Are you planning to get into the Ecommerce business? or are you already on board and are interested in all peace of good information about improving or getting the most out of Ecommerce tracking? Well, if you have not implemented Enhanced Ecommerce yet in your Google Analytics platform, this is indeed the post for you. In this article, you will learn what Enhanced Ecommerce is, how it differs from the traditional ECommerce, the report data available and how to implement it. So, let’s get started…
What is Enhanced Ecommerce?
Google Analytics Enhanced Ecommerce it’s an improvement of the traditional e-commerce tracking snippet that provides you with a wide number of insightful and actionable reports that allow you to better understand the shopper behavior and conversions.
What’s the difference between Ecommerce and Enhanced Ecommerce?
Currently, the Standard Ecommerce give you basic details about the purchase process like transaction details (such as Transaction ID, Affiliation, Revenue, Shipping and tax) and product details (such as Product Name, SKU, Product Category, Unit Price and Quantity), but according to a Google Analytics team blog post: with Enhance ecommerce you can also gain a clear insight into important metrics about the shopper behavior and conversion including: product detail views, add or remove to products to cart, internal campaign clicks, the success of internal merchandising tools, the checkout process and purchase, how far along users get in the buying process and where they are dropping off.
According to Samantha Barnes, a Senior Analytics Engineer at LunaMetrics in a blog post, Ecommerce tracking in Google Analytics has typically been about using information on the receipt or “Thank You” page on an order to send transaction and revenue data back to Google Analytics. It is still possible to do a basic ecommerce implementation, but using Enhanced Ecommerce will give you additional reports and graphs about users actions.
The following images display the differences between Ecommerce and Enhanced Ecommerce reports information on the left hand side menu in the Reporting tab, to show you a little overview of the additional reports Enhanced Ecommerce provides:
So, which type of data will specifically be available when implementing Enhanced Ecommerce? Well, as Google Analytics Help page states, Enhanced Ecommerce will provide you valuable information like:
Shopping and purchasing behavior
It lets you know how many times a product has been viewed and how frequently users click on products to learn more about them, how many times a product was added or removed from shopping carts, and how many people initiated, abandoned, and completed transactions. This data is available in the Shopping Analysis reports.
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.
Also, with Enhanced Ecommerce you can easily create and add any category and brand properties that are 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.
When measuring external promotions, you have 3 types of reports:
- 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.
- The Order Coupon report, where you can also track the same metrics as in the Affiliate Code report but for order-level coupons.
- 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.
Also, you can measure how effectively your product lists move merchandise. Product lists represent a logical grouping of products on your site that you can use to represent catalog, search-results pages, related-products merchandising blocks, as well as cross-sell and up-sell blocks. This information can be found in the Product List Performance report which 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 also includes useful Product Attribution data. The report includes a "last action" attribute which gives product level credit to the last Product List that the user interacted with prior to the conversion event. 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. So, this Product Attribution data helps you understand which Product Lists are driving conversions and allows you to optimize your merchandising efforts and drive sales.
Additionally , you can import Product Data to broaden the information for each product that analytics has, such as sizes, colors, etc. It happens similarly to Cost Data Import. Also, in the same manner you can import Refund Data. Importing refunds doesn’t change the e-commerce transactions data already collected, so it won’t delete any of the e-commerce transactions already registered. Instead, you will see refunds data in your Sales Performance report.
How to get started with enhanced ecommerce?
First, conduct a review of your site from a shopping and product, rather than a page, perspective. Get an idea of what the key elements in your shopping funnel are, how do you group your product lists and what key behaviors are important to you.
Then you may proceed to the Enhance Ecommerce implementation:
- You need to be using the Universal Analytics code (analytics.js library) on your site.
- Enhanced Ecommerce needs to be enabledon the view level, just as classical e-commerce. Here are the steps to follow:
- Select the Admin tab and navigate to the view for which you want to turn on Enhanced Ecommerce.
- In the VIEWcolumn, click Ecommerce Settings.
- Under Step 1, Enable Ecommerce, set the status to ON. It is recommended to click ON Enable Related Products button, as it allow you to see a list of related products per product based on transaction data - you will know which products are frequently bought with which products and use this data to improve product bundling, merchandising, remarketing, and email campaigns.
- Click Next step.
- Under Step 2, Enhanced Ecommerce Settings, toggle ON the status.
When you turn this option on: You can then see the Enhanced Ecommerce reports in the Conversions section. The other, older category of Ecommerce reports is no longer visible, if you want to restore the older category of Ecommerce reports you can turn this option off.
4. Click Submit.
5. Additionally, you need to removeall references to the old ecommerce tracking codes on your site. Enhanced E-commerce cannot coexist with classic ecommerce tracking.
6. You need to tag your property with the ec.js plugin. Full technical reference is available here. As Samantha Barnes says, when implementing the ec.js tracking code, you have to keep in mind that Enhanced Ecommerce relies on you passing extra information into Google Analytics. The more fully you implement Enhanced Ecommerce, the more useful the extra reports will be to you. So, you will be needing the help of a developer, as there is a lot of code to implement.
By far this is a general overview of the benefits and functionalities of what Google Analytics Enhanced Ecommerce can provide, so you can get started with your ecommerce site or take it to the next level! as you will have better data allowing you to make better data driven decisions.
Let me know if you have any questions or suggestions! I’ll be pleased to read and answer them.
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