B2S is a book & stationery store offering over 80,000 lifestyle products from books, stationery, arts & crafts, and much more. Apart from its physical stores at famous and leading department stores in Thailand, B2S also has an online store to broaden its sales and meet customer demands for shopping.
Using Google Analytics to Drive Unparalleled Success in Product Management
Why B2S needed our help
Before starting this project, B2S already had standard e-commerce data sent directly from the website to Google Analytics – their main analytics platform for tracking data on their website (b2s.co.th). Standard e-commerce transactions, as defined by Google, are transactions on the order success (i.e. ‘Order Confirmation’ or ‘Thank You’) page only. However, standard e-commerce does not allow B2S to have visibility beyond this part of the customer journey such as product page view, add to cart, checkout behavior, and more. To be able to track further parts, “enhanced e-commerce” tracking is required to enhance the data signals captured in Google Analytics with more details.
Marketyze came in and started managing the Enhanced E-commerce project with B2S from October 2021 to June 2022. Since B2S can gain more data from the buying process as well as insights into promotions and funnel reports which are useful for campaign optimization.
Our scope focused on providing clear tracking specifications, being a central contact point between marketing analysts and B2S web developers, implementing Enhanced e-commerce tags and triggers through Google Tag Manager (GTM), and finally sending data to their Google Analytics platform.
Below we will list out the steps we take in such a project.
First step: Creating a tracking specification document
By leveraging on our understanding of digital marketing, we were appointed as the main contact point, functioning in the role of a “Product Manager” where we created a detailed tracking specification document pointing out to the B2S developers team what exactly should be implemented on the website, and where, so that the developers could understand clearly what was needed from a business point-of-view.
By creating a detailed tracking specification document, besides from the scripts that we helped prepare, we also helped guide on the naming conventions for the data layers and suggested workarounds to specific requests such as impressions and clicks of specific elements on the b2s.co.th website, as well as custom dimensions, which usually come up in a project like this.
Second step: Sending enhanced ecommerce data through Google Tag Manager (GTM)
Since B2S is advertising its online store through many marketing channels, getting all the tracking controlled in one area is much more convenient rather than creating and managing on different platforms. Therefore, we simplified the entire process by using Google Tag Manager (GTM) as our key tool for sending all data points. GTM enables us to be able to create and view all the deployed tags on one simple interface which eliminates repetition and potential errors.
We were able to shorten the duration of the process as we already have our own internal template of Google Tag Manager for Enhanced ecommerce tracking following industry best practices. Therefore, once developers successfully implement data layers from the website, the data can be sent to Google Analytics right away before going to the next process.
Final step: Audit of Google Analytics
In order to make sure that the data being sent to Google Analytics is accurate, conducting a Google Analytics audit can help confirm the accuracy of the data or identify potential errors. Once the data comes into Google Analytics, we will be able to check which parts of the Google Analytics’ reports are missing. We made sure that (1) all desired ecommerce data layers were being recognized by Google Analytics, (2) improper data will not get reported, and lastly 3) duplicated transactions and revenue are de-duplicated and therefore not counted. At Marketyze, we understand that revisions are required, so when it comes to tracking specifications, we provide endless revisions in order to get the most accurate data possible (i.e. a 90-95% or higher match rate of Google Analytics orders and our clients’ back-end systems).
Benefits of enabling enhanced ecommerce tracking
With just an effort on marketing, it’s hard to improve conversion rates, revenue, and return on investment. With Enhanced ecommerce features in Google Analytics, B2S finally gets a detailed view of visitors interacting with their website which enables B2S to allow sales funnel customization, get access to crucial data such as session with product view or checkout, as well as have great insights into the online store’s actual performance – leading to better strategic decisions.. The actual benefit of enabling this for a larger ecommerce website is immeasurable when data is put to action. It was a great project and outside of performance marketing, we might collaborate with the B2S product and development teams on future tracking needs!
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