What is Enhanced Ecommerce and why do you need it?

Enhanced Ecommerce (EEC) is a Google Analytics plug-in, which gives us an opportunity to get better insights in the shopping behavior of our users. When we compare EEC with standard Ecommerce implementation – the main benefit is that we get access to a lot of new valuable reports. Another advantage is, that you will be able to create segments based on EEC events – you can segment users which visited the product detail page, but did not add that product to their cart, or users which dropped off the checkout funnel in a specific step.

Checkout Behaviour Report – one of the features of Enhanced Ecommerce.

How to implement Enhanced Ecommerce?

Implementation of Enhanced Ecommerce is a pretty big project. Of course, it depends on many factors – size of your e-shop, whether you are interested in full implementation or just in some parts or a number of custom product scoped dimensions you want to add, etc.

The best way to enable Enhanced Ecommerce in your Google Analytics account is setting it up via Google Tag Manager. Setting it up in Google Tag Manager is pretty easy – all you have to do is to enable Enhanced Ecommerce in your GA tags and use dataLayer as a source of Ecommerce data. The difficult part is to make sure the dataLayer will contain all Ecommerce data in a required format. For example, the code for Enhanced Ecommerce Purchase looks like this:

You can find a good reference here: https://developers.google.com/tag-manager/enhanced-ecommerce

What are the parts of Enhanced Ecommerce?

As I mentioned before, implementing Enhanced Ecommerce for your webshop might be challenging. However, the good news is that you do not have to have a full Enhanced Ecommerce implementation ready right off the bat. In this part I will describe all Enhanced Ecommerce parts sorted by priority in which they should be implemented. Of course, it might vary from client to client – some parts are more important for some clients, and less for others, but in general the following applies:

  • Purchase – is the most important part of Enhanced Ecommerce. By implementing a purchase part, you will get access to the sales reports in Google Analytics in which you can filter sold products by category, brand or variant.
  • Checkout steps – implementing tracking of checkout steps will provide you with valuable checkout behavior reports – you will be able to tell in which checkout steps users drop off. You can focus on these steps and optimise them.
  • Product detail page – one of the biggest advantages of implementing this part is that you will get access to the ‘Buy-to-Detail’ metric in your Enhanced Ecommerce reports. ‘Buy-to-Detail’ is the ratio between the number of sold products to the number of the detail page views of that product.
  • Add to Cart / Remove from Cart – similar to Product detail page, this part will give you access to  ‘Cart-to-Detail’ – it’s the ratio between the number of add to cart events to product detail page views.

Product impressions / Product clicks – by adding these two events, you will get a better idea about which products are clicked on the most and in which position within the list they appear.

Shopping Behaviour Report – showing Enhanced Ecommerce Events data for products 
(complete implementation)

What additional data can we collect?

By default we can collect a lot of data about products – name, id or SKU, or category, brand or variant of product. It’s also possible to enrich these basic dimensions with your own product scoped dimensions and metrics. For example, similar to price you can send margin as custom metric, or by using product scoped custom dimensions you can send more detailed product characteristics.

Enhanced ecommerce for non-ecommerce site?

You can also implement Enhanced Ecommerce for your non-ecommerce website. All you need is a little bit of creative thinking and take all Enhanced Ecommerce events and product dimensions, and use them to fit your needs.

Let’s say you run a blog on your website and we want to implement Enhanced Ecommerce there. First, we need to identify what your product is and what we consider a transaction. For a blog page, an article can represent a product. That means, when users read the article we will count this as a transaction (considering we don’t sell anything on the blog page). Once you figured out what your product and transaction is, the rest of Enhanced Ecommerce events is pretty easy to map. Product impressions will be sent whenever the article is displayed in a list. The product detail page will be represented by the article itself and the transaction, as I already wrote – when the user reaches the bottom of the article and spends at least X seconds there.

Hopefully this article introduced you to Enhanced Ecommerce in Google Analytics and you are going to implement it on your own website, or on that of your client’s.