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The Google Merchandise Store measurement plan

Business Objective: Sell merchandise that promotes the Google brand

When implementing Google Tag Manager, you’ll want to begin with a solid measurement plan for your business. Let’s look at The Great Outdoor’s measurement plan which includes their business objective and tactics, as well as which metrics and dimensions will be used for measurement and analysis.

You can think of the Google Merchandise Store as an average, medium-sized e-commerce business. At the top of their measurement plan is the main objective of the store, which is to sell branded merchandise that promotes Google.

Strategy: Create an online advertising campaign that directs customers to the Store website to purchase Google-branded merchandise

To accomplish their objective, the Google Merchandise Store has a strategy to create an advertising plan that makes it easier for customers to purchase Google-branded merchandise.

Google Tag Manager Fundamentals – Lesson 1.1 Course introduction

Tactic: Increase Android-
branded merchandise referrals

To measure the success of their ad campaign, the Store will use different tactics. Since Android is making a big branding push, one tactic is to increase referral traffic to Android-branded merchandise pages.

Key Performance Indicators (Metrics)

Tactics are measured by key performance indicators (or KPIs). KPIs are the metrics the Store will use in Google Analytics to measure their success.

KPI: Increase Android-brand merchandise referrals The Google Store will want to measure increases in referral traffic to their website to understand whether they’re increasing customer awareness of Android-brand merchandise.

KPI: Increase new users to Android-brand merchandise pages The Google Store will want to measure increases in new users to their website to understand whether they’re increasing customer awareness of Android-brand merchandise.

KPI: Increase Android-brand merchandise pageviews The Google Store will want to measure increases in pageviews to Android-brand merchandise pages to understand whether they’re increasing customer awareness.

Tactic: Increase revenue
of Android-branded merchandise

The Google Merchandise Store will also want to measure the success of their ad campaign based on sales of Android-branded products. So they have another tactic to increase revenue from Android-branded merchandise.

Key Performance Indicators (Metrics)

Tactics are measured by key performance indicators (or KPIs). KPIs are the metrics the Store will use in Google Analytics to measure their success.

KPI: Increase conversion rate The Google Store will want to measure increases in conversion rates on their website to understand whether they’re generating more revenue from Android-brand merchandise.

KPI: Increase total transactions The Google Store will want to measure increases in total Android-brand transactions on their website to understand whether they generate more revenue from Android-brand merchandise.

KPI: Increase total merchandise revenueThe Google Store will want to measure increases in total Android-brand merchandise revenue on their website, since that reflects the tactic of increasing revenue.

Segments (Dimensions)

You can view your KPIs using different segments to see insights about your business, such as what traffic sources are driving referrals or driving conversion rates on your website. To analyze their KPIs, the Google Merchandise Store will use segments for Customer Demographics, Traffic Sources, Device Type, and User Category.

Segment: Customer Demographics
Customer Demographics can help the Google Merchandise Store understand who is visiting Android-brand merchandise pages and purchasing items.

Segment: Traffic Sources
Traffic Sources can help the Store understand where users are coming from.

Segment: Device Type
Device Type can help the Store optimize their site for different devices.

Segment: User Category
User Category tells the Google Merchandise Store how much of their traffic and purchases were from Google employees compared to external customers.

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