Optimising Google Analytics For eCommerce Websites

Google Analytics is an absolute treasure trove of information and one of the most powerful tools that you can use to measure your KPIs. We use it for everything and would be reaching around in the dark without it. But just when we thought Universal Analytics couldn’t get any sweeter, out rolls the Enhanced eCommerce tracking extension!


This hugely impressive extension makes it so much easier to view your metrics and reveals a lot about your website that you wouldn’t otherwise know. It’s even simple to use for the average small business owner and can show you essential things that need to be re-evaluated in order to increase the bottom line.


Using the Enhanced eCommerce Tracking Extension for Google Analytics

So let’s take a brief look at the most valuable KPIs you can measure using Enhanced eCommerce web tracking:

Product Adds To Cart

This functionality has really improved with the extension, making it very easy to calculate how many times products are placed in the cart. Simple. But what you can do with this data is start understanding which products in the cart are converted into purchases more often than the others. Invaluable if you are looking to optimise the conversion rate!

When using enhanced ecommerce tracking this metric is available under:
Ecommerce >Shopping Analysis >Product List Performance


Enhanced eCommerce Product Adds To Cart

Product Checkouts

Very similar to Products Adds To Carts, except for one key and very important detail that you absolutely must keep an eye on – How many times do products go to check out, that aren’t purchased?

This could be down to a mere technical difficulties, but if you notice a repeated drop off, more than likely there’s a problem with the final purchasing experience. Losing a lead here is a terrible waste! If you find this to be an issue, it’s time to re-evaluate how you get users to input their details, any delivery add-ons or things you are doing that may cause the user to backtrack from the purchase.

When using enhanced ecommerce tracking this metric is available under:
Ecommerce >Shopping Analysis >Product List Performance


Enhanced eCommerce Product Checkout

Internal Promotions Clicks And Views

Generally internal promotions on sites work pretty well. They cost nothing to establish as you’re advertising on your own website and are aimed at your target market. All well and good, but we’re about optimising every aspect of our marketing strategy, so this metric is not to be overlooked!

Using this tool you can discover the click-through-rate of internal adverts and optimise according to which ones work, and where. Combined with A/B testing, you can start creating some awesome internal promotions campaigns.

These set of metrics are located under:
Ecommerce->Marketing->Internal Promotion

The Buy To Details Rate

A confusing title for a very important metric. This tool allows you to see which products were purchased after the user read the details of the product. If there are products which are mostly bought after the user has read the details, perhaps you need to make the details more apparent in order to increase conversion. Maybe there’s a key detail that you can highlight which will optimise the conversion rate even further.

These set of metrics are located under:
Ecommerce  > Product Performance report


The Buy To Details Rate


There’s certainly a reason for why your users need to read the details and finding out that reason means you can become a better eCommerce marketeer!

These are our top 5, but there are a whole lot more than can be tinkered with to give some really valuable insights into how your eCom website is running. Pointing out the key metrics that are failing you, small little increases across the board can lead to massive boost in the conversion rate. Taking the factors that are indicated as failing to meet your standards and applying A/B testing to them can lead to real significant increases in the bottom line!


Click here for more information on the Enhanced eCommerce Tracking extension for Google Analytics.





Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.