Google announced the beta release of a “complete revamp” of its ecommerce analytics, which it says will provide richer insights into pre-purchase shopping behavior and product performance.
It will let you analyze how far shoppers get into the shopping funnel, and where you lose them, and help you understand what products are viewed the most, which are frequently abandoned in cart, and of course, those that convert well. Users can upload rich metadata and create rich user segments.
“Enhanced Ecommerce is designed to keep pace with the remarkable rise of online retail, which grew another 30% year over year in 2013,” says product manager Marcia Jung. “Digital data has played an essential role in that growth, offering deep insights into shopper behavior and letting retailers make smarter decisions. But needs are rapidly increasing and retailers are requiring more sophisticated and comprehensive analysis tools to understand shoppers and product-level performance. With the launch of Enhanced Ecommerce, we’re providing these tools.”
“Enhanced Ecommerce is built on top of the powerful Universal Analytics foundation,” says Jung. “It includes tracking code updates (including full support for Google Tag Manager), data model changes, and new end-user reports that address ecommerce-specific use cases. Together they help online retailers see farther and understand customers better than ever before. ”
The product will let you create product lists for onsite merchandising rules and product landing pages so you can see lists and products that are performing best. It will let you analyze how internal promotions impact sales, and import user segments based on ecommerce activity for targeting in remarketing campaigns. It also has refund support.
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