lore van besien on gauc: the use of custom dimensions for web shops

Custom Dimensions for Hippeschoentjes.be

About Hippeschoentjes.be

•  Webshop for Kids’ Shoes since 2010

•  Hip shoes made in durable circumstances

•  Business is growing year after year

•  Last season: revenue grew with almost 50%

AdSpecialist – Lore Van Besien

@lorevanbesien

www.adspecialist.be lore@adspecialist.be

Defining your Audience

Female 83%

25-45 years 75% Belgium 90%

Dutch speaking 85%

Age & Gender Report

Intrest Categories

Limits of default Google Analytics

Login status

Use of coupons

Repeat customers

Custom Dimensions

“Tags that you can insert in your tracking code in order to refine Google Analytics tracking by

creating additional segments”

Setup Custom Dimensions

Type of Custom Dimensions

Create a Custom Dimension

Paste code onto your platform

Google Tag Manager

Create a new Macro

Creating a Data layer is essential for GTM

Segment your Audience

Create Custom Reports

New insights through Custom Dimensions

Source : http://pixabay.com/en/bulb-light-bulb-growth-plant-light-216975/

Insights for Hippeschoentjes.be

•  Too early to jump into conclusions

•  Great to filter on your own ‘custom segments’

•  Understand your audience’s behavior

•  Get ideas about how to improve your website

Impact of the weather

www.simoahava.com

Custom Dimension about weather

•  API for weather

•  Geolocate your customers

•  Set your Custom Dimension ‘Weather’ in GA

Via Google Tag Manager

•  Use a new tag with Custom HTML code

•  Create a Macro: {{weather}}

•  Create a custom dimension ‘Weather’ in GA

•  Edit Advanced Settings of your Universal Analytics Tag in GTM

5 Take-aways

•  Replacement of Custom Variables

•  20 custom dimensions

•  Visible in Custom Segments & Custom Reports

•  Link back to your business needs

•  Google Tag Manager is powerful !

#gaucBE