Step 6
Sub-Topic 3
Conversion Tracking
Implement tracking for e-commerce transactions and other valuable conversions.
E-commerce Transaction Tracking
Essential components for comprehensive e-commerce transaction tracking:
- Transaction Data: Order ID, revenue, tax, shipping, currency, and transaction affiliation
- Product Data: Product name, ID, category, price, quantity, and variant information
- Enhanced E-commerce: Track the full purchase funnel from product impressions through checkout steps
- Cross-Device Tracking: Implement user ID tracking to connect transactions across multiple devices
- Refund Tracking: Record refunds and returns to ensure accurate revenue reporting
Implementation Methods
Technical approaches to implement conversion tracking on your e-commerce site:
- Tag Manager Setup: Use Google Tag Manager or similar tools to configure conversion tracking without code changes
- Data Layer: Implement a standardized data layer to pass consistent information to tracking tools
- Platform Integrations: Use built-in integrations with major e-commerce platforms (Shopify, WooCommerce, etc.)
- API Implementations: Use measurement protocol or server-side APIs for more accurate tracking
- Custom Events: Define and track custom micro-conversions specific to your business model
Conversion Analysis and Optimization
Strategies for analyzing conversion data and improving performance:
- Conversion Funnels: Build and analyze conversion funnels to identify drop-off points
- Segmentation Analysis: Compare conversion rates across different traffic sources, devices, and user types
- Attribution Modeling: Apply different attribution models to understand conversion path influences
- Micro-Conversion Tracking: Monitor smaller conversion steps like add-to-cart, wishlist adds, and email signups
- Conversion Rate Optimization: Use conversion data to inform A/B testing and site improvements
- Revenue Analysis: Analyze average order value, customer lifetime value, and product performance