(This post is slightly related to my previous post for Google Analytics, and is an extension of information related to the in class activity or assignment for Google Adwords. )
From Marketing Land, I found out some information for the latest features added to Google Analytics, and is aimed to enhance e-commerce activities for small businesses!
There is a new feature called the “Shopping Campaigns Report” within the Ad Words section of Google Analytics within recent months. It helps advertisers to link their Ad Words and Analytics accounts, and offers unique indepth insights about how visitors navigate through the purchasing funnel. This report helps identify what feature on company website is driving site engagement and linking that to the Ad Word services, therefore maximizing bid optimization for companies.
While working on your advword assignment, I strongly recommend a quick tutorial for this new feature!
Personally, I think this enhanced e-commerce is very useful for companies to gain the ability to identify specific customer segments who are losing interest of certain company products and this report helps companies focus on the customers who are more likely to follow through with their purchase intention, therefore a clear link between Google Ad Word and the Analytics.
Additional information can be found here: https://developers.google.com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce.
One Comment
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