Enhanced Ecommerce (EEC) is a Google Analytics plug-in that provides merchants with better insights for the shopping behaviour of users.

Enhanced Ecommerce tracking requires your developers to send lots of extra product and checkout information in a way that Google Analytics can understand. So why use it?

Why use Enhanced Commerce?

The main benefit of EEC over standard ecommerce implementation is the sheer number of valuable reports merchants have access to with EEC.

Not only that, but merchants can segment data based on ecommerce events — which users visited your product pages, where the customer journey hit a roadblock (e.g. a customer pondered a product but didn’t add it to cart, etc.) or which steps of the checkout process a user abandoned their cart.

Ultimately, this kind of data helps merchants zoom in on their sales funnel and alter the parts of the process that don’t lead to conversion.

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Enchanced Ecommerce implementation is no small feat, but it also depends on a number of factors — the size of your store, the number and type of Google Analytics custom dimensions you need to add, etc.

Without question, Google Tag Manager is the simplest and best way to enable Enhanced Ecommerce in Google Analytics.

If you already use Google Tag Manager (GTM) to track page views, you must send ecommerce data via Google Tag Manager.

If you don’t already use GTM, it’s simple to set up: just activate EEC within your Google Analytics tags and use dataLayer as an ecommerce data source. Just make sure the dataLayer contains all ecommerce data.

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!