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Aggregated and disaggregated multi-country e-shop in Google Analytics

13/03/2013
Aggregated and disaggregated multi-country e-shop in Google Analytics

We're going to explain a possible Google Analytics implementation for brands with online shops in different countries. In this example, we'll set as objective to be able to retrieve the data both aggregated for all the shops, as well disaggregated for those countries we want.

Requisites will be:

  • Info must be distributed in different profiles (for instance: USA commercial chief, France commercial chief) that can't see each other's data.
  • Some profiles must be grouped:
  • A profile for all the European shops.
  • A profile for all the shops worldwide.
  • These group profiles must allow to segment by country.
  • This requisites and objectived will lay down the tagging plan.

Note: If our URLs are not differenciated by country (/us, /es, /pt), we'll need to implement an advanced tagging. For this example we'll take that urls include country.

/ES/home, /PT/home, /US/home, etc.

 

First step will be to define a custom variable that will allow us to segment each shop from the profiles that include more than one shop.

Next, we'll create the needed profiles:

  • "All the shops"
  • "Europe shops"
  • "US shops"
  • "Spain shops" 

 

These profiles are only differenced by the filter that will restrict the data that gets in. We'll set an include by URI filter, where we'll write the regular expression that will allow the entrance to the urls of the country we're setting the filter for.

For instance:

  • for Spain we'll set a filter that allows the entrnace to urls with /ES/
  • for Europe we'll set a filter that allows the entrnace to urls with /ES/, /PT/, etc
  • for USA we'll set a filter that allows the entrnace to urls with /US/
  • for the "All the shops" worldwide profile, filter is not needed.

Now, we may grant access to each user to the profiles he or she is allowed to.

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