Enhanced e-Commerce Tracking Code
Usually, a sophisticated theme or coding knowledge is required for having a really good tracking code on your e-Commerce Platform. However, we have found a great tracking solution for you. It is called Enhanced E-Commerce Tracking. It provides a much more comprehensive collection and analysis of ecommerce data compared to the traditional Google Analytics tracking. Webshop operators now have new options for analyzing the buying and paying behavior of their customers. Like traditional tracking, Enhanced Tracking is also available in the free Google Analytics version.
Differences: Traditional & Enhanced Ecommerce Tracking Code
Extensive reporting of e-commerce values
Once the Enhanced information data is implemented and enabled in the Google Analytics view, ten ecommerce reports are displayed instead of the previous five reports.
Enhanced uses another Google Analytics plugin
Enhanced can only be used with Universal Analytics
Only when using Universal Analytics (analytics.js), Enhanced Ecommerce Code can be implemented. If the older version of Google Analytics (ga.js) is currently used, only traditional tracking solution can be used. Otherwise, an update to Universal Analytics is required first.
Comprehensive e-commerce data
With traditional e-commerce tracking, only transaction (purchase) and product data can be transferred. By using Enhanced, additional information, such as impression data, internal advertising, or user interaction data, can be sent to Google Analytics.
Action data captures the user’s interaction with the webshop. These interactions can be:
- Click on a product
- Click on an internal advertisement
- Add/remove a product in/from the cart
- Internal advertising
- 7figurecycle app
Based on internal advertising data, impressions as well as clicks on internal advertising campaigns (eg Summer Sale Banner) can be recorded. This will allow you to analyze which teasers/banners are clicked and how much sales each banner will produce.
Registration of the payment process
When recording the payment process in Enhanced E-Commerce, the individual steps can be defined by the code itself. This allows an accurate representation of the target hopper. How the user moves from the shopping cart to the order.
Using advanced product data and interactions with products, you can accurately track which products have been displayed (product impression). Product Lists make it possible to analyze exactly where the product impression took place. This can be, for example, the product overview page or a specific shop category. Likewise, the views of product detail pages are tracked, so it’s possible to determine different conversion rates, such as:
- Cart Product Details Ratio – how often was a product detail page viewed and the product then added to the cart.
- Purchase Product Detail Ratio – how many times a product detail page was viewed and then the product was purchased.
For each product, custom dimensions and metrics can provide advanced details about the product (such as size, color, shopping cart value, etc.) and then evaluate it using custom reports. By tracking from the product impression to the end of the purchase, a comprehensive analysis of the buying behavior is possible through the reporting.
Collection of refunds
Partial or total refunds, for example after a goods return, can be recorded in Enhanced E-Commerce and evaluated in the reports. On the basis of the individual products and the refunds, e.g. Identify products that are particularly likely to lead to a refund.
Upload of extended product data
The Google Analytics API or manual data upload allows you to subsequently import extended product information into custom dimensions. Although Enhanced was introduced as early as 2014, most Web shops use traditional e-commerce tracking. Since Enhance requires a large amount of data on the products and user behavior, the cost of installing the necessary e-commerce code is higher. However, since the added value from the additional Enhanced E-Commerce reports is enormous, one should not be shy away from the one-time implementation effort.