Google Rolls Out Enhanced Ecommerce for Google Analytics


Yesterday, Google announced Enhanced Ecommerce for Google Analytics, giving ecommerce store owners quick access to more data-driven insights about how customers are behaving on their sites. 

By enabling the new features, online stores owners can gain insight into the entirety of the customers' journey from when they first arrive to when they make a purchase or end up abandoning their cart.

With greater insight into the "why" behind each touch point, Google hopes you'll be better equipped for a well thought-out remarketing or funnel optimization strategy to cash in on those lost opportunities. 

For example, Danny Gavin, VP of Marketing at Brian Gavin Diamonds, a company that had been testing the new features had this to say: 

"Enhanced Ecommerce in Google Analytics made it extremely easy to analyze the metrics that are important to an ecommerce site and garner the insights to make smart changes to our website, driving significant improvements in performance!"

Let's take a look at some of the Enhanced Ecommerce features that Google Analytics will be rolling out.

  • Overview and Product Performance Report: This includes data for the revenue along with the conversion rates that your products generate. Other key data points include how many products the average transaction includes, average order value, and so much more.
  • Shopping Analysis Report: This report provides you with a concise and detailed look into how customers on your site are engaging with your content – how they view, add or remove products from shopping carts, as well as initiate, complete, and abandon the transaction.

    You can learn more about all the other reports and features on the support forum at Google, as well as view tutorials on effectively using it for your store on Google's Analytics Academy. 

    As an official launch partner for the new Enhanced Ecommerce features, Shopify online store owners that have the new responsive checkout enabled can implement the new features through a pre-built integration.

    For more information on setting up Enhanced Ecommerce for your store, have a look at our support docs

    Lastly, if you're just getting started setting up Google Analytics for your site, be sure to check out Google Analytics for Ecommerce: A Beginners Guide.