Презентация на тему L’oreal enhanced ecommerce guidelines april 22th 2016

ENHANCED ECOMMERCE - POSSIBLE CATEGORIE’S VALUES L'ORÉAL - ENHANCED ECOMMERCE

ACTIVITIES - PRODUCT IMPRESSION - PRODUCT CLICKS - PRODUCT DETAILS IMPRESSIONS - ADD TO CART - REMOVE FROM CART - PROMOTION IMPRESSIONS - CHECKOUT - TRANSACTION - EVENT NON INTERACTION ENHANCED ECOMMERCE EXAMPLE - RETAILERS REDIRECTION TRACKING - PRODUCT SIZE AND PRODUCT COLOR - POP IN WITH PRODUCT INSIDE - ROUTINE TRACKING - PRODUCT IMPRESSION AND SCROLL

only the user interactions that you need on your

website including: product impressions, product clicks, viewing product details, Promotion impressions and clicks, adding a product to a shopping cart, initiating the checkout process, transactions, and refunds.

Use Enhanced Ecommerce tracking even if your website is not marchand

choose only the user interactions that you need on

your website including: product impressions, product clicks, viewing product details, Promotion impressions and clicks, adding a product to a shopping cart, initiating the checkout process, transactions, and refunds.

Use Enhanced Ecommerce tracking even if your website is not marchand

Product impressions are sent by pushing an impressions object //

containing one or more impressionFieldObjects. dataLayer.push({ 'event': 'uaevent',
'eventCategory: 'Ecommerce',
'eventAction': 'Product Impressions',   'ecommerce': {     'currencyCode': 'EUR', // Local currency is optional.
    'impressions': [      {        'name': 'midnigh-recovery-concentrate',   // Name or ID is required
       'id': '12345',        'price': '15.25',        'brand': ‘LAN',        'category': 'fragrance/women',        'variant': ‘blue herbal',        'list': 'Search Results',        'position': 1,        'dimension35': 30ml',        'dimension36': 'beige',        'dimension37': 'lavender'      },      {        'name': 'midnigh-recovery-concentrate',        'id': '67890',        'price': '33.75',        'brand': ‘LAN',        'category': 'Apparel',        'variant': ‘blue herbal',        'list': 'Search Results',        'dimension35': 30ml',        'dimension36': 'black',        'dimension37': 'lavender‘      }]   } });

/**  * Call this function when a user clicks on

a product link. This function uses the event  * callback datalayer variable to handle navigation after the ecommerce data has been sent  * to Google Analytics.  * @param {Object} productObj An object representing a product.  */ function(productObj) {   dataLayer.push({     'event': 'productClick', 'eventCategory: 'Ecommerce',
'eventAction': 'Product Click',     'ecommerce': {       'click': {         'actionField': {'list': 'Search Results'},      // Optional list property.         'products': [{      'name': 'midnigh-recovery-concentrate',   // Name or ID is required
       'id': '12345',        'price': '15.25',         'brand': ‘LAN',        'category': 'fragrance/women',        'variant': ‘blue herbal',        'list': 'Search Results',         'position': 1,         'dimension35': 30ml',         'dimension36': 'beige',         'dimension37': 'lavender'          }]        }      },      'eventCallback': function() {        document.location = productObj.url      }   }); }

IMPRESSIONS
// Measure a view of product details. This example

assumes the detail view occurs on pageload, // and also tracks a standard pageview of the details page. dataLayer.push({ 'event': 'uaevent',
'eventCategory: 'Ecommerce',
'eventAction': 'Product Detail',   'ecommerce': {     'detail': {       'actionField': {'list': 'Wheel Gallery'},    // Optional list property       'products': [{         'name': ‘midnight-recovery-concentrate',         // Name or ID is required.         'id': '12345',         'price': '15.25',         'brand': ‘LAN',         'category': 'fragrance/women',         'variant': ‘blue herbal',        'dimension35': 30ml',        'dimension36': 'beige',        'dimension37': 'lavender'        }]      }    } });

CART
// Measure adding a product to a shopping cart

by using an 'add' actionFieldObject // and a list of productFieldObjects. dataLayer.push({   'event': 'addToCart', 'eventCategory: 'Ecommerce',
'eventAction': 'Add to Cart',   'ecommerce': {     'currencyCode': 'EUR',     'add': {                                // 'add' actionFieldObject measures.       'products': [{                        //  adding a product to a shopping cart.         'name': ‘midnight-recovery-concentrate',         'id': '12345',         'price': '15.25',         'brand': ‘LAN',         'category': 'fragrance/women',         'variant': ‘blue-herbal',         'quantity': 1,        'dimension35': 30ml',        'dimension36': 'beige',        'dimension37': 'lavender'        }]     }   }

CART
// Measure the removal of a product from a

shopping cart. dataLayer.push({   'event': 'removeFromCart', 'eventCategory: 'Ecommerce',
'eventAction': 'Remove from Cart',   'ecommerce': {     'remove': {                               // 'remove' actionFieldObject measures.       'products': [{                          //  removing a product to a shopping cart.           'name': ‘midnight-recovery-concentrate',           'id': '12345',           'price': '15.25',           'brand': ‘LAN',           'category': 'fragrance/women',           'variant': ‘blue-herbal',           'quantity': 1,        'dimension35': 30ml',        'dimension36': 'beige',        'dimension37': 'lavender'       }]     }   } });

An example of measuring promotion views. This example assumes

that // information about the promotions displayed is available when the page loads. dataLayer.push({ 'event': 'uaevent',
'eventCategory: 'Ecommerce',
'eventAction': 'Promotion Impressions',   'ecommerce': {     'promoView': {       'promotions': [                     // Array of promoFieldObjects.        {          'id': 'JUNE_PROMO13',            // ID or Name is required.          'name': 'June Sale',          'creative': 'banner1',          'position': 'slot1'        },        {          'id': 'FREE_SHIP13',          'name': 'Free Shipping Promo',          'creative': 'skyscraper1',          'position': 'slot2'        }]     }   } });

Call this function when a user clicks on a

promotion. This function uses the eventCallBack  * datalayer variable to handle navigation after the ecommerce data is sent to Google Analytics.  *  * @param {Object} promoObj An object representing an internal site promotion.  */ function onPromoClick(promoObj) {   dataLayer.push({     'event': 'promotionClick', 'eventCategory: 'Ecommerce',
'eventAction': 'Promotion Click',     'ecommerce': {       'promoClick': {         'promotions': [          {            'id': promoObj.id,                         // Name or ID is required.            'name': promoObj.name,            'creative': promoObj.creative,            'position': promoObj.pos          }]       }     },     'eventCallback': function() {       document.location = promoObj.destinationUrl;     }   }); }

A function to handle a click on a checkout

button. This function uses the eventCallback  * data layer variable to handle navigation after the ecommerce data has been sent to Google Analytics.  */ function onCheckout() {   dataLayer.push({     'event': 'checkout',
'eventCategory: 'Ecommerce',
'eventAction': 'Checkout',     'ecommerce': {       'checkout': {         'actionField': {'step': 1, 'option': 'Visa'},         'products': [{           'name': ‘midnight-recovery',           'id': '12345',           'price': '15.25',           'brand': ‘LAN',           'category': ‘fragrance/women',           'variant': ‘blue-herbal,        'dimension35': 30ml',        'dimension36': 'beige',        'dimension37': 'lavender'           'quantity': 1        }]      }    }    'eventCallback': function() {       document.location = 'checkout.html';    }   }); }

Change the step number for each step in the checkout process

transaction data with a pageview if available // when the

page loads. Otherwise, use an event when the transaction // data becomes available. dataLayer.push({ 'event': 'uaevent',
'eventCategory: 'Ecommerce',
'eventAction': 'Purchase', 'ecommerce': {     'purchase': {       'actionField': {         'id': 'T12345',                         // Transaction ID. Required for purchases and refunds.         'affiliation': 'Online Store',         'revenue': '35.43',                     // Total transaction value (incl. tax and shipping)         'tax':'4.90',         'shipping': '5.99',         'coupon': 'SUMMER_SALE'       },       'products': [{                            // List of productFieldObjects.         'name': 'free-wheels',     // Name or ID is required.         'id': '12345',         'price': '15.25',         'brand': ‘LAN',         'category': ‘fragrance/women',         'variant': ‘blue-herbal',         'quantity': 1,        'dimension35': 30ml',        'dimension36': 'beige',        'dimension37': 'lavender'        },        {         'name': 'genius wheels',         'id': '67890',         'price': '33.75',         'brand': ‘LAN',         'category': ‘fragrance/women',         'variant': ‘blue-herbal',         'quantity': 1,        'dimension35': 30ml',        'dimension36': 'beige',        'dimension37': 'lavender'        }]     }   } });

If dataLayer.push is send after the GTM snippet.
Purchases
www.mysite.com/buy/confirmation

dataLayer = [{
  'ecommerce': {     'purchase': {    

  'actionField': {         'id': 'T12345',                         // Transaction ID. Required for purchases and refunds.         'affiliation': 'Online Store',         'revenue': '35.43',                     // Total transaction value (incl. tax and shipping)         'tax':'4.90',         'shipping': '5.99',         'coupon': 'SUMMER_SALE'       },       'products': [{                            // List of productFieldObjects.         'name': ‘midnight-recovery-concentrate',     // Name or ID is required.         'id': '12345',         'price': '15.25',         'brand': ‘LAN',         'category': ‘fragrance/women',         'variant': ‘blue-herbal',         'quantity': 1,        'dimension35': 30ml',        'dimension36': 'beige',        'dimension37': 'lavender'        },        {         'name': ‘midnight-reconvery-cont',         'id': '67890',         'price': '33.75',         'brand': ‘LAN',         'category': ‘fragrance/women',         'variant': ‘blue-herbal',         'quantity': 1,
       'dimension35': 30ml',        'dimension36': 'beige',        'dimension37': 'lavender' }];

...

If you don't use dataLayer.push and declare the purchase variables within the data layer object.
Purchases
www.mysite.com/buy/confirmation

INTERACTION
 In this case, we want some enhanced ecommerce events

to be excluded from bounce rate calculations because they don’t track visitor interaction.
We mark these events as non-interaction events in the generic event tags, so that they don’t affect the bounce rate for the page.
See below the script from eventNonInteraction variable













Percentage and Fold are used for non interaction scroll event

is the reason why, we will give you details

and advice about the best measurement way.

purchase on retailers with redirection link, use strictly this

tracking event method.
Please do not simulate a purchase with enhance ecommerce and push only an event in order to avoid skewing the ecommerce results in Google Analytics.

L'ORÉAL – EXAMPLE 1

COLOUR












When the user change the product size or the

product shade, an new product detail impression has to be pushed but no virtual page view has to be created.

for this example, you will have three product impression

on left. And when the user click on a product, you will have to create a virtual page view and a product detail impression. To be able to distinguish product detail impression from pop-in to other place, name your list variable precisely.

you will have one product detail impression on left

(as a package with a unique ID and the name of the routine). When the user clicks on the “ADD ALL TO BAG” button, please add at the same time all product in a “Add to Cart” hit. If the user clicks on a “SHOP PRODUCT INDIVDUALLY”, you will have to push product impression for each product seen and add ecommerce interaction as add to bag on each of them.