💥 New! Measure the impact of your apps, directly in Aiden

Bye, Google Analytics. We're not going to miss you. Today, we're launching a feature we've been working on behind the scenes for some time: 💰 Impact Analytics 📈.

Why Impact analytics in Aiden?

We were secretly quite proud of our link with Google Analytics and our standard impact dashboard at Looker Studio. Great, the conversion rate and generated turnover from your decision aids in one place.

But there were also quite a few drawbacks: Google Analytics is slow and opaque. We noticed more and more that the data shown (through sampling) is not entirely reliable. And if you want more than 'standard' insight, you immediately need some technical knowledge to create a custom dashboard.

In addition, a lot will also change in Google Analytics soon, so these types of standard dashboards are no longer an option. Mep, mep, mweeep.

All in all, room for improvement, therefore. That is why, at the beginning of this year, we decided to provide our own impact dashboard, in Aiden, well before the “sunset” of Universal Analytics. And we did it!

What's new

Everything* you've seen in Google Analytics before - and much more! - you can now see the new 'Impact' tab in Aiden Analytics. To be specific:

You see the ones generated via the selection tool turnover. It is divided into 4 categories:

1. Advised: The customer purchased a product that was shown on the advice page of the decision aid.
   ‍Example: The customer purchased the recommended Bose QuietComfort 45 headphones in Black.
   ‍‍
2. Variant: The customer purchased a variant of a recommended product, e.g. a different color or size. (To show this, you need to use each product include a “Group_item_id” in your product feed!)
   ‍Example: The customer did not buy the black Bose QuietComfort 45, but the grey version.
   ‍‍
3. Not advised: The customer purchased a product that was in the catalog but was not recommended. The customer has therefore deviated from the advice.
   ‍Example: The customer purchased a black Sony WH-1000XM5, which did not appear in the advice but was in the catalogue.
   ‍‍
4. Other: The customer purchased another product after using the decision aid. These are often up- or cross-sell products in the same order as a recommended product.
   ‍Example: In addition to the Bose QuietComfort 45 headphones, the customer also purchased a USB-C charger as an accessory. Or: after using the decision aid, the customer did not buy headphones at all, but he did buy a food processor.

You can also find all of this in a graph with a timeline. Useful to see on which days your decision aids make a relatively large or low impact:

You also see the conversion rate from customers who received advice and (great!) the medium time between advice and purchase:

* Good to know: At Aiden, we take privacy seriously. That's why you won't see the conversion rate and purchases from customers who didn't use a decision aid in the new dashboard. That's why we would already the behavior of all website visitors must track. We think that is quite intense and unnecessary to measure the impact of the decision aids. So we really only track the orders — and then check which orders can be assigned to using a decision aid. You can then easily compare with other visitors (who did not use a decision aid) yourself, because you know your conversion rates better than anyone else.

How does it work?

Are you curious about these new insights for your decision aids? You can get started right away! Go to the Analytics section of a decision aid and follow the steps in the new Impact tab.

Just make sure you have some technical knowledge at hand. This is because a piece of JavaScript must be placed on your order confirmation page. This script sends the order content to Aiden (order ID, currency used (e.g. EUR), product ID, product price, number of products). This is similar to other scripts that send such information to Google or your CDP, for example. Aiden then checks which order can be assigned to which decision aid.

In the tutorial you will find a basis for this script that you can modify/implement yourself to ensure that all information is sent correctly to Aiden.

Need help? Plan one short call with us. But be sure to check the tutorial, we did our best to explain everything super clearly.

But I love Google Analytics?

Do you love working with Google Analytics and want to keep processing the Aiden events in your own dashboards? That's still possible! At least if you're on a Professional or Premium license. The Essential license does not include sending the Aiden events.

What is that beta label doing there?

Over the past period, we've had this new feature with a number of you in a private beta tested. For that, thank you so much! After all, we have learned a lot from that, so we can now go live to everyone.

Because every webshop is different and because Impact analytics is an extensive feature, we see this new phase as a public beta. Impact analytics is now available to everyone, and it's important that we keep a close eye on the pulse during this period. So take it as a reminder that we're making Aiden better and better together. So do you run into something crazy? Or are you unable to figure something out? Let us know!

The benefits of Impact analytics in Aiden

• You no longer need to connect to Google Analytics to measure the impact of your decision aids.
• You'll get a lot of new insights that you didn't have in Google Analytics:
• You can see whether customers actually buy the recommended products. Google lumped all purchases together and makes no distinction.
• You can see how much time there is between getting advice and making a purchase.
• You can see the exact conversion rate from advice to purchase.
• Colleagues who are not very familiar with Google Analytics can now simply log into Aiden to see the impact of the decision aids.
• In the future, we will expand with many more insights. For example, at product level: which products are recommended, clicked and purchased?

What are you waiting for? Check the tutorial and get started right away! If you have any questions, you know where to find us.