Using the Impact Dashboard in Aiden, you can easily gain insight into purchases made by product finder users. But sometimes you not only want to know how much impact the product finder has on your sales, but also, for example, how many color samples, test drives or callback appointments have been requested. This is called soft conversions and this information can be found in Google Analytics 4 (GA4).
💡 Good to know: This feature is available when you have a Professional license or higher.
Roadmap
Step 1: Check if your soft conversions are already measured in GA4
The first step is to check that the conversions you want to measure are already coming in to GA4. Do this by navigating in GA4 to Administrator > Conversions. There you will see a list of incoming events (events) that have been flagged as conversions. This list should include the event you want more insight into. If that event is not yet in the list you can read how to create a conversion here.
Step 2: Forward the Aiden events to GA4
In addition to the soft conversion events, events from Aiden also need to be forwarded to GA4. You can arrange this by following this tutorial. Make sure you also perform step 1 of the Analyze your data section.
Step 3: Create an Audience in GA4
An audience is a filtered group of website users. Within GA4, you can view the all reports for a specific audience. So by creating an audience with product finder users, you can easily gain insight into the behavior of this group.
Please note: Google Analytics has a maximum of 100 audiences. It is recommended to create at least one audience per product finder . Should you not have enough audiences to do this please contact us and we will work together to find a solution.
There are many ways to create your own audiences, we'll give two examples here:
Users who have received advice from the product finder
Follow these steps to create an audience of users who have had a recommendation in the "hiking shoes" product finder:
Go to Administrator
In the Property column, go to Audiences > New Audience
Choose Create a custom audience
Name the audience at the top, for example "Hiking shoes product finder advice"
Make sure the range is set to Across all sessions
Add a new condition
Select Events > aiden_product_advised
Add a new parameter Custom > aiden_app_name
With the condition"matches exactly" the name of your product finder
Click save in the upper right corner
Users who provided a specific answer
Follow these steps to create an audience of users who have provided a specific answer to a question. For example, this can come in handy when you create an alternative advice page depending on a specific answer where you invite the user to schedule an appointment instead of making an online purchase.
Go to Administrator
In the Property column, go to Audiences > New Audience
Choose Create a custom audience
Name the audience at the top, for example, "Hiking shoes appointment."
Make sure the range is set to In all sessions
Add a new condition
Select Events > aiden_answer_given
Add a new parameter Custom > aiden_app_name
With the condition"matches exactly" the name of your product finder
Add another parameter Adjusted > aiden_question
With the condition"matches exactly" and then choose the question to be answered
Add another parameter Custom > aiden_answer
With the condition "matches exactly" and choose the answer to be given
Click save in the upper right corner
Step 4: Analyze Aiden's impact on soft conversions
Now that everything is set up properly, you can analyze the data. Note that users are only added to an audience from the moment this audience is created. So let GA4 collect data for a few days or weeks before you start analyzing this data. You can use the created audience anywhere in GA4 to filter data. In this tutorial, we will use the Traffic Acquisition report.
Go to Acquisition > Traffic acquisition
Click on Add Equation at the top
Choose the following settings:
Dimension: Audience name
Search type: Matches exactly
Value: Choose your audience here, in our example "Hiking Shoes"
Click Apply
Throughout the report you can now see the differences between All users and just created audience. In a few steps, you also show the conversion rate in the table at the bottom of the report:
Click on the pencil in the upper right corner
Click on Values
Add the statistic Conversion rate per user
Save the report
A column has now been added with the conversion rate. You can also choose a specific event in this column for which you want to see the conversion rate.
So this way you can gain insight into soft conversions. The created audience can be viewed on each report and using the last steps you can also easily customize each report to show the statistics you would like to see. So mainly experiment with the different reports or by creating a new report.
Want to know how to get more insight into your purchases from product finder, check out a tutorial on our Impact Dashboard here!