After the introduction of Enhanced E-commerce by Google a lot has changed and new tracking possibilities came available. In this presentation we show what's new, what's possible and what the benefits can be for your webshop.

1. Enhanced Ecommerce
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2. Enhanced
Ecommerce

3. Standard vs Enhanced
Standard Ecommerce
Enhanced Ecommerce
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4. User browses to webshop
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5. Users sees productlist
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6. Users visits product detail
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7. Users adds product to cart
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8. Users starts checkout
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9. Users starts payment
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10. Users completes transaction
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11. Users returns product
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12. Product Life Cycle
Source: Optimizesmart.com
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13. Standard Ecommerce
Pageview
Ecommerce
Event
Goal Funnel Event
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14. Enhanced Ecommerce
Ecommerce
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15. New Reports

16. Ecommerce Overview
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17. Shopping Behavior
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18. Checkout Behavior
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19. Segmentation & Remarketing
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20. Product Performance
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21. Product Performance
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22. Product List Performance
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23. Product List Performance
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24. Marketing
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25. How to get
started?

26. Measurement Model
Source: Optimizesmart.com
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27. Challenging implementation
• Universal Analytics is needed
• Enhanced ecommerce tracking is not
provided in the default library. Instead it is
provided as a plugin module (ec.js).
• Make all actions from the Measurement
Model measurable.
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28. GTM to the
rescue

29. What does GTM do?
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30. Building Blocks of GTM
Tags
Triggers Variables
URL
Product ID
File Name
Data Layer
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31. GTM & Enhanced Ecommerce
• Upgrade to Universal Analytics
• Implementation of EC.js
• Inserting page elements and actions in
datalayer
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32. Benefits of GTM
• Perfect integration with Google tools
– Also lot of non-Google tools included
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33. Benefits of GTM
• Increase speed of tag implementation
• Easy debugging before publication
• User friendly (= marketing people friendly)
• API
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34. The sky is the
limit

35. Usecase: Online Retailer
• Does delivery time influence shopping
behavior?
Days to Delivery Product Detail Views Product Adds to Cart Unique Purchases Cart-to-detail Rate Buy-to-Detail Rate
2.097 268 147 16,04% 4,09%
1 789 107 64 13,56% 8,11%
2 563 64 39 11,37% 6,93%
3 465 55 36 11,83% 7,74%
4 201 19 6 9,45% 2,99%
5 70 20 2 28,57% 2,86%
6 8 3 0 37,50% 0,00%
7 1 0 0 0,00% 0,00%
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36. Usecase: On- & Offline Retailer
• Does the distance to a store impact
shopping behavior?
Distance to store Sessions Quantity Average Order Value Shipping Ecommerce Conversion Rate
5.703 439 330 725 7,21%
< 2 KM 500 23 62 0 4,60%
2-5 KM 634 32 58 15 5,05%
5-10 KM 750 48 56 50 6,40%
10-15 KM 793 59 49 90 7,44%
15-20 KM 807 68 43 125 8,43%
20-25 KM 870 75 35 175 8,62%
>25 KM 1349 134 27 270 9,93%
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37. Usecase: Weather influence
• Does the weather impact shopping
behavior?
Distance to store Sessions Transactions Average Order Value Ecommerce Conversion Rate
5.703 439 330,00 € 6,19%
Cloudy 500 37 62,00 € 7,40%
Rain 634 42 58,00 € 6,62%
Storm 578 39 56,00 € 6,75%
Sunny 300 12 49,00 € 4,00%
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38. Recap
• Focus is on product interactions
• Challenge yourself and start conversion
optimization testing
• Facilitate setup trough Google Tag
Manager
• The combination of Universal Analytics &
Enhanced Ecommerce gives you a very
advanced analytics package
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39. Questions?
Info at humix dot be
@humixBE @Nihiel