Having useful information to act on is essential for an ecommerce store to be successful. If you own an ecommerce website, you probably understand the importance of using data to inform your marketing endeavors. Unless you are able to gather, observe and apply your store data into tangible items, you have no chance of increasing involvement, click rate and company income.
How can you best track insightful data to optimize an ecommerce business?
The most common response to tracking ecommerce on Google Analytics has been. In one of his posts, Shane Barker outlined the advantages and the steps required to implement Ecommerce tracking in Google Analytics in great detail. For any small business just starting up, it is essential to set up ecommerce tracking to keep track of the store’s success.
Google Analytics offers a basic overview of how successful or unsuccessful certain products are through ecommerce tracking. It fails to offer a deep look into the customer experience. Therefore, the puzzle of why some goods do not succeed and how to promote the ones which are doing well is still unsolved.
Enhanced Ecommerce analytics from Google allows you to go into the depths of customer information to pull out all relevant details to study customer activity on your website.
Google’s Enhanced Ecommerce Analytics: Why It Is Important?
Taking the standpoint of a customer, there are many possibilities that a person may experiment with prior to ultimately deciding to buy a product. They might put things on a wishlist before buying and examine the details of the product 10 times on its page.
Customer behavior can be caused by numerous motivations such as checking out pricing on competing websites, expecting a reducted rate, expecting a product to be in stock once more, etc. To identify how to refine the business, it’s valuable for business people and marketers such as yourself to gain an understanding of what the customer journey entails.
How Enhanced is Enhanced Ecommerce Tracking?
Traditional ecommerce analytics relied upon a goal to be accomplished (in most cases a purchase made) to generate data like:
- The conversion rate for a product.
- Total sales value of the product.
- Quantity sold.
- Total Impressions.
You don’t have to be restricted in what you track when you use Enhanced Ecommerce. This provides the capacity to follow even the tiniest details which act like essential reminders for upgrading your store.
This includes:
- Customer behavior
- Customer engagement
- Product performance reports
- Cart abandonment rates and causes
- Coupon and discount performance
- Detailed affiliate reports
- Refund reports
- Content marketing reports
Comparing the two versions of Google Analytics ecommerce tracking reveals an impressive contrast in the outcomes possible.
Enhanced Ecommerce not only tracks the efficiency of products and looks at the sales funnel, but it also looks to grant you with immense behavioral insights to be able to develop the funnel by improving the customer experience as well as your marketing approaches.
Enhanced Ecommerce Data Types
Google has classified various types of data into four categories to help developers decide which type of data they need to monitor. These labels enable you to figure out what information can be monitored and the pertinent values in a data layer that are recorded based on an activation.
These categories are:
- Impression data supplies exhaustive details regarding an item that was seen by a consumer.
- Necessary details on a single item can be seen when product data is examined.
- This data gives a full overview of the promotional materials and adverts that have been displayed on your website.
- Information regarding every ecommerce activity done on the website is provided by action data.
Have a look at the Google Analytics tracking handbook so that you can have access to the full array of distinct data types that can be monitored in each of these classifications.
Once you have an understanding of what can be tracked with Google Analytics, the next step is to deploy Enhanced Ecommerce Analytics and use it to send the analytics information to Google Analytics from your store.
This can be a tiresome task, particularly if you own a shop with an enormous assortment of products and categories.
Implementing Enhanced Ecommerce Analytics
It’s been a while since the feature of Enhanced Ecommerce has been available, but there are still many stores who do not give it much attention and so they are overlooking a lot of information that can raise their marketing plans to a higher level.
It is likely that the difficulty lies in the intricate setup process, which requires a rudimentary comprehension of JavaScript.
The Prerequisites
You have to use Universal Analytics or Google Tag Manager (GTM) to turn on Improved Ecommerce Analytics.
Many areas of the globe have already shifted to Universal Analytics, while some are informed and use Google Tag Manager or remain on the customary Analytics. If this is you, then it is time for you to make the switch to either one, and find out what you have been missing.
Activating Enhanced Ecommerce Using Universal Analytics
If you are employing Universal Analytics, then you must manually switch on EC.js or the Enhanced Ecommerce expansion. The code that will make the plugin work should be placed after your Google Analytics UA code. Then, use the plugin commands to gather the data and report it to Google Analytics.
When implemented, the flow appears to be as follows:
- The initial move is to identify your user analytics tracking code.
ga(‘create’, ‘UA-XXXXXXXX-X’, ‘auto’);
- Next comes the command which activates the Enhanced Ecommerce plugin >>
ga(‘require’, ‘ec’);
- Follow it up with specific plugin commands to track impressions such as
(‘ec:addImpression’)
Clicks on products
(ec:addProduct)
followed with…
(‘ec:setAction’, ‘click’)
- Then, in the bottom use the send command
ga(“send”, “”, “”,)
to send this data to Google analytics. You can send multiple data types such as
ga(“send”, “event”, “detail view”, “click”, “addtocart”)
based on the user journey.
You must utilize the codes in precisely the same sequence, or else the monitoring will not be successful.
What to track with Google Analytics
Figuring out what to monitor and how to use the data can initially be perplexing. That’s why we gathered these four things you can track with Analytics:
Your best customers
Figuring out which customers are the most loyal to your company is extremely important to any organization’s prosperity. If you are unaware of who your target audience is, it won’t be easy to effectively promote your product. Ultimately, these people are the ones that are most probable to purchase from you multiple times.
You can utilize Google Analytics to discover which of your shoppers are the most involved with your website, what kind of gadgets they use, and in what area they live. You can monitor their buying experience from the beginning until the end to discover any possible difficulties, predict their upcoming requirements, and improve the customer service.
It is imperative for a company like yours, which does business on the internet, to employ Google Analytics eCommerce tracking in order to find out who your top customers are and tweak your marketing system. Employ it prudently and you will generally be one step in front of the competition.
Demographics, interests, and geographic data
Google Analytics has the capacity to monitor demographic, interest, and geographical details, which is a great advantage. This data can determine which sections of the website receive the most visits from users, enabling content and promotions to be tailored to match particular target audiences.
Head to Google Analytics, and then check out the Audience Report tab and the Overview.
If you have noted that a majority of your visitors are originated from Liverpool, you might want to make an effort to target a few of your promotional strategies directed at that particular locality. If you observe that a certain group of customers have a tendency to purchase a certain item, you can cultivate methods to direct your efforts toward acquiring and maintaining those customers.
How people interact with your Shopify site
In the Behavior Report, a general view of any attitudes can be acquired. The amount of time on the site, the total number of webpages seen, and the rate of visitors leaving without exploring further are all included. This info can be useful in teaching you more about your customers and making their experience with your website better.
Business goals progress
It is very important to keep an eye on your advancement towards goals that are practicable, calculable, and achievable and then base decisions on the received data. By examining your Shopify store’s website visitor numbers, conversion rates, and other information related to eCommerce, you can gain a thorough understanding of how everything is operating. In the end, it can be difficult to identify what is successful if you are unaware of your progress.
Having the correct objectives in marketing is essential to gaining increased speed in your digital enterprise.
Enhanced eCommerce Google Analytics metrics
You can devote a lot of time to scrutinizing information and observing even the slightest changes. But what does it all mean? These are the improved eCommerce details for Google Analytics you need to be informed about.
Product revenue
Surveying the total revenues can give great insights, however, studying the fine information is even more beneficial. It is significant to keep tabs on product income. Income from products gives an idea of the performance of each individual product, helping you determine which ones are popular and which are not, which is useful for making decisions about prices, stock and promotions.
Unique purchases
The Unique Purchases statistic reveals the quantity of goods that have been bought and how often a product has been obtained in the same transaction.
There were 35 buyers for the 50 pairs of blue water shoes that were sold. It appears that 50 blue water shoes were bought in 35 different orders, thus taking up 70% of all the items. What about the remaining 30%? Who are those customers? What other products are they buying in your shop? Is there a pattern there?
You can ask yourself this kind of inquiry as a means to evaluate it.
When you identify which items are bought together, you can adjust your marketing and sales plans to increase your income.
Quantity
It’s pretty self-explanatory. This metric calculates the overall amount of products bought by your consumers. If they purchase fifteen laptops, twenty cameras, and thirty phones in total, then the amount comes to 55. Understand what products are popular and pinpoint developing trends.
Avg. price
This statistic indicates the average income gained from each item – a piece of data to assess your selection of goods and prices. The amount is determined by taking the total income and dividing it by the quantity of products sold.
Avg. quantity
Figuring out the average number of items purchased for each purchase will reveal the typical amount of items customers buy. This average permits you to change your advertising undertakings, financing, and item objectives to guarantee you are creating and selling the perfect sum of items.
To calculate your average quantity sold per transaction, apply this formula:
The mean amount is calculated by dividing the total number of products sold by the number of times they were sold.
For instance, if 50 products were sold in a total of 35 transactions, the mean quantity is 1.43.
Card-to-detail rate
The ratio of the number of people who add an item to their shopping cart after viewing a product page to the total number of people who view the page is what is referred to as the card-to-detail rate. A high rate of people clicking on specific cards on the product landing pages may indicate that visitors find the webpages interesting enough to buy the products, which could reveal how successful a website’s sales funnel is.
Buy-to-detail rate
Last but not least is the buy-to-detail metric. This presents the proportion of shoppers who made a purchase right after viewing the item’s page. A number of elements can affect it, such as the design of the item page, the excellence of the photography, and the comprehensibility of the product information.
Conclusion
As a conclusion of this blog, we highly recommend opting for a plugin if your content management system enables it. Putting Google’s Enhanced Ecommerce in use on a store with numerous categories and products will most likely be a challenge for even experienced programmers. You can always save time by employing a developer to set up a plugin for you.
Setting it up is definitely challenging. Nevertheless, putting in the hard work will be worth it as the productivity will give significant knowledge which will assist in making astute business choices.
Do you have any questions about implementing advanced analytics systems or have you already put one in place for your company? Did you experience any difficulties, and if so, how did you manage them? Do share your experiences in the comment section below.
