Analytics

A Step-by-Step Guide to Using Google Analytics’ Enhanced Ecommerce Features

You are already an SEO sensei. You are a content creator, a PPC pro, a marketing maven and an analytical ace. If you need it to succeed online, you are aware of it and over it.

But if you only use Google Analytics, you lose a ton of valuable, free data that can help you increase your revenue, engagement, and clicks. It is the trifecta of electronic commerce. How are you getting there?

Three words: improved ecommerce plugin.

Introduced about two years ago, the improved Google Analytics ecommerce plugin – or ec.js – offers the kind of data you could only dream about in the past. And yet, many e-commerce sites still do not use it.

With the Ancient

Older: Google Analytics has collected data after a purchase, usually using a destination goal (like your "thank you to buy!" Page). You can track the number of impressions, the conversion rate and the value of these sales.

All of this is useful, without a doubt. If you are an intermediate user, you could even track, compare, and analyze other statistics to guide your marketing . Nothing wrong with that.

But as an ecommerce site, would not it be nice to have beneficial data on customer behavior before you buy?

Enter the ec.js plugin

The new way of doing things: the complete journey of the customer – from the arrival to the page, the search, the evaluation, the purchase and even the returns – is followed and collected.

What can the plugin do?

A little bit of everything you need:

The behavior of the customer at each stage of the funnel – before, during and after a purchase.
Detailed reports on the average value of orders, percentage of visitors adding items to baskets, average number of items in an order, affiliate records (number of transactions, revenue and AOV of affiliates sending traffic to your portal) and abandonment rate of the baskets.
How, when and where customers initiate a purchase and / or drop it – at what stage of your funnel do you lose them?
Commitment – views and purchases.
Product Coupon Reports allow you to see transactions and profits per order (do the coupons actually help?).
And more…

Sounds too good to be true, is not it? But everything is there for the catch. The only problem is that the installation is much more complicated than just lighting it.

For our purposes here, I'm going to assume that you know the basics of Analytics.

Installation of Enhanced Ecommerce Plug-In

Do not spin around the bush: it's not easy, fast or simple. It requires an understanding of javascript and coding that everyone has. Avoid the headaches and frustration that will inevitably come with doing it yourself and consider outsourcing to an experienced web developer who can handle the hard bits for you.

Alternatively, if you are lucky, your e-commerce platform may be one with integrated integration, including:

The Enhanced Ecommerce plug-in should not be used with the Ecommerce plugin (which tracks transaction and article data). If you have previously implemented the Ecommerce plugin, you must create and use a new property (and work with multiple trackers ), or migrate your existing ecommerce property to Enhanced Ecommerce (by deleting and replacing the references by improved references). code).

If you opt for the DIY route, the installation of the plugin can be accomplished in three steps:

Make sure to use Universal Analytics because ec.js will only work with this protocol. If you still use Classic Analytics, you must update to Universal (you will see a
"Universal Analytics Upgrade" link in the Property column of the Admin tab).
Install the appropriate ec.js tracking code on every page of your website that you want to track.
Once everything is in place, enable enhanced e-commerce settings in Google Analytics under Admin> View> E-Commerce Settings.

And done (if only it was so easy). Unfortunately, it is this second step that can make you pull out your hair.

To load the enhanced ecommerce plug-in, use the ga (& nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp;) command; after creating your tracking object and before using the specific features of your Analytics tracking code

 ecommerce-plugin-control-google-analytics "class =" align-size-full-wp-image-32492 "/> </a> </p>
<p> In your control code, the order is important: </p>
<p>ga ("create", "AU-XXXXXXXX-X", "auto"); command to create your tracking code must come first<br />
ga (& nbsp; & nbsp; & nbsp; & nbsp; & gt; ec;); command for the enhanced ecommerce plugin must follow it<br />
Specific plug-in commands then appear (more details below)<br />
Finally, near the bottom, you need an order to send the data to Google Analytics like ga (send, pageview);</p>
<p> You create the tracker code, load the ec.js plugin, execute the specific function (s), then send the data, in this sequence – and only that one. Otherwise, there is no joy. </p>
<p> The features of the enhanced ecommerce plugin are too extensive to review them all here. Let's take a look at some of the best features to try first. </p>
<h2> Plug-in data types </h2>
<p> There are four categories of data that you can collect for Analytics with the help of ec.js. Actions such as clicking, adding, deleting, retrieving, purchasing, and repaying can help you better understand the data you collect under product or promotion. </p>
<h3> Impressions </h3>
<p> Information about products that were viewed and called a FieldObject print object. </p>
<p> <a href=  google-analytics-ecommerce-plugin-impressions "class =" align-size-full-wp-image-32494 "/> </a> </p>
<h3> Product </h3>
<p> Data on individual products viewed, added to cart, etc. Referred to as productFieldObject. </p>
<p> <a href=  product google-analytics-ecommerce-plugin "class =" alignnone full-size wp-image-32495 "/> </a> </p>
<h3> Promotion </h3>
<p> Information about promotions viewed, called promoFieldObject. </p>
<p> <a href=  google-analytics-e-commerce-plugin-promotion "class =" align-size-full-wp-image-32496 "/> </a> </p>
<h3> Action </h3>
<p> Action details related specifically to e-commerce, and called actionFieldObject. </p>
<p> <a href=  google-analytics-e-commerce-plugin-action "class =" align-full-size wp-image-32497 "/> </a> </p>
<h2> The features of the plugin </h2>
<p> With the Analytics Enhanced Ecommerce plugin, you can track a wide variety of events and actions with the appropriate command added to the tracking code. The devil in the details, of course, is to find the right order for the right page for the right functionality. </p>
<p> Under Conversions> E-Commerce on the Google Analytics Reports page, you'll find two invaluable reports to help you get started. </p>
<h3> Analysis of the behavior of purchase </h3>
<p> This report presents concrete statistics on the number of customers transferred from one step to the other of your sales funnel. </p>
<p> <a href=  google-analytics-ecomerce-implementation-funnel "class =" full-size alignnone wp-image-32498 "/> </a> </p>
<p> Here you will see how many sessions were held during a given period, how many stayed without doing any shopping (watching products), how many sessions with product views, how many remained without anything add to their cart, how many have added something to their shopping cart, how many of them have dropped, how many cases have started, how many cases have been dropped, and finally how many sessions ended with a successful transaction (a purchase has been made). </p>
<p> <strong> Why is commercial behavior important? </strong> <br /> Having a clear idea of ​​where you lose visitors to your funnel can give you a glimpse of how to fix it </a>. </p>
<p> Lots of product views, but most leave without adding anything to their shopping cart? Evaluate the power of your product descriptions and / or consider adding product reviews, testimonials or tutorials directly to the page. </p>
<p> Too many people give up their trolley without going through the crate? Maybe throw in free shipping, volume discounts, BOGO promotions, or compare to check if your prices are competitive. </p>
<p> Checkouts initiated but abandoned? Simplify and streamline the process. Eliminate hidden fees and surprises. Make it easy for them to buy. </p>
<p> <strong> Configuration </strong> <br /> In order to collect the necessary data, you must implement the following commands on the following pages: </p>
<p>Measure product impressions: Use the <strong> ec: addImpression & # 39; </strong> as well as the ID or product name. All other fields are optional. This makes it possible to track the hours at which a visitor sees a product in a list (category page, search results, best sellers … everywhere else than on his dedicated page). Where: Any page where the product is listed.<br />
Measure clicks on specific products: Use the <strong> ec: addProduct command. </strong> (with ID and / or name) followed by [ec: setAction] <strong> </strong> <strong> & # 39; click on </strong> command. Where: Any page where the product is listed. Ask your developer to use the event manager onClick & # 39; to link the function 'onProductClick'.<br />
Measure detailed product views: Use the <strong> ec: addProduct command. </strong> followed by <strong> & # 39; ec: setAction & # 39; </strong> <strong> & # 39; detail & # 39; </strong> to measure the product's viewed pages. Where: The product page<br />
Measure the items in the basket: use <strong> & # 39; ec: addProduct & # 39; ec </strong> followed by <strong> & # 39; ec: setAction & # 39; ec; </strong> <strong> & # 39; add & # 39; </strong> Order. Ask your developer to use the event manager onClick & # 39; to link the function & # 39; addToCart & # 39 ;.<br />
Where: each product page dedicated "add" button.<br />
Measure Checkouts Initiated: Use <strong> & # 39; ec: addProduct & # 39; </strong> followed by order <strong> & # 39; ec: setAction & # 39; checkout & # 39; step & # 39 ;: 1} </strong>.<br />
Measure completed purchases: Use the <strong> ec: addProduct command. </strong> followed by <strong> & # 39; ec: setAction & # 39; </strong> <strong> & # 39; purchase & # 39; </strong>.</p>
<p> Easy and direct? Not at all. But to see exactly where your numbers are falling or bottleneck in the funnel is worth it. </p>
<h3> Verification Behavior Analysis </h3>
<p> This report works a lot like the shopping behavior, but it focuses strictly on the steps of your order. </p>
<p> <a href=  Settings-e-commerce-google-analytics "class =" align-size-full-wp-image-32499 "/> </a> </p>
<p> Before going any further, you need to make sure that the steps of your order are entered in Analytics, under Admin> View> Ecommerce Settings. </p>
<p> Assign each step a simple name such as "Delivery Details", "Payment Options" and "Confirmation". </p>
<p> Each page of your payment funnel requires its own tracking code with the appropriate orders. </p>
<p> Use <strong> & # 39; ec: addProduct & # 39; </strong> followed by the command [ec:setAction&#39;</strong> & # 39; </strong> & nbsp; <strong> & nbsp; checkout, {& # 39; step: 1} </strong> for the first page, changing the step number with each subsequent page you are browsing. </p>
<p> As much as <a href= 70% will give up their basket for any reason. They may be bored by a redirected check-out (taking them to a different domain), concerned about a URL to the search status (aimed at www.yoursite.com/checkout), unhappy with unexpected charges or problems. other surprises introduced at this advanced stage, or irritated by a multi-page process or a single page (it's worth doing A / B tests to determine which ones your customers prefer).

Another dealbreaker for many is a lack of guest cash. Do not force visitors to create an account with you before making a purchase because 23% will abandon their cart according to Forrester Research . Ideally, provide them with both options (create an account or place the order promptly as a guest).

With the Behavior of Verification report, you can see concrete numbers for each step: how many arrived at the first step, what was the value of the second step, and so on.

If you find, for example, that the majority of your abandoned carts are in the payment options, you may need to offer more choices to your customers. If too many people are walking on the shipping page, you may need to offer cheaper options. Use the data to give your customers what they seem to want.

Other Tracking Features

The plugin does more: track refunds with the order & # 39; ec: setAction & # 39 ;, & # 39; refund & # 39; monitor products removed from trolleys with & # 39; ec: setAction & # 39; remove & # 39; analyze product performance, internal promotions, affiliate performance, coupon efficiency, and much, much more .

There is more than what we could possibly list here. And each requires its own set of scripts and commands .

Honestly, the complexity and level of expertise required goes way beyond the average Google Analytics user. An informed web developer is worth his weight here . They can automatically populate product details, create the necessary scripts, and troubleshoot problems as they occur. Remember the old adage: you have to spend money to make money.

Your e-commerce performance data is worth the investment. What is being monitored is managed, is not it? If you do not know where and when you bleed clients and prospects, you have no chance to understand why. The enhanced e-commerce plugin helps track every step of a customer's journey, from printing to transaction. Before, during and after. This kind of data is priceless.

Feeling a little overwhelmed? The free online course Ecommerce Analytics from Google (there are several others, including one on the Fundamentals ) can give you a good introduction. Even if you plan to outsource everything, it's a good idea to acquire at least a rudimentary understanding of what's going on under the hood.

After all, this is your business. And the improved plugin gives you the tools to make it stronger, better and more profitable.

Easy? Heck no. But nothing valuable is ever.

Have you implemented the Enhanced Ecommerce plugin for Google Analytics? What obstacles – and solutions – have you encountered? Leave your comments below.

About the author: Aaron Agius, CEO of the World Digital Agency Louder Online is, according to Forbes, one of the world's leading digital marketers . Working with clients such as Salesforce, Coca-Cola, IBM, Intel and dozens of prestigious brands, Aaron is a growth marketer – a fusion of research, content, social and public relations. Find it on Twitter LinkedIn or Louder Online's blog .





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