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How to use Google Analytics Enhanced Ecommerce features

Godaddy Shopping Cart – How to use Google Analytics Enhanced Ecommerce features

Understand the shopper journey

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As a enterprise proprietor, you might be questioning how prospects are partaking along with your ecommerce web site. Are they having fun with the merchandise you may have to provide or is there extra you can be doing to assist enhance on-line gross sales? With Enhanced Ecommerce Reports in Google Analytics (GA), you may have the flexibility to analyze gross sales experiences and monitor client habits for various merchandise you promote on-line. Utilizing these experiences strategically will permit you to construct and enhance your online business over time.

The greatest manner to make the most of Enhanced Ecommerce Reports will depend upon:

  • What questions you need answered
  • The experiences you need to use to analysis information
  • What you need to do with the data you gather
  • The targets you need to set and the way to optimize and attain them

Additionally, Enhanced Ecommerce Reports assist you drill down into buy and transaction information for your online business.


Examples of issues you’ll be able to analysis embody:

  • Product and transaction information
  • Average order worth
  • Ecommerce conversion charge
  • Time to buy and extra

Below, we’ll talk about how your online business can profit from this data. Plus, run by means of a breakdown of the completely different features you’ll be able to use to forecast targets and acquire extra prospects.

Related: Using Google Analytics and Google Search Console to discover out what’s bringing folks to your web site

What companies profit from Enhanced Ecommerce features?

There are two varieties of Ecommerce Reports that GA helps: Standard and Enhanced. The Standard model is the unique monitoring report and is useful when you solely want information that happens after purchases are made (aka the tip of the gross sales funnel). Many startups and smaller companies start with this feature first, then transfer up to Enhanced Ecommerce afterward.


Businesses that need to monitor your entire buyer journey, from starting to finish, ought to look no additional than Enhanced Ecommerce Reports.

These experiences do every little thing that Standard Ecommerce Reports do, however with a a lot wider scope of knowledge.

You can drill down into particular questions like:

  • How many individuals are viewing your product particulars web page?
  • What stage of the journey are folks abandoning their carts?
  • Are your coupons and promotions producing a wholesome quantity of income?

Typically, bigger and extra superior ecommerce companies profit extra from these experiences since they’ve a wider vary of merchandise.

It permits them to see the place they’ll optimize their product listings, advertising investments, checkout course of and extra.

It’s vital to word that enabling Enhanced Ecommerce features requires assets and planning to get began. It’s the principle purpose why companies with a restricted funds typically go for the Standard model first.

You can be taught extra about Standard Ecommerce Reports here to see if it’s best for you.

How to allow Enhanced Ecommerce reporting

While having this quantity of knowledge at your fingertips is nice for enterprise, it does require a extra superior understanding of technical know-how (like coding and javascript). This is since you’ll want to implement monitoring codes for each web page of your website that you really want to monitor.

Additionally, solely choose third-party ecommerce platforms (WooCommerce included) can combine with the Enhanced Ecommerce Plugin.

So, hiring an skilled net developer to assist run issues extra easily (and effectively) is a serious suggestion right here.


But you probably have the technical chops to DIY it your self, you’ll be able to reference this useful information from Neil Patel to get began.

Once all of the coding and web page monitoring is in place, you’ll be able to then activate the Enhanced Ecommerce view inside GA by going to Admin > Ecommerce Settings (within the “View” column). Google additionally has an in depth step-by-step guide you’ll be able to reference to simply accomplish this.

If you’re simply starting, you may as well experiment with a demo GA account to get a really feel for the way it works. Note that you just’ll want to be utilizing the Universal Analytics model of GA to comply with alongside. But it’s good observe to flick thru the completely different features to see if it’s the best transfer for your online business.

A fast breakdown of the Enhanced Ecommerce Reports

Conversions and Ecommerce tabs on GA navigation menu

Now that we all know the professionals and cons of this plugin, let’s dive into the particular experiences it has to provide. You can navigate to the Enhanced Ecommerce Reports by clicking the “Conversions” tab within the GA menu on the left after which scrolling down to “Ecommerce.”

Overview Report

In the “Overview” part, you’ll begin out with a dashboard that exhibits the next data:

  • Revenue & conversion charges
  • Transactions
  • Marketing (campaigns, promotions, coupons, affiliation)
  • Product efficiency (prime sellers/low sellers)

You can consider this web page as a sort of enterprise well being report, together with further information on how your customers are interacting along with your web page.

Overview report

Shopping Behavior Report

Shopping Behavior Report

The Shopping Behavior Report is the place you’ll go whenever you need to see how your prospects are transferring alongside the gross sales funnel. It’ll present particulars on how your new and returning guests are interacting along with your website, based mostly on classes coming from:

  • Product views: High product views with low checkout charges may point out you want to higher optimize your product listings. Work along with your content material staff to see how one can make your listings higher with added tutorials, movies or opinions.
  • Add to cart: A excessive add-to-cart charge with a low checkout charge may signify a problem along with your pricing. Work along with your advertising division to draft up higher promos and take a look at competitor pricing to see when you want to make some changes.
  • Checkout: If your checkout charge is low, you might want to optimize the checkout course of higher. Work along with your net developer to make the method simpler and extra handy for purchasers to use.

These three indicators will assist you get a greater sense of the place your customers are getting caught within the buyer journey. Use the info you gather right here to set targets to your staff and total enterprise.

Related: 10 ways to flip impulse procuring into stone-cold gross sales

Checkout Behavior Report

Checkout Behaviour Report

The Checkout Behavior Report is comparable to the Shopping Behavior Report, besides that it concentrates extra on the completely different levels of your checkout course of. You can use this information to see what stage of the checkout course of your customers are abandoning their carts.

Most ecommerce companies have a number of steps for purchasers to fill out earlier than their transaction is full. But it’s doable your viewers could desire a single-page technique, too. You can work along with your developer to configure personalized labeling for every of your checkout steps below Admin > View > Ecommerce Settings.

Possible factors of curiosity to keep watch over embody:

  • URL points: Unwarranted redirects or web page hyperlinks that look untrustworthy can dissuade a buyer from following by means of on a transaction. Ensure that each one your hyperlinks are working correctly and optimize your checkout pages in order that prospects know your website is secure to use. GoDaddy Payments provides streamlined verification and superior encryption to defend you and your buyer’s private information.
  • Payment pages: If you’re noticing a excessive abandon charge inside your funds web page, it may imply it’s time to analyze how environment friendly it’s. Opt for features that make the method extra handy with issues like one-click pay or search out mobile-friendly options that make the method run smoother on completely different units.
  • Specific buyer preferences: The manner your viewers interacts along with your checkout course of may very well be completely different from how they work together with different ecommerce websites. The greatest manner to inform what works greatest to your viewers is to conduct A/B testing. This may assist decide whether or not your prospects desire issues like single or multi-page checkouts.

When unsure, seek the advice of along with your net developer and UI/UX staff to see how one can higher optimize your checkout course of utilizing the info collected from this report.

Product Performance Report

Product Performance Report

The Product Performance report is a good way to see how properly your merchandise are doing when it comes to gross sales and buyer interplay. You’ll discover the report is separated by Sales Performance and Shopping Behavior metrics.

Sales Performance

Metrics below this class offers you a gross sales breakdown by product, SKU, class or model. You can discover and toggle these completely different views within the Primary Dimension bar below the graph on the prime.

Each view offers you data utilizing the metrics beneath:

  • Product income
  • Unique purchases
  • Quantity
  • Average value
  • Average amount
  • Product refund quantity

If you need to dive somewhat additional, you’ll be able to add a Secondary Dimension utilizing the dropdown menu below the Primary Dimension bar.

This will function a sort of filter that exhibits you different insights like:

  • What touchdown pages are bringing in essentially the most product gross sales?
  • Which units (cell vs. desktop) are prospects utilizing most to purchase sure merchandise?
  • How efficient are your campaigns with selling merchandise?

Use this data to assist you prioritize the areas that may enhance your conversion charge most.

Shopping Behavior

This class of metrics will present you the variety of prospects which are including merchandise to their carts in contrast to the variety of folks ending their buy.

These two metrics are categorized by:

  • Cart-to-detail charge
  • Buy-to-detail charge

The common share on the prime of every column is an efficient indicator to use as a reference when wanting on the numbers for every product. GA will routinely present you an inventory with one of the best performers on the prime. But in order for you to view merchandise with decrease than common numbers, you’ll be able to add a filter by clicking the Advanced button close to the highest of the metric columns.

For extra data on filters, try this GA tutorial that breaks it down even additional.

Sales Performance Report

Sales Performance Report

The Sales Performance Report is what you’ll use whenever you need to monitor your gross sales over a selected time interval. You can customise the date vary you need to look into by clicking the dropdown menu within the higher proper nook. Below the dropdown menu, you’ll have choices to view the visible graph based mostly on day, week or month.

This data will assist you get a way of gross sales based mostly on two dimensions:

  • Transaction ID: This represents the acquisition data from a selected transaction. It’s sometimes linked to your ecommerce procuring platform and works in tandem along with your CMS.
  • Date: Sorting this report by date will routinely present you the dates with the very best gross sales.

Clicking both the Purchase ID or Date quantity will present you the income and amount metrics of merchandise offered inside that transaction or date.

When you’re in the principle abstract web page, you’ll view different metrics like:

  • Revenue
  • Tax
  • Shipping
  • Refund Amount
  • Quantity

You can use this report to pinpoint excessive transaction dates or dates with excessive peaks of gross sales in sure merchandise (like seasonal objects). This will permit you to focus your advertising efforts (assume coupons and promotions) in the direction of these particular areas.

However, you may as well use this report to assist you goal the decrease trending gross sales by switching up your product choices or branching out to new markets (going international will help).

Product List Performance Report

Product List Performance Report

The Product List Performance report helps you view information for particular teams or classes you may have listed for merchandise in your ecommerce web site. This snapshot permits you to view which merchandise are performing properly and which of them may benefit from further optimization.

Like the Checkout Behaviour report, you’ll be able to work along with your net developer to customise your groupings the best way you see match.

Here are three other ways most ecommerce companies have a tendency to group their merchandise:

  • Categories: Brands can separate a variety of merchandise into classes which are sometimes discovered inside a navigation menu. For instance, a trend model would possibly categorize its merchandise by purses, clothes, and footwear.
  • Search outcomes: You can create an inventory that categorizes all of the merchandise that present up each time somebody varieties particular key phrases into a question.
  • Related merchandise: This listing will be made to signify add-ons or prompt objects below a product particulars web page.

Once you may have your lists configured the best way you need them, you’ll be able to then examine your prime performers towards your low performers utilizing particular filters within the superior settings.

Why all of it issues

Setting up the Enhanced Ecommerce plugin takes a little bit of money and time, but it surely’s properly definitely worth the funding in the long term.

The experiences discovered inside Enhanced Ecommerce offers you a large scope of knowledge that tracks your entire buyer journey.

It’s full of perception on areas of alternative for your online business, together with key areas of success.


Remember, something that makes the shopper expertise extra handy and user-friendly will assist enhance your total gross sales and conversion charges.

Do your analysis, analyze the outcomes, and work along with your staff to sort out targets that may assist develop your ecommerce enterprise efficiently.

Godaddy Shopping Cart – How to use Google Analytics Enhanced Ecommerce features

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