Enhanced Ecommerce is a recently introduced Google Analytics ecommerce feature that enables the collection and analysis of rich ecommerce behavioral and transactional data.
Specifically, Enhanced Ecommerce helps marketers and ecommerce managers better understand customer behavior and the effectiveness of their merchandising efforts. It provides unique insights into:
In addition, Enhanced Ecommerce enables you to track conversions at the product, average order value, and even refund action levels. Enhanced ecommerce makes it easy to capitalize on this information by generating a series of funnel-based reports, through the use of the Product ID dimension and Google Tag Manager support, all available through a standard account with Universal Analytics enabled. Most importantly, these reports show you where to best focus your energy to improve the conversion funnel.
In this post Iâll walk you through:
Once Enhanced Ecommerce tracking is set up and enabled, you will be able to access features when you log into Google Analytics under: Conversions -> Ecommerce
Letâs take a look at some of the benefits of Enhanced Ecommerce:
The following reports are included in Enhanced Ecommerce, available through Google Analytics, and can help you reap the above benefits:
The shopping behavior report provides full information about your purchase funnel performance. It shows the number of user sessions at each stage of your purchase funnel, the number of sessions that moved from one step to the next, and how many users abandoned the funnel at each stage.
This report can be found by navigating to: Conversions > Ecommerce > Shopping Analysis > Shopping Behavior
The checkout behavior report provides insight into visitor/session flow and engagement with your checkout process. It shows the number of user sessions at each stage of your checkout process, i.e. the number of sessions that moved from billing, through to shipping, payment, review and actual transactions.
The report can be found by navigating to: Conversions > Ecommerce > Shopping Analysis > Checkout Behavior
Here is what this report looks like:
This report can be found by navigating to:
Conversions > Ecommerce > Shopping Analysis > Product List Performance
This report enables you track and provide reports on transactions generated from coupons and affiliate marketing. This report can be found by navigating to: Conversions > Ecommerce > Marketing (You can find four reports at this level, but I'll give an example of the first one) > Internal Promotion
Below you can see the following report that shows the Impressions, Clicks, Transactions, Revenue and more, from each promotion:
The same report structure applies to all other reports under the âMarketingâ section.
Next up, letâs have a look at user interactions and Enhanced Ecommerce commands (or data that JavaScript communicates/sends to Google Analytics) through the conversion funnel of your ecommerce site:
In order to implement Enhanced Ecommerce properly, it is key to understand the above commands at each stage of the funnel.
Step 1: Go to the âAdminâ section of Google Analytics and select âEcommerce Settingsâ:
Step 2: Enable Ecommerce and click âNextâ:
Step 3: Enable Enhanced Ecommerce, then define the FUNNEL STEPS and âSubmitâ the setting changes:
Defining Funnel Steps is optional, but if you do define them, then the labels in the funnel should be the same as the defined labels in your ec.js tag for measuring âCheckout Steps.â I will go into more detail on code specifications in my next article: Intermediate Guide to Enhanced Ecommerce . These labels will appear in the âCheckout Behaviorâ report (as described above).
In order to take full advantage of Enhanced Ecommerce, there are a few specific actions that youâll need to plan ahead for:
Have you started using Enhanced Ecommerce? Howâs it going? Let us know in the comments!
Ready to get started? Download the Google Analytics module directly from your back office or through PrestaShop Addons.
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