Definition:
Enhanced Ecommerce is a Google Analytics plugin, designed as an addition to the Universal Analytics library, to track e-commerce through web analytics. It provides a lot of data related to the performance of a website in economic terms. It is a system that indicates why users are completing transactions or leaving the site before reaching the end of the shopping cart.
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Measurement of internal campaigns
Enhanced Ecommerce allows you to track internal campaigns within a website or app, such as impressions and clicks of banners within the site.
Transaction measurement
Through Enhanced Ecommerce you can track the behavior of users through an e-commerce store, starting with product views to the thank you page, and going through product clicks, viewing product details, products added to the cart, starting the checkout process, transactions or returns.
Enhanced Ecommerce is only compatible with Universal Analytics.
Frequently asked questions about Enhanced Ecommerce
What is Enhanced Ecommerce?
Definition: Enhanced Ecommerce is a Google Analytics plugin, designed as an addition to the Universal Analytics library, to track e-commerce through web analytics. It provides a lot of data related to the performance of a website in economic terms. In the Arimetrics glossary it is placed in a digital marketing context to clarify its role, uses and practical implications.
What is Enhanced Ecommerce used for in digital marketing?
It is used to better analyse an action, tool, channel or behaviour related to acquisition, measurement, communication, sales or user experience. Its value depends on applying it to a concrete decision.
How is Enhanced Ecommerce related to a digital strategy?
It is related to digital strategy when it affects objectives, data, content, technology, campaigns or conversion processes. That is why it should be reviewed together with the business context, not as an isolated term.
What should be considered when working with Enhanced Ecommerce?
It is advisable to review its definition, context, associated metrics, limitations and possible risks. It is also useful to validate whether the concept has a real impact on performance, user experience or decision-making.