“Enhanced Ecommerce in Google Analytics made it extremely easy to analyze the metrics that are important to an ecommerce site and garner the insights to make smart changes to our website, driving significant improvements in performance!”
— Danny Gavin, VP and Director of Marketing at Brian Gavin Diamonds
Our Enhanced Ecommerce features in Google Analytics are officially out of beta today, complete with brand new tools like Product Attribution. Combined with our new Shopping Campaigns report, Google Analytics provides our retail clients with an integrated view of their customers. As part of today’s announcements, we’re also excited to highlight partnerships with Shopify, PrestaShop, Blue Acorn for Magento, and mShopper. Using Enhanced Ecommerce in conjunction with our partners’ products simplifies the implementation process and gives you a full set of tools to create and optimize your ecommerce site. Please see the end of this post for more information about our partners’ solutions.
Understand customer behavior
Enhanced Ecommerce provides insight into the customer’s path to purchase, like when customers added items to cart, started the checkout process, and completed a purchase. Importantly, Enhanced Ecommerce gives you the ability to identify segments of customers who are falling out of the shopping funnel. You can then focus on these high intent-to-purchase customers with remarketing or by optimizing your checkout flow. Brian Gavin Diamonds, a Texas-based jewelry design house that is renowned for its signature hearts and arrows diamonds and custom jewelry design, used Enhanced Ecommerce to discover that in a single month they had missed out on more than half a million dollars in sales due to cart abandonment at the customer login page. The company worked quickly to optimize their checkout flow with guest checkout functionality and immediately realized a 60% increase in customers completing the checkout process to payment. You can read more about Brian Gavin Diamonds’ success with Enhanced Ecommerce in our case study.
Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, we will receive an affiliate commission. Regardless, we only recommend products or services we believe will add value to our readers.