Advances Segments in Google Analytics to Track Multiple Currencies

by on May 17, 2009

If you are working with a large ecommerce site that is selling products in a number of countries, you need to give some consideration to how this is tracked in Google Analytics.

For example if we are selling products to the UK, US and Ireland, we may have users paying in dollars, sterling and euro. Google Analytics does not do any currency conversion regardless of what you have the currency set to. If the profile is set to “Dollars” then Google Analytics will simply accept all currencies as a dollar value. If a user buys a product for £50, this will be tracked as $50 dollars in the profile.

This will give you false revenue values, especially with the current yo yo of currency values. To overcome this we create duplicate profiles and use advanced segments as follows.

Advanced Segments to track Currencies

To overcome the above you need to create 3 duplicate profiles, one of each currency. The ecommerce tracking code on your page will look as follows:

pageTracker._addTrans(
“order-id”, // required
“affiliate or store name”,
“total”,
“tax”,
“shipping”,
“city”,
“state”,
“country”
);
pageTracker._addItem(
“order-id”, // required
“SKU”,
“product name”,
“product category”,
“unit price”, // required
“quantity” //required
);

Now you need to use one of the variables above to track where the booking was taken (US/UK/Ireland). I use the “affiliate or store name” to keep track of where the booking was taken from.

Once done you can create an Advanced Segment for each profile taking account of the currency being used. So for the profile set to Euro, you would have an Advanced Segment created as follows:

google_analytics_1

google_analytics_2

Now you can select the “Advanced Segment” relevant for that profile:

google_analytics_adv_seg

This will now show you all bookings relevant to that country. You can simply add up each revenue figure from the different profiles to get your overall total ….

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  • http://webreach.ie Chris

    Interesting post, keep the good stuff coming, good content appreciated!

  • http://www.searchbrat.com Kieran Flanagan

    Hey Chris,

    Thanks for stopping by. Yeah, nice little fix that one. It can be frustrating if you have a client who sells in sterling, uk, dollars to figure out the different ROI’s. This helped me a lot.

  • Mark

    This looks like a good solution. I was wondering why do you need the different profiles for each currency. Isnt it sufficient to have the currency in the affiliation tag and having the filtering done by Advanced Segments.

  • http://www.searchbrat.com Kieran Flanagan

    Hi Mark

    Sorry for the delay, your point is totally right. I really only create different profiles for visual purposes as clients prefer this. For example if I have a profile in sterling then using advanced segments to show bookings in dollars, sterling and euro will all show with the sterling symbol. Although I know if the advanced segment is showing a figure of 4k for all US bookings, this is 4k dollars. For clients, they tend to prefer seeing the proper symbol i.e. $4k.

    But I agree, you can just use the same profile and it’s a lot easier.

    Thanks for stopping by ….

  • Debty

    Ahaan… I will follow.

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