Blended Reports: Unified Traffic Schema (UTS) Overview

Used to see Traffic & Conversion-related metrics for Google Universal Analytics, GA4, and Amazon side by side.

Used to view Universal Analytics & Google Analytics 4 data in a single model without any duplicated data or gaps in the data. In this model, you can choose when you want your reporting to cutover from UA to GA4.

These Reports will allow you to:

  • Integrate GA4 into reporting & get continuity in reporting well before Google sunsets UA in July 2023
  • See ecommerce site & Amazon store traffic side-by-side; to see how one affects the other
  • Get granular details on how your Amazon store & products are performing – rather than just orders & revenue numbers


Data sources included in UTS blended reports

    • Universal Analytics
    • Google Analytics 4


  • You will likely need to re-auth Amazon in order to get the reports to successfully run
  • These reports will fail if you are missing Brand Analytics available in their Seller Central account. If that is the case, you need to Deactivate the integration in order to avoid failures.


What You will Get with This Feature

  1. A new Product Page Explore that will replace the GA PDP Performance Explore
    1. This will include data from UA, GA4, and Amazon Seller Central
  2. A new Shopping Stage Explore that will replace the GA Shopping Stage explore
    1. This will include data from UA & GA4 only — this type of data is Not available in Amazon Seller Central
  3. A new Traffic Explore that will replace the GA Traffic Explore
    1. This will include data from UA, GA4, and Amazon Seller Central
  4. New versions of the following Dashboards that will use the new Unified Traffic Schema Explores as the source of their data rather than the old GA explores. 

These Dashboards will have the Same Structure as the old versions, but the data sources will be swapped out.

    1. Site Analytics & Attribution Dashboard
    2. Site Funnels Dashboard
    3. Product (Only tile being updated is Product Detail Page Performance (Top 20))


Understanding The Data

Explores now have more metadata for Google Analytics integrations

The only metadata available in the old GA explores was the GA View ID. 

In the Unified Traffic Schema Explores, you are now able to see:

  • The name of the Integration from which the data was loaded
  • The store name that the Google Analytics Integration is linked to


Amazon data has "Buy Box" Metrics that are New to Daasity

The Buy Box is the panel on Amazon product pages where you would "Add to Cart"


For any given product, there may be multiple vendors that Amazon can choose to sell a product to consumers. The vendor a customer actually buys from could be the brand that manufactures the product, a third-party retailer, or Amazon themselves.

When Amazon chooses you to be the featured vendor, they call it "winning the buy box." In the example above, MOON Oral Care has won the buy box:



We have some metrics in the Unified Traffic Schema reports that let you see how many times you won the buy box for their products, and the percentage of page views for which you won the buy box. They can be found as Measures in the Traffic View


PRO TIP: This is important because it helps you understand how often resellers are the ones winning the Buy Box vs How often Your Brand wins.

So if your brand's buy-box percentage is 96%, it means that 4% of the time, Amazon is showing a vendor other than YOUR BRAND when consumers view your Brand's products.


Product dashboards by Default include Amazon Seller Central and Google Analytics Data

It is important to be aware of this if your PDP Performance tile is NOT matching your Google Analytics UI. The dashboards all have filters for Store Type & Store Name so that they can only see Amazon or only see Ecommerce data if they want to.

Traffic Dashboard by Default includes Google Analytics Data only

This is because Amazon Seller Central does NOT have the necessary Dimensions to do breakdowns for New vs Returning & Device Type, so these tiles would be misleading when including Amazon Seller Central Data.

If the merchant wants to include their ASC data, they just need to select Amazon from the Store Type filter & update the dash.

Amazon Seller Central Data Details

ASC Data is Not as robust as GA data

In general, the GA data will have a lot more information available to use in reports than Amazon Seller Central data.

NOTE:  You will see A Lot of Nulls for Amazon Seller Central data. 

For example, Amazon Seller Central will have null values for traffic attribution dimensions (source, medium, campaign, channel grouping) and user dimensions (like device category, country, new vs returning).

It also will be Missing data for Session Duration because Amazon Seller Central does Not make those details available in their reports or in their reporting API.

Revenue Numbers will NOT match with Other Order-Based Reports (e.g.: Order Line Revenue, Transactional Sales)

Since these Amazon Seller Central reports are 'resource-intensive,' we cannot go back and get a large amount of history every night.

NOTE: Currently, we are Only able Retrieve 1-week of History every Night.

If orders are Canceled or Refunded outside of that 1-week window, the changes will NOT be reflected in the revenue numbers in this report, so there will be a discrepancy with your UI & with our other order-based reporting.

We have asked Amazon how to mitigate this discrepancy - but they have been unresponsive.

The Amazon Revenue numbers should be considered directional, similar to how you treat Google Analytics revenue numbers.

There is a 1-Day Delay on Data from the Amazon Seller Central Reports

Previous day ASC data will Not be available in the reports. 

If you view a report on 3/8, there will Only be ASC data through 3/6. The 3/7 data will be loaded the next night.

Revenue Measures

Measures that are supposed to represent Revenue do NOT have any currency symbols. This is intentional.

The reason for this is we cannot get info from UA or GA4 on the currency for the revenue metrics we pull. Without that information, we're not able to accurately represent the currency or convert the revenue amounts into the account's preferred currency.

All GA revenue numbers are NOT converted into the merchant's preferred currency.

All Amazon revenue numbers ARE converted into the currency specified in the merchant's account settings.

However, we are UNABLE to show the currency symbol in the reports because it is blended in with the GA revenue, which may be in a different currency.


How the Cutover Date Works for UA & GA4 Integrations

The blended UTS reports use the cutover date specified in the GA4 API integration (see here: GA4 API Integration - How to use to determine which dates in the report should use UA data vs GA4 data.

If you do NOT trust your GA4 data yet, you should use a cutover date of 7/1/2023 (The first day when UA will stop processing new data).

If there is NOT a cutover date & there is overlapping data for a linked UA & GA4 integration:
- The UTS reports will always prioritize the GA4 data over the UA data.

If there IS a cutover date & there is overlapping data for a linked UA & GA4 integration:
- The UTS reports will always prioritize the GA4 data for any date greater than or equal to the cutover date.


If there are issues with how the cutover date is working, please contact