Enhanced ecommerce tracking requires your developers to send lots of extra product and checkout information in a way that Google Analytics can understand. If you already use GTM to track pageviews you must send ecommerce data via Google Tag Manager

Step 1

Enable enhanced ecommerce reporting in the Google Analytics view admin setting, under ‘Ecommerce Settings’
step 1 - turn on reporting

Step 2

Select names for your checkout steps (see point 4 below):
step 2 - checkout labelling

Step 3

Get your developers to push the product data behind the scenes to the page ‘dataLayer’. Here is the developer guide.

Step 4

Make sure the following steps are tracked as a pageview or event, and for each step set up a Universal Analytics tracking tag:

  • Product impressions (typically a category or listing page)
  • Product detail view (the product page)
  • Add to basket (more usually an event than a page)
  • Checkout step 1 (views the checkout page)
  • Checkout step 2 etc – whatever registration, shipping or tax steps you have
  • Purchase confirmation

choose universal analytics tag

Step 5

Edit each tag, and under ‘More Settings’ section, select the ‘Enable enhanced ecommerce features’ and then ‘use data layer’ options:
step 4

Of course, there’s often a bit of fiddling to get the data layer in the right format, and the ecommerce events fires at the right time, so please contact us if you need more help setting up the reports!

Step 6 – Checking it is working

There is no ‘real time’ ecommerce reporting yet, so you’ll need to wait a day for events to process and then view the shopping behaviour and checkout behaviour reports.

If you want to check the checkout options you’ll need to set up a custom report: use ‘checkout options’ as the dimension and ‘sessions’ and ‘transactions’ as the metrics.

Need some more help? Get in touch with our lovely team of experts and we’d be happy to answer any questions!


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