Introduction

With the Google Analytics module you can analyze the online store using Google Analytics and Facebook Pixel.

Google Analytics 4

Introduction

For the Google Analytics module you need a GA account. If you do not have this yet, you can sign up here.

Module configuration

Open the screen of the Google Analytics module in the Administration under Modules - Google Analytics.

Please activate the module with the checkbox and then copy your MESS ID from the Google Analytics 4 to it. You can find this in the administration under Data Streams in the detail of your stream.
If you have not opened a stream yet, we recommend you to go through the setup wizard under Administration - Property.
We recommend you enable e-commerce tracking and advanced e-commerce reports.
The data will now be sent directly to Google Analytics. You can see more detailed data under Monetization - E-commerce Purchases.IP addresses are always anonymised in GA4, so the checkbox makes no difference here.

 

Conversion events set up

The data collected in Google Analytics is based on events that users trigger when they interact with the online store. Using Conversion, you can select specific events that are most important to your business and mark them as conversion events.
Flagged conversion events are listed in conversion reports. It can take up to 24 hours to see conversions for newly marked events.
Under Configure - Events, you can see all existing events. To mark an event as a conversion you can simply move the slider to "On". The conversion will then be displayed under Configure - Conversions.
If you want to create a new event, you can press "Create event" and create a popular event, e.g. a newsletter event:

 

Analyze order process

Under Explore you have the option to create your own reports. We recommend that you set up a funnel analysis for the ordering process. Then you can interpret possible jumps and take targeted measures such as for the payment options.
In order to use the funnel analysis, you first need to set up a custom definition so that the order process specific URLs can be used. You can set up the custom definition under Configure - Custom Definitions as shown in the image below.

Once the custom dimension is configured, the funnel analysis can be created. To do this, open an exploratory funnel analysis under Explore. After that, you can add the following steps for the ordering process:

Step	Link-URL
Shopping cart	/shop/checkout/cart
Login	/shop/checkout/loginRegister
Checkout	/shop/checkout/view
Order overview	/shop/checkout/termsAndConditions
Purchase	/shop/checkout/viewOrderSuccess

 

The previously created dimension must now be selected for the condition. The URL can then be entered in the filter. An example is shown in the picture below.

The customer is not forced to go to the shopping cart before completing a purchase, so it is important that "use open funnel" is activated. This will show entries and exits at each step.

 

Exclude payment provider as referral source

In the case of a referral access, the clientele is redirected to the website from another source and automatically triggers a new session. This is also the case if your customers pay via payment provider (e.g. credit card, Twint, etc) during the ordering process. To ensure that the payment does not trigger a new session in GA4, we recommend that you mark the domain of your payment provider as an unwanted referral.
For this, you can go to Data Streams - Stream Details - Other Tagging Settings - List of Unwanted Referrals in Administration and create a referral there.
The following image shows a link of the payment provider Datatrans:

 

Facebook Pixel

By inserting the Facebook Pixel into your online store, you can measure the effectiveness of your Facebook ads. This can have several benefits:
• Finding customers who have searched for specific products or categories in the online store.
• Reaching the right target audience at the right time.
• Measure the success of Facebook ads

Conversion API

To use Facebook Pixel, you can add a new pixel in your Facebook Business Manager account under Data Sources. Now open the pixel in Event Manager and go to Settings. Now you can go through the "Getting Started" guide under Conversion API.
The Conversion API sends the web events directly via your server and not via browser (cookies).

Select events

Select the following events in the step-by-step guide:
• View content
• Add to shopping cart
• Add to wish list
• Start the purchase process
• Purchase

Select event details

Please activate the parameter: Event ID. After that you can finish the tutorial.

Copy access key and Pixel ID

You can now generate the access key under Settings - Conversion API. Copy the code to the clipboard.
You can find the Pixel ID (ID 273735081xxxxxx) in the data source at the corresponding pixel. Copy it too.
You need the Pixel ID and the access key to set up the pixel in your online store.

Configure Facebook Pixel

Now switch to the administration of the online store and activate the Facebook Pixel configuration in the Google Analytics module. Add the Pixel ID and the access key (Conversion API) in the field. After clicking the save button, the pixel will be applied immediately.

The pixel now sends the following events:
• ViewContent
• Article
• Category
• AddToCart
• InitiateCheckout
• Purchase
• AddToWishlist

 

TikTok

By adding the TikTok Pixel to your online shop, you can send data from shop visitors to TikTok with the aim of showing TikTok ads to certain shop visitors and tracking what happens with clicks on TikTok ads in the shop.

Configuration module

Now switch to the administration of the online shop and activate the TikTok pixel configuration in the Google Analytics module. Add the pixel ID and the access token in the field. After clicking on save, the pixel will be applied immediately.

 

The pixel now sends the following events:

• AddToWishlist
• PlaceAnOrder
• InitiateCheckout
• AddToCart
• ViewContent (Article)
• ViewContent (Category)
• Search
• Contact

Additional user data, which is always transmitted:

• User Agent
• IP
• ttclid (TikTok Click ID, this is sent with ads as a get-parameter, we return it with the landing page call)
  If available from the logged in customer:
• Customer ID (external_id)
• Email
• Tel (mobile or if not available phone)
• For the contact form:
• Email from form
• Tel if available from form

 

Configuration TikTok

To generate a new pixel, follow the steps below.

1. Create Pixel - In the TikTok Ads Manager go to Element -> Events

 

2. Click on the "Manage" button for "Web events". Then click on "Set up web events".

3. Insert the pixel name here and select the Events API as the connection method.

4. Now select the installation method. Select "Set up Events API manually".

5. Create an Access Token - An access token is required to authorise API calls for events. You must be an admin or operator for the ad account to generate an access token. The easiest way to do this is to click on the "Go to settings" button at the bottom right.

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6. Here you scroll down a little to create an "access token". Save this and insert it into the shop administration.

Hotjar

With Hotjar you get to know the user behaviour of your customers better and know exactly what they like and what they don't like. Using visual representations such as heatmaps and recordings, Hotjar shows you how visitors move through your webshop. In addition, you can integrate feedbacks and surveys to get direct feedback.

 

Module Configuration

Now switch to the administration of the online shop and activate the Hotjar configuration in the Analytics module.

Add the Hotjar ID in the field. After clicking on save, Hotjar will be applied immediately.

 

Configuration Hotjar

Next you need a Hotjar account. To link this account to your shop, you need to follow the steps below. 1.

1. after you have created the account, you will receive a Hotjar ID, you have to insert this in the shop administration.

For the ID, click on the profile -> organisation settings in the top right-hand corner.

2. here you will find your account. Enter the ID in the shop module.

3. the online shop is now tracked, it takes a few days until the results are displayed in Hotjar.