Basic e-commerce tools only gather information about completed purchases. Sounds good, but this approach is a classic “Survivorship bias”. We know how our customers behave but do not know why other visitors leave without a purchase and how many of them there are. It means that we are losing money and we do not understand where. Enhanced E-commerce allows you to track and analyze users as they go down the sales funnel on a website. That is, with Google Analytics you are able to analyze:
- What product cards your visitors view
- What steps of placing an order were made by a visitor
- At what stage people leave your website
- What products visitors add to the basket
- What products are most frequently deleted from the basket
- What order options are preferred by the target audience (delivery type, payment methods, etc).
Overall, this gives us three main reasons why you should master the enhanced e-commerce tools:
- You will receive data on the full sales cycle of your website. You will find out about the behavior of your audience from coming to your website to checkout.
- You will be able to evaluate the efficiency of your website’s “sales funnel” and identify bottlenecks.
- You will start storing these data in a convenient group of Google Analytics and Google BigQuery reports which are ready for further processing.
You can configure gathering Enhanced E-commerce statistics in Google Analytics using Google Tag Manager.
Why we choose Google Tag Manager
There are three reasons why it is exactly Google Tag Manager that we use to implement Enhanced E-commerce.
- Google Tag Manager gives you access to fine-tuning. We can configure gathering statistics only from certain pages or activating tags only after certain user actions on the website.
- Convenient data debugging. The analyst can check the data for errors in the preview mode and check in what form they are transmitted to Google Analytics.
- After setting up enhanced e-commerce through Google Tag Manager, Enhanced E-commerce data can be transferred to other systems. For example, data on transactions can be sent to Facebook Ads or Criteo.
Setting up Enhanced E-commerce via Google Tag Manager
You need to perform three tasks to implement Enhanced E-commerce via Google Tag Manager tools:
- Enable Enhanced E-commerce in Google Analytics settings
- Configure tags in Google Tag Manager so that they gather DataLayer statistics and send them to Google Analytics
We will consider all these tasks now starting from the easiest things and reaching all the details of configuring enhanced e-commerce.
Enabling Enhanced E-commerce in Google Analytics
First of all, you need to activate the enhanced e-commerce reports in Google Analytics itself. Go to the «Administrator» section and turn on the report button in the e-commerce settings of the selected view. At this point, the first stage of the configuration is completed and we can proceed to more serious tasks.
Preparing the technical requirements specification for developers on the implementation of the Enhanced E-commerce code on the website and configuring tags directly in Google Tag Manager.
Let’s analyze each block one by one: