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 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.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.