Weather Tag: Detect weather effects, analyze them and increase your ROI
Do my customers buy more when it rains or when the sun shines? In which weather conditions are they more active in my online store, which products are particularly weather-dependent and which are not at all?
It’s clear that the weather has a big influence on what I’m interested in or what I buy. But until now, it was quite complicated to detect weather effects in Google Analytics and do analyses. Why? Because weather data could not simply be matched with every user action and analyses were therefore only possible through a subsequent matching process.
This is now changing with the Weather Tag by METEONOMIQS. Simply integrate the tag via the Google Tag Manager and enrich the user interactions with the local weather conditions in the Google Analytics setup. This allows to quickly visualize and quantify weather effects in a standardized way.
Here we show how to implement the tag and what benefits the Weather Tag has for analysts and marketers from the e-commerce and travel sectors.
How weather analytics helps analysts
Which items do customers ask for when the weather is bad or good?
Does my online store have a weather-dependent product range? Fashion, food, sports, furniture, cars, gardening – many products react strongly to the weather. But at what point are customers interested in fall or winter fashion? Which indoor or outdoor products are particularly weather-sensitive?
Why did the key figures plummet last week?
There are hardly any customers in the online store and the boss immediately wants to know the reason. Are there technical problems, were ads not displayed properly, or is the weather to be blamed? Quite possibly, since it was consistently over 30 degrees last week.
In what ways do hotel bookings perform on dreary weather days?
A rainy autumn weekend is on the cards. Perfect weather to not only dream of vacation, but to click right through the latest deals while relaxing on the couch at home.
How weather-dependent assortment and sales are and whether the hypotheses are true that hotel bookings increase on bad weather days and that the store is empty because it is too warm, can be easily verified with the Weather Tag.
How to: Weather Tag for Google Analytics
Step 1: Registration on meteonomiqs.com
To use the Weather Tag first select an API package suitable for your needs here.
Step 2: Download the Weather Tag
Open your Google Tag Manager account, click on templates and select the Weather Tag from the Community Template Gallery.
Step 3: Configure Weather Tag
Create a new custom tag
Then fill in the following fields
API KEY: Enter the API key you received with your registration.
Cookie name website: e.g. _sessmeteonmq
Cookie name Google Analytics: usually _ga
Next, you need to fill in the custom dimensions. You can assign several weather parameters to the same dustom dimensions. In this case, the values are separated by an arrow symbol. Weather parameters that remain unfilled will not be available later in the session data.
NOTE: Make sure that you do not insert any key figures used elsewhere in the dustom dimensions!
You then fire the custom tag you created as a cleanup tag on the pageview tag of your website. This ensures that the custom tag is triggered immediately after the pageview tag is triggered.
Step 4: Check and test
Once the tag is configured, the user session data are matched with the local weather data. You can now analyze how different weather conditions affect user behavior.
How marketers benefit from weather analytics
The Weather Tag allows you to explain performance drops and peaks using accurate weather data and to use these insights to drive your marketing actions. Sticking with the examples from above:
If it turns out that interest in vacationing increases on rainy days, it’s best to run more ads exactly at that time.
The second case is similar. If your customers prefer to be outdoors rather than online when the summer weather is really hot, you’d better scale down your activities to save money.
Learn more and just give it a try?
You can test the Weather Tag at any time without any cost.