implementing tracking codes.

Most of the Small b2b, b2c portals which are new/ old into business are using Google Analytics for track visits and conversion. I’ve found that most of them are neither able track data properly or not have any technical code customization & implementation knowledge or implemented analytics code at wrong place.

So I am explaining here some points related to implementation of Ecommerce Tracking Code in Google Analytics. Here you go:

Implementation for Ecommerce Tracking Code into Google Analytics –

1.       Ecommerce Tracking Code   - Most of us know how to implement standard google analytics tracking code in website. When it comes to ecommerce tracking its little bit different from standard code implementation. It needs little bit code modification for that .

1. First Need to enable ecommerce tracking from your analytics profile setting & You can choose Currency for Tracking.

2. After that Put that Standard code before </body> on every page of website.

3. Then put customized Ecommerce Code in Receipt Page (Thank you page ) of Every Product.

Call _addItem() object that stores all the related information about a single transaction, such as the order ID, shipping charges, and billing address.  Add ITeams has parameters like orderId, sku, name, category, price, quantity.  Below is the example of Add Item code.

Call _addTrans() creates a transaction object with the given values with _addItem(). It helps for transaction tracking and provides no additional ecommerce functionality. Add Trans has parameters like orderId, affiliation, total, tax, shipping, city, state and country. Below is the example of Add Trans code.

Calling _trackTrans() sends the transaction and item data to the Google Analytics server. It should be called after _trackPageview(), and used in conjunction with the _addItem() and addTrans() methods. It should be called after items and transaction elements have been set up. Below is the example of _tracktrnas code.

_gaq.push(['_trackTrans']);

Here you find the Ecommerce Tracking code for your product.  Put these code with your standard code before </head> tag if you’re using  Asynchronous Tracking Code.

If you’re using traditionalTraditional  Syntax then put code before </body> tang with little bit modification like pageTracker._addItem or_addTrans or _trackTrans instead of _gaq.Push.

Note – If you have single product then you can enter this code for manually in recipte page of product but if you have multiple products then ask to your vendor for script writing of multiple product.

Here we are done with Implementation Part of Ecmmerce Tracking in  Google Analytics. I’ll be covering on other mistakes on next part of this series.

Tagged as: ecommere tracking, Google Analytics, Web Analytics