Getting the Most from Enhanced Ecommerce in Google Analytics

Rod Jacka - Friday, November, 17, 2017

Why report on only the purchase values of your website, when you can track and report on every stage and interaction that leads up to it?

With Google Analytics Enhanced Ecommerce you can do just that! Here are our top analytics management tips if you’re using Google Analytics as your primary analytics tool.

  1. Standard vs Enhanced. If you’re currently using Standard Ecommerce tracking you’re missing out on a huge amount of valuable data that can improve your bottom line. There is work required to get this implemented but the results are worth the effort and cost.To see the difference visit panalysis.com/whyEE
    To get started visit panalysis.com/goEE
  2. Data quality: As the old saying goes, Garbage In, Garbage Out. There are many things that can impact the quality of the data in Google Analytics. Make sure you’re tracking what you need, and not what you don’t. Check you’re clear of the common set-up mistakes panalysis.com/GIGO
  1. Tag and track your marketing campaigns: The single biggest issue that we see with how people use Google Analytics is that they don’t track their marketing campaigns effectively. Implement campaign tags on all your campaigns and do so in a structured way.
  2. Set up internal promotions and coupon tracking: Understand how effective your on-site promotion strategies are in driving sales. Google Analytics Enhanced Ecommerce allows you to track sales from promotional tiles on your site as well as coupon redemption.
  3. Make reporting make sense: Map your reports to your shopping cart process and merchandising structure. Tailor your funnel paths to match your shopping paths, product impressions, and set your reports up to follow this flow. This will give you a greater understanding of your customers’ shopping behaviour, checkout behaviour, product engagement and sales performance
  4. Data goes both ways: Analysing your Ecommerce transactional data and marketing data only tells half of the story. Consider integrating related external system data and setting up custom data fields. This will give you a powerful data set that you can use for real decision making and competitive advantage.
  5. Create baseline measures: Before you start to try to improve your metrics you should create baseline measures so that you can understand how much your actions changed the results.
  6. Start optimising: There is no point just collecting data, you need to start doing something with it. Create an optimisation plan and then start working on it.

Whether you’re using Shopify, Magento, Woocommerce or any other Ecommerce platform you’ll want to understand what’s really happening in your business. Remember to always cross check and validate your data regularly as you make changes to your site.

Google Analytics isn’t your primary analytics system? It is still useful for cross checking and validating activity data as your site evolves.

     

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