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