Enhanced Ecommerce: Keys to Accurate Data
DELVE
January 17, 2018
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Having clean ecommerce data in Google Analytics is both necessary and sufficient to a good ecommerce implementation. Only GA can give you a holistic view on how all ecommerce-related actions on the site are measured.
The Enhanced Ecommerce plug-in for Google Analytics provides visibility into the user’s online shopping experience and is invaluable for marketers seeking to optimize the process of making a purchase on their site. Having the ecommerce tracking set up correctly ensures that you will get actionable insights into whether your site’s customer experience is driving users to the desired action – purchase. On the other hand, multiple bugs and errors might prevent you from seeing the real picture. Implementing Enhanced Ecommerce is always a hurdle and this post was created to help avoid widespread pitfalls.
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Implementing and fine-tuning the full stack of Google 360 Suite products to meet the demands of your organization takes time. But we strongly believe that this journey must start with cleaning up data in your Google Analytics account. Accurate and reliable incoming data is a ‘must-have’ when it comes to using the cutting-edge analytics solutions to make the best business decisions.
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With Google Analytics as the gold standard for web analytics measurement, it makes sense for Google to provide a cohesive platform that plugs and plays seamlessly with this celebrated tool. While both Google Tag Manager and competitor Tealium provide a single tracker and intuitive interfaces, GTM takes flexibility and control a step deeper in five key areas.