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
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