Google Analytics – How to Fix Duplicate e-Commerce Transactions

My Post133.jpgAlthough Google Analytics is an amazing service that helps in tracking e-commerce, many times it counts a transaction more than once.

These duplicate transactions are caused because there is the possibility of logging the same transaction more than once. Such issues are to be addressed manually because Google Analytics doesn’t try to fix this error but considers a unique transaction more than once.

This error could lead to many problems such as seeing excessive number of transactions. It can also have an impact on e-commerce conversion rate, sales quantity, and revenue totals. In addition, it will show a higher average order value than it is in reality. All the issues will then lead to questioning the credibility of data, and with incorrect data, the probability of making bad decisions increases.

When Do Duplicate Transactions Occur?

Duplicate transactions can occur because of a myriad of reasons. The following are the most commons causes for a duplicate transaction:

  • Whenever a user revisits an e-commerce website through an emailed or bookmarked link
  • Whenever a user refreshes an e-commerce website
  • When a user browses to a different website, and then returns to the e-commerce website using the back button
  • When a user restores an e-commerce website from an incorrectly closed browser session or on a Smartphone

In a nutshell, such behavior by customers wherein they visit the same website multiple times is one of the major causes of duplicate transactions. Consequently, there will be a rise in the number of transactions because every time such websites are visited, they trigger an e-commerce script. The following examples can help to better understand that concept.

  • A user visits a website. They liked some items and made a purchase. They will be able to see the inventory of purchased items on a confirmation page. Now once they have completed their transaction, those users often receive an email thanking them for their purchase and providing them a link to view their order. If that link again redirects to the same confirmation page, then Google Analytics will track those visits also as a transaction.
  • A user bookmarks the confirmation page and views it again sometimes later. Google Analytics will again count this visit as a transaction.
    • Thus, using these methods, you can successfully de-duplicate identical transactions. And by fixing duplicate e-commerce transactions, which is the most common issue with e-commerce sites, you can prevent revenue from inflating and your attribution reports from being altered, thus protecting data integrity.

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Google Signals in Analytics – What Is It and Should You Do It?

My Post15.jpgIf you are a general marketer and not a digital specialist, you may not have come across Google Signals before. The first you hear about it may well be this banner popping up in your Google Analytics account:

What is Google Signals?

First announced in July 2018, Google Signals is the name given to the Google product that enables cross-device reporting and remarketing. Enabling Google Signals allows you to take advantage of new and improved advertising and reporting features across different devices.

When you activate Google Signals, existing Google Analytics features are upgraded to include more information from Google users, but only for those who have turned on Ads Personalization.

These are the areas where more information is gathered when Google Signals is activated (but only for users with Ads Personalization enabled):
  • Remarketing – this extends any eligible remarketing activities to work cross-device
  • Ads reporting – you’ll get more information about users
  • Demographics and interest reports – more information will be collected
  • Cross-device reports (in beta) – you will start to see cross-device information in your account

Does Google Signals and Ads Personalization affect GDPR?

No data for individual users is ever exposed, it only reports in aggregate, so there are no GDPR issues. The retention of data is limited to 26 months, unless you have set your data retention setting to less, in which case that is respected.

What happens when you click “Get started”?

You will see the “Activate Google Signals” screen – read more

An Introduction to Google Analytics

What is Google Analytics? Why do I need it and how will it help my hospitality business?

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Imagine this scenario. You have just started selling tickets for an upcoming event at your hotel, bar, restaurant or venue. You’ve published social media posts and done some marketing, that’s great! You want to sell more tickets, but what’s next?

Before you start spending more on marketing, ask yourself these questions;

  • Is the process of buying tickets too complicated?
  • Are potential guests making it to the website?
  • Can customers even find what they’re looking for?!

In reference to the last question, watch this video, by the Google Analytics team.

Google Analytics collects data on the visitors to your website. Most importantly, It can deliver business critical insights to help you answer all of the above questions and more!

Google Analytics is an incredibly powerful tool. Once correctly configured, you can analyse your hospitality websites sales funnel to find out if your website is working effectively and even how efficient your checkout experience is!

So why should I use Google Analytics?

In the age of data, it is becoming essential to understand where your customers are coming from. Using Google Analytics you will be able to gain insights into your potential guests, their preferences and behaviour. Being able to interpret this data will allow you to make informed business decisions, which can help you sell more tickets at your bar, restaurant, hotel or venue.

It also seamlessly integrates with many other online software services, such as Google Adwords, Mailchimp (for email marketing), EventBrite (events promotion) and Shopify (for eCommerce). For example, if you were to using Google Adwords to promote your hospitality business, then you can use Analytics to track sales from that channel.

However, there is so much data available in Google Analytics, that getting to the end result isn’t always easy. LeadDigital can help here. We are certified Google Analytics experts, our speciality is using Analytics to provide hospitality brands with a better understanding of potential guests and how to convert them into loyal customers.

 

Need Help Configuring Google Analytics?

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What can Google Analytics show me?

Google Analytics collects data on every visitor to your website. Here is a list of some information that Google Analytics makes available:

  • Where visitors are coming from (website, social, email etc).
  • Real time visitors on your site.
  • Which countries, even city, visitors are from.
  • What type of devices visitors are using (mobile, tablet, desktop).
  • What page visitors are arriving and leaving on.
  • How long visitors are spending on your website.
  • Ecommerce sales down to product level.

You can set up detailed Multi-Channel Funnels, run data experiments and setup shopping cart and checkout funnels, it opens up a lot of opportunities for data-driven marketing.

What is data-driven marketing?

You are marketing a New Year’s Eve event at your hotel, venue, restaurant or bar using a variety of methods, including Content Marketing and Social Publishing. But how can you tell which one is more effective?

Using Google Analytics, you can see which method is producing more ticket sales and bookings through your hotel, venue, restaurant or bar’s website – allowing you to then focus marketing on that best performing channel. This will save you money by highlighting marketing channels that do not produce results.

This is data-driven marketing.

How will this help my hospitality business?

Google Analytics will allow you to have more visibility of where your online sales are coming from. This will enable you to dedicate your resources in the correct areas, which in the long run, will save you money. Using data-driven marketing, you will be able to sell more tickets at your bar, restaurant, hotel or venue.

Using data from Google Analytics, you can find out where your most engaged visitors are coming from, such as a great blog post or maybe a fantastic review? Data is key, and knowing how to interpret it will unlock new digital opportunities.

As a certified Google partner, LeadDigital have configured, managed and imported Google Analytics for many successful hospitality businesses. We use data-driven marketing to help companies sell more event tickets and increase room bookings.

 

Need Help Configuring Google Analytics?

Contact Us Today