About Enhanced Ecommerce
Enhanced Ecommerce provides insight into the customer’s path to purchase, like when customers added items to cart, started the checkout process, and completed a purchase. Importantly, Enhanced Ecommerce gives you the ability to identify segments of customers who are falling out of the shopping funnel.In this article:
Shopping and purchasing behavior
Even with the best products and merchandising, your site design and engineering have to effect a great user experience, from browsing products and finding specs to filling shopping carts and completing transactions.
The Shopping Analysis reports give you a detailed look at how users engage with your content in terms of viewing products, and adding or removing them from shopping carts; along with initiating, abandoning, and completing transactions.
The Overview and Product Performance reports include data for the revenue and conversion rates your products generate, how many products the average transaction includes, the average order value, refunds you had to issue, and the rates at which users add products to their carts and make purchases after having viewed product-detail pages.
A basic implementation of Enhanced Ecommerce tagging gives you data for individual products, but you can easily add the category and brand properties so you can evaluate data from those perspectives, as well. These properties take string values, so you can create any category and brand taxonomy that’s relevant to your business.
In addition to measuring product performance, you also need to measure the internal and external marketing efforts that support those products.
The Affiliate Code report lets you track revenue, transactions, and average order value as they are associated with affiliate sites that drive customers to your site.
You can track those same metrics for order-level coupons in the Order Coupon report.
The Product Coupon report lets you see how effective product-level coupons are in terms of revenue, unique purchases, and product revenue per purchase.
If you’re using internal promotions, for example internal banners that promote sales on another part of your site, you can track views, clicks, and the click-through rate for those promotions in the Internal Promotion report.
You can also measure how effectively your product lists move merchandise. Product lists represent a logical grouping of products on your site, based on your ec.js tagging. You can use Product Lists to represent catalog and search-results pages, related-products merchandising blocks, as well as cross-sell and up-sell blocks. The Product List Performance report lets you see which product lists appeared to users, which products appeared in those lists, and the clicks, views, and click-through rate for each list, list position, and product.
In Enhanced Ecommerce, the Product List Performance report includes useful Product Attribution data. The report includes a "last action" attribute which gives product level credit to the last Product List (i.e. add to cart, checkout, or purchase) that the user interacted with prior to the conversion event.
Product Attribution data helps you understand which Product Lists are driving conversions and allows you to optimize your merchandising efforts and drive sales. For example, you can now understand whether users are purchasing a product as a result of clicking on a merchandising block, category page, or on the search results page.
To get started with Product Attribution, make sure to specify the list attribute on your ecommerce action data. This list field will be used to then attribute Product Adds To Cart, Product Checkouts, Unique Purchases, and Product Revenue in the Product List Performance report accordingly.
Getting Ecommerce data from your site to Analytics
To see this data in your reports, you need to:
- Implement Universal Analytics on your site.
- Use the ec.js plugin to tag your site
- Turn on Enhanced Ecommerce for individual Views
Optionally, you can:
Google Analytics has partnered with Ecommerce platform providers to provide pre-built integrations for our joint customers. If you use one of these platforms, you can take advantage of Enhanced Ecommerce by installing one of these integrations. Visit the partner gallery to learn more about our Enhanced Ecommerce featured partners.