Google Launches Total Overhaul Of E-Commerce Analytics In Beta

Google is testing a “complete revamp” of its Google Analytics E-commerce aimed at providing insights into the entire customer journey, not just the purchase itself.

New metrics include: product detail views, ‘add to cart’ actions, internal campaign clicks, the success of internal merchandising tools, the checkout process, and purchase.

It’s also possible to build audience segments directly from funnel reports to analyze user actions like cart and product page abandons. Funnels are available at the device category level as shown in the screenshot below.

Enhanced E-commerce is built on Universal Analytics, so you’ll need to have installed Universal Analytics on your site before getting started. More detail on set-up is available here.

About The Author

Ginny Marvin

Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.