Google Analytics Enhanced E-commerce vs Google Analytics

What is Google analytics enhanced e-commerce? There is an upgraded version of google analytics standard that allows you to see some extensive reports under the conversion tab on google analytics. Viewing a number of reports in the conversion tab will help you a lot in analyzing e-commerce business activities.
Tips: How to upgrade from google analytics standard to google analytics enhanced e-commerce. You can follow Google’s instructions (Here). Or skip the complicated programming – you can contact Loogle for assistance with installation.

The difference between Standard e-commerce and Enhanced e-commerce

If you do not have google analytics installed, see more. Instructions for installing google analytics. This is basically the Standard version.
  • Standard E-commerces: Conversion tracking, when a customer makes a successful purchase, gives you an overview of the revenue of each ad channel. If you ask questions about what affects this revenue, surely this version will not answer for you
  • Enhanced E-commerces: Allows you to track customer shopping behavior such as: view products -> add to cart -> check out -> checkout, in addition to reporting on channels. support conversion, promotion reporting, multi-channel, …
Let’s go in more detail to analyze more clearly the differences between the 2 versions.

Enhanced e-commerces provides more reports on e-commerce than Standard e-commerces version.

If you have ever installed the standard version of Google analytics, you will be able to see clearly the e-commerce section has only 5 reports, including:
  • Overview of e-commerce
  • Product performance
  • Sales performance
  • Deal
  • Purchase time
Google analytics standard
Google analytics standard
Particularly, Google analytics enhanced version of e-commerce will include 10 reports including
  • Overview of e-commerce
  • Shopping behavior
  • Product performance
  • Sales performance
  • Product list performance
  • Internal advertising
  • Coupon orders
  • Product coupons
  • Affiliate code.
Google analytics enhanced e-commerce
Google analytics enhanced e-commerce
Google analytics enhanced e-commerce allows you to analyze more data
To help you better understand enhanced e-commerce, I will analyze more specifically each type of report.

Report types in Google analytics enhanced e-commerce

Overview of e-commerce

After installing enhanced e-commerce version. You can find this report at: Acquisition> Ecommerce> Overview.
As the name suggests, this report will help you get a better overview of the e-commerce business situation:
Ecommerce revenue and conversion rates: by selected time period
Number of transactions: will include the total number of transactions and the average order value
Marketing: Provides an overview of performance marketing
Sales performance: Including Product Brand, product list performance, product brand.
Over view enhanced e-commerce
Over view enhanced e-commerce

Report on shopping behavior

You can find this report under the link – Conversions> ecommerce> Shopping behavior
Report on shopping behavior
Report on shopping behavior
Specifically, in this section there will be 2 reports that you need to pay attention to: Shopping behavior and payment behavior.
Based on this, you can know where customers drop off during their shopping journey, improving the metrics in shopping behavior can give you a high conversion rate.
There’s no need to increase your advertising budget, but your revenue will increase with good improvement in these metrics.
  • All Sessions: Contains all sources of traffic to your website, called sessions.
One sessions is equivalent to 30 minutes on the website, or when the user visits the website and exits, it is counted as 1 sessions, a UID can have multiple sessions in the day.
  • Product View Session: This is the stage where users view products on your website, they can view one or more products at the same time.
  • Add to Cart Session: As the name implies, when a user likes a product and adds it to his cart.
  • Paid session: happens when a user switches to the checkout page
  • Session with transaction: recorded when the user completes the payment (page thank you)
Report on shopping behavior
Report on shopping behavior

Conversion rate between steps in shopping behavior and drop rate

There will be 2 parts to note here;
The ratio of the initial session volume moves to the next step in a user’s shopping journey
Drop rate of session with no follow-up action.
Some general situation Need to fix
The session goes on but there is no product viewing behavior Related to problems of traffic quality, page load speed.
Sessions with product views but no add to cart sessions User experience on website, product content, promotions, product image, product trust level.
Session added to cart but no checkout session Prices and promotions versus competitors, (Some additional tools to reduce cart drop-off rates with promotional pop-ups and re-marketing runs)
Session with payment but no transaction Shipping fees, complicated payment information, limited forms of payment,
The above are just some subjective factors. In addition, there are countless other factors affecting shopping behavior of customers.

Payment behavior

It’s the shopping behavior report from paid to active, but with a smaller cut and detailed version, you can see where your customers are dissatisfied with your checkout page. friend.
Payment behavior
Payment behavior
  • Billing and Shipping: Fill in information and select a shipping method
  • Payment: choose the payment method
  • Review: Reviews
  • Sessions with transactions: Sessions with transactions

Product performance

This report will tell you exactly which products have a good conversion rate, high sales that contribute to the overall revenue of your business.
There will be 2 parts to note:
Report of product performance
Optional dimensions.
Product performance report
Product performance report

Product performance report.

  • Individual sales of each product
  • Number of unique purchases: Calculated on each individual bill (Unique) of a product.
  • Quantity: The total quantity of the product sold
  • Average value of the product
  • Average: the average number of transactions per purchase
  • The product’s refund amount
  • Basket-to-Detail Rate: Percentage added to the shopping cart after viewing the product
  • Purchase rate with detailed view: Rate of purchase after viewing a product.

Optional dimensions:

  • Product Line (SKU): Product code used to distinguish the product lines in the warehouse
  • Product category (e-commerce): Product listing name via enhanced e-commerce’s tracking code.
  • Product brands.

Sales performance.

Miniaturized version of CRM, this report you can synchronize and compare with 3rd party sales software
Sales performance
Sales performance
  • Transaction ID: Synchronized with your sales terminal
  • Revenue: According to each sales invoice
  • Tax: According to each sales invoice
  • Delivery: Shipping fee
  • Refund amount: canceled order
  • Quantity: The total quantity of products in the invoice.

Marketing reports

Provides a few reports to help you know some of your marketing metrics:
  • Internal advertising: Including promotions placed on your own website, possibly banner ads.
  • Product and order coupons: Helps you to have an overview of internal promotions through promotional codes.
  • Affiliation: You can connect with a 3rd party that specializes in affiliate marketing and this report will help you see which leads to the most revenue.
Report on marketing
Report on marketing

Add ecommerce analytics metrics in the “Traffic” report

There are additional metrics for: E-commerce conversion rate, number of transactions and revenue by advertising channel.
E-commerce reports
E-commerce reports

Unlike enhanced e-commerce standard e-commerce version, which only shows metrics based on previously installed conversion goals.

Google analytics standard
Google analytics standard


Enhanced e-commerces will help you analyze more in-depth user interactions on your website, providing more ways to collect and analyze e-commerce data to help you easily make decisions.

So how can I implement enhanced e-commerce tracking?

There are 3 methods that can help you install and use the Google analytics enhanced e-commerce version:
  • The datalayer method
  • Customize javascript
  • Contact Loogle
Wish you soon upgrade to enhanced e-commerce version and have great experiences.

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