Enhanced Ecommerce setup

Enhanced Ecommerce allows you to analyze visitors’ actions, starting from their first visit to the web resource and ending with making a purchase. This is a relatively new feature in Google Analytics, also called Enhanced Ecommerce.

Ecommerce in Google Analytics is the main tool for collecting and analyzing data about visitor behavior on the website. So what is the main difference?

• Standard ecommerce allows you to collect data only about completed transactions;
• Enhanced Ecommerce setup in Google Analytics provides many more additional opportunities.

You will be able to find out:

• the effectiveness and traffic of individual sections of your website;
• buyers’ interaction with the cart;
• views of product/service descriptions and their cards;
• the process of purchasing a product from search to payment;
• which products sell best and which should receive additional advertising;
• the stages at which the user interrupted the purchase of a product;
• the effectiveness of marketing campaigns inside your website.

1. Initial ecommerce setup is carried out through Google Tag Manager (GTM) and Google Analytics. Let’s understand what they are and why they are needed:

Ecommerce setup in Google Analytics makes it possible to analyze user behavior on your website. It collects statistical data and displays the following performance indicators:

• visit data;
• transitions;
• providers, etc.

GTM is a more simplified system for setting up various tracking tags. With Enhanced Ecommerce setup through GTM, it is possible to:

• set up data transmission to Google Analytics;
• ensure high loading speed for website sections;
• install custom tags;
• flexibly manage access rights.

In other words, they help add various data collection systems to the website. Next, a technical specification is prepared for developers to transfer data to Google Analytics. It describes and specifies goals and all requirements.

2. Testing is carried out during the implementation of the technical specification.
3. The operability of Google Analytics and Google Tag Manager is checked.