Understanding Enhanced E-Commerce Reports in Google Analytics

By Rajeev Pandey, 3rd Eye Advisory Ltd
Understanding Enhanced E-Commerce Reports in Google Analytics

The difference between the traditional E-commerce report and the enhanced E-commerce report is that you will get much more information and data with the enhanced report. The newer enhanced version offers a ten-point report, with inclusions of - Shopping Behavior Analysis, Checkout Behavior Analysis, Internal Promotion, Product List Performance, Order Coupon, Affiliate Code, Product Coupon, Ecommerce Overview, Product Performance, Sale Performance. Let's take an in-depth look at what these new categories have in store.

Product List Performance
It allows you to analyze the performance of the product listings on your site and whether or not it contributes to the overall performance of your site. For example - if you are a retail clothing site and your customer looks for trousers on the search bar, and your site displays everything that you have tagged as 'trousers' on the page.

Shopping Behavior Analysis
This is probably the most fun you can have with analyzing data. It is an excellent way to look at your customer behavior right from start to finish. Shopping Behavior Analysis gives you a pattern or a behavior analysis of your visitor and puts a number to it - that is the number of drops you have at each stage of the process.

Checkout behavior
Similar to the Shopping Behavioral Analysis, Checkout Behavior looks closely at the checkout pattern of your customers. Checkout Behavior allows you to see the dropping points and frequency of abandoned products, giving you tools to understand the visitor's journey better.

Internal Report
This gives you a performance report of the activity you are doing on your site. For example - if you have a sale directing people to that section of your site, it will give you a report on its performance and or its success or failure.

Order and Product Coupon
Order coupon allows you to see the performance of a Discount coupon that you have launched, review its success and performance on your site.This report is very similar to the one above, except that it checks how coupons perform at a product level rather than at an order level. This is great to see how these fair against each product.

Affiliate code
This is an excellent way to analyze how affiliate programs have contributed to the progress of your e-commerce site. This is a great tool if you are dealing with a lot of affiliate programs and want to measure their progress in terms of reciprocation on your site.

What else is new?
With the previous version, one could only send two parameters - transactional data and item data. But with the Enhanced tracker, you can send Impressions data, Product Data, Promotion Data as well as Action data to Google Analytics, which is great to analyze your data further. Apart from that, you can also upload Refund Data to Google Analytics, wherein manual uploading is required

All this build up about the Enhanced Ecommerce Report must have surely got you eager to dive in. But this is where it can get a little complicated. There is a prerequisite to using the Enhanced Ecommerce Tracker, i.e. you need to be using the Universal Analytics.

All in all, the Enhanced Ecommerce report is a significant upgrade from the previous version and have great add-ons that can really help you understand your site and business better. We highly recommend it.

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Article by: Rajeev Pandey, 3rd Eye Advisory Ltd
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