Enhanced Ecommerce is a powerful feature in Google Analytics that enables advanced tracking of e-commerce related features such as: add to carts, coupon codes, product list views, checkout steps and many more.
This feature is often considered to be one of the most underrated and underused features in Google Analytics. Getting it up and running does take some time but the amount of extra data it provides is definitely worth it.
Shopping and Checkout Behaviour
Enhanced Ecommerce introduces two new visually represented funnels: Shopping Behaviour and Checkout Behaviour.
These two graphs are not available in Google Analytics out of the box, with properly configured Enhanced Ecommerce tracking, it’s rather easy to set up.
While there are plugins for several e-commerce platforms that do the setup for you, any customization requires help from a developer.
A broken setup and skewed data are worse than no data at all!
Periodic audits recommended
Websites change, and with every change comes a danger of broken tracking. We recommend getting a smaller audit every 6 months and a comprehensive one once a year.
When checking your setup don’t forget to make several test purchases and compare with the data from the back end and accounting.
It is recommended to hire a third-party for conducting the audit.
- Official documentation
- Ultimate Guide to Enhanced Ecommerce with GTM
Last modified: April 27, 2020
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