(obsolete, see "Use GA4 ecommerce in GTM") Using Google Analytics Enhanced Ecommerce
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.
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”.
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
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 |
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
Detailed information you would find at this article Enhanced Ecommerce reports.