Implementation steps

  • Updated

Introduction

The Analytics for Optimizely’s Configured Commerce product aggregates data from multiple sources and provides prescriptive dashboards tailored to the B2B context to help B2B clients drive growth in their business.

Implementation of the Configured Commerce analytics product is simple and can be completed by the client without the support of your partner. The goal of this document is to provide step-by-step instructions to the client for the implementation of Google Analytics and Tag Manager to support Configured Commerce Analytics.

Overview of Implementation Process

The implementation process for Configured Commerce Analytics is outlined below. This document provides step-by-step instructions for the client or partner to complete Steps #1, 2, and 3.

No

Step

Responsibility

Timing

Description

0

Intro to Analytics at Onboarding kick-off

Optimizely’s Onboarding team

During Onboarding kick-off

5-minute overview of the Analytics implementation process, requirements, and Configured Commerce implementation constraints

0

Analytics Kick-off Meeting

Optimizely’s Onboarding team

4-8 weeks before scheduled Go-live

30–45-minute meeting to kick off the Analytics provisioning process, including a short demo of the product and review of remaining Analytics implementation steps

1

Implementation of Google Analytics

Client or Partner

Any time before Go-live

Client or Partner to implement Google Analytics on the client’s site. Testing should be completed in Sandbox before transitioning to Production environment

2

Implementation of Google Tag Manager

Client or Partner

Any time before Go-live

Client or Partner to implement Google’s Tag Manager on the client’s site. Testing should be completed in Sandbox before transitioning to Production environment

3

Go Live checklist

Client

1-2 weeks before scheduled Go-live

Client to submit required details to the Optimizely team for Analytics provisioning

4

QA Validation

Optimizely Analytics Team with feedback from client

3-5 days after Go-live

Optimizely Analytics team to link client’s data to the Optimizely instance and provide client with a preview of the data for validation. Issues and/or questions can be addressed via email or via a 30-minute meeting. At least 10 production orders and at least a month of offline orders are required to complete this step.

5

Analytics Provisioning

Optimizely Analytics Team

3-14 days after go-live

Once QA is complete, the Optimizely Analytics team will provision client users within 3 working days

Two options for completing Steps #1 and #2

The client is responsible for three steps in the implementation process:

  1. implementing Google Analytics on your site,
  2. implementing Google’s Tag Manager on your site, and
  3. completing a Go Live Checklist to request Analytics account provisioning

Google Analytics and Tag Manager may be implemented by the client or the partner, based on the client’s needs. In this regard, clients may choose between two implementation paths:

Option #1: Simple implementation of Google Analytics and Tag Manager

Clients that plan to use Google Analytics and Tag Manager for Configured Commerce Analytics only, may choose to do the implementation of Google Analytics and Tag Manager by themselves.

This document provides step-by-step instructions for a simple implementation of Google Analytics and Tag Manager and ensures that your implementation meets the requirements of the Configured Commerce Analytics product. Clients that are following this path should complete all the steps outlined in Step #1, 2, and 3 in this document.

Option #2: More complex implementation of Google Analytics and Tag Manager

Clients may choose to use Google Analytics and Tag Manager for purposes that go beyond the Configured Commerce Analytics product. A complex implementation of Google Analytics and Tag Manager should be managed by your implementation partner or an internal analytics expert.

Clients that are following this path and have already set-up Google Analytics and Tag Manager in their production environment can jump directly to Step #3 of this document: the Go Live Checklist.

Overview of Google Analytics and Tag Manager

The Configured Commerce Analytics product provides helpful information on what users are doing on your site, including:

  • What pages are your users visiting?
  • What terms are your users searching for?
  • Which site features are your users interacting with?
  • Site traffic by time and location

To gather that information, Configured Commerce Analytics depends on Google Analytics and Tag Manager, the industry standard for user behavior and event tracking.

What is Google Analytics?

The main purpose of Google Analytics is tracking data, storing it, and generating reports about your website. Google also provides a set of APIs that allows third-party analytics applications – like Configured Commerce Analytics – use that data for reporting outside of the Google ecosystem.

The only way Google Analytics can track these user interactions is with the help of tracking code (also known as GA Javascript code snippet) that must be placed on every page of your website. The Configured Commerce product makes it easy to implement the tracking code with a Google Analytics Implementation feature within the Configured Commerce Admin Console. Once an event, or interaction, occurs on a site (e.g. pageview), the GA Javascript snippet sends the corresponding data to Google Analytics for aggregation and reporting.

What is Tag Manager?

Google Tag Manager is a free software that allows you to deploy various types of code (or tags) to your website, including custom tags that go beyond the standard Google Analytic event tags. Tag Manager does not replace Google Analytics. Instead, it makes it easier for clients to create custom tags, deploy those tags via the Google Analytics code snippet, and define rules for when each tag should fire.

Prior to Google Tag Manager, Google Analytics tracking codes had to be hard-coded, usually by a web developer on each individual page. This requirement made implementing and maintaining hundreds of tags very difficult. Google Tag Manager solves this problem by allowing you to store all your tags in place and providing an interface to update key aspects of each custom tag. Updates to custom tags can be published to your site with a click of a button.

A collection of tags, triggers, variables, and related configurations installed on a given website or mobile app is called a container. Tag Manager is implemented on your site via the same snippet as Google Analytics.

Configured Analytics vs. Google Analytics and Tag Manager

Google Analytics and Tag Manager are free and an industry standard. We expect most Optimizely Configured Commerce clients to have Google Analytics and Tag Manager installed on your site. The Configured Commerce Analytics product is not intended to replace Google Analytics.

Instead, Configured Commerce Analytics seeks to go beyond the standard Google Analytics data by linking Google Analytics data with order history and customer/user information that is available in your Admin Console. Additionally, Configured Commerce Analytics provides prescriptive dashboards that are unique to the Configured Commerce context – an area that Google Analytics does not serve with its free product.

Once your Configured Commerce Analytics account has been provisioned, there may be some reports that are better viewed on Google Analytics. Those reports will be at the user- (not customer-) level and will relate most to site traffic and user source. The Configured Commerce Analytics product should be your primary source of data that is enriched with order history and customer profile information.

Step #1: Setting up Google Analytics for website

Please note: Configured Commerce Analytics only supports Universal Analytics. Although Google has released Google Analytics 4, the APIs for GA4 are still in beta and cannot be used with Configured Commerce Analytics.

Implementation of Google Analytics requires a testing process. We recommend that you implement Google Analytics on your Sandbox site first and verify accurate tracking of user events before recreating the tracking on your Production site. Therefore, the following steps will need to be completed twice: once for Sandbox and once for Production.

Create or sign-into your Google Analytics account

  1. To create a new Google Analytics account, follow the instructions on this page https://support.google.com/analytics/answer/10269537?hl=en. Be sure to follow the instructions to create a Universal Analytics account, not a Google Analytics 4 account.
  2. If you already have a Google Analytics account, click Sign into Analytics at https://analytics.google.com.

Create a new Property for your site and environment

  1. In the left navigation bar, click on Admin at the bottom left.
  2. The Admin page of Google Analytics has three columns: Account, Property, and View. Under the Account column, open the pull-down list and ensure that you have selected the main account for your website.
  3. Under the Property Column, verify that your website has not already been set-up by reviewing the list of Properties available in the pull-down list.
    • If your site has already been set-up, you may skip to Step #2, Setting up Google Tag Manager.
  4. Select Create Property.
  5. Enter a name for your site in the Property name We recommend that you indicate which environment the property relates to as well. For example, “My Website Name – Sandbox.”
  6. Update the Reporting time zone and Currency fields, as necessary.
  7. Click Show advanced options, then find the toggle for Create a Universal Analytics property and toggle it ON.
  8. Enter the URL for your site in the Website URL
  9. Click the checkbox for Create a Universal Analytics property only.
  10. Click Next at the bottom of the screen.
  11. On the next screen, Google requests additional information About your business. You may fill out as much or as little of this as you would like.
  12. Click Create.
  13. Your property has now been created and you will see the below screen. Take note of the Tracking ID, which should start with “UA-“. If not, the property was not set-up as a non-GA4 property.

Add custom dimensions to your Property

  1. In the left navigation bar for the Property, find the Custom Definitions sub-menu, which is near the bottom. Click on Custom Definitions, and then click on Custom Dimensions.
  2. You will be adding three Custom Dimensions to this table. The three dimensions should be created in the order indicated below to ensure the Index sequence matches the illustration below.
  3. Click on + NEW CUSTOM DIMENSION. Enter the name Authentication State, with a Scope of Hit. Ensure the Active checkbox is checked. Then click Create.
  4. The code snippets provided on the next page are not needed at this time. Click Done.
  5. Click on + NEW CUSTOM DIMENSION. Enter the name User ID, with a Scope of Hit. Ensure the Active checkbox is checked. Then click Create.
  6. Click on + NEW CUSTOM DIMENSION. Enter the name Session ID, with a Scope of Session. Ensure the Active checkbox is checked. Then click Create.
  7. ­­­­­­­Once complete, your Custom Dimensions table should look like the following.

Adjust settings of primary View

  1. Click on the back arrow at the top left of the property page (below the property name) to return the Admin page.
  2. Under the View column, a generic View entitled “All Web Site Data” should be visible. Select this view and then click View Settings.
  3. Update the site’s Time zone country or territory and Currency displayed as, if required.
  4. Under the Bot Filtering section, ensure the checkbox for Exclude all hits from known bots and spiders is checked.
  5. Under Site search Tracking, ensure the toggle is set to ON.
  6. Click Save.

Adjust ecommerce settings of primary View

  1. On the left menu of the View, click on Ecommerce Settings (which is seven lines below the view Settings tab we clicked on earlier).
  2. Under Enable Ecommerce, toggle the toggle to ON.
  3. Under Enable Enhanced Ecommerce Reporting, leave the toggle to OFF.
  4. Click Save.

Congratulations! You have completed a basic set-up for Google Analytics!

As a reminder, once you have verified Google Analytics data in Sandbox, you will need to repeat the above steps for Production. The set-up for production will be identical to Sandbox but will have a property.

If you would like to learn more about Universal Analytics, start here: https://analytics.google.com/analytics/academy/course/6

Step #2: Setting up Google Tag Manager for website

Implementation of Google Tag Manager requires a testing process. We recommend that you implement Tag Manager on your Sandbox site first and verify accurate tracking of user events before recreating the tracking on your Production site. Therefore, the following steps will need to be completed twice: once for Sandbox and once for Production.

Create a new container

  1. Click this link to access Google Tag Manager https://tagmanager.google.com/#/home.
  2. Once logged in, you will see name of your Google Analytics account at the top of the screen, followed by a list of Containers. The list may be empty.
  3. Click the triple-dot menu at the top right of the screen, then select Create Container.
  4. Enter a name in the Container name We recommend including your site name, the purpose of the container, and the environment in your Container name. For example, “MySite – OptiTemplate – Sandbox.”
  5. Under Target platform, select Web.
  6. Click Create.
  7. A pop-up will appear with the code snippets that will need to be installed on your site. These snippets should be shared with your partner for implementation on your site. Click OK.
    • The snippet can be retrieved later by logging into Tag Manager using the link above.
    • In the upper right menu, find the blue number that starts with “GTM-” followed by 7 characters that is to the left of the Submit button. This is your Container ID.
    • Click on the Container ID (starts with “GTM-“). A pop-up will appear with the snippets for your Tag Manager Container.

Import template container

  1. You will be redirected to the Tag Manager home screen, which has two columns: Account and Container. Under the Container that was just created, click on Import Container.
  2. You should have received a template container file with this documentation in json format. The file is entitled Template-defaultWorkspace.json.
  3. Under Select file to import, navigate to the template container json file on your computer and upload it to Tag Manager.
  4. Under Choose workspace, select Existing. In the pop-up screen, select the Default Workspace, and then close the pop-up screen.
  5. Under Choose an import option, select Merge. Check the box for Overwrite conflicting tags, triggers, and variables.
  6. Click Confirm.

Verify or Edit variable ID

  1. Return to the Tag Manager home page. Under the Workspace tab, look at the left menu and click on Variables.
  2. Under the User-Defined Variables section, find and click on the variable entitled GA ID.
  3. A pop-up screen will appear with the Variable Configuration Review the Tracking ID provided. This should match the ID of your Google Analytics account. If it does not, you can edit the Tracking ID by clicking on the edit option at the top right of the screen.

Implement the Google Analytics Snippet on your site

Now that you have your Google Analytics account set-up, you need to add the Google Analytics snippet to your site so that Google Analytics can start collecting data. The Tag Manager snippet will support both Google Analytics and Tag Manager. Therefore, only one snippet needs to be installed.

Find the Container ID from within your Tag Manager site

  1. Click this link to access Google Tag Manager https://tagmanager.google.com/#/home
  2. The homepage provides a list of Containers linked to your account. Find the Container created in the above steps and copy the Container ID provided to the right of the Container Name. The Container ID will start with “GTM-” followed by 7 characters.

Enter the Container ID in the Analytics section of the Admin Console

  1. Open the Admin Console of your Configured Commerce instance.
  2. In the left menu, search for Administration, then find the group for System, and click on Settings.
  3. In the Settings menu, ensure that the Sandbox or Production site you will be tracking is selected in the Configuring pull down menu, then click on System Settings.
  4. In System Settings, find the Analytics
  5. Next to Google Tracking Type, select Google Tag Manager.
  6. Next to Google Tracker Domains, enter the URL for the Sandbox or Production site you will be tracking.
  7. Next to Google Tracking Account ID, enter the Container ID you copied in the earlier step. The Container ID will start with “GTM-” followed by 7 characters.
  8. Click Save

Congratulations! You have completed a basic set-up for Tag Manager!

As a reminder, once you have verified Tag Manager data in Sandbox, you will need to repeat the above steps for Production. The set-up for production will be identical to Sandbox but will have separate containers and properties.

If you would like to learn more about Google’s Tag Manager, start here:  https://analytics.google.com/analytics/academy/course/5

Step #3: Go Live Checklist for Configured Commerce Analytics

This step needs to be completed by all Configured Commerce Analytics clients to start the provisioning and QA process. This step should not be started until the Production Google Analytics and Tag Manager environments have been setup.

The goal of this step is to give Optimizely access to view your Google Analytics data and send provisioning details to the Optimizely team.

Add Optimizely as a User to access Google Analytics data

  1. Sign into your Google Analytics account at https://analytics.google.com.
  2. In the left navigation bar, click on Admin at the bottom left.
  3. Ensure the Property you have created for your Production environment is selected in the Property
  4. Under the View column, click on View Access Management.
  5. A pop-up screen will appear with the list of users that are associated with your Google Analytics account. Click the Plus + icon at the top right, then click Add users.
  6. In the Email addresses field, enter the email address analytics@insiteanalytics-169419.iam.gserviceaccount.com. Check the box for Notify new users by email.
  7. Under Direct roles and data restrictions, select Viewer. Click Add at the top right.
  8. Close out of the View access management pop-up screen.

Send provisioning details to the Optimizely team

This final step is to collect the information that Optimizely needs to provision your Configured Commerce Analytics account. Before provisioning your account, the Optimizely team requires the following three groups of information:

  1. The View ID and URL of your Google Analytics account(s),
  2. the names and emails of the individuals that you would like to have access to Configured Commerce Analytics,
  3. the five customer and product attributes that you would like linked to your instance of Configured Commerce Analytics.

These details should be emailed to the Optimizely team at analyticsadmin@insitesoft.com, with your Customer Success Manager and/or Onboarding Manager in cc.

See below for more detail on each of these items.

a) Where to find the View ID and URL of your Google Analytics account

  1. Sign into your Google Analytics account at https://analytics.google.com.
  2. In the left navigation bar, click on Admin at the bottom left.
  3. Under the View column, click View Settings.
  4. Take note of the View ID, which is typically a 9-digit number.
  5. Take note of the Website’s URL.
  6. Include the View ID and Website URL in your email to analyticsadmin@insitesoft.com

If you have multiple sites, it is common to have multiple Google Analytics properties and container to support those sites. If so, please provide the View ID and URL of all sites. We can link multiple Google Analytics accounts, properties and containers to the same instance of Configured Commerce Analytics.

b) User designation for Configured Commerce Analytics

The standard Configured Commerce Analytics contract includes 5 seats. It is possible to purchase additional seats to Configured Commerce Analytics at an additional cost.

Please decide which users you would like have access to Configured Commerce Analytics and provide the first name, last name, and email of each individual in your email to analyticsadmin@insitesoft.com.

Once your Configured Commerce Analytics instance has been provisioned, you may change the names of the individuals that should have access to Configured Commerce Analytics at any time by emailing your Customer Success Manager.

c) Designation of the five customer and product attributes

Several of the dashboards within the Analytics product offer the ability to view and/or filter the data by customer and product groups. Customer and product groups are set by each client in their own instance individually.

Please select up to five customer attributes and up to five product attributes that you would like linked to your instance of Configured Commerce Analytics. If you are not sure which attributes would be best, you may also leave these fields blank to be added later. Once your Configured Commerce Analytics instance has been provisioned, you can add or change your customer and product groups by reaching out to your CSM.

When selecting the customer and product attributes to link to your Analytics instance, consider which attributes your company typically uses when analyzing its customer list and product list.

When selecting an attribute, keep the following in mind:

  • Each customer or product must have a one-to-one relationship with the attribute field. For example, a customer can only be assigned to one region.
  • The attribute information for each customer or product must be available in the Admin Console of your Optimizely ecommerce site. The attribute may be a custom field, but the data must be visible on the Product Detail or Customer Detail page.
  • Examples of common Customer Group attributes are Customer Region, Customer Vertical, Customer size, Primary Customer Warehouse
  • Examples of common Product Group attributes are Product Category L1, Product Category L2, Product Type, Product Brand

If the attribute you would like to use has not yet been pulled into the Admin Console of your Optimizely ecommerce site, please work with your implementation partner to have that data linked.

Once you have selected the five customer and five product groups for your Configured Commerce Analytics instance, please include this information in your email to analyticsadmin@insitesoft.com.

What’s next: Provisioning process for Configured Commerce Analytics

Configured Commerce Analytics can only be provisioned against your Production environment. As such, provisioning does not occur until there are at least 10 orders in the Production Order Table and one month of offline order history pulled into the Admin Console. Once that threshold is met, the Optimizely engineering team will build an instance of Configured Commerce Analytics for your account, link the necessary data tables to the backend of the product, and begin the QA process.

To ensure that the data is being presented in Configured Commerce Analytics as expected, the Optimizely team will share via email an export of the raw data file that we have pulled into the Configured Commerce Analytics product for client or partner sign-off. Once we receive sign-off, we will be able to provision access to each designated user. Designated users will receive an automated email that will provide them with login instructions for Configured Commerce Analytics.

Appendix: Default tags included in Optimizely’s template tag container

Step #2 of this document walks through a basic set-up of Tag Manager and includes a template container with a set of tags that will help you get your Tag Manager site up and running. This section walks through the details of the tags included in that container and refers to the json file entitled Template-defaultWorkspace.json.

The Tags provided in the template container are designed to work for the Configured Commerce Analytics product. Changes to the CSS may affect the behavior of these tags and should be tested and/or reviewed by your implementation partner or someone knowledgeable about Google Analytics before being pushed to production.

Below is the list of self-service tags that are in the template provided by Optimizely and are organized by group for easier identification.

Tags related to PageView Navigation

These tags are maintained in the variables setup called Digital Self Service Pageview Lookup and under the name GA – Event – Self-Service

  • myaccount
  • catalog
  • contactus
  • orders
  • requestaccount
  • dealerlocator

Tags related to Lists

  • create list (named: GA – Event – createList)
  • add to list (named: GA – Event – addToList)
  • share list (named: GA – Event – shareList)
  • update list (named: GA – Event – updateList)

Tags related to Orders

  • quickorder (named: GA – Event – QuickOrder)
  • reorder button (named: GA – Event – reorderButton)
  • upload order (named: GA – Event – UploadOrder)

Tags related to Downloading Content

  • download content (pdf, jpg, xlsx, doc) (named: GA – Event – FileDownload)