How to Enable Google Analytics Enhanced E-commerce Using GTM

June 20, 2019

Enhanced ecommerce for Google Analytics will provide valuable information about your users’ purchases and shopping behaviors.

By enabling enhanced ecommerce, it will allow you to analyze and get insights into the performance of your product lists and visitors’ shopping experiences.  The recommended way to enable and implement enhanced ecommerce is through Google Tag Manager.  Here are the steps to enabling enhanced ecommerce.

Turn on enhanced E-commerce in Google Analytics

1. Login to your Google Analytics account

2. Navigate to “Admin”

3. In the view section, click on “Ecommerce Settings”

a. Turn on “Enable Enhanced Ecommerce Reporting”

b. Turn on “Enable Ecommerce”

4. Create a check-out funnel (optional)

The next step for adding your checkout labels is optional but helpful to define for your funnel reporting. The labels will show up in the “Checkout Behavior” report in Google Analytics.

Enable the ecommerce data layer in your shopping cart

Most shopping carts have a feature or plugin that will automatically add the data layer variables to your site that allows the Google Analytics code to gather your visitors’ behavior. If your site doesn’t have this feature, you’ll need to code the data layer directly to specific pages in order to track each step of your shopping experience process. Here’s a link that will help you structure the data layer code for specific pages and actions.

Use a Google Tag Manager analytics tag to start capturing the check-out funnel

The simplest way to set up Google Analytics and start capturing your visitor data is through Google Tag Manager.  You can start by creating a new user-defined Google Analytics Settings variable from the variable creation menu.  In the variable configuration screen, enter your Universal Analytics property tracking ID.  If you click “More Settings,” you’ll find additional fields that allow you to configure the variable. To enable enhanced ecommerce features, check the box that turns on this feature as well as the “Use data layer” option.

Once you have the variable set up, all you would need to do is create or update a Google Analytics Page View tag. Under the “Google Analytics Setting” heading, select your newly-created Google Analytics variable you set up in the previous step. This tag should fire on all pages of your site.

View reports in Google Analytics

Once you have your tag set up and tracking, you’ll be able to see your visitors’ shopping behavior. You’ll be able to track how your customers respond and move through your site, from the product page to checking out and order confirmation. This visibility allows you to see when your customers drop off in the purchase process.

Shopping and Checkout Behavior Reports

The Shopping Behavior Report follows how your visitors respond to each step of your website. It shows you shopping activity, products that have been added to carts and how many visitors have abandoned the site during the checkout process.

The Checkout Behavior Report provides detailed information on how customers behave while they have products in their shopping carts throughout completion of the purchase. This report will give you more information about checkout abandonment. You can see how many visitors are leaving at every step of the process.

Product and Sales Performance

The “Product Performance” section in Google Analytics allows you to check your total revenue for a single product over a set period of time, keep a count of purchases and even track your refunds if you have that set up to go through your site.

“Sales Performance” shows each individual transaction data, including total revenue, how much of the revenue goes to taxes and shipping costs.

Tracking useful data is important to get the most out of your e-commerce site. These reports give you excellent visibility on how your e-commerce site is doing, which will allow you to make smart decisions and optimize your customers’ shopping experiences.

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