As is widely known, Google Analytics analyses the origin of visitors, their dwelling time on particular pages of the web page, clicking on links from newsletters and the use of search engines. Thus, Google Analytics enables the more successful monitoring of campaigns. The tool is used by almost 50% of all websites, although it is problematic and disputed from the data protection point of view.
Recently, Google Analytics has implemented the Enhanced Ecommerce functions that enable the gathering and analysis of comprehensive behavioural data and transaction data for e-commerce. Enhanced Ecommerce is especially useful for understanding customer behaviour and the effectiveness of marketing efforts. For example, it provides unique insights into the number of visitors who have viewed certain products, the number of visitors who have placed a product in their shopping cart or removed the product from it, as well as information on completed and cancelled transactions. Besides this, the Enhanced Ecommerce also enables the tracking of conversions on the product level, on the level of the average order value and even of reimbursement. This information can easily be used by Enhanced Ecommerce because the dimension „product identifier“ and support by the Google Tag Manager enables the preparation of a number of funnel reports. All reports can be accessed via a standard account with activated Universal Analytics. These reports especially show areas where the most energy should be spent in order to improve the conversion rates.