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A Step-by-Step Guide to Using Google Analytics’ Enhanced Ecommerce Features

January 04, 2017

By Today’s Industry Insider


You’re already an SEO sensei. You’re a content creator, PPC pro, marketing maven, and analytics ace. If you need it for online success, you’re aware of it and on top of it.

But if you’re only using “regular” old Google Analytics, you’re missing out on a ton of valuable and free data that could help you increase revenue, engagement, and clicks. That’s the ecommerce trifecta. How do you get there?

Three words: enhanced ecommerce plugin.

Introduced about two years ago, the Google Analytics enhanced ecommerce plugin – or ec.js – offers up the kind of data you could only dream of in the past. And yet, many ecommerce sites still aren’t using it.

Out With the Old

The old way: Analytics collected data after a purchase, typically using a destination goal (such as your “thanks for buying!” page). You could track number of impressions, the conversion rate, and the value of those sales.

That’s all helpful stuff, no doubt. If you’re an intermediate user, you might even be tracking, comparing, and analyzing other statistics to guide your marketing. Nothing wrong with that.

But as an ecommerce site, wouldn’t it be nice to have beneficial data about customer behavior before they buy?

Enter the ec.js plugin.

The new way: the entire customer journey – from arriving at a page, through research, evaluation, purchase, and even returns – is tracked and collected.

What Can the Plugin Do?

A little bit of everything you need:

  • Customer behavior at every stage of the funnel – before, during, and after a purchase.
  • Detailed reports on average order value, percentage of visitors who added items to the carts, average number of items in an order, affiliate records (number of transactions, revenue, and AOV from affiliates sending traffic to your portal), and cart abandonment rates.
  • How, when, and where customers are initiating a purchase and/or abandoning it – at which step in your funnel are you losing them?
  • Engagement – views and purchases.
  • Product coupon reports to see transactions and profit revenue per order (are coupons actually helping?).
  • And more…

Sounds too good to be true, doesn’t it? But it’s all there for the taking. The only issue is that installation is a lot more complicated than just turning it on.

For our purposes here, I’m going to assume you’re familiar with the basics of Analytics.

Installing the Enhanced Ecommerce Plugin

Let’s not beat around the bush: this is not easy, quick, or simple. It requires an understanding of javascript and coding that not everyone possesses. Avoid the headaches and frustration that will inevitably come with doing it yourself and consider outsourcing to an experienced web developer that can handle the tricky bits for you.

Alternatively, if you’re lucky, your ecommerce platform may be one with built-in integration, including:

The Enhanced Ecommerce plugin should not be used with the <a target="_blank" rel="nofollow" …read more

Source:: Kiss Metrics Blog