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.
Webmercs webshop solution provides additional marketing data in order to get a deep insight into shopping behavior.
Additional information you can get here - “About 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
That’s all you need if you don’t use Google Tracking Manager (GTM).
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).
Event name | Trigger type |
---|---|
impressionSent | Custom Event |
productClick | Custom Event |
addToCart | Custom Event |
removeFromCart | Custom Event |
checkout | Custom Event |
transaction | Custom Event |
These events are used on the frontend and the backend in the webshop. The using of these names is crucial for operability.
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 |
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 |
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 |
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 |
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 |
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 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
Detailed information you would find at this article Enhanced Ecommerce reports.