Enhanced Ecommerce tracking in Google Analytics – Beginners Guide

Introduction to Enhanced Ecommerce

Enhanced e-commerce tracking is a complete revamp of the traditional ecommerce tracking in the sense that, it provides many more ways to collect and analyse e-commerce data. It is like an e-commerce tracking on steroids.

Enhanced e-commerce provides deeper insight into e-commerce engagement of your users.

Difference between traditional ecommerce and enhanced ecommerce in Google Analytics

#1 Enhanced ecommerce provides twice as many reports as traditional ecommerce

If you have installed traditional ecommerce tracking on your website, then you will see following 5 ecommerce reports in your Google Analytics view:

#1 Ecommerce Overview

#2 Product Performance

#3 Sales Performance

#4 Transactions

#5 Time to Purchase

If you have installed enhanced ecommerce tracking on your website, then you will see following 10 ecommerce reports in your Google Analytics view:

#1 Ecommerce Overview

#2 Shopping Behavior Analysis

#3 Checkout Behavior Analysis

#4 Product Performance

#5 Sales Performance

#6 Product List Performance

#7 Internal Promotion

#8 Order Coupon

#9 Product Coupon

#10 Affiliate Code

ecommerce enhanced ecommerce

#2 Enhanced ecommerce uses a different plugin

In order to set up traditional ecommerce tracking, we use the ecommerce.js plugin. But to set up enhanced ecommerce tracking, we use the ec.js plugin.

#3 Enhanced ecommerce can be implemented only when you use Universal Analytics

You can set up traditional ecommerce tracking, whether you are using ga.js or analytics.js JavaScript library (aka Universal Analytics) . But to set up enhanced ecommerce tracking, you have to use Universal Analytics.

You can not set up enhanced ecommerce tracking if you are currently using ga.js. You first need to migrate your account to Universal Analytics.

#4 Through enhanced ecommerce you can capture more ecommerce data

You can send only two types of ecommerce data via traditional ecommerce tracking to GA: transaction data and item data.

Through enhanced ecommerce tracking, you can send following types of ecommerce data to GA:

#1 Impression data

#2 Product data

#3 Promotion data

#4 Action data

Introduction to E-commerce engagement (aka Shopping Activity)

Ecommerce engagement (called as ‘shopping activity’ in enhanced ecommerce reports) is the user engagement in terms of:

  1. Viewing your internal promotion campaign.
  2. Clicking on internal promotion campaign.
  3. Viewing your products in a product list (product list could be a search result page and/or product category page)
  4. Clicking one of the product links in the product list.
  5. Viewing product detail page.
  6. Adding/removing products from your shopping cart.
  7. Starting or abandoning the checkout process.
  8. Adding a coupon code
  9. Making a purchase
  10. Asking for a refund etc

Enhanced ecommerce reports provide much more detailed insight on ecommerce engagement / shopping activities than traditional ecommerce tracking reports.

Introduction to E-commerce abandonment (aka Abandoning Shopping Activity)

Ecommerce abandonment (called as ‘abandonment’ in enhanced ecommerce reports) can be any, or all of the following user’s activity on a website :

#1 Not starting a shopping activity on a website (No Shopping Activity)

#2 Viewing a product but not adding it to the shopping cart (No Cart Addition)

#3 Adding a product to the shopping cart but then not starting the checkout process (Cart Abandonment)

#4 Starting a checkout process but not completing the purchase (Checkout Abandonment)

You can see the various ecommerce abandonment via the enhanced ecommerce ‘Shopping Behavior Analysis‘ report:

shopping behaviour analysis report

ecommerce abandonment

Overview of various Enhanced ecommerce reports

Once you have installed and enabled enhanced ecommerce tracking, you can access the enhanced ecommerce reports in your GA view by navigating to Reporting tab > Conversions > Ecommerce:

access enhanced ecommerce

Ecommerce Overview report

You can access this report by navigating to Conversions > Ecommerce >Overview

As the name suggest, this report provides overview of ecommerce activities on your website.

The ecommerce overview report is made up of four sections:

#1 Revenue and Conversion Rate – this section reports on total revenue and ecommerce conversion rate in the selected time period.

Revenue – it is the total sales from orders placed on your website, in the selected time period. It may include tax and shipping cost.

E-Commerce Transactions – it is the percentage of GA sessions in which the orders were placed on your website.

#2 Transactions – this section reports on total number of transactions and average order value in the selected time period.

Transactions – it is the total number of orders placed on your website, in the selected time period.

Average order value – it is the average value of a purchase order placed on your website, in the selected time period.

#3 Marketing – this section provides overview of the ecommerce performance of internal and external marketing campaigns.

#4 Top Sellers – this section provides overview of the ecommerce performance of top products, top product categories and top product brands.enhanced ecommerce overview

top sellers

The ‘Marketing’ section is made up of following sub-sections:

#1 Campaigns – this section provides overview of the ecommerce performance of all the campaigns, whose performance is reported via Campaigns > All Campaigns report:all campaigns

#2 Internal Promotion – this section provides overview of the ecommerce performance of your internal promotions.

Internal promotions are the promotion of your products on your own website.

Like you put a banner ad on your homepage, to promote a particular product, listed on another part of your website.

If you click on the ‘Internal Promotion’ link, it will take you to the ‘Internal Promotion‘ report:

internal promotion

#3 Order Coupon Code – this section provides overview of the ecommerce performance of your external promotions via order coupons. If you click on the ‘Order Coupon Code‘ link, it will take you to the ‘Order Coupon‘ report:

order coupon code

#4 Affiliation – this section provides overview of the ecommerce performance of your external promotions via affiliate websites. If you click on the ‘Affiliation‘ link, it will take you to the ‘Affiliate Code‘ report:

affiliate code

Enhanced Ecommerce Shopping Analysis reports

You can access these reports by navigating to Conversions > Ecommerce > Shopping Analysis

Following are the various Shopping Analysis reports:

#1 Shopping Behavior Analysis

#2 Checkout Behavior Analysis

shopping analysis reports

Through shopping analysis reports you can measure the strength and weaknesses of your purchase and checkout funnels.

Shopping Behavior Analysis Report

You can access this report by navigating to Conversions > Ecommerce >Shopping Analysis > Shopping behavior analysis

The ‘Shopping Behavior Analysis’ report show following stages of your purchase funnel and how users moved from one stage to the next:

#1 All Sessions – this is the stage where people visit your website and may start a shopping activity. But technically
speaking,’All Sessions’ include, all GA sessions.

#2 Sessions with product views – this is the stage where people view product(s) on your website. But technically
speaking, ‘sessions with product views’ include only those GA sessions, in which one or more products were viewed.

#3 Sessions with Add to Cart – this is the stage where people add product(s) to your shopping cart. But technically
speaking, ‘sessions with Add to Cart’ include only those GA sessions, in which one or more products were added to the
shopping cart.

#4 Sessions with Check-Out – this is the stage where people checkout on your website. But technically speaking, ‘sessions
with with Check-Out’ include only those GA sessions, in which checkout occured on your website.

#5 Sessions with Transactions – this is the stage where people made a purchase on your website. But technically speaking,
‘sessions with Transactions’ include only those GA sessions, in which transaction was recorded on your website.

shopping behaviour analysis report

Shopping Progression and Abandonment

All the sessions in the ‘Shopping Behavior Analysis’ report are shown in blue colour.

The movement of users from one shopping stage of a purchase funnel to the next, is called the ‘Shopping Progression‘. This shopping progression is shown in the ‘Shopping Behavior Analysis’ report in ‘grey’ colour.

The abandonment of each stage of the purchase funnel, by users, is shown via downward red coloured arrow:

shopping progression

The shopping behavior analysis report, show ecommerce abandonment at each stage of the purchase funnel via following metrics:

#1 No shopping activity – it includes only those GA sessions in which no shopping activity started on your website.

#2 No cart addition – it includes only those GA sessions in which a product was viewed but not added to a shopping cart.

#3 Cart Abandonment – it includes only those GA sessions in which a product was added to the shopping cart but it wasn’t checkout.

#4 Checkout Abandonment – it includes only those GA sessions in which checkout process was started but no purchase was made.

How to use Shopping Behavior Analysis Report

Look for large drop off, from one stage of the purchase funnel to the next, in your shopping behavior analysis report and then try to find the reason for such drop off.

Possible causes for no shopping activity

If you conclude that, large percentage of GA sessions do not include any shopping activity, then check the performance of your marketing campaigns. You are most likely getting low quality traffic to the website.

This is the traffic which has no intention to make purchase on your website.

Possible causes for no cart addition

If you conclude that, there are large percentage of GA sessions, in which a product was viewed but not added to a shopping cart, then evaluate the contents on the product details pages.

May be the product description is not compelling, highly technical or lacking vital information. May be the product image is not of high quality. It could also be that, there are technical issues with a product detail page:

  • page is taking forever to load.
  • Add to cart button is not working.
  • Page is throwing an error message

Possible causes for shopping cart abandonment

If you conclude that, there are large percentage of GA sessions, in which a product was added to the shopping cart but it wasn’t checkout, then you need to check the offers and pricing of same/similar products offered by your competitors.

People are most likely to abandon the shopping cart when they find a better price or offer somewhere else. So in that situation you may need to come up with better price/offer.

Sometimes people add items to your shopping cart but do not return because they forget about your product/offer/website while doing ‘comparison shopping’ over the course of several hours, days or even weeks.

In such situation, remarketing campaigns can help you in reminding them about your product/offer/website.

Possible causes for checkout abandonment

If you conclude that, there are large percentage of GA sessions, in which checkout process was started but no purchase was made then you need to run usability tests on your checkout process and look for following issues:

  • A customer is presented with unexpected cost/ hidden charges.
  • Checkout navigation is too complicated
  • The whole checkout process is too long.
  • Website timeout
  • Checkout crashed (asking users to start the checkout all over again)
  • Shipping charges are too high
  • Delivery time is too long
  • Limited payment options
  • Prices mentioned in a foreign currency
  • Payment is not processing or declining
  • Errors while filling out forms

User re-entering the purchase funnel

A user can re-enter the purchase funnel at any stage in a subsequent session to complete his purchase. The shopping behavior analysis report show this re-entry via a separate blue bar at the top of a bar:

seperate blue bar

Enhanced Ecommerce Segments via Shopping behavior analysis report

There are lot of hidden buttons on the shopping behavior analysis report which can be used to create enhanced ecommerce segments:

different ecommerce segments

no shopping activity button

create an ecommerce segment

Enhanced ecommerce segments are the advanced segments which are based on users’ shopping activities or abandonment of shopping activities.

To learn more creating and applying enhanced ecommerce segments, read this article: Using Enhanced E-Commerce segments for Remarketing in Google Analytics 

Shopping behavior data table

You can see the shopping behavior data table just below the purchase funnel chart, in the ‘Shopping Behavior Analysis’ report:

shopping behavior data table

This data table contains two tabs: ‘Sessions’ and ‘Abandonment’ and let you apply one primary dimension (default or custom) to it.

For example, if you click on the ‘Abandonment’ tab and select ‘Device Category’ as primary dimensions, you can then see which device is causing maximum abandonment of shopping activity at each stage of the purchase funnel:

shopping behavior data table2

Checkout behavior analysis report

You can access this report by navigating to Conversions > Ecommerce >Shopping Analysis > Checkout behavior analysis

Through this report you can determine, how users move from one step of your checkout process to the next and at which step they enter or abandon the checkout funnel:

checkout behavior analysis

The ‘Shopping behavior analysis’ report focuses on the entire purchase funnel. But the ‘checkout behavior analysis’ report focuses only on the checkout part of the purchase funnel.

For easy reference, we call this checkout part as the checkout funnel.

The checkout funnel that you see in the ‘checkout behavior analysis report’ depends upon your tagging and how you have labelled the various checkout funnel steps.

To label the various checkout funnel steps, follow the steps below:

Step-1: Navigate to the ‘Admin’ section of your GA view

Step-2: Click on ‘Ecommerce Settings’ > ‘Enable Enhance Ecommerce Reporting’ 

Step-3: Give descriptive name to each step in your checkout funnel:

checkout funnel steps

Note: If you don’t name the various checkout steps, then you will see only a single step called step 1 in your ‘Checkout behaviour Analysis’ report, which is a good option, only when you have got a single step checkout:

without step names configured

Only when you name the various checkout steps, they will appear, in your ‘Checkout behaviour Analysis’ report and make the report meaningful:

with step names configured

Checkout Progression and Abandonment

All the sessions in the ‘Checkout Behavior Analysis’ report are shown in blue colour.

The movement of users from one checkout step to the next, is called the ‘Checkout Progression‘. This checkout progression is shown in the ‘Checkout Behavior Analysis’ report in ‘grey’ colour.

The abandonment of each step of the checkout funnel, by users, is shown via downward red coloured arrow:

checkout progression

User re-entering the checkout funnel

A user can re-enter the checkout funnel at any step, in a subsequent session to complete his purchase. The checkout behavior analysis report show this re-entry via a separate blue bar at the top of a bar:

seperate blue bar2

Enhanced Ecommerce Segments via Checkout behavior analysis report

There are lot of hidden buttons on the checkout behavior analysis report, which can be used to create enhanced ecommerce segments:

different ecommerce segments2

checkout behavior enhanced ecommerce segment

To learn more creating and applying enhanced ecommerce segments, read this article: Using Enhanced E-Commerce segments for Remarketing in Google Analytics 

Checkout behavior data table

You can see the checkout behavior data table just below the checkout funnel chart, in the ‘Checkout Behavior Analysis’ report:

checkout behavior data table

This data table contains two tabs: ‘Sessions’ and ‘Abandonment’ and let you apply one primary dimension (default or custom) to it.

Introduction to Product performance report

Through enhanced ecommerce ‘Product Performance’ report you can track the sales performance and shopping behavior of your products.

To access this report, navigate to Conversions > Ecommerce > Product Performance

Tracking Sales performance of products

You can track the sales performance of your products by clicking on the  ‘Summary’ tab of the enhanced ecommerce ‘product performance’ report:summary tab

The report under the summary tab is made up of a chart and data table:chart data table

The data table is made up of rows and columns. Each row corresponds to a dimension and each metric corresponds to a metric.

Thus the data table is made up of dimensions and metrics.

You can track the sales performance of your products through following dimensions:

dimensions

#1 Product – it is the name of the product sold

#2 Product SKU – it is the product code which is used to uniquely identify a product.

#3 Product Category (Enhanced Ecommerce) –  it is the name of the product category sent via enhanced ecommerce tracking code.

#4 Product brand – it is the brand name of a product.

You can track the sales performance of your products through following metrics:

sales performance1

#1 Product revenue – it is the total sales generated from a product or set of products. Product revenue = quantity X average price

#2 Unique purchases – it is the total number of times a product or a set of products was a part of a transaction.

#3 Quantity –  it is the total number of units sold for a product or set of products.

#4 Average price – it is the price of the single unit of a product.

#5 Average QTY – it is the average number of units sold for a product or set of products in one transaction. Average Quantity = Quantity / Unique Purchases

#6 Product refund amount –  it is the total refund amount associated with a product.

Tracking shopping behaviour of products

You can track the shopping behavior of your products by clicking on the  ‘shopping behavior’ tab of the enhanced ecommerce ‘product performance’ report:

shopping behavior tab

You can track the Shopping behavior of your products through following dimensions:

#1 Product
#2 Product SKU
#3 Product Category (Enhanced Ecommerce)
#4 Product brand

You can track the shopping behaviour of your products through following metrics:

shopping behavior metrics

#1 Product list views – it is the number of times a product appeared in a product list.

#2 Product detail views – it is the number of times users viewed the product detail page.

#3 Product Adds to cart – it is the number of times a product was added to shopping cart.

#4 Product Removes from cart – it is the number of times a product was removed from the shopping cart.

#5 Product Checkouts – it is the number of times a product was included in the checkout process.

#6 Unique purchases – it is the total number of times a product or a set of products was a part of a transaction.

#7 Cart to detail rate – the rate at which users add product to the shopping cart after viewing the product details.

#8 Buy to detail rate – the rate at which users buy products after viewing the product details.

Sales Performance Report

You can access this report by navigating to Conversions > Ecommerce >Sales Performance

Through ‘sales performance’ report, you can see the sales metrics (Revenue, Tax, Shipping, Refund Amount & Quantity) for each transaction ID or by date.

Introduction to Products lists

Product list is a logical grouping of products on your website.

Following are the examples of product lists:

#1 Product category page

#2 Internal search result page

#3 List of related products

#4 List of products which are used for up-selling/cross-selling

Note: You can create products lists only via enhanced ecommerce tracking. You can not create product lists through traditional e-commerce tracking.

Product List Performance report

You can access this report by navigating to Conversions > Ecommerce > Product list performance

Through enhanced ecommerce ‘Product List Performance report’ you can determine the product lists, which your users saw and you can also measure the effectiveness of your product lists in driving:

  1. Product views (product list views)
  2. Product clicks (product list clicks)
  3. Product CTR (product list CTR)

You can track the product list performance through following dimensions:

product list dimension

#1 Product list name – it is the name of a product list. You can use the name of a product category as product list name.

#2 Product list position – it is the position/rank of a product in a product list. Possible values can be: 1, 2, 3, 4 ….

#3 Product – it is the name of the product sold.

#4 Product SKU – product code which is used to uniquely identify a product.

You can track the product list performance through following metrics:

product list metrics

 

#1 Product views (product list views) – it is the number of times a product appeared in a product list.

#2 Product clicks (product list clicks) – it is the number of times a product was clicked in a product list.

#3 Product CTR (product list CTR) – it is the rate at which users click on a product in a product list, after viewing it.

#4 Product adds to cart

#5 Product checkout

#6 Unique purchases

#7 Product revenue

Enhanced Ecommerce Marketing reports

You can access these reports by navigating to Conversions > Ecommerce > Marketing

Following are the various enhanced ecommerce marketing reports:

#1 Internal Promotion

#2 Order Coupon

#3 Product Coupon

#4 Affiliate Code

marketing reports

Through enhanced ecommerce marketing reports you can measure the internal and external marketing of your products.

Internal marketing is done via internal promotions (like internal banner ads) and external marketing is done via: order coupons, product coupons and affiliate websites.

Internal Promotion Report

You can access this report by navigating to Conversions > Ecommerce > Marketing > Internal Promotion

Through Internal Promotion report you can determine the internal campaigns, which are most and least effective in driving traffic to targeted products. You can measure the views, clicks, CTR, transactions and revenue for these internal campaigns.

You can track the performance of internal campaigns through following dimensions:

#1 Internal promotion name – it is the name of your internal promotion. This name is pulled from your enhanced ecommerce tracking code.

You can track the performance of internal campaigns through following metrics:

internal promotion metrics

#1 Internal Promotion Views – it is the number of views of internal promotion campaign (like internal banner)

#2  Internal Promotion Clicks – it is the number of clicks on internal promotion campaign (like internal banner)

#3  Internal Promotion CTR – it is the rate at which users click on an internal promotion campaign after viewing it.

#4 Transactions

#5 Revenue

Attribution in case of Internal promotion campaigns

In case of internal promotion campaigns, a conversion (goal conversion or ecommerce transaction) is attributed to the last internal promotion click or last internal promotion view by a user just prior to the conversion.

Order Coupon report

You can access this report by navigating to Conversions > Ecommerce > Marketing > Order Coupon

Through Order Coupon report you can determine the order coupons which are most and least effective in driving sales, orders and average order value. So if a coupon is negatively impacting the sales, you can choose to discontinue it.

Product Coupon report

You can access this report by navigating to Conversions > Ecommerce > Marketing > Product Coupon

Through Product Coupon report you can determine the product coupons which are most and least effective in driving sales and orders. So if a coupon is negatively impacting the sales, you can discontinue its use.

This report includes a new metric called Product Revenue Per Purchase. It is the average product revenue per purchase.

Affiliate Code report

You can access this report by navigating to Conversions > Ecommerce > Marketing > Affiliate Code

Through Affiliate Code report you can determine the affiliate websites which are most and least effective in driving sales, orders and average order value.

Note: You see only that data in your enhanced ecommerce reports, which, you supply to the GA server, via the enhanced ecommerce tracking code. So for example, if you do not supply the product code or order code data, then that data won’t appear in your reports.

In order to truly benefit from enhanced ecommerce tracking, you should aim to supply all of the enhanced ecommerce data to GA.

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Himanshu Sharma

Certified web analyst and founder of OptimizeSmart.com

My name is Himanshu Sharma and I help businesses find and fix their Google Analytics and conversion issues. If you have any questions or comments please contact me.

  • Over eleven years' experience in SEO, PPC and web analytics
  • Google Analytics certified
  • Google AdWords certified
  • Nominated for Digital Analytics Association Award for Excellence
  • Bachelors degree in Internet Science
  • Founder of OptimizeSmart.com and EventEducation.com

I am also the author of three books:

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