To provide quick access to eCommerce store owners for more data-driven insights about how customers are behaving on their sites, Google announced Enhanced Ecommerce in Google Analytics.
By offering these new features, webstore owners can gain insight into the complete customers' journey from when they first come to your website to when they make a purchase or end up abandoning their cart.
With greater insight into the "why" behind each touch point, Google hopes you will be better prepared for a down-to-earth remarketing or funnel optimization strategy to cash in on those lost opportunities.
Difference between Ecommerce & Enhanced Ecommerce?
Ecommerce tracking in Google Analytics has normally been about using information on the receipt or “Thank You” page on an order to send transaction and revenue data back to Google Analytics. Can we still do work with or implement basic eCommerce? Yes, but by making use of Enhanced Ecommerce will provide you additional graphs and reports about the actions of the user.
How Does It work?
Enhanced E-commerce depends on you passing additional details into Google Analytics. The more completely you implement Enhanced Ecommerce, the more helpful the extra reports will be to you. Depending on how your data is structured and your server settings, you may just need to take pieces of information and organize them into the mentioned format.
With the additional information you provide, you can start to see valuable information like:
Impressions
See how many times a product has been viewed. This would facilitate you to create reports about conversion rates per product.
Shopping Cart Actions
Yes, of course, you can report for the products that are having high selling rate or you can call them as big performers. But which products have these prospective? You can see how many times a product was added or removed from shopping carts with cart actions.
Internal Promotions & Coupon Information
How much is that “Fall Sale” feature on the homepage carousel worth? More than the coupon code sent in this week’s email promotion? With Enhanced Ecommerce, you can keep track of banners by ID, name, creative or even position on your site and promotional links. It is also possible to report on coupon data by coupon code, amount or discount.
Shopping Funnel & Checkout Funnel
The thought behind these reports is to deal with the behavior of your customers. How many sessions comprised adding a product to the shopping cart? Which checkout phase has the maximum abandonment rate? Even if a user leaves the funnel and completes a different step in the next session, Google will track the user as re-entering the funnel. In addition to this, this is an excellent prospect to section your audience according to which step they completed (or didn’t complete).
Benefits of Enhanced Ecommerce in Google Analytics
Let's take a look at some of the Enhanced Ecommerce features that Google Analytics will be rolling out.
Overview and Product Performance Report: This comprises data for the revenue together with the conversion rates that your products generate. Other vital data points contain how many products the average transaction consist of, average order value, and so on.
Shopping Analysis Report: This report provides you with a detailed and concise look into how customers on your website are engaging with your content – how they view, add or remove products from shopping carts, as well as initiate, complete, and abandon the transaction.
