Information Technology Reference
In-Depth Information
products purchased are an opportunity to gain a detailed understanding of the
quality of your traffic acquisition programs. if you have two campaigns driving a simi-
lar amount of sales with a comparable campaign cost, you now have the power to drill
into the actual products sold. The actual products sold will provide you with informa-
tion on whether one campaign drove more high-profit products than the other, whether
one campaign drove more strategically important sales, and all that good stuff you do
when you normally analyze your merchandising (see Figure 4.10). You might even find
that the price points are different from channel to channel and that you should have a
different discount offering for a unique channel.
97
Figure 4.10
Revenue from paid and organic search engines grouped by merchandising vendor category
To activate the products purchased tracking, you append the variables used on
the sale action tracking script. it could look like this:
Version 4
var ACTION='01';
var _S_SKU='DM112899';
var _S_UNITS='2';
var _S_AMOUNTS='100.00';
var ORDERID='10099803';
var AMOUNT='USD100.00'
Version 5
YWATracker.setAction(“01“);
YWATracker.setSKU(“DM112899“);
YWATracker.setUnits(“2“);
YWATracker.setAmounts(“100.00“);
YWATracker.setOrderId(“10099803“);
YWATracker.setAmount(“USD100.00“);
To enter the price of your purchased products, you need to use the
_S_AMOUNTS
variable.
