How to Enable Google Analytics Enhanced eCommerce using GTM [GTM Tutorial]

Updated : Nov 10, 2019 in Articles

How to Enable Google Analytics Enhanced eCommerce using GTM [GTM Tutorial]


Hi, this is Rob Reyes with The Search Agency. Today I’m going to go over Google Analytics Enhanced e-Commerce. We’re
gonna enable that in Google Analytics and we’ll use GTM to set it up to
start capturing the data from your site and to populate into Google Analytics.
Enhanced eCommerce allows allows you to see your users’ shopping
behavior and and purchases. It’s an easy way to to set up to give you visibility
on how your visitors are going through your shopping cart and site. In order to
do that the first thing we need to do is enable enhanced e-commerce in Google
Analytics. I’m gonna go ahead and use a Google Analytics account and just
walk you through that. So once you log into your Google Analytics all you need
to do is go to the admin section, so clicking on this gear cog will bring you
to admin section. From there, you would select the view that you’re
working on for your site and you’ll go down to e-commerce settings. From
there you just click on ecommerce settings and
turn on enable e-commerce and enable e-commerce reporting. This will allow you
to get additional reports within your Google Analytics platform. Another
thing that you can do is is define your funnel steps. this is your checkout steps
you can define it so you can name it here and so it will show up in your Google Analytics report. Once you do that you
are all set to work on your site and to start adding the tags in GTM. Most
ecommerce applications will have plugins that allow you to automatically add the
data layer into your site so usually you just enable it and that
plug-in will automatically add in the code to populate the data layer
throughout your checkout process. But if your site doesn’t do that, you will need
to code that yourself. I’ll just go through this Google Analytics demo site.
This will give you an idea of what type of code that you will need to put on to
your ecommerce site. So this page here is your product category page.
You can add in the data layer for the page itself and then also for each
product in your product category page. So let me just look into a sample of what
you would add for the page itself. So for the page itself, you would add a data
layer push impressions and you would list out all the products on that
product view page. So you can list out the top four and then your promo if you
have any promos, and you push that into data layer and then if you have enhanced
ecommerce enabled in your GTM, it’ll pick that up automatically. For the product
itself, for each individual product you can have
your own data layer values passed through that too. So for example on this
product click, it’s a product click event that will be captured and I’ll pass this
specific product to the data layer so each product would have their own
product data layer, and this will be pushed when you click on the actual
product itself. Let me go into the actual product. Once you go to the actual
product, you can have additional data layer for individual Add to Cart, remove from cart, and additional product information if you have any comparison
or promotional content on that product detail page. So for an Add to Cart data
layer, you would just click, you would just have an event that’s called Add to
Cart and you can have the following items passed to that data layer the ID
the name the price brand category and so on. So basically that’s what you would
need to do to be able to start capturing that data. So if you don’t have a plug-in
you will need to hard-code this information to your site. So once you
have the data layer set up on your site you would need to enable your tags to
capture that information. So the first thing to do to enable your enhance ecommerce is to create a new variable and you would just
go through The easiest way to do that is to go
going through GTM and to create a new variable you just go on variables click
on new and you would select the Google Analytics settings I’m here you would
enter in your tracking ID and you can get that from your property settings in
Google Analytics you would just pick it up from here for example and you put
that in your tracking settings and you you would need to click on more settings
to enable e-commerce go to the e-commerce section and just click on the
check box to enable enhanced e-commerce feature and then you would go ahead and
click on the check box to use data layer. What this will do is automatically
capture that information that you set up on your site for this tag for this
variable and then pass it on to the page view tags or click tags that you create.
So I actually have a workspace that has most of the tags set up, let me just jump
into that. So for your e-commerce these are the basic tags you would set up for
your shopping cart to be able to capture product information Add to Cart any
promotional clicks and check-out steps. So here we have the Google Analytics
settings that I showed you in the screen earlier and it’s being used by all of
the tags that we’ve created. So what this does is it will use this variable and
apply that setting to all the Google Analytics tags. So we have regular page
view tags which fires on all pages and as long as you have the data layer
elements on the page, it will use that information and pass it to a page view
tag. But you can also create individual click tags, for example an Add to Cart
event for Google Analytics, and this will capture that particular event and pass
any e-commerce data layer variables. So that’s pretty much it in terms of
setting up Google Analytics. You’re going to be able to see all the
information, all the data in GA. So I’ll just go over a couple of the reports
that you’ll get once you have enhanced e-commerce enabled for your Google Analytics account. So to see the reports that are generated for
e-commerce, you would just go to conversions>ecommerce, and you can click on any of these reports but the three main reports that you can now view are
shopping behavior, checkout behavior, and product performance. So on the shopping
behavior, this allows you to see how your users are behaving through the shopping
experience. So this is looking at your your catalog page, product pages your users are adding to cart basically. So you can see how many users are going into the
shopping activity funnel, how many users are adding or not adding products to your
cart, adding products but abandoning the cart, or going through the checkout
process and abandoning that process meaning that they’re not completing the
transaction. So this is a good overview on how your users are going through the
entire shopping process. In the checkout behavior report this is specific to the
funnel that you set up in enhanced ecommerce when we set it up earlier in the admin section. So for this particular setting we have a funnel
of billing and shipping payment review and a transaction. So this will
allow you to see how many people are going into each step of the funnel and how they drop off, so if you’re seeing any weird anomalies where people are getting
to the review stage but not doing transactions you can kind of take a look
to see if there’s anything in the review a page that are preventing people
to complete the transaction. The next report is a product performance report. What this will show you is how each product performs in terms of how much revenue they get, how many unique purchases occur, the quantity,
average selling price and any refund information of that if you’re passing that
through enhanced commerce. From here you can also see secondary dimensions and bring in your source/medium, and this gives you additional information on how each particular product is doing based on the source of
your traffic and medium. So if you want to see a particular channel, you can
see how that channel does for a particular product. The other reports
are sales performance, this I believe is just the individual transaction information. This is available with regular ecommerce
setup, but for enhanced e-commerce you can bring in other information as well. So that’s how you would set up your
enhanced e-commerce in Google Analytics using GTM. It’s a pretty straightforward setup to get a good view on how your shopping cart experience is for your
users who are going through your site. If you have any questions you can contact
The Search Agency, and we can answer any of those questions or help you out with
going through your Google Analytics enhanced e-commerce setup.

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