How to Measure Purchase Intent in the Holiday Season

Key Focus: Tools and tactics to measure and track purchase intent—how these indicators directly influence ROAS, conversion rate, and revenue.

Here's what to expect from the event:

1. Introduction:

• Brief overview of the importance of Purchase Intent (PI) during the holiday season.
• Why PI is a critical metric for eCommerce leaders to understand and act on.

2. Understanding Purchase Intent (PI) and ROAS:

• Define PI in the context of holiday shopping.
• Explore the direct relationship between PI, ROAS, and revenue. Show how improving PI leads to better results.
• Case study or example: Demonstrate PI influencing ROAS.

3. Setting Up PI Tracking Correctly:

• Discuss the tools and platforms that best capture PI (e.g., Google Analytics 4, eCommerce platforms like Shopify, Magento).
• Best practices for configuring events, triggers, and tracking for PI in eCommerce platforms and GA4.
• Examples of misconfigurations that hinder accurate PI measurement.

4. Platform Differences: eCommerce vs. GA4:

• Explain the key differences in how purchase intent events are captured on platforms like Shopify vs. GA4.
• How to unify and compare data from multiple platforms.
• Identify which PI signals to track in each tool.

5. PI Use Cases: Vary by Product Type and Price Point:

• How high-ticket vs. low-ticket items affect PI measurement.
• Different PI signals based on product types: impulse buys vs. considered purchases.
• Example: Highlight how PI looks different for a low-cost item (e.g., apparel) vs. a high-cost item (e.g., electronics or furniture).

6. Q&A/Interactive Section:

• Open the floor for questions or conduct a brief demo on setting up PI tracking using a platform like GA4.

### Takeaways for Attendees:

• Actionable Checklists:
  Attendees will receive a step-by-step checklist for setting up and measuring PI in their campaigns immediately.
• Insights on Metrics:
  They'll understand the key PI metrics to track and how to interpret them to improve ROAS and funnel performance.
• Clarity on Funnel Optimization:
  Attendees will learn how to run experiments using PI to improve conversion rates (CVR), ROAS, and revenue during the holiday season.

We'll also be announcing our GTM template competition. The winner will receive £1,000!