Advanced Google Analytics Implementation

The Client

The client owns a popular travel and tourism website based out of Canada. The site registers thousands of visitors each day and is successful in generating large volumes of ecommerce revenues through the sales of hotel bookings, event tickets, and vacation packages.

The Need

The client engaged Nabler to:

• Enable ecommerce tracking for the website
• Tracking of traffic between various subdomains of the site
• Defining site goals
• Creating funnels for each type of purchase such as hotel booking, event tickets and vacation packages

One of the main challenges of this implementation project was that the reservation engine used by the site did not generate unique URLs that were specific to the type of purchase.

The Solution

• -In the first phase of the implementation, Nabler provided the client with the guidelines for tracking subdomain traffic and ecommerce transactions.
• -Creation of compulsory profiles and filters was done to successfully validate the implementation.
• In the second phase, they altered the tracking code to generate unique virtual pageviews for each type of transaction using the _trackPageview function.
• They also used the _setCustomVar function to pass custom variable values to Google Analytics that will identify the type of transaction.
• Nabler used the virtual pageviews to define the different goals and funnel paths for the site. The ecommerce reports of the custom variables provided a quick breakdown of the ecommerce metrics by the type of transaction.

The Benefits

The client was very satisfied with Nabler's:

• In-depth knowledge of the tool
• Detailed documentation that was provided to the development team to ensure error free implementation
• Thoroughness of the testing process
• Willingness to interact with multiple stakeholders to facilitate smooth implementation of the solution

Tangible benefits for the client included:

• Tracking which provided accurate traffic reports for different subdomains
• Access to ecommerce reports and metrics
• Data by transaction type in the custom variable reports
• Goals conversions and funnel visualizations