Now that you know how to measure behavior, let’s look at how to understand purchasing behavior. Listen to Justin Cutroni describe Enhanced Ecommerce reports using the Google Analytics interface for web to help you analyze users’ purchasing progress and transaction information:
Introduction
The new Google Analytics Ecommerce Reports demystify the customer’s online shopping experience. These reports help you understand performance and activity for individual products or product categories. They also show your customers’ shopping and purchasing behaviors like how often they add or remove products from their online shopping carts. Detailed reports about the shopping process can help you in many different ways.Types of reports
The Product Performance report shows the sales performance and shopping behavior related to your products. This report offers multiple ways to view the data such as product name, SKU, category, and so on. The goal is to let you analyze product performance based on how your company organizes products.The Product List Performance report helps you understand how merchandising blocks, category pages or search results drove product exposure and how often users clicked on specific products.
The Shopping Behavior and Checkout Behavior reports give you a detailed look at how users viewed products; added or removed them from shopping carts; and initiated, abandoned, or completed transactions.
Conclusion
Keep in mind that before you can access these new ecommerce reports, you’ll need to implement Enhanced Ecommerce on your website.Go Fish! offers in-app purchases like virtual fishing poles and fly reels that help users advance in the game. Let’s take a look at what the “Enhanced Ecommerce Product Performance” report can tell us about these in-app purchases:
 |
| screenshot of Enhanced Ecommerce Product Performance |
You can see the top selling products, as well as the revenue those products generated. You can also compare purchases to see which items users buy in multiple. Enhanced Ecommerce reports can show you an overview of product sales or more detailed data about users’ purchasing behavior.
Note that to set up Enhanced Ecommerce Tracking you’ll need to configure ecommerce in your Google Analytics account, as well as add some tracking to your app development environment.
--
Describe what ecommerce you’re tracking or plan to track in your app
Describe some insights you’ve found through Enhanced Ecommerce reports
Enhanced Ecommerce overview
How to set up Enhanced Ecommerce tracking for Android and iOS
