April 8, 2020
Enhanced Ecommerce Tracking in Google Analytics | Lesson 17

Enhanced Ecommerce Tracking in Google Analytics | Lesson 17


Now let’s get into another customization
obviously for eCommerce stores out there which is the eCommerce tracking
functionality within Google Analytics. And there has been a little bit of a
development over the past year because Google Analytics has developed a new
part of Google Analytics which is enhanced eCommerce tracking, which is
really really powerful for eCommerce sites. This chapter won’t interest
everybody because maybe you’re not working on an eCommerce site but it’s
nonetheless a very good lesson on how you can enrich the data that you get
into Google Analytics. And there’s some creative minds out there if you Google
out them like Simo Ahava who has used the eCommerce tracking functionality to
measure the success of his blog. So if you’re creative with Google Analytics
you can actually take the features of Google Analytics and use them for your
purposes. But now let’s get into the eCommerce tracking which is really
about the Thank You page. So classic eCommerce tracking in Google Analytics
means that somebody goes through your store and at the end the ultimate goal
is to land on the Thank You page. An eCommerce tracking those basically the
same as Google tracking it will register a conversion. Now with eCommerce
tracking enabled and installed correctly you not only be able to see how many
people are converted but rather all the information that is attached to that
order. So for example the product name, the products that have been bought, how
many of these products have been bought, the price of these products, the SKU
number of these products, and then in the bigger picture how much was the order
worth, how much text needs to be deducted from that, how much shipping costs are
involved into the whole order. So you get a complete picture of that conversion
and that can be super useful because you can later do ROI analysis within your
account.So for example, if you have AdWords
installed then you could see how much money you spend on AdWords and how much
money you made on AdWords. And that just wouldn’t be possible with a normal
conversion count. You could maybe get the conversion rate but all the information
that lies in how much was spent within the order that the user made isn’t
really visible you could go into your shop system and find it out and then
reconnect it somehow. But with eCommerce tracking you, really get the capability
of attaching that to the outcome metric through your goal within Google
Analytics. Now I will talk about a little bit more about the technical details
about this later in this lesson. But it’s safe to say that this is again not
something that you configure within Google Analytics to pull out the data
from your shop system but rather you capture and send that data on the
tracking code level. So you need to have some customizations on this page on your
code to send over the right information to Google Analytics. Now you saw that we
just attached certain properties to the conversion data that we generate on that
Thank You page we can also enhance other features on our page. So enhanced
eCmmerce tracking is really about the different touch points that we have on
an eCommerce site and how we can enhance the data that we collect on this
eCommerce site. So for example, on the home page with enhanced eCommerce
tracking capability, you’ll be able to track slider clicks, product clicks,
promotion clicks, and on all the other templates like the category product
there’s specific kind of tracking mechanisms that you can trigger to send
over data to Google Analytics. And this gives you the capability of looking to
the data within Google Analytics in a more eCommerce centric way. So for example
you’ll be able to see what matters most to you which are probably
the conversions but also how people navigate it through the site and how
users or customers behaved on your site. And through the installation of enhanced
eCommerce tracking you’ll be able to fill certain reports that make your
analysis easier. So for example you’ll get a checkout behavior report where the
people drop off, how many of these people continued on within the whole funnel of
your website, and you can segment down to certain areas of that funnel. You’ll be
able to have a funnel view throughout different user groups and throughout
your whole site. So for example, how many of people who visited the checkout
abandoned the checkout later. And you get really good reports about the product
performance. So you’ll get data about the conversion rate per product how many
people viewed the product, put it into their cart, and later bought it versus
those people who just viewed it and didn’t buy. And this can give you a
really good relation of what product is actually performing better than other
products. Now let’s take a look at the technical details on how to get this
implemented.

2 thoughts on “Enhanced Ecommerce Tracking in Google Analytics | Lesson 17

  1. I have a WordPress and analytics, I enabled demographics & got the error:

    The yellow warning that says: "Some data in this report may have been removed when a threshold was applied."

    I could not figure out what that meant or how to fix it. I have never set a threshold.

    I would like to be able to track my demographics and I still have this error. I'm determined to figure it out this time but have no idea what to do? Can you help me?.

    Thanks.

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