Google Launches Total Overhaul Of E-Commerce Analytics In Beta

Google is testing a “complete revamp” of its Google Analytics E-commerce aimed at providing insights into the entire customer journey, not just the purchase itself.

New metrics include: product detail views, ‘add to cart’ actions, internal campaign clicks, the success of internal merchandising tools, the checkout process, and purchase.

It’s also possible to build audience segments directly from funnel reports to analyze user actions like cart and product page abandons. Funnels are available at the device category level as shown in the screenshot below.

Enhanced Ecommerce Google Analytics

Enhanced E-commerce is built on Universal Analytics, so you’ll need to have installed Universal Analytics on your site before getting started. More detail on set-up is available here.

Related Topics: Analytics | Google | Google: Analytics | Top News

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About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter



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  • cboulanger

    This sounds awesome! Another reason to switch to UA

  • Tyson Kirksey

    Many of our our clients have used Google Tag Manager to make the switch to Universal Analytics. If you are using GTM, here’s the guide to implement the new Enhanced Ecommerce features: https://developers.google.com/tag-manager/enhanced-ecommerce

  • http://www.discountonlinefitness.com steve

    if only someone could provide details on how to add the correct ecommerce tracking code to a Magento site I would be happy

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