Marketing Hacks

PushOwl on (Google Analytics) Steroid!

Kunal
| posted on
Oct 31, 2018

Guest article: Do you want to put PushOwl on Roids and get the most out of your data? Then this guide to using Google Analytics with PushOwl is for you!

My story

I’m Bjarke Petersen, the owner of Survival Store. I started my shop in 2015 with 800 USD in my pocket, and since then I’ve grown the company to a 330,000 USD business. That’s not an easy task by any stretch, and this has been possible only after I worked thousands of hours to get here.

I discovered the power of marketing a year after I launched my shop and one of the first things I realized was I had to spend money on advertising to earn some more. Today, I can’t imagine a business surviving without marketing.

How can you become successful with your e-commerce business?

You always have to be on your toes when it comes to marketing. Never be afraid of trying new methods and be an early adopter of any channel that can get more traffic to your store. Retention is especially critical, as new customers are the most expensive to acquire and but returning ones are the cheapest.

Repurchase is the key to higher customer lifetime value

PushOwl helps you to retarget your visitors with push notifications, and this is a clever thing to do. Many potential customers abandon their cart for various reasons. The trick is to keep them interested in your store to get them to complete their purchase. A lot of visitors end up giving you permission to send them push notifications.

PushOwl is one of the best tools that I’ve discovered for this job. And in this article, I’ll show you how to get even more important data about your visitors than you can see from PushOwl’s dashboard.

Focus on regular PushOwl campaigns — that is profitable!

I’ve been using PushOwl for over a month now, and I can see that campaigns are effective! And not just for the obvious use case of getting sales. These campaigns also help feed the top funnel of all your retargeting flows — emails, Facebook and AdWords.

Creating a new campaign is a quick and easy job. A couple of short lines, a redirect URL and picture. And that’s all it takes. 5 minutes and you have a profitable campaign on your hands! In my case, almost 45% of all campaigns got me sales, while the others managed got me re-engagement from my previous store visitors.

Don’t discount the importance of re-engagement, just because you didn’t sales from a campaign, because a lot more things are happening. These visitors subscribe for newsletters, view other products and end up purchasing later because of the other retargeting flows which I have in place.

Now put that Owl on Steroids!

If you’re tracking your visitors with Google Analytics then this next section is absolutely critical for you. And if you aren’t doing it yet, it’s a good time to start. You’ll be able to build your own dashboards to monitor events which are important for you.

What happens when a previous visitor comes back to your store from a PushOwl campaign? What kind of devices/browsers are they using? You can answer these questions and much more. Keep reading on.

Track your PushOwl data with Google Analytics

What I’m going to help you do is create your very own dashboard to track some of the most important metrics. Here’s how your dashboard will look when everything has been set up correctly.

‍Here’s how my dashboard looks

These are extremely helpful for monitoring a ton of metrics. I’ve made one as well for email marketing and if you’re pushing for sale through emails like me, you should definitely make create dashboards for that as well.

Note: PushOwl will always be attributed as “last click”. When you start making money with PushOwl, you’ll see that Google Analytics and PushOwl don’t necessarily agree on where the sale is coming from. This is due to the concept of different attribution models. You can read up more about it here.

Time for a deep dive into Google Analytics. PushOwl already adds the following UTM parameters to your notifications to make your job a bit easier.

  • utm_source: pushowl
  • utm_medium: push_notification
  • utm_campaign: campaign OR abandoned_cart OR back_in_stock ORprice_drop

Update (1st October 2018):

  • utm_source: pushowl
  • utm_medium: campaign OR abandoned_cart OR back_in_stock ORprice_drop and
  • utm_campaign: contains a unique id. For campaigns, it will be campaign id. This will help you make precise reporting for campaigns. Ignore for others.

Log in to your Google Analytics account. Select 'Customization' in the left menu, then click on 'Create' when you see the 'Dashboards' page.

To get started with setting up your Dashboard, click on '+ Add Widget'.

Tip: You can drag and drop the widgets to place them as you prefer.

Doing this will open the “Widget Settings” window.

Tracking Sessions from PushOwl

Follow these steps to set up the first metric to track sessions from PushOwl:

  1. Name the widget (1)
  2. Choose 'Metric' (2) from Standard / Real-time options
  3. Select 'Sessions' (3) since we are setting up the widget for tracking the number of sessions you get from PushOwl
  4. 'Filter this data' so that it only shows 'Source' (4) that is 'exactly matching' (5) 'pushowl' (6).
  5. Finally, click 'Save' on the bottom left corner.

Tracking Revenue from PushOwl

The steps are quite similar to how we set up the first widget:

  • Name the widget. Choose 'Metric' and select 'Revenue' from the drop-down menu.
  • 'Filter this data' so that it only shows 'Source' that is 'containing' 'pushowl'.
  • Hit Save.

Tracking Average Session Duration

It goes without saying that the longer time a visitor stays on your site, the higher the chance of converting them into a customer. A great way to track this is to set up a widget for average session duration. Here’s how to set it up.

  1. Name the widget. Choose 'Metric' and select 'Avg. Session Duration' from the drop-down menu.
  2. 'Filter this data' so that it only shows 'Source' that is 'containing' 'pushowl'.
  3. Hit 'Save'.

Let me share some of my stats. The Average session duration from PushOwl sessions is 03:57 minutes. If you look closely at the screenshot below, the 'Avg for View' is 02:43 minutes. Avg. for View shows the average of session duration of traffic from ALL sources on your store.

Which means that average PushOwl sessions last 44.85% longer than the average across all traffic sources. This is a huge difference! In other words, this indicates that the notifications have created a high level of interest in PushOwl subscribers than compared to other traffic sources in the same period of time.

Tracking popular pages among PushOwl Subscribers

Want to know which pages prove popular among your PushOwl subscribers after you send them a campaign? Let’s see how we can create the widget for it.

  1. Name the widget.
  2. Choose 'Table' from the Standard / Real-time options.
  3. Select 'Page Title' to display, then select Sessions.
  4. Enter the number of rows you want to be shown in this table (I have chosen 10).
  5. 'Filter this data' so that it only shows 'Source' that is 'containing' 'pushowl'.
  6. Save.

Tracking performance of Abandoned Cart Reminders

I have been using PushOwl’s automated cart reovery. Even though it’s only been a month since I started using this feature, it has been bringing in sales constantly. So you definitely need to monitor this metric for your store.

  1. Name the widget.
  2. Choose Table from the Standard / Real-time options.
  3. Select 'Source” to display, then select 'Sessions' and 'Revenue'.
  4. Enter the number of rows you want to be shown in this table (I have chosen 10).
  5. 'Filter this data' so that it only shows 'Campaign' that is 'containing' 'abandoned_cart' AND only shows 'Source' that is 'containing' 'pushowl'
  6. Save.

Tracking performance of Campaigns

Setting up this widget is quite similar to the previous one.

  1. Name the widget.
  2. Choose 'Table' from the Standard / Real-time options.
  3. Select 'Source' to display, then select 'Sessions' and 'Revenue'.
  4. Enter the number of rows you want to be shown in this table (I have chosen 10).
  5. 'Filter this data' so that it only shows 'Source' that is 'containing' 'pushowl' AND only shows 'Campaign' that is 'containing' 'campaign'
  6. Save.

Tracking performance of Back in Stock Alerts

Back in Stock Alerts are something that I haven’t used as much till now. But if you want to track their performance, you can create this widget for yourself by following the steps below.

  1. Name the widget.
  2. Choose 'Table' from the Standard / Real-time options.
  3. Select 'Source' to display, then select 'Sessions' and 'Revenue'.
  4. Enter the number of rows you want to be shown in this table (I have chosen 10).
  5. 'Filter this data' so that it only shows 'Source' that is 'containing' 'pushowl' AND only shows 'Campaign' that is 'containing' 'back_in_stock'
  6. Save.

Tracking performance of Price Drop Alerts

I don’t really have much experience with these. Nevertheless, if you are looking to create similar widgets for price drop alerts, here’s how you can do it.

  1. Name the widget.
  2. Choose 'Table' from the Standard / Real-time options.
  3. Select 'Source' to display, then select 'Sessions' and 'Revenue'.
  4. Enter the number of rows you want to be shown in this table (I have chosen 10).
  5. 'Filter this data' so that it only shows 'Source' that is 'containing' 'pushowl' AND only shows 'Campaign' that is 'containing' 'price_drop'
  6. Save.

Tracking revenue distribution by visitors’ devices

Another important to metric to track is which type of device gets you the most traffic and revenue. Once you know this, you can optimize your notifications accordingly. Follow these steps to set up this widget.

  1. Name the widget.
  2. Click 'Pie' from the Standard / Real-time options. This is the best option for tracking the distribution.
  3. Create a pie chart showing 'Revenue' grouped by 'Device Category'
  4. Enter the maximum number of slices you want to see in the pie chart (I have chosen 5).
  5. Select 'Filter this data' so that it only shows 'Source' that is 'exactly matching' 'pushowl'.
  6. Save.

You can also make a similar chart to track sessions instead of revenue distribution according to different types of devices.

Use the 'Clone Widget' function in the lower right corner of the previous widget. Keep all settings the same except one. Under 'Create a pie chart showing:' choose 'Sessions' instead of revenue. Then save it.

Now, you can see the difference between which devices your subscribers are using the most to browse your store, and which ones lead to more purchases. If your store isn’t mobile friendly you’re doomed. I was surprised that so many PushOwl subscribers converted into my customers getting the notification on their mobile!

Wrap Up

I wrote this article after I started using PushOwl and wanted to track its performance. The dashboard I shared at the start of this article doesn’t show the complete picture as the date range for the statistics is for a one week period. But it does give you a fair representation of how your own dashboard will look once you start tracking these metrics.

You can always rearrange the widgets as you prefer them and also experiment on building your own.

Good luck with your e-commerce journey!

Bjarke Petersen

CEO & CMO - Survival Store

Kunal

Single dad to Dany (Daenerys) Treat-geryn, my golden retriever