Enhanced Ecommerce How to use the Enhanced Ecommerce plugin for Google Analytics to get more actionable insights from your data.
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Why Use Enhanced Ecommerce?
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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.
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Enhanced Ecommerce Plugin for Google Analytics
Conversion rate optimization can’t 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.
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Enhanced Ecommerce
Visualize your online customer journey
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Upgrading to Enhanced Ecommerce
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How To Upgrade Your Google Analytics
Upgrading to Enhanced Ecommerce is a technical process, so
it’s 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.
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Enable Ecommerce Tracking
If you’re 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
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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.
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Integrating the Plugin with Your Analytics.js Library
Integrate the Enhanced Ecommerce plugin by adding the ec.js
tag to your site’s Google Analytics pixel.
This involves adding a unique snippet of code to track and
collect data on each step of the buyer’s journey that you want
to measure.
Since this step of the implementation process is highly
technical, it’s recommended to consult with your website’s
developer or contact an expert for assistance.
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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.
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Working with Enhanced Ecommerce
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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.
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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.
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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.
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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.
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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).
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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.
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Further Applications
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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.
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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
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AboutCodedesign is a data-driven digital marketing agency focusing on ecommerce optimization.
How can we help your business [email protected]
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