A Clearer Picture with Google Analytics Enhanced Ecommerce

Jonathan Meck - @jmeckTechnical Marketing Manager

LunaMetrics - @lunametrics

DRIVETRAFFIC

MEASUREACCURATELY

FINDINSIGHTS

YOUR WEBSITE

GOOGLE ANALYTICS

By default, Google Analytics tells us:• How someone came to our website

• Organic

• Paid

• Referral

• Information about the User• Geo

• Device

• Behavior

• Information about Page Behavior• Landing Page

• Pages Visited

• Time on Site & Behavior Metrics

WECAN

CUSTOMIZEGOOGLE

ANALYTICS.

WESHOULD

CUSTOMIZEGOOGLE

ANALYTICS.

EVENTS

Track interactions that occur in between page loads

• Downloads

• Scrolls

• Hover

• Calculators

• Add To Cart

GOALS

Tell Google Analytics what is important to you.

• Fare estimates

• Sign Up For Email

• Complete Purchase

• Save Itinerary

• Forward To Friend

ECOMMERCE

Track transactions and ecommerce behavior within Google Analytics.

• Viewed Product

• Click on Promotion

• Add To Cart

• Checkout Steps

• Transaction

Imagine a connect-the-dots image. With only a few dots, the image is unclear.

THE MOREDATA WE

SEND,THE CLEARERTHE PICTURE.

Google Analytics

Ecommerce Tracking Comes in Two Flavors

Tracking Options Ecommerce Enhanced Ecommerce

Transactions

Product Impressions

Actions (add/remove from cart)

Product Lists

Internal Promotions

Shopping Behavior Funnel

Checkout Behavior Funnel

Nested Categories

ECOMMERCE VS ENHANCED

We have the option to send more data, and in return we get a clearer picture of our users and how they interact with our products/checkout.

ARRIVE ON SITE(All Sessions)

SHOPPING BEHAVIOR

VIEW PRODUCT PAGE(Sessions with Product Views)

ADD TO CART/SELECT PRODUCT(Sessions with Add To Cart)

STARTS CHECKOUT PROCESS(Sessions with Check-Out)

PURCHASES PRODUCT(Sessions with Transactions)

SHOPPING BEHAVIOR

SHOPPING BEHAVIOR

CHECKOUT BEHAVIOR

CHECKOUT BEHAVIOR

MORE TRACKING

Enhanced Ecommerce can tell us more than just purchase behavior:

• Product Lists

• Recommended Products

• People Also Purchased

• Promotions

• Homepage Rotator

• Sidebar advertisements

• Modals and Popups

• Nested Categories

• Support for Hierarchy

MORE TRACKING

With development work, we can make Enhanced Ecommerce better.

• User ID Feature

• Connect a logged in user across devices, apps, and web

• Offline Transactions

• Track purchases made offline and connect back to website behavior

• Custom Dimensions

• Add custom details about your products, your business

WHAT’S THECATCH?

IS ITREALLYFREE?

WE NEEDTO DO

MOST OFTHE WORK.

ENHANCEDECOMMERCE

GIVES USA CLEARERPICTURE.

GREAT RESOURCES

• FAQ About Google Analytics Enhanced Ecommerce

• Quick Tips for Google Analytics Enhanced Ecommerce

• Google Analytics Enhanced Ecommerce: The Order of Implementation

• Tracking Offline Purchases with Enhanced Ecommerce and Google Forms