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Enhanced Ecommerce for Google Analytics

Date post:29-Jan-2018
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  1. 1. Enhanced Ecommerce How to use the Enhanced Ecommerce plugin for Google Analytics to get more actionable insights from your data. 2017
  2. 2. Why Use Enhanced Ecommerce? 2
  3. 3. Analytics is the Key to Success in Ecommerce As an ecommerce marketer, data is your most valuable tool. By measuring your users behavior, you have the ability to create a more engaging online experience and effectively drive conversions. The more granular this data is, the more you are able to fine tune your digital strategy to resonate with your target customers. 2017 3
  4. 4. Enhanced Ecommerce Plugin for Google Analytics Conversion rate optimization cant be done without knowing the processes at work behind a conversion. The Enhanced Ecommerce PlugIn for Google Analytics provides you with sophisticated metrics to define and measure your conversion funnel. With this data, you can optimize your website at each step of your customer's journey. 2017 4
  5. 5. Enhanced Ecommerce Visualize your online customer journey 2017 5
  6. 6. Upgrading to Enhanced Ecommerce 6
  7. 7. How To Upgrade Your Google Analytics Upgrading to Enhanced Ecommerce is a technical process, so its best if done by advanced marketers or developers. First, make sure your website is using analytics.js. Analytics.js is the most recent JavaScript library for Google Analytics, compatible with all the features of the the Universal Analytics platform. If your website is still using ga.js or an older tracking code, migrate to analytics.js by following the tips provided here, or getting in touch with our team for assistance. 2017 7
  8. 8. Enable Ecommerce Tracking If youre upgrading to Enhanced Ecommerce, you should already have Ecommerce tracking enabled. Important: The Enhanced Ecommerce plug-in should not be used alongside the Ecommerce (ecommerce.js) plug-in for the same property. Moving forward, you have two main options: 1. Create a New Property 2. Migrate an Existing Property 2017 8
  9. 9. Upgrading to Enhanced Ecommerce Creating a New Property If you chose to create a new property, you can add an additional tracker to enable Enhanced Ecommerce for this property. Migrating with an Existing Property If you want to keep an existing property and upgrade from your standard ecommerce plugin to enhanced ecommerce, simply remove and replace all references with your new enhanced ecommerce code. Any preexisting data collected by the standard ecommerce plugin (ecommerce.js) will not be affected by this change. 2017 9
  10. 10. Integrating the Plugin with Your Analytics.js Library Integrate the Enhanced Ecommerce plugin by adding the ec.js tag to your sites Google Analytics pixel. This involves adding a unique snippet of code to track and collect data on each step of the buyers journey that you want to measure. Since this step of the implementation process is highly technical, its recommended to consult with your websites developer or contact an expert for assistance. 2017 10
  11. 11. Enhanced Ecommerce Settings Now, you can enable Enhanced Ecommerce Settings to view upgraded metrics and reports. This is done at the view level. Here you will be given the opportunity to define the steps of your conversion funnel. 2017 11
  12. 12. Working with Enhanced Ecommerce 12
  13. 13. Capabilities Enhanced ecommerce gives marketers a more detailed and focused view of the performance metrics that matter most. By enhancing your Ecommerce, you gain access to an overview and 5 Main Reports. You can find these reports under the Ecommerce section of the Conversions tab. 2017 13
  14. 14. Shopping Behavior Analysis Shopping Behavior Analysis Measures the number of sessions that occur at each stage of your purchase funnel, how many users then proceeded to the following step, and the amount of sessions that were abandoned in the funnel at each stage. 2017 14
  15. 15. Checkout Behavior Analysis Checkout Behavior Analysis The checkout-funnel shows you how many users moved from one step to the other, the amount of users that abandoned the process from each step to the next, and how many entered the process at each step. 2017 15
  16. 16. Product Performance Product Performance This report gives you insights on how your product is performing from two different perspectives: summary and shopping behavior. Summary: an overview of product sales performance. Shopping behavior: metrics on how users are engaging with your products. 2017 16
  17. 17. Sales Performance Sales Performance Through the sales report you can analyze sales through two different dimensions. Transaction (date, time, traction ID) or date (cumulative transaction data by date). Metrics include; Revenue, Tax, Shipping (Total charges for Ecommerce transactions), Refund Amount, and Quantity (number of units sold). 2017 17
  18. 18. Product List Performance Product List Performance Allows you to group your products together, based on your ec.js tagging: e.g. catalog pages, up-sell blocks, cross-sell blocks and related-products blocks. This allows you to see and compare how your product lists are performing on your site using the following metrics; product list views, product clicks and product list CTR. 2017 18
  19. 19. Further Applications 19
  20. 20. Google Data Studio Using an additional tool, such as Google Data Studio, makes your enhanced data easier to navigate and analyze. Implementing a Google Data Studio helps you further visualize buyer behavior and conceptualize your sales funnel. By making the data more tangible, you are able to extract more actionable insights to implement into your digital marketing strategy. 2017 20
  21. 21. Free Google Data Studio Template Download your Free Google Data Studio Template, designed specifically for Enhanced Ecommerce reporting, to get even more out of your data. DOWNLOAD 2017 21
  22. 22. About Codedesign is a data-driven digital marketing agency focusing on ecommerce optimization. How can we help your business grow? www.codedesign.org [email protected] 2017

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