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Overview
Enhanced Ecommerce (EC) is advanced tracking technology of Google Analytics (GA). It enables the measurement of user interactions with products on e-commerce websites across the user's shopping experience, including product impressions, product clicks, viewing product details, adding a product to a shopping cart, initiating the checkout process and purchase transactions, etc.
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Additional information you can get here - “About Enhanced Ecommerce”.
Enabling Enhanced Ecommerce
To enable Enhanced Ecommerce mode you should make additional setup in your GA web console (Turn on Enhanced Ecommerce for a view).
GA console -> ADMIN -> Ecommerce Settings
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That’s all you need if you don’t use Google Tracking Manager (GTM).
Google Tag Manager Tags setup
This is a minimalistic example of typical GTM setup for Enhanced Ecommerce. You can make your own customization. For example, you can use “Built-In Variables” or your own “User-Defined Variables” in “Event Tracking Parameters” fields (Tags, triggers, variables, and the data layer).
Google Tag Manager Event Triggers
Event name | Trigger type |
|---|---|
impressionSent | Custom Event |
productClick | Custom Event |
addToCart | Custom Event |
removeFromCart | Custom Event |
checkout | Custom Event |
transaction | Custom Event |
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These events are used on the frontend and the backend in the webshop. The using of these names is crucial for operability.
Product Impressions Tag
Property | Value |
|---|---|
Tag type | Universal Analytics |
Tracking ID | Your Google Analytics ID |
Track Type | Event |
Non-Interaction Hit | true |
Enable Enhanced Ecommerce Features | Checked |
Use data layer | Checked |
Firing Triggers | impressionSent |
Product Click Tag
Property | Value |
|---|---|
Tag type | Universal Analytics |
Tracking ID | Your Google Analytics ID |
Track Type | Event |
Non-Interaction Hit | False |
Enable Enhanced Ecommerce Features | Checked |
Use data layer | Checked |
Firing Triggers | productClick |
Add to Cart Tag
Property | Value |
|---|---|
Tag type | Universal Analytics |
Tracking ID | Your Google Analytics ID |
Track Type | Event |
Non-Interaction Hit | False |
Enable Enhanced Ecommerce Features | Checked |
Use data layer | Checked |
Firing Triggers | addToCart |
Remove from Cart Tag
Property | Value |
|---|---|
Tag type | Universal Analytics |
Tracking ID | Your Google Analytics ID |
Track Type | Event |
Non-Interaction Hit | False |
Enable Enhanced Ecommerce Features | Checked |
Use data layer | Checked |
Firing Triggers | removeFromCart |
Checkout Tag
Property | Value |
|---|---|
Tag type | Universal Analytics |
Tracking ID | Your Google Analytics ID |
Track Type | Event |
Non-Interaction Hit | True |
Enable Enhanced Ecommerce Features | Checked |
Use data layer | Checked |
Firing Triggers | checkout |
Purchase Transaction Tag
Property | Value |
|---|---|
Tag type | Universal Analytics |
Tracking ID | Your Google Analytics ID |
Track Type | Event |
Non-Interaction Hit | True |
Enable Enhanced Ecommerce Features | Checked |
Use data layer | Checked |
Firing Triggers | transaction |
Enhanced Ecommerce reports
Enhanced Ecommerce provides you with a number of insightful and actionable reports. Reports will be available at https://analytics.google.com/analytics/web.
GA console -> REPORTING -> Conversions -> Ecommerce
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Detailed information you would find at this article Enhanced Ecommerce reports.