Google recently provided a preview of of some of the tools and features they will be discussing at the 2014 Google Analytics summit. Perhaps the most notable of these new tools and features is what Google Analytics will be adding specifically for ecommerce businesses.
Traditionally, Google Analytics Ecommerce data focused on details about the purchase. Such as transaction details, product details, and so on.
Google understands that today’s marketers are more interested in the big picture. They want to understand the entire customer journey.
Marketers want more details about customer behavior. What do customers do when looking at products? How do they interact with merchandising units and on-site marketing?
To answer these questions, Google is introducing the beta for Enhanced Ecommerce, which is a complete revamp of how Google Analytics measures the Ecommerce experience.
With Enhanced Ecommerce, businesses can now gain clear insight into shopper behavior and conversion including: product detail views, ‘add to cart’ actions, internal campaign clicks, the success of internal merchandising tools, the checkout process, and purchase.
With these new features, store owners will be able to understand how far visitors get down the sales funnel, and where they are dropping off.
Here is a more detailed overview of the Enhanced Ecommerce features:
Shopping and purchasing behavior
Shopping Analysis reports will give you a detailed look at how users engage with your content in terms of viewing products, and adding or removing them from shopping carts; along with initiating, abandoning, and completing transactions.
Economic performance
The Overview and Product Performance reports include data for the revenue and conversion rates your products generate. The data will show you how many products the average transaction includes, the average order value, refunds you had to issue, and the rates at which users add products to their carts and make purchases after having viewed product-detail pages.
Merchandising success
Track revenue, transactions, and average order value as they are associated with affiliate sites that drive customers to your site with The Affiliate Code report.
You can track those same metrics for order-level coupons in the Order Coupon report.
See how effective product-level coupons are in terms of revenue, unique purchases, and product revenue per purchase with The Product Coupon report.
If you’re using internal promotions, for example internal banners that promote sales on another part of your site, you can track views, clicks, and the click-through rate for those promotions in the Internal Promotion report.
Getting Ecommerce data from your site to Analytics
To see this data in your reports, you need to:
- Implement Universal Analytics on your site.
- Use the ec.js plugin to tag your site
- Turn on Enhanced Ecommerce for individual Views
For more information, see Google’s complete overview.
