Sprint 1 & 2 : Google Analytics data layer products and checkout

Prerequisite

Please note that our Enhanced E-commerce Tracking is only supported if you are using Universal Analytics tracking and Google Tag Manager.

Context

SNEAK PEEK UPCOMING You are a strong user of the Google Analytics enhanced e-commerce tracking and you want to gain a deeper understanding of your visitors behavior especially on the products and promotions impressions, clicks and a more detailed view on the checkout process of your visitors. Our Enhanced E-commerce feature has been further extended and is here to provide you with all those details.

Solution

Following the delivery of Cart and user info tracking on Enhanced E-commerce in Whymper V3, we have continued our journey to enrich the e-commerce tracking data for our online sales platform in Bishorn V1. This time, we focus on understanding users' shopping cart behavior and realizing email re-targeting for cart abandoners. A few more Google Analytics reports are now filled with the correct data and the DataLayer object is also further extended.

Example

Remove from Cart DataLayer Example

// Measure the removal of a product from a shopping cart.
dataLayer.push({
  'event': 'removeFromCart',
  'ecommerce': {
    'remove': {                               // 'remove' actionFieldObject measures.
      'products': [{                          //  removing a product to a shopping cart.
        'name': 'Museum Pass',                  // Product Name
        'id': '1234-567-987',                   // Unique SKU of the product item, i.e. product id - item id (if product is non-dated product)  - performance id (if product is of event or parking or visit type) - seat category id - tarrif type id - timeslot id (if product is timeslot) - advantage id (if any) (same as enhanced e-commerce dataLayer)
        'price': '15.25',                       // Unit Price          
        'brand': 'Visit Pass / Exhibition',     // Product Family Type / Topic of the product (if set) (same as enhanced e-commerce dataLayer)
        'category': 'Cat A / Normal',           // Seat category / tarrif type
        'variant': 'Cross-sell 1-click / 1234', // Cross selling type / parent product id (if added to cart via cross-selling)
        'quantity': 1                           // Quantity added to cart for this product item
      }]
    }
  }
});

Scope: applies for all internal sales channels that enables the pos-param "Enable enhanced e-commerce tracking", applies for all product families (includes Season ticket, Hospitality)

1. Product impression

Push Product impression data to datalayer when:

On Landing page with clusters & sections view: push all products' impression data (including all products in the List view, even if the Load more isn't clicked yet. In case of Carousel or Slider sections, we push all products inside the slider, no matter when user clicks on an arrow to see the other products or not. If in the slider it's considered has an impression.) (ex: https://tplay.int2-shop.secutix.com/content )(should we push depend on scroll depth trigger? MMI : would be perfect so we know the real impressions.) refer https://www.simoahava.com/analytics/customize-scroll-depth-trigger/
On Landing page with Product type view: push all products belong to the current Product Type that being selected (e.g push all products of EVENT, when user click on VISIT, continue pushing all visit products) (ex: https://tplay.int2-shop.secutix.com/content#list)
On Landing page with Calendar type view (out of scope): push all products belong to the current Month that being selected (https://tplay.int2-shop.secutix.com/content#calendar)
On normal list page (out of scope): push all products belong to the current Product Type that being selected (ex: https://tplay.int2-shop.secutix.com/list/events)

Product impression DataLayer Example

<script>
dataLayer.push ({
  'event':'ee-productImpression'
  'ecommerce': {
    'impressions': [{
      'id':'12345678',                  // Product ID, Tour ID. If on landing display multiple timeslots or multiple performances, push product ID of the Pass or Event multiple times.
      'name':'Romeo & Juliet',          // Product name, Tour name
      'brand':'Event / Drama',          // Product Family Type / Topic of the product (if set) 
      'position':0,                     // Position of a product in a given Section (landing page) or Product type (Landing page list view or Normal view). Position of a product in a Section can be different if user change the day view (Today, Tomorrow, After,...)
      'list': 'Hot topic'               // On Landing page content return Section name, on Landing page list view return Product type name (for a Product type products can be grouped by topic (sub-grouping), please set position and list by Topic name in this case
     },
     {
      'id':'ABC124',
      'name':'Product Name',
      'brand':'Product Brand',
      'position':1,
      'list': 'Hot topic'
     }]
   }
});
</script>

2. Promotion impression (Advantage)

Push Promotion impression data to datalayer when: same scenarios as above

<script>
dataLayer.push ({
  'event':'ee-promoImpression'
  'ecommerce':{
    'promoView':{
      'promotions':[{
      'id':'177664',                            // Advantage ID
      'name':'Member Exclusive',                // Advantage name
      'creative':'Only for member',             // Advantage description
      'position':1                              // Position of a product in a given Section (landing page) or Product type (Landing page list view or Normal view)
     }]
   }
  }
});
</script>

3. Product details impression

Push Product details' data when a product was clicked (ex: https://tplay.int2-shop.secutix.com/selection/event/date?productId=101073013203)

For Calculated Season ticket it is at ticket selection page: https://thecube-l-cube.qa22-shop.secutix.com/selection/subscription?productId=101072843422

For Hospitality, it is at hospitality selection page: https://eurasian-hospitality-webshop-seta.qa22-shop.secutix.com/selection/hospitality?productId=10228176205037&itemId=10228178451179

Push data at ticket selection page.

(Consider Match/Performance details page instead of Match selection page?) -> page before the ADD TO CART MMI: yes please

<script>
dataLayer.push({
  'event':'ee-productView'
  'ecommerce': {
    'detail': {
        'products': [{
        'id':'ABC123',
        'name':'Product Name',
        'brand':'Product Brand',
       }]
     }
   }
});
</script>

4. Product click

Push Product details' data when user clicks a product

<script>
dataLayer.push({
  'event':'ee-productClick'
  'ecommerce': {
    'click': {
      'actionField': {
      'list': 'Product list name'
      },
      'products': [{
        'id':'ABC123',
        'name':'Product Name',
        'brand':'Product Brand',
        'position':0
        }]
       }
    }
});
</script>

5. Promotion click

Push Product details' data when user clicks a product

<script>
dataLayer.push ({
  'event':'ee-promoClick',
  'ecommerce':{
    'promoClick':{
      'promotions':[{
        'id':'Promo ID',
        'name':'Promo name',
        'creative':'Creative name',
        'position':Position
        }]
      }
    }
});
</script>

Acceptance criteria

Sending data from new actions depend on current pos-param "Enable enhanced e-commerce tracking" which applies for all internet sales channels
Products/Promotion impression data is sent in Landing page (Section view + list product families view), Landing page calendar view and normal product list page are out of scope
On Landing page section view, sending data also depends on scroll depth, which means only send list of products/section if user scroll the page
If a product card on Landing is a Tour, push Tour ID and its' information as the Product ID information. There is no need to send all product IDs inside that Tour
If a product card or list is a timeslot/performance, push its' product ID (Event ID or Visit pass ID).
Data is also sent after user click on a product/a promotion, and in the product/promotion details page (page just before the shopping cart)

Delivery step: when user choose a delivery mode and click on Continue

Order summary step: when user input a voucher, select a payment method, then click on Continue to Payment

Acceptance criteria

Data is sent to datalayer in check out process with 2 steps: Delivery + Order summary
It also depends on current pos-param "Enable enhanced e-commerce tracking" which applies for all internet sales channels

Getting started

MANDATORY - What is the setup required to use the feature (even if none, please mention)? Where can I see the feature? (this is intended to be a short guide). At least one screenshot should be provided, at latest for the finalized release note at sprint end.

Examples

OPTIONAL - Show some example use in actual customer use cases, or other relevant information.