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Track conversions of specific products + conversion rates

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Dear community,

I have on-page banners on my website which lead to different products that I sell.

Now I would like to track how many of the people who clicked on the banner also bought that specific product.

Right now I can see the total conversion from these campaigns but a lot of them clicked on the banner but bought something else so this data is not really meaningful.

 

I have utm parameters for the banner so what I tried is I went to conversion -> e-commerce -> product -> secondary dimension: campaign - here I can see what acquisition lead to the purchase of the product but i dont see the total clicks on the banners.

 

On the other hand when I go to campaigns I can see the clicks on the banners but not which specific products were bought.

 

Of course one option would be to collect data separately of the clicks and of the conversion and put them together in excel but I wondered if anybody here maybe has any experience or better solutions.

 

 

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Marked as Best Answer.
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Accepted by topic author Ken S
June 2016

Re: Track conversions of specific products + conversion rates

Top Contributor
# 2
Top Contributor
Hi Ken,

your idea is fine but tagging the internal campaigns with UTM parameters should not be used at all as it will override the original source which generated the traffic to your site. So instead of using UTM just use:
1) Enhanced ecommerce (if you are already up and running with that) - internal promotions - (https://developers.google.com/tag-manager/enhanced-ecommerce#promo - GTM based article)
2) Simple event tracking - this will require additional work with segments where you define - session includes event category / action / label and then go to the product performance report and see which products were sold inside sessions which also had the promotion click inside (I wrote an article about this a few months back so hopefully this will help - http://escapestudio.net/how-to-track-internal-campaigns-using-google-analytics/).

Hope it helps.

Kind regards,
Zorin

Web analyst @ escapestudio.net

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Ken S
June 2016

Re: Track conversions of specific products + conversion rates

Top Contributor
# 2
Top Contributor
Hi Ken,

your idea is fine but tagging the internal campaigns with UTM parameters should not be used at all as it will override the original source which generated the traffic to your site. So instead of using UTM just use:
1) Enhanced ecommerce (if you are already up and running with that) - internal promotions - (https://developers.google.com/tag-manager/enhanced-ecommerce#promo - GTM based article)
2) Simple event tracking - this will require additional work with segments where you define - session includes event category / action / label and then go to the product performance report and see which products were sold inside sessions which also had the promotion click inside (I wrote an article about this a few months back so hopefully this will help - http://escapestudio.net/how-to-track-internal-campaigns-using-google-analytics/).

Hope it helps.

Kind regards,
Zorin

Web analyst @ escapestudio.net

Re: Track conversions of specific products + conversion rates

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
This sounds just right. I will give it a go!
Thanks Zorin