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SOFTWARE ENGINEER

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05 Jan 2025

● Dev Tools

Popular Data Features Of Ecommerce

It will depend on what type of goal we want to analyze, we will have some common features or concepts:

  1. FOR TRANSACTIONS:

    1. total bounces [null, 1]: “1” means a user visits a single page on the website and leaves without interacting. ‘null’ means the user makes some interactions. A high bounce rate (too many “1”) can indicate potential issues with user experience, content, or targeting strategies

    2. total new visits [null, 1]: “1” is the first time of a new user to visit the page in a session, so “1” means “a new user coming”. (a session starts from the moment a new user opens the webpage and ends when he closes the site.)

    3. ecommerceAction.action_type [0,1,2,3,5,7,8]: 1=click to see product list, 2=product details, 3=add to cart, 4=remove from cart, 5=checkout, 6=purchase, 7=Refund, 8=checkout, 0=unknown or others. Usually this feature belongs to “hit” category

    4. timeOnSite [seconds]: time to remain in the page in a session.
      • pageViews [1,2,3,4,…,20]: total number of pages within a session.

    5. trafficSource.source : way to land the page, by the google search engine or direct opening, “google”, “bing”, “direct”.

    6. trafficSource.medium [‘organic’,’referal’,’cpc’, ‘direct’, …]: identify the type of traffic source that brings users to a website. It’s to measure and compare the effectiveness of different marketing channels.

      • “Organic”: Refers to visitors who arrive through unpaid search engine results.
      • “cpc” (Cost-Per-Click): Indicates paid traffic from ads, such as those from Google Ads or Facebook Ads.
      • “Referral”: Represents traffic that comes from other websites, excluding search engines.
      • “cpm”: a model of online advertising where advertisers pay for every 1000 impressions of their ad, regardless of whether users click on it.
      • “affiliate”: a partnership model where affiliates (partners) promote a product or service and earn a commission for every lead, click, or sale they generate.
      • utm_medium=parameter : “utm” means Urchin Tracking Module to track a specific marketing campaign. “Parameter” could be “cpc”, “cpm”, “email”, “social”, “affiliate”.

    7. channelGrouping: it is a mechanism used by Google to organize traffic sources into logical categories like: Organic Search, Paid Search, Direct, Referral, Social, Email.

    8. DeviceCategory [true, false] : If the user is on a mobile device, then true, otherwise false.

    9. geoNetwork.country : the country where the session originated, based on IP address.
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