Analytics and Conversion Tips & Tricks #6: Google Analytics Roll-Up and Multiple Currencies Analytics and Conversion Tips & Tricks #6: Google Analytics Roll-Up and Multiple Currencies

Analytics and Conversion Tips & Tricks #6: Google Analytics Roll-Up and Multiple Currencies

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on 24 April 2018

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Continuing in our series of tricks and tips for analytics and conversion, this week we present an article on Google Analytics and payment currencies. A quick and useful recap for those who use Google Analytics “manual” roll-up on e-commerce sites with multiple currencies.

First off, what is a manual roll-up on Google Analytics?

A Roll-Up is a Google Analytics property where all the data from different environments will aggregate. Google Analytics accounts using the 360 version have this aggregate function by default but for Standard accounts, this roll-up must be created “manually”. That is to say, implement twice and send the hits towards two distinct Google Analytics properties.

Let’s take the case of MyOnlineShop retail brand which has a site per country (MyOnlineShop.fr, MyOnlineShop.co.uk, MyOnlineShop.us, and MyOnlineShop.cn).

As a general rule, each country site has a specific Google Analytics property with exclusive country data. The roll-up is a “mega” Google Analytics property to which all the sites will also send their data. The MyOnlineShop roll-up encompasses all the brand performances globally across all countries.

Compare what’s comparable!

Sales on your sites will naturally be made in the currency of the country in question ($ for the USA, € for France, £ for the United Kingdom, and so on).

To aggregate the sales data, don’t compare apples and oranges. It’s essential that the currency be harmonized in the roll-up. That is to say, in our case, that all transactions be expressed in €.

But without specific configuration, Google Analytics will simply record the number with the currency set in the tool. For example, MyOnlineShop.us sells a shirt at $15.

– In the country property (and view), the stated currency is $, the amount of the transaction in GA = $15. The datum is correct.
– In the roll-up property (and view), the stated currency is €, the amount of the transaction in GA = 15€. The datum is incorrect because Google Analytics did not convert.

As a result, a setup is necessary so that Google Analytics can identify the site’s currency, and possibly convert it in the roll-up property.

Checklist for currency configuration

To do so, we’ll proceed step-by-step starting with

first specifying the site’s local currency in the e-commerce information at Analytics.js

And then at Ga.js (before the _trackTrans call).

In the country’s GA view configuration (e.g., MyOnlineShop.us), select the latter’s currency (so for the US property, select the USD currency). 

From Google Analytics, in the roll-up configuration, if you choose an overall currency say the euro, Google Analytics will automatically convert the dollar to the selected currency.

As a result, the shirt which sold for $15 on the MyOnlineShop.us will be entered at $15 in the US site property and at approximately 12€ in the roll-up property. 

Note 1: the conversion rate between the two currencies is that of Google but the tool is rather hazy as to the applied rates.
“Analytics makes the necessary conversion using the daily exchange rate of the day before the hit date.”

Note 2: Here are the list of currencies accepted by Google as well as the codes to declare them.

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Analytics and Conversion Tips & Tricks #6: Google Analytics Roll-Up and Multiple Currencies