Google Analytics Adds Enhanced Ecommerce Data and Reporting Tools

E-Retailers can now see more data about consumer shopping behavior and conversion with the help of the new enhanced e-commerce reporting tool from Google that was designed while keeping e-retailers in mind. Google explains its merits as “Merchants will be able to understand how far along users get in the buying process and where they are dropping off.” It is even easier for e-retailers to collect more rough data on consumer behavior on their sites. Google is making it simpler to generate reports based on the data already collected.


Using this cutting-edge tool in Google Analytics, ecommerce website businesses can find out how many visitors individual products attract, add or remove items from shopping carts and even choose to complete or abandon transactions. The Enhanced Ecommerce tool will also be able to show conversion rates per product, calculate their order value and refund activity. Enhanced Ecommerce allows e-retailers to run reports by product category, by brand or even customize reporting.

Enhanced Ecommerce will enable merchants to know how far users go in their buying process before they drop off. Enhanced Ecommerce along with some other added features allows its users to import their own data while exporting customized tables with unprocessed data, at the Google Analytics Summit 2014. Soon, Google will also offer a free online training course for e-retailers through its Analytics Academy. The course will feature materials on how to run these new reports and analyze the data collected. Enhanced Ecommerce will help e-retailers set up tags, which will help getting the reports needed to build a solid web analytics framework.

Small companies usually face problems while setting up and running ecommerce specific reports, as they do not have anyone to perform the task. Justin Cutroni, Google Analytics specialist, said that their “key audience for Google Analytics] is marketers,” when talking about the usability of Google Analytics. This is the reason, Google is investing so much on providing the necessary lessons so that marketers and e-retailers can get benefits with the latest version of Google Analytics, and can analyze data to make informed decisions.

With the help of Enhanced Ecommerce reporting tool, e-retailers can track on-site promotion activity, like the number of clicks on any sales banner. Retailers will also be able to generate reports on revenues, transactions through affiliates and product coupon usage. E-retailers have collected many of these reports and measurements before Enhanced Ecommerce, but the process required more manpower and greater technical know-how. With Google Analytics, e-retailers have always found answers to questions like where did the traffic come from, where did it go, who are buying, what kind of pages attract visitors and what do not, and so on. However, many features could not be tracked for some reason or the other. Google Analytics Enhanced Ecommerce helps track down these functions and runs report on them.

Google gave a chance to Brian Gavin Diamonds, an e-retailer, to test out the program. He will share his results along with Google’s Jesse Nichols at a session called “Building a web analytics framework that grows with you” on June 12 at the Internet Retailer 2014 Conference & Exhibition in Chicago. Enhanced Ecommerce tool is a part of the free version of Google Analytics, still in beta or test mode, and will be released in the market in phases over the next months.

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