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A Tour of Enhanced E-Commerce for Google Analytics

Posted on 7.31.2014

Data and analytics are the foundation to business growth.

For enterprises to operate at maximum efficiency they must have as much data as possible and be able to process said data in order to realize what it means. Fortunately for enterprises, Google understands the necessity of having both data as well as analytics and have developed a feature that is currently in the beta testing phase called Enhanced Ecommerce to help enterprises in their never ending task of improving sales.

WHAT DOES ENHANCED ECOMMERCE PROVIDE?

With Enhanced Ecommerce, enterprises are endowed with a slew of actionable data from their customers shopping experience.

There are three categories of e-commerce data that enterprises receive with the Enhanced Ecommerce plugin: shopping and purchasing behavior, merchandising success as well as economic performance. Each type of data provides multiple layers of information on individual products enabling businesses to get the full picture of how consumers interact with their sites.

OK I’M INTRIGUED, BUT WHAT WILL IT SPECIFICALLY TELL ME?

Shopping and Purchasing Behavior

Understanding the shopping habits of your customers is one of the most critical things businesses can do. This feature provides Shopping Analysis reports which report on everything from how users view your product, what point they initiated as well as completed or abandoned their order and when what items were added or removed from the customers' shopping carts.

Merchandising Success

Understanding how customers are brought to a site and whether or not promotions are having an impact are crucial for decision-makers because it lets them know how they could improve their marketing efforts. To help businesses understand how customers were brought to their sites from Affiliates they will receive data on revenue, transactions and average order value (AOV). Secondly, businesses will receive data on revenue, product revenue per purchase and unique purchases for item purchased using coupons. Lastly, businesses will receive data on the effectiveness of internal promotions (e.g. website promotions) where they can track clicks, views and click-through rates (CTRs).

Economic Performance

With the ability to be used on three levels (individual product, category and brand), Economic Performance delivers data on revenue and conversion rates for each product, AOV, refunds, when users add and purchase products from their cart after viewing their product detail as well as how many products the average transaction includes.

With the accumulation of this data enterprises will be better able to make adjustments to all facets of their business to make sure every part is running as efficiently as possible.

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