Reporting in Drupal Commerce

thank you for coming to reporting in

Drupal commerce hi I'm Matt claman so my

name is Mack lawmen I am a senior Drupal

consultant at commerce guys and it reset

them theater so I can't even look at my

computer I am a Drupal commerce Co

maintainer of the to dot x branch and I

guess what IX technically I'm the author

of the Drupal 8 development cookbook

which had the second edition released in

Vienna time I'm also the author of

contraband calm which takes people dot

org issue queues and turns in the Kanban

Boris you can action to rock what issues

are working on and the creator of the

PHP start plug-in that lets you run the

run test scripts inside phpstorm because

everybody should be running tests and

helping run tests when they contribute

to to the court so this this

presentation is on reporting a vehicle

commerce and why like we know about

reporting and data but why is reporting

important well the main thing is a

merchants want to know what their

merchants want to know what what

products are selling right the whole

point of signing online is the selfing

to make money you want to know it's

actually selling so you can deprecated

both products and brand new ones

merchants want to know who they are

selling to right who is buying your

products where the demographics and what

if you bring a new product online will

imagine that you're selling to merchants

I also want to know what marketing

campaigns are performing people don't

just like buy stuff does they stumbled

upon it we live in capitalism you make

people want things they didn't know they

needed so you market that you need to

make sure your marketing campaigns are

doing otherwise you waste money and you

don't survive and your business goes out

of business so that's why reports pretty

important it's also important is they

need to make data-driven business

decisions right we have these products

what if one's not selling we need to

take that product out of the line bring

a new product what that new product

isn't something like we think what if it

were just

demographics what if our markets wrong

what if we're doing an ad campaign it is

performing long you don't know these

things unless you have some kind of

reporting in place to make these

decisions so that way your business

excel is so in line with this that comes

in the whole like insights and

intelligence merchants need raw data

that tells them how their site is

performing know just what is my base

revenue one of my page views things like

that

this helps them draw insights to make

business decisions and there's reporting

tools that give you that raw data and

then turn that into insights and help

you make decisions based off of it right

as you can see like my blog had this

main page views with do you know if that

blog view cause somebody to go to a

product that caused a conversion rate or

that you had traffic coming from

Facebook but did they buy a products

just raw days and give you that and

there's tools that help to collect that

raw data then turn it into something

insightful so you can make more money

that's the end goal with selling online

so I'm gonna talk about reporting

specifically in duple Congress is kind

of pre allude to likewise important and

now that troupe of Commerce - has been

yeah we just we're gonna release 2.5

either today or tomorrow the ecosystem

has really matured snow you can work

focus on things that help you want

deliver stronger ecommerce systems to

your clients or if you are a store owner

have a better system that so we have

three options available commerce reports

it's my little baby that was my

introduction to the triple community

there's google analytics and then

there's a new option that power CS is

presenting called e-commerce this course

and step through each of these the good

the bad and the why there is no hugly

here so commerce reports so cart reports

is a native reporting tool built in

drupal and drupal commerce it kind of

follows that drupal way install module

and it just does the things with your

own data and it's right there

it uses raw values and crucian the

database give you tables and charts it's

currently

status it's near beta I was printed on

it in February when I was at Florida

duplicate to get it into an alpha issue

status they spent some time on the beta

that's if you like basic record entries

it has no user interface right now

because there's just big problems a

handle of data so I'm the maintainer and

I also have a shout out of here to Chris

Rock well it was not here I don't mean

he's in the West Coast I had an

architecture plan he wanted attacted

this for a client and I spin up

randomness and Drupal slack and he

turned that into patches that unblocked

the project so I know contribution is

always great like that and that's why we

don't haven't hate that expression so

what's the plus side of current reports

it's free on-site reporting that uses

your existing database there's no extra

cost

technically you don't need to pay for a

third-party service you don't need to

pay for module you'll need a paper

eyebrows but you kind of pay it and the

unknowns so it's going to impact your

database storage which means that we're

adding more records to your database

that should be used for your products

and your orders

so you might have to buy more database

storage because your data warehouse

smell and also it affects your impact

your performance you've got that store

manager that's like I want to see my

revenue reports every hour to refresh

the net page in that same database

that's reading orders it's supposed to

be serving your clients to take their

money well a slow database means slower

checkout which means a higher

abandonment of checkout so there's some

trade-offs there that can be mitigated

and worked on but that is one of the

gotchas that could incur

we need if they're doing that you might

need a bigger database server big

improvement with Commerce reports and

this is in a TEDx specifically this is

kind of like a learning lesson after I

became maintainer of the for 10x branch

if it stores information and

denormalized fashion so if people that

not that don't know about like normalize

and denormalized data drupal's all a

date model

and normalize data things like each

thing has its own table and

relationships that's why we have multi

value fields so easily that's great but

we have to query this like send it to an

ERP nut back-end or an ERP needs to

actually scrape your database or you

need to do reports or somebody trying to

work with views in this you need to make

like five different relationships and

then tell them how to configure it is

not easy so the new architecture is it

takes an order once it's been placed and

puts into a more understandable format

which makes it easier for reporting also

sending off to another back-end system

that might do things with that data you

can query of course using familiar api's

so reports are saved as a content entity

so if you're a developer you need to

write a custom report you can use

something familiar that you would use to

like load notes to load something else

you just use the aggregate query that

the core entity API provides it also

provides concrete financial reporting so

a lot of people use Commerce reports for

tax reporting at the end of the year

they query their orders they fear how

much tax remittances there is and then

they use that for their financial

reporting and it's great because it's

off your raw data you can query your raw

data generated report have something

there so that's one good part about it

and then there's a quick view of the UI

at the moment it's just tables you know

there's no fancy dashboard and it's just

like water tools it's not like product

based ones yet it has a pluggable

architecture so those things will be

coming down the pipe some negatives it's

like I said use the same database as

your store I mean I guess you could

configure it not to to have his own

database a traceless entities to that's

above my knowledge that I love doing to

created a report requires a developer

and code which was kind of the actual

truth back in Drupal 7 but people had

views and you could do it without code

and views but you still needed to be a

developer to write reports so Drupal 8 I

don't plan

by supporting views it will work but

really you should be writing code

through a lot of these things user

interfaces are hard so instead of

focusing on user interface which they

provide the data model and figure how to

represent it especially we come up with

a better decoupled system like if we act

or react admin comes in the core we can

like build a really cool dashboard using

javascript instead of two personal

drupal's render system you can do over

better value that way to be of use

wizard after my support request like how

do I put this relationship and make an

aggregate query which last time I used

views which was like 8.2 I have voided

views in the rupal and that's because

aggregate queries didn't work and the

query API was fine so this is the source

that kind of adapted my knowledge but

I'll do my best to support that with

counterpoise and one of big issues and

this is highlighted about who you're

selling to you and what they're doing

it's server side only so you don't know

anything about the customer except for

what they tell you uncheck out so if

they come and they add to the product in

the current you don't know who they are

until they enter check out and then they

they say I want to tell you more about

it so if they don't get there you know

you have abandoned her you don't know

where it came from why anything about

their story that brought them to the

site and may have caused them to leave

you can't make business decisions off

that you can see what products are

selling but you don't know why they are

you just know the fact that they exist

and they are being sold at this volume

so that's the transition at Google

Analytics which kind of touches on that

server side or you know the mitigation

the server side issue who here uses

Google Analytics on their website

returning yeah this is what everybody

does their power like 90% of the web

analytics out there and they have an

e-commerce plugin

make sense so commerce Google Analytics

as the econ according to the Google

edits module basically when events

happen if bubbles up information into

the page and has JavaScript send it up

it's as simple as that so you have the

Google Analytics module installed it

just sends extra data that should be out

there

since in that sense yes its advances in

client you have the basic dashboard in

here

give me some revenue recording various

things the current status that's in the

dev status like somebody got maintainer

access to the basic port and it sends

raw very minimal data its transaction

only it doesn't give you information

about Carter checkouts all those things

are supported it's just not there yet

there's no one plan last night checks

where you're seeking the game like

maintenance of it so we can start

flushing it up there's even though it

may not be like in our bike tour pocket

of things that we want to be flushed out

but we don't want somebody to need this

and then turn away from the platform

because it doesn't exist so we are going

to try to just get it to a workable

version it may not be like a full

feature implementation but you should be

able install it and get those basics

there because we want you to use Drupal

commerce and succeed and that's our job

is maintain errs whether it's not

whether it's in contribute or so the

plus size again free ish on google nexus

free that's probably why most if you

have it on your slates right you go to

google analytics to sign up and boom

they give you track and code plug it in

you start seeing who's on your site in

the real time data which is really cool

except you're giving all your data to

Google which they know they have privacy

policies and all that know why they want

to have their stuff everywhere in the

web is then they can track global

behavior some people like that some

people you know that's part of the

contract an Android phone I give all

myself to Google is a really cool free

stuff but that's one thing a lot of

people want to consider you also might

have to pay for enterprise which is the

Google Analytics 360 suite and I'll

cover on why you may need to pay for

that in a little bit another good part

is it allows clients like tracking

behavior and if you know how they got to

your site what they clicked on you know

their user story and their journey to

cart abandonment to just browsing the

site to converting that lets you build a

better buying experience because let's

say you find up your drop-off is at the

the review page like hi like people go

through the problem of giving you their

billing information or shipping

information they get to the review page

and then they drop like well what oh

well maybe because we don't have Ajax

showing the shipping method that are

they just shipping payment information

they only find that when they get to the

review process now Congress doesn't do

that out of the box the best I think

that's an example also they get to the

review process they see taxes or

shipping like finally calculated and

their sticker shock so they cancel

that's where client-side information is

key as you know where people stop in the

process of giving you money you can

configure your checkout steps so you can

give up a different labels and when it's

integrated it pushes the event so it's

like I'm on this checkout page here's

the label so it gives you that that

content flow just like if you're

browsing how they get to different

content on your site like I said it's

not implemented yet so that's why these

charts are really sad and boring but

hopefully a little bit we'll get this

fixed I can update the slides but yeah I

didn't just give in your cart behavior

you need to figure out why people aren't

give you money that's the whole point of

selling online is do you see it loading

it can let you do social and marketing

campaign conversion tracking so if you

hook in your UTM parameters which is a

virgin tracking mode marketing Honolulu

stands for it lets you know different

metadata about how they might have got

to the site you know if you have run an

ad campaign if I say CP CPC Google ba or

they might come from big pay-per-click

whatever the terms might properly be and

this lets you know where like I said

where people are dropping off where

they're coming from now for the

negatives it's like I said you're doing

your data to Google Google doesn't let

you get the raw data once you send that

there isn't a vault it's locked off all

you can do is view it is their dashboard

and maybe their API thank you might be

able to consume via the API and do

things with it to their rules unless you

pay for the Google Analytics 360 suite

which I heard you

he knows one is more expensive that

enterprise sales force because when you

have the Google Analytics 360 you can

actually get the raw data and do cool

things with it but you know I don't

think anybody here including myself has

a client that would be willing to pay

for something like that and if they do

well they have their source teams to

work with Google Analytics pretty well

here's the downside with client-side

tracking a lot of people don't like

Google Analytics some people don't like

JavaScript you know when you have people

that are very privacy oriented you know

marketers want to know information about

you some people don't like the scope

creep on that so they block tracking

that means you don't know anything about

those people

there's no analytics which means your

revenue is wrong right so if I have no

script enables I have 12 Google's like

Google's analytic blocker for Chrome

also my border data isn't being sucked

at Google Analytics well what now you've

got an incomplete sales dashboard what

good does that do you besides knowing

that maybe you have a reconciliation

process and you know that half of your

customers don't like the attracting

Google Analytics so it provides no

guarantee of conversions and Google

Analytics itself has no SLA service

level agreement on events being entered

into Google Analytics itself mate I

think there might be like a server-side

way to push data into Google Analytics

and that could be a way to mitigate it

but in the most common way that works

that doesn't exist so if you can get

little black holes in your data this is

no fun and I tried to do this myself I

have no idea to write custom reports in

Google Analytics so you still need that

expertise challenge

wait Congress reports right someone

needs to know the code you need to know

views to do something Google Analytics

you need a same thing I try to make some

customers pause by the noid a deployment

and I know there's people that make lots

of money consulting for Google Analytics

you do really cool things I was on a

project for a ski company they took the

sales data in Google Analytics weather

and found out that actually when it gets

ski season the highest selling places

were the southeast Southwest where it

was hot not when it got cold because

everybody were top needed to buy

supplies to go skiing in Colorado that's

where the insights and intelligence

comes into play and that's how Google

Linux helped them but they also paid

consultant to build that crazy graph so

there's always a catch when you get in

them you're gonna have to do some kind

of language possibly and then this isn't

only affect us here in the States but a

lot of our users are in here and they

came up the gdpr which I've done some

reading up on and I heard of them saying

basically it says you can call it

company play my name is Mack lawmen can

you query me and if they say yes they

have to purge your data or you can

request them to UM which is fun and this

is a problem that transcends Drupal

commerce itself not just Google

Analytics we have people working on this

who want to say people I'm in the

community luckily it has made a Drupal 7

fixed and there's a Drupal 8 one in the

works so Google Analytics requests

specific language in your privacy policy

who has done that who is update who has

been a privacy policy on their site said

that they're using Google Analytics and

copy the boilerplate text one I have it

on my site I don't do it I'm a bad

person I should update it in good faith

of people that visit my blog so that

they are aware of it but they're right

there one person out of the room

well that's we could say a second 5% of

the sample space here I told my vision

yeah so you know that's one thing and

that's where it comes into the great

area with Google Analytics and just the

modern age of data privacy right this is

a new this is becoming we're becoming

more conscious of this so with the GDP

our data privacy requirements are

changing I doubt it will happen here in

the states because marketers are

first-class citizen and regular citizens

aren't you

data makes money a year they're a little

bit different than what Google Analytics

has made they say that they're going to

respect this I don't know how it's going

to work that's right if you can't delete

data you in Google Analytics does that

mean the customers gonna call you and

then you have to go to Google Analytics

see if the data's there then tell Google

to delete it or what this is an unknown

right this is like it's kind of like the

D text but like we don't know what's

gonna happen in so the first big

explosion happens someone wants to fix

it so that's just one thing to keep in

mind

and another gotcha with the whole like

data privacy consciousness as I'm

calling it so those are the two

contributed module solutions and I've

tried to do my best to make sure they're

so the pros and cons both how the Box

can deliver a solution for you that need

customizations I know as I sit on the

support can I try to do my best to help

people succeed and when identified this

is kind of like a bottleneck where I say

we I mean the maintainer Brian Bowan and

I that reporting is one of those key

things that people need to have a

successful people commerce installation

and delivery to a client so there's a

product of you rolled up Kylene commerce

reports and that's the next step we're

going to talk about so we found this gap

where you always pace way to customize

something customize commerce your puts

customers Google Analytics this is great

if you have something that has a budget

because we know people that have used

commerce intercourse didn't build like a

hotel tracking system and I grabbed me

for hotel all this kind of stuff like I

said Google Analytics with temperatures

and regions but what if you have a

client that news reports and they're

gonna pick Shopify instead and pay more

a month for Shopify then maybe a

solution that gives them reports we have

this happen shop twice cheap

I don't blame until you start doing

high-volume and they hold you hopeful

Michael the knife to your back as they

pay us more money in a loser store so

I'm gonna talk about e-commerce reports

which is a new product that we're

releasing right now some private beta

that's the sample dashboard and what it

tends to do is be a plug

sales dashboard so you sign up you plug

in an API key say here you go

BAM and you know it's built by the

maintainers of Drupal commerce so it's

gonna tackle a lot of those edge cases

so that way it's you don't have we don't

want you to have to think about hard

problems in e-commerce specifically

Drupal commerce that's supposed to be

hard job so this is one way we're trying

to tackle this problem space besides

just giving you a module to install that

you might have to configure so a lot of

benefits this client side and server

side we identified that problem right

otherwise you have to have couch reports

and Google Analytics and reconcile them

on your own

we're trying to do that for you all

events are sent on the back end and

enriched with front and analytics like

page tracking so you can see the number

of conversions how many unique sessions

visited my site how many new sessions

converted you know so that way you don't

do that math some other things people

like AOL revenue per day for seven days

three months other box reporting with no

configuration of code secured exactly

how much time you stay within a bike so

with top products your conversion funnel

you know like I said the drop off effect

that I think we have that as book back

and in front of or sending the events

you know in fact my channel and the

example is here I'm a contract by

channel and I forgot to mention with

Google Analytics because that's a key

one that helps with this the Pinterest

versus Facebook paradigm Pinterest is

shown to be an excellent ecommerce

channel people buy stuff from Pinterest

Facebook people use for advertising

well are you spending 300 bucks a month

on Facebook to advertise products and

getting no conversions you're losing

money but Pinterest you just like hey I

guess the way that pins something and

you're making money off of it you're

losing money on Facebook by paying more

for the wrong marketing campaign

you can decide Facebook should be brand

awareness Pinterest I can advertise on

increase my conversions and Pinterest

give me how you make money with

advertising Facebook could be brand

awareness and it's cheaper to do brand

awareness marquee and on Facebook so

that's where the whole client-side

analytics is big and that's where we try

to help you out of the box how about you

porting again you know the table all you

can filter it stuff you come to expect

check out the funnel analysis eventually

this will be split up where you can see

what specific step of check out the

thumbs up right now it's kind of bundled

especially since double commerce two

other boxes two pages only

Drupal commerce 7 does have like billion

it has like four but most people can see

to so we just avoided it because it's

private beta so don't have like that big

yet but that is something we'll add the

traffic town reporting know the effects

the effectiveness of advertising

campaigns you know what if you decide to

give Twitter a try and have vert eyes on

Twitter and what if it works you know

this way it lets you know where they

came from revenue reports by a story so

this is really cool to eat this is our

our private beta customer has 72

franchises and Drupal commerce to has

store support like multi-market places

in different story

but in this example I went for you I

have a united states store Canada UK and

Mexico and I want to see their revenue

there you can actually filter our

reports by your store so you can see an

overall view of your company if you

drill down to a specific storage house

the us performing house Canada

performing the different revenue you

know here in the states you wouldn't

have a store per state really I think

you might but it may not happen this

edge case is great like in the European

market show they Hollis Frank's house UK

house Jeremy house it did markets and

work are identifiable there but that is

one thing you know as the maintainer to

Drupal commerce we make this aware I'm

Drupal commerce seven it would be one

store we're trying to figure out how you

could possibly say mine three Drupal

commerce seven installs or Drupal

commerce one installs should be in the

same account so you could see like a

filter store view there but we just

haven't had anybody request at and

stepping back to that request that point

yet since it is a software as a service

platform you get iterate you pay that

flat month is yet me we're doing like an

intro about ten bucks a month and get

those improvements over tonight versus

right and I quote yourself I've all been

five footer I am on here so the first

one shows tax reporting I change the

names from the actual data but they like

the other client has different tax

reports so this this isn't like

counterfeit or you go back and career

the raw data as weathers return what if

there's a can adjustment this is like a

snapshot of data but you could you know

I had a quitter analysis when you just

have to do at the ballpark pea look at

this say alright I pay this much money

okay write that check to the government

will do the full reconciliation at the

end of the year so for other those of us

have you have to do quarterly tax

payments or power it would be nice to

just quickly know yeah we got to write

this check into the year we paid more or

we get on a slight refund and then

promotional promotions you know tracking

coupon codes this is something that

could be promoted that can be provided

to buy promoted by a tour group of

Thomas itself effusive stomps or common

reports but by having this data we can

help do insights we can help merge it in

and help you see the bigger picture

[Music]

yeah there's a regional value zero so

that table it's populated by the tax

rate reported where it is whatever you

have so it's like in our case they have

food tax no food tax something else yeah

so it would show those different records

and this is one we're collecting this

data right now but we don't have it

exposed in like the UI so we are trying

to be proactive like we have we know all

these things we need to collect but

they're not necessary in the UI that

this is so it's a point of a dashboard

for Drupal commerce sites and it is

pitched as a software-as-a-service so

that way you don't have to turn a client

away from duple commerce because they're

missing a feature you know there's

plenty of clients that have like forty

thousand dollars to throw out a

reporting solution there are some people

that want that they want it to be

bespoke

then there's clients that do they just

want it to work or there's an agency

that just wants to offer it and then see

if the client later wants to do an order

robust reporting solution and as

Congress guys as the maintainer Drupal

commerce we want you to succeed as

agencies and this is a new product that

we want to offer alongside people

commerce that helps you do that no I

think like the starter ones like ten

bucks a month and then there will be

like incremental value or like

incremental changes to get more that

insights and data but it helps with the

awkwardest storage no it's not served in

your database which is a good thing we

actually had a big loss issue and I was

able to go into our bucket of data

download it pans to the Clinton they're

able to reconstruct it last 24 hours of

data that they had lost so like we might

even be twin-twin around with is it also

a data recovery solution because you're

offloading your date here your

information somewhere so if you do have

that lit of six hours and like shoot we

have to read we have to fulfill these

orders of that so that's

oh and you don't have to login to a

different site either you install our

module that sends data we actually add a

dashboard that has an iframe and it has

its own permission so you can give the

store manager like your client or your

store managers access they can clean it

and they get the dashboard rendered

inside Drupal will be an iframe no extra

login somewhere the login ups we're a

hope you like manage billing later

and all that but this week no one has to

leave your site your store open if you

have multiple stores you can then see a

drop-down that you change the store we

have a setup where like in the

franchisee example let's say one person

who owns three stores they get a drop

down the shows there are three stores if

you're an admin you see all the stores

right they own one store they don't see

the drop down at all there to see their

dashboard and there's a waiting like

aggregate your three stores in the one

view or individual you want to solve

that commerce as we try to solve the

hardest problems of selling online and

this is one of our ways to try to do

that for you so oh yeah a minute this is

a 30 minute um for questions so we're

gonna do a minute actually it's lunch so

I guess we could sit and ask a few

questions but if you're hungry don't and

just wait I will be here today and

tomorrow for the sprints so if you do

have general Google commerce such Drupal

commerce questions I'll be at the

Springs tomorrow and ten running sprints

mentorian answering questions or just

hug me down today and I love to talk

about this stuff so questions Wow

[Music]

so I went in it as fast as I could

because I didn't want to go over and

[Music]