Previously, Google Analytics provided basic ecommerce tracking for websites. Now, Google has upgraded their ecommerce tracking tools with the new enhanced ecommerce plugin. This provides ecommerce stores with greater insights and lots of actionable data related to activity on their websites and the behavior of their customers.
What can you track with enhanced ecommerce?
Enhanced ecommerce provides you with 10 different reports filled with data from your site. That’s twice as many reports as traditional ecommerce tracking! Through traditional ecommerce tracking, you could collect data on your products and transactions. Enhanced ecommerce allows you to collect data on other areas, including:
You can track impressions on individual products and other pages, i.e. how many times a product has been viewed. This can give you an insight into how popular products are and how well they are attracting visitors to click and find out more. You can also track conversion rates of products by comparing impressions to sales of a product.
Collect data on promotions, such as coupons that you are running on your site or that you have sent out in marketing campaigns. You can also track external promotional behavior, including that carried out by affiliate partners.
Shopping cart actions
Tracking purchases is useful, but it doest give you the full picture. With enhanced ecommerce, you can also track the number of times products have been added to a shopping cart, even if the customer didn’t checkout. This gives additional information about which products customers are interested in buying, even if they don’t ultimately do so.
See how often your customers are abandoning their shopping carts and at which stage of the checkout process this happens. This can help you optimize your checkout process by identifying any points that need improving.
How to set up enhanced ecommerce tracking
To implement enhanced ecommerce tracking on your website, you must be using the Universal Analytics version of code on your website. If you’re not sure, talk to your developer to find out what code your website uses for Google Analytics. You must then enable enhanced ecommerce in the view settings of your Analytics.
To allow enhanced ecommerce to collect additional data from your site, you must provide Google Analytics with additional data from your site. You can do this via Google Tag Manager if you use this on your site. You need to decide which areas of ecommerce analytics you want to track for your ecommerce site. This may be all of them, or just some depending on your goals and the scope of your site.
For each area (such as product impressions, checkout steps, transactions, etc.), you will need to add the relevant code to your site to enable Google Analytics to start collecting data. Again, you can talk to your developer to get everything set up properly.
Setting up enhanced ecommerce tracking for your website can help you collect the data you need to optimize your online store. That means more sales and more profits!