Filtering E-Commerce Data for Accurate Reports on Revenue Generating Traffic

Google has always strived to improve the way metrics are analyzed in Google Analytics. E-commerce is one such critical data subset that is very important. In view of the importance of e-commerce Google has been making several updates to their processing and tracking code so that people are able filter, segment, and earmark the money spinning portion of the traffic on a website. This Friday you can expect some more updates and hence Google has notified this to all its users.

From Friday onwards custom variables can be used for your e-commerce data thus allowing you to segment your revenue generating traffic. Expanded filters will support hostname, page title, internal search terms and request URLs for e-commerce data. Earlier profile filters of page level data were not respected by e-commerce data.

For example if you are tracking a website and in order to understand the store traffic then you would have created a duplicate profile along with a filter for However, current reports that include all the data for and is not working properly. But due to the new change e-commerce reports will respect the filter and you will be able to get information on the revenue generating traffic. This Google believes is the most appropriate way.

Google has made it clear that this change will only include e-commerce data for finding the traffic that brings in revenue. It is therefore important that you take a relook at all your filters so that there are no unnecessary disruptions.