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Make better decisions with better data. Enhanced eCommerce analytics reporting is a recent addition to the Google Analytics suite of tracking and reporting tools. The enhancement is implemented via code changes on key pages throughout your website, with the new reporting visible through the standard Google Analytics portal.

The enhanced reporting is one of the most powerful tweaks that you can make to your eCommerce website if you are interested in customer data and the possibilities such data presents. Interested you should be.

The enhancement tracks customer behaviour across the entire shopping funnel and provides attribution data so you can see where customers landed, how they got to product pages, and their path through to conversion, or more importantly – cart abandonment or dropout. With the information that the enhanced tracking provides you will be able to identify key areas of concern in your funnel, and take remedial action to improve conversion.

Enhanced eCommerce Features

The three main components of the Google Analytics Enhanced eCommerce tracking and reporting are: Transaction Funnel, Product Performance and List Performance.

Transaction Funnel

At the heart of Google Analytics Enhanced eCommerce Reporting is the Transaction Funnel. This feature gives you a visual and data for each step of the purchase process – statistics about how many people land on product pages, add to cart, move to the checkout and complete the checkout. By measuring conversion and drop off at each point you can better make decisions about how to improve your transaction funnel. Are you customers adding to cart and making it to the checkout, but abandoning at that point? The data will show if that is the case and then you’ve got the opportunity to investigate further and experiment with tweaks to the checkout page. The same logic can be applied to any step of your funnel.

Product Performance

This report provides  very useful information about “cart-to-detail” and “cart-to-buy” rates. These statistics allow you measure performance (conversion) across individual products, and globally.

List Performance

List performance is typically tracked on the category and search result pages. When these lists are viewed bu a customer, which products do they click though on, and which do they ultimately go on to purchase? List performance answers these questions, and more. List performance also has the ability to track the performance of products in blocks and sliders such as “featured”, “recommended” and other product lists.

Enhanced eCommerce Setup Services

Curata offers a complete Enhanced eCommerce setup service. As part of our service we will:

  1. Upgrade your Google Analytics code to “Universal Analytics” if it’s not already updated. (Required to enable Enhanced eComm.).
  2. Create and add the Ehanced code to your website pages.
  3. Provide training documentation including a screencast walk through of the implementation and the reporting within Google Analytics portal.

More Information

Contact Curata for further information or to order your Enhanced eCommerce setup package. you can also refer to the Google Analytics official blog post on Enhanced eCommerce or Google’s documentation for more detailed explanations of the functionality. Use the Quick Contact form below to get in touch. We’re happy to discuss Enhanced Analytics in more detail any time.

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