Why Google Analytics users should move to Enhanced Ecommerce

Written by Joanne Kearney

Joanne has over 10 years’ experience working in digital analytics, executing and managing many large scale projects across the UK and Ireland. Joanne is also an experienced trainer, having developed many customised corporate training schemes and regularly speaks at digital and analytics events.
October 3, 2014

Did you know that by 2020 it is predicted that around 40% of UK ecommerce sales will come from outside the UK? Or that European online retail sales will be worth €233.9bn (£189.6bn) by 2018?

The pressure on ecommerce website owners to build a strong measurement framework that produces clear insights to optimise the customer journey, has never been greater.

So what we look towards is digital analytics packages to provide us with as much rich data as possible and to date, the ecommerce reports available to retailers via Google Analytics have been quite limited and a bit of a disappointment.

However, a few months ago Google announced they would be launching a new set of Google Analytics reports – Enhanced Ecommerce. It was released relatively quietly maybe because it was (and still is) in Beta but since its release we’ve started recommending and migrating all our Ecommerce clients over to it. For our clients it has opened up a new world of deeper analysis, especially around the funnel. Before we really only had the goal funnel report to go on; now we have a new shopping behavior and checkout behavior analysis report to go on.

Some of the most beneficial reports that we’ve found include the below:

  • You can better analyze how far shoppers get in the shopping funnel and where they dropoff with the shopper and checkout analysis report:


  • You can understand which products are viewed most (highest impression count), which are frequently abandoned in cart and which ones convert well. 
  • You can import user segments, based on ecommerce activity, which can be used for targeting in remarketing campaigns:


  • You can now process refunds- finally!

 The drawbacks of moving to Enhanced Ecommerce? The product is still in beta so it is susceptible to bugs plus in order to use these new sets of reports, you need to be using the newest version of google analytics – Universal Analytics which we talked about here. Once you’re on Universal Analytics you’ll then need to update the current Ecommerce code on the website. Any data from previous ecommerce transactions will still remain in the account but it isn’t as simple as ticking a box to migrate over, so ensure your developers are fully warned before you make any changes. The full developers guide can be found here plus the migration is fully supported by Google Tag Manager.


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