Google Analytics: Enhanced eCommerce Tracking Vs Standard eCommerce Tracking and Reporting

Should you choose enhanced eCommerce tracking or stick with the standard eCommerce tracking? Google Analytics allows you to track user activities on your website. From the pages they land on, to how long they are on the website, there is a wealth of useful data at your fingertips.

Enhanced Ecommerce vs Standard Ecommerce tracking | Kanuka Digital

You can also use the analytics tool to gather enhanced eCommerce tracking data from your website. You can see how well your products are performing and make evidence-based decisions on what your next marketing steps are.

What are Google Analytics eCommerce Reports?

Within Google Analytics there are two main methods of being able to track your sales data: Standard and Enhanced.

Enhanced eCommerce can provide insight into promotions and funnel reports. This means that you can see where visitors are dropping off, and specific product reports.

Which version should you use? Before we answer that, you will need to arm yourself with a bit more information.

Standard Ecommerce vs enhanced ecommerce tracking Report Comparison Table

FeatureStandard
eCommerce Tracking
Enhanced
eCommerce Tracking
Overview ReportYesYes
Product Performance ReportYesYes
Sales Performance ReportYesYes
Transactions ReportYesYes
Time To Purchase ReportYesYes
Product Performance ReportNoYes
Affiliate Code ReportNoYes
Order Coupon ReportNoYes
Product Coupon ReportNoYes
Internal Promotion ReportNoYes
Product List Performance ReportNoYes
Shopping Behaviour ReportNoYes
Checkout Behaviour ReportNoYes

Standard eCommerce tracking Reports

The following reports are available with standard eCommerce. Each report shows you a variety of information:

Example Ecommerce Data | standard ecommerce tracking | Kanuka Digital
Example of the eCommerce overview report.

Using this data, you can develop an understanding of:

If your sales are stable or fluctuate predictably based on product or season, you can use this information (in conjunction with overall sales forecasts) to make revenue predictions.

If customers visit numerous times before making a purchase, think about making improvements to the user journey. This may require a redesign of the site.

Enhanced eCommerce Tracking reports

In addition to the data from standard eCommerce tracking you also gain access to the following reports:

Shopping Behaviour Report

This enhanced eCommerce tracking report lets you see:

Where the funnel indicates abandonment (red arrow underneath the step), those users didn’t complete any additional steps during the same session.

Users can re-enter the funnel at any stage (the separate blue bar at top of the step).

Example Checkout Behaviour Report | enhanced ecommerce tracking | Kanuka Digital
Example of the shopping behaviour report available with enhanced eCommerce tracking.

You should use funnel visualisation to identify strengths and weaknesses in your purchase funnel.

You can use the visualisation funnel to create segments of your sessions. E.g. the number of sessions that included product views, or the number of sessions that abandoned the funnel at checkout.

Note: Analytics determines the funnel steps based on the tagging of your shopping funnel.

Checkout Behaviour Report

As part of the Enhanced eCommerce tracking setup, the Checkout Behavior report shows you how users moved through the checkout process.

The funnel visualisation shows how many users moved step by step, abandoned at each step and also entered at each step.

Use funnel visualisation to identify strengths and weaknesses in your checkout funnel.

You can use the funnel visualisation to create segments of those sessions; for example, sessions that included Step 1, sessions that included user transitions from Step 1 to Step 2, the sessions that abandoned the funnel at the final step, or the sessions that entered the funnel at the final step.

Note: Analytics determines the funnel steps based on the tagging of your checkout funnel in the admin settings. You may need to ask a developer to help you find out what each step is.

Product Performance Report

This report lets you see how your products performed from two different points of view, Summary and Shopping Behaviour.

Summary View

The Summary view shows product performance in terms of revenue, price, and quantity. It also includes two of the Shopping Behaviour metrics.

Example Product Data | enhanced ecommerce tracking | Kanuka Digital
Example of a Product Performance report, Summary view.

The Summary view includes:

Sales Performance Section:

Shopping Behaviour Section:

Shopping Behaviour View

The Shopping Behaviour view shows product performance in terms of user engagement with your products. For example, viewing products and details, adding and removing products from carts, completing checkouts.

Example of Product Data | enhanced ecommerce tracking | Kanuka Digital
Example of a Product Performance report, Shopping Behaviour view.

Shopping Behaviour view includes these metrics:

Product…

Sales Performance Report

Example of Transaction ID Data | enhanced ecommerce tracking | Kanuka Digital
Example of a Sales Performance report.

The Sales Performance report lets you assess sales by either:

This report includes the following metrics:

Product List Performance Report

Example of Product List Data | enhanced ecommerce tracking | Kanuka Digital
Example of a Product List Performance report.

Product Lists represent a logical grouping of products on your site, based on your ec.js tagging. You can use them to represent:

The Product List report lets you see how the Product Lists on your site performed based on the following metrics:

Product list…

The available primary dimensions are Product List Name, Product List Position, Product, and ProductSKU.

Marketing Reports

In addition to measuring product performance, you also need to measure internal and external marketing efforts that support those products. Enhanced eCommerce tracking allows you to do this.

Internal Promotion Report

Internal promotions include things like banners that you display on one section of your site to advertise another section of your site.

Example of Internal Promotion report | enhanced ecommerce tracking | Kanuka Digital
Example of Internal Promotion report.

This report lets you see how your internal promotions performed in terms of the following metrics:

Internal promotion…

How transactions are attributed

The Internal Promotion report attributes transactions to an internal-promotion click or an internal-promotion view.

Each hit in an eCommerce session can have:

Internal-promotion click attribution

When a hit includes a single internal-promotion click, then that internal-promotion is credited for the transaction.

A session which includes a number of internal-promotion clicks, then the last-clicked internal-promotion is credited for the transaction.

If a hit includes zero internal-promotions clicks but one of that user’s previous hits does, then the internal promotion from the previous click is credited for the transaction.

Internal-promotion view attribution

If none of the conditions above is true but a hit includes one or more internal-promotion views, then the transaction is credited to all promotional views within the same session.

Order Coupon Report

Example of an Order Coupon report | enhanced ecommerce tracking | Kanuka Digital
Example of an Order Coupon report.

The Order Coupon report lets you see how your order-level coupons performed in terms of the following metrics:

Product Coupon

Example of a Product Coupon report | enhanced ecommerce tracking | Kanuka Digital
Example of a Product Coupon report.

This report lets you see how your product-level coupons performed in terms of the following metrics:

Affiliate Code

Example of an Affiliate Code report | enhanced ecommerce tracking | Kanuka Digital
Example of an Affiliate Code report.

The Affiliate Code report lets you see how your affiliate sites contributed to your eCommerce performance in terms of the following metrics:

Which Should You Use, Standard or Enhanced ecommerce tracking?

In Google Analytics, the Standard and Enhanced eCommerce reports offer two different ways to analyse your revenue and optimise your customer journey.

The Enhanced eCommerce reports offer more information, however, setting them up requires more work and may include a cost if you were to outsource the setup.

We recommend that you only set up Enhanced eCommerce tracking if you don’t have any other tool that allows you analyse your customer journey, sales funnels and revenue generation.

Therefore, if you’re just getting started with Google Analytics eCommerce reports, the Standard option would be the best choice.

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