Today you will find about what is the Advanced Electronic Commerce of Analytics, an ideal functionality to make a detailed tracking of your eCommerce.
Google Analytics is an advanced tool to track the user within a web.
To do so, it displays at our disposal several functionalities that we can carry out by installing a tracking code, generating events, modifying some configurations, or creating new segmented traffic channels.
Among all the features, it contains the ability to track with electronic commerce stands out. In the Analytics control panel we can activate an option to enhance this functionality: it is called Advanced Electronic Commerce Tracking.
Unlike the electronic commerce tracking that Google Analytics has by default, this configuration allows us to expand the tracking information of the products, offering new variables and much more information.
In today’s article we will review the data we can extract from the Advanced Electronic Commerce of Analytics and how we can use them to draw conclusions. We will not show its implementation, since the objective of this article is to show the potential of the functionality and offer some basic notions about it.
Sections of the Advanced Electronic Commerce Tracking
The sections can be found within the Conversions section, where “Electronic Commerce” is indicated. Within this section we will find:
- Overview: a generic chart of how sales have gone.
- Behavior of purchase: here we can visualize a funnel of all the sessions that have entered the web, and in what place they abandoned, as well as those that they bought. In addition, it will identify new and recurring users.
- Behavior in the processing of the purchase: it is a funnel, but only of the checkout of the web. This will help us identify if there is a step in the checkout where people have difficulties and analyze why.
- Product performance: information about the products that have been sold, those that have been returned and the amount.
- Sales performance: the orders that have been made, the returns, the income of the orders and the products within these orders.
- Performance of the products’ list: here we can analyze more deeply the searches that have been made within the web. And within these searches:
- 1. The products that have been printed
- 2. The percentage of clicks
- 3. The clicks
- 4. The times the product was added to the shopping cart
- 5. The number of times the payment was initiated
- 6. How many times the payment was finalized. This information will not be useful to identify the best products for the user, since it is not always the most sold.
- Marketing: grouping of sub-sections in which we find sections oriented to analyze marketing strategies:
- 1. Internal promotion: elements highlighted on the web that are analyzed to see their effectiveness
- 2. Order coupon: coupons used in an order
- 3. Product coupon: product coupons used
- 4. Membership code: allows you to analyze the affiliates that have contributed to the purchase of products on your website
Secondary dimensions more important
Within the monitoring of Advanced Electronic Commerce in Google Analytics, in addition to all these sections we have several secondary dimensions for which we can choose if we derive the information through code.
Some of the most important are the following:
- Brand: Brand of the product (although if we do not want to show the brand, we can pass a brand ID to later cross it with our database).
- Category: Product category (if it belongs to any type of product such as shirts, towels, hats, etc.). The categories can have up to a maximum of sublevels (Cat1 / cat2 / cat3 / cat4).
- Variant: Product variant (this refers to sizes, colors or other variants)
- Position: The position where the product appeared printed, within a list of products.
Useful tips to analyze information
There are several ways to use all this information in our favor. Possibly, many of these options are clear, but for others we need time and dedication, so we recommend some important points to consider.
# 1 – Funnels
If we see that in some funnel there is a very high percentage of user abandonment, it is advisable to insert events in that phase of the page to analyze what may be happening and correct the problem.
Many times, if we know the web, it is more difficult to see the defects. But a user who does not know is more likely to find errors or defects in functionality.
# 2 – Best selling products and other statistics
Within Analytics, we can extract the products that have the most impressions, and make a comparison with the average position, clicks, CTR and sales.
With all this information, we may discover that the product that occupies the first position is not the one that sells the most, or that the product where most users enter is the one that offers the most dropouts.
This information, analyzed and used to improve your website, can easily reach sales.
At the end it is data that gives us indications of what the user is looking for, where he gets it and where he does not get it.
# 3 – Data import
Within the Analytics configuration, we can find an option to import data, where we can import the returns of products or the import of sales from other platforms where the web does not intervene.
This can be useful to identify the channels in which more returns occur or to compare the sales of your website with the sales of other platforms.
The only problem with this is that the imported data is not synchronized with the dates, but appears from the day of the upload date. So if a sale occurs a week and the return occurs the following week, to see the return you must select both weeks.
The Advanced Electronic Commerce of Analytics is a powerful tool that will allow us to obtain more information about our business and how it is working.
For the implementation of the code, you can find more information in Google Developers, although it is convenient to have a person or agency with previous experience that can propose a good web analytics strategy.