Enhanced Ecommerce was announced in Google Analytics Summit 2014, and the interpretation of the news is that things will become much easier for ecommerce websites. Enhanced Ecommerce aims to bring a greater understanding to the shopping and purchasing behavior of your website’s users, by adding new reporting options. What these new reports will replace is some of the custom events you had to add to your website code, such as adding to cart or product pageview. New reporting options will automatically show these data as a part of the purchase funnel. So, what are the details of Enhanced Ecommerce?
New Reporting Options
The new reporting options are:
· Overview: This report has three metrics, which are Revenue and conversion rate, Transactions, and Marketing. As the title suggests, it is a summary of the Enhanced Ecommerce features.
· Shopping Behavior Analysis: The report shows the abandonment rate in every step of the purchase funnel. It helps to see which steps need improvement, from product pageview to transaction.
· Checkout Behavior Analysis: This report, which is similar to Shopping Behavior Analysis, shows the abandonment rate in each step of the checkout process.
· Product Performance: The Product Performance report has two parts, which are Overview and Shopping Behavior. Overview shows the performance of products in terms of transaction and revenue, and Shopping Behavior shows details such as pageviews and number of products added to cart.
· Sales Performance: In this report, you have two dimensions to list data: Transaction and date. Some new metrics you can use are tax, shipping and refund amount.
· Product List Performance: With Enhanced Ecommerce, you can create product lists, the performance of which will appear in this report. You can create lists for different product categories such as cross-sell and upsell blocks, or catalog pages. This report lets you see which products have been viewed more, or clicked more.
· Internal Promotion: This report lets you analyse the performance of the internal banners you might have on your website. You can see how they’re doing in terms of views, clicks, and CTR.
· Order Coupon: The Order Coupon report lets you see the transaction, revenue and average value data of the coupon codes used in the order.
· Product Coupon: This report is similar to the Order Coupon report, and it shows total revenue, unique purchases and product revenue per purchase, based on product coupons.
· Affiliate Code: This one lets you see the effect of affiliate websites on your performance, using revenue, transaction and average order value metrics.
What do you need to do to start using Enhanced Ecommerce?
First of all your Google Analytics account needs to have been upgraded to Universal Analytics. Then you will need to tag your website using ec.js plugin; and lastly, you’ll need to turn on Enhanced Ecommerce for a view in Ecommerce Settings.
To get further information or help about using Enhanced Ecommerce or Google Analytics, you can contact us at by filling out our contact form.
Daphne Digital is a marketing consultancy that is experienced in online marketing channels performance, user experience and business intelligence.