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 does Enhanced Ecommerce mean in digital marketing?
Enhanced Ecommerce refers to the concept described in this glossary entry: Definition: Enhanced Ecommerce is a Google Analytics plugin, designed as an addition to the Universal Analytics library, to track e-commerce through web analytics. 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. It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Enhanced Ecommerce?
Teams should review Enhanced Ecommerce when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Enhanced Ecommerce used in a digital strategy?
Enhanced Ecommerce is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Enhanced Ecommerce?
A common mistake is using Enhanced Ecommerce too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.