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WTF are Related Products in Google Analytics Ecommerce?Michaela Linhart, Data Analyst @Women‘s Best
MeasureCamp #10: 24th March 2017
● fitness
● sportswear
● beauty
WTF are Related Products in Google Analytics Ecommerce?Michaela Linhart
1. WHAT ARE RELATED PRODUCTS?
Ecommerce Related Products are...
products which are purchased together in an transaction andmight have an relationship.
Ecommerce Related Products shows...
… specifically purchased products. … randomly purchased products.
Correlation Score...a statistical number that quantifies the linear dependence of two products.
01 -1
WTF are Related Products in Google Analytics Ecommerce?Michaela Linhart
2. HOW TO SETUP RELATED PRODUCTS?
Setup: 1. Enable Feature
1. Enable Ecommerce2. Enable Related Products
Admin → View Level → Ecommerce Settings
Setup: 2. Implement Transaction Code
Setup: 3. Collect Transaction Data
Collect data for > 30 days
If transaction data is already collected, related products works retroactive.
K E E PC A L M
AND
J U S T W A I T
WTF are Related Products in Google Analytics Ecommerce?Michaela Linhart
3. HOW TO GET RELATED PRODUCT DATA?
NO standard report for Related Products
GA Core Reporting API
GA Query Explorer GA Spreadsheet Add-on
GA Spreadsheet Add-On Introduction1.Download Add-On (Google Chrome only)2.Add-on is available in Spreadsheet under:
Top Menu → Add-ons → Google Analytics1.Run it to get “Reporting Configuration” tab 2.Type your query in a column
a. Query nameb. API type: corec. GA view ID: e.g. 1281324d. Date range e. Dimensions & metrics
3.Run it to get data
Dimensions
queryProductId (obligatory)
queryProductName
queryProductVariation
relatedProductId (obligatory)
relatedProductName
relatedProductVariation
Metrics (at least one obligatory)
correlationScore
queryProductQuantity
relatedProductQuantity
Related Products Dimensions & Metrics
GA Spreadsheet Add-On Query
WTF are Related Products in Google Analytics Ecommerce?Michaela Linhart
4. ANALYSIS AND OPTIMIZATION HIGHLIGHTS
Tatatataaa: Related Product Data :-)
Note: Example data only
Tatatataaa: Related Product Data :-/
Note: Example data only
Related Product Analysis
Activate a Filter e.g. order correlation score asc / desc for a specific queryProduct (Beauty Drink, Leggings…) for a specific relatedProduct…
For Nerds: Visualization via R, Tableau, Data Studio...
Related Products Analysis
Note: Example data only
Bundle creation / optimizationRemarketing
User only buy Slim Body Shake → remarkting for Caps Email Marketing
User put Slim Body Shake in cart and didn’t buy → sell bundle via NewsletterInternal PromotionsProduct Recommendations
Customers also bought... Cross-selling / Up-selling
Related Products Optimization Measurements
Summary: Related Products...
… are products which are purchased together and might have an relationship.
Relationship / Correlation Score: positive (1), negative (-1) or no relationship (0)
Access related product data in GA via Core Reporting API
Filter, Segment, Visualize for detailed data
Optimize: Bundle, Remarketing, Email Marketing, Promotions, …
→ Increase sales easily!
Happy analyzing!
Michaela Linhart
Data Analyst @Women’s Best
@MimiiiEinsteiiin