The complete Enhanced Ecommerce analysis with Google Analytics.

Updated: Sep 15, 2020

Unlike the older version of e-commerce analysis in Google Analytics, Enhanced E-commerce is built on top of the powerful Universal Analytics. It helps you to get deeper insights about your customer's end to end shopping behavior on your website as well as helps you to optimize your site for increasing sales and to provide a better customer experience. If you are not still using Enhanced E-commerce or want to know advanced hidden capabilities of it, Please read the post from start to finish. You will be amazed, how much you can get out of it.

For more about Enhanced E-commerce implementation - Visit this link.

1. Top overview Performance -

If you look at the above pic., you can see a huge spike on 18th July. Something happened on this day which leads to $41,552 in total revenue. Understanding which source, medium, products etc. leads to this spike can help to increase the revenue further in the next month. The Revenue, Transactions and Average order value, all these metrics increased compared to previous month except a decrease in conversion rate from 2.99% to 2.82%. Overall the performance is better than the previous month.

% Change in performance by Channel -

The report is sorted by Revenue. The % change in new users for Referral, Organic, and Paid search is down, also the revenue for referral and organic is down but if you look at the Paid search row, you can see that in spite of having a 41% decrease in new users, the revenue of it is increased by 23%, which is just amazing. Also there is a 12% decrease in Bounce Rate (Good) compared to previous month. Direct Traffic is also doing amazing but just a little bit higher Bounce rate.

But upon looking at the Display, it's clear that it's not performing good. There is a huge increase in new users but there is a big drop in revenue and higher Bounce rate Which is very bad.

Though the total revenue generated by Affiliate traffic is very low but look at the % change in revenue, highest change among all, also high new users and low bounce rate change. Finding Affiliate sources that are sending highly engaged traffic for this channel can help you to increase more sales.

Social is totally wasting precious resources, the performance is totally pathetic but doesn't forget to look at the assisted conversion report in Google analytics report for social before making any concrete decision.

You can learn more about Assisted conversion at the end of this post - Adwords campaigns & keyword optimization with Google Analytics.

% Change in Performance by Device Type -

There isn't too much big change in desktop traffic but you can see that most of the revenue for this website is coming from desktop, so much important to dig more deeper and find out a way to further improve it. Traffic from Mobile is doing amazing better than the previous month, a negligible increase in bounce rate but a good increase in new users and revenue.

But Look at the Tablet traffic, new users has increased, bounce rate has decreased by little amount but there is a big 43% decrease in revenue. Something weird is going on here. Looking at the other metrics for Tablet traffic and also applying Tablet segment to filter only the tablet traffic in other Google analytics reports will help you to understand the cause of this decrease in revenue.

If you want to see the performance of your own website like I did here, Just click this Data Studio link, and select the property you want to analyze from the Data selector at the top right-hand corner and you are done. But don't forget to change the Date range according to your need.

2. Shopping Behavior Report -

Shopping Behavior report helps you to visualize the customer's shopping behavior on your website. It helps you to see the number of sessions that included in each stage of your website purchase funnel and in how many customers continued from one step to another and how many abandoned the funnel at each stage.

If you look at the above report, you will understand how much worse GMS is performing. Out of 78,068 total sessions during July, 80%(62,611) of the sessions results into No Shopping activity.


And if you look across the report, you can see that during each stage of the funnel at least 50% of sessions result in abandonment. Only 2.75% of the sessions results in Transactions.

Another great feature of Enhanced E-commerce is that you can directly create segments from the funnel itself. Just click on the blue bars or red arrows to create it. You can also apply these segments to other reports in Google Analytics to find deeper insights.

If you look below the Shopping Behavior funnel visualization report, you can see the default segmented reports by various Dimensions.

Click on the dropdown list to see other dimensions. Let's change the dimension from user type to Source/medium.

you can see the most good and bad source/medium traffic marked by Green and red rectangles.

If you switch to the abandonment tab at the top, you can see the reason of it. As you can see that these sources/medium has a huge cart and checkout abandonment rate. Fixing these sources can have a big impact on the bottom line of the business because customers in these steps already decided to buy from you rather than someone who is just looking at your product pages.

You can also segment the funnel using advanced segments at the top of the report according to your needs.

3. Checkout Behavior Report -

With this report you can get into more detail to fix the checkout abandonment rate. Which is just fantastic. The checkout behavior report lets you evaluate the points at which users abandoned your checkout process.

We can see that there is a 21% abandonment in the billing and shipping stage. One obvious reason might be that as GMS sell products to worldwide customers, the customers outside the United States might don't want to pay for high shipping cost associated with the product.

you can see the segment view by country to see if is it true?

From the above report, it is clear that the abandonment rate for billing and shipping stage is very low for the United States and Canada but for other countries, the abandonment rate is very high, between 80-90%  or sometimes even more than 90%.

You can do similar kind of analysis for other stages too to find out what causing customers to abandon the Checkout process. Look at the other two stages with high abandonment rate.

4. Product List Performance Report -

In Google Analytics, on-site merchandising tools are known as Product List. A product list can be almost anything like the module that lists related products, a category page or on-site search results list. The product list performance report lets you see how well lists and individual products perform in conjunction with one another.

You can see that the "Category List" has the most views than any other list. But the product list CTR is much higher for "Search Results" List than the category list even though it has far fewer views than the category list. Indicating that category list isn't driving a high number of clicks compared to the number of times it's been viewed.

And WTF with the Related products list, it's account for $0 in revenue.

Let's understand how to improve it.

First, filter the table to include only the category list and apply secondary dimensions to see how the types of products and the order of products presented can influence the success of product lists.

The Top 5 Product positions in the Category list has the highest CTR most likely because they are more visible to the users but after position 5, the positions with best CTR started to scatter throughout the list, which means that the customers are interested in the product regardless of the position a product appears in the list.

Moving most valuable products into these positions can increase the likelihood of higher conversions. If you look at the column across position 10, you can see that products revenue is very low in spite of higher CTR than position 7,6.

Applying an advanced segment with product list position 10 to the product report will help you to find which products are performing worse in this position.

Now let's see how products included in the list influences the list performance.

The above report shows products included in the Category list. Out of top 10 products with most views in the list, 9 are related to the Youtube brand still they are performing very poorly.

And if you sort the report from highest to lowest revenue, you will see that the highest amount of revenue is generated from the Nest Family products but compared to the number of times these products appeared in the list is way too lower than the youtube products.

Promoting more of the Nest products or products with high revenue and CTR can significantly improve the list performance as well as more sales for The GMS.

Now let's look at how a single product performs, depending on the list it's in.

Go to the product primary dimension at the top and sort the table by product list clicks to see which products are getting most clicks when appeared in a list.

Now apply the product list name as secondary dimension after clicking on a product.

You can see that "Google Men's vintage badge tee black" is performing very poorly in both the category and search results list. Products are added to the cart but due to some reasons, customers are not completing the purchase.

Due to (Not set) we can't able to know in which list it is converting well but we can see that 111 unique purchases have happened compared to zero in category and search results list.

You can also add other secondary dimensions like product color, size etc. available at top of the report.

5. Product Performance Report-

The Product performance report lets you evaluate the performance of individual products. It provides information such as revenue generated by a product, quantity sold, how often they were added to the cart and removed from the cart and whether they were eventually purchased etc.

Cart-to-detail rate - The cart-to-detail rate shows how often customers that viewed a product added it to their cart.

Buy-to-detail rate - The Buy-to-detail rate shows how often customers that viewed a product ended up purchasing it. Products that generate the highest Revenue -

More than half of the total revenue(56%) is coming from the Nest products. You can also see that customers are buying"Google baby essential set" on an average 13 per transactions and it has the highest cart-to-detail rate among all the top 10 products indicating a high fondness for this product.

The Hard cover journals are also generating a good amount of revenue and also have the highest average quantity among all but it has a very poor cart-to-detail and buy-to-detail rate.

Poor cart-to-detail rate indicating that there might be some miss match between what GMS is promising and what customers are getting or the products getting out of stock quickly and customers aren't able to add it their cart etc.

Potential reasons for low buy-to-detail rate could be that there might be some issue with check out process or shipping price or the time it takes to deliver the product is higher etc.

Later, in this post, I will describe how you can optimize your website with some advanced tools.

Products with High added and removed from cart - First, go to the shopping behavior tab at the top of the Product performance report and sort the report from high to low.

Look for any products that have the high add to cart and removed from cart number. Also, compare the cart-to-detail and buy-to-detail rate to find some issues if not clear from the above analysis. Look at the rows with red squares, how they highlighting potential issues quickly. You can also filter the report by an advanced filter with any criteria to look at products that meet that criteria if you have huge numbers of products.

Products with high and low cart-to-detail and buy-to-detail rate -

You can sort both the metric from high to low and low to high to find insights. Some of the Good performing products are number 3,5,6,7. But if you look closely at the above report, you can see a big problem also. Though all these products have a very high cart-to-detail rate but some of the products in the report has very few unique purchases. Not an efficient way to increase more sales fastly.

And if you again sort the report from low to high, You can see the same problem here, very low number of unique purchases.

One of the best ways to effectively get out of this problem is using Weighted sort. But I don't know why weighted sort option is not available in the product performance report.

But don't worry there is one another way you can use to find products that are performing good or bad.

Compared to site average report tab in GA -

The best thing about using this feature is that you don't have to use your head too much. All you have to do is just look at the report. Green means good, red means bad. You can see that hard cover journals have a very low cart-to-detail rate compared to the site average. Another great thing is you can change another available metrics from the drop-down menu and compare them together. Insights on steroid.

Using Advanced Segments (the GF/BF you can't live without)-  It is the most powerful feature of Google Analytics, Period!

Just look at the % product revenue number on the top of the report for organic, Paid and referral traffic. About 70% of the revenue is coming from only referral traffic. For organic and paid, it's 9% and 2% respectively. Referral traffic accounts for 14% of the users whereas organic traffic accounts for 52% of the users, still referral traffic generating way more revenue than organic. Also look at the trend lines to compare them over the time period you have selected.

You can also see lots of other metrics. Look at the Cart-to-detail and buy-to-detail rate for organic traffic. How pathetic is it compared to the other two segment?

And if you scroll a lit bit lower, you can see the performance of each product for every segment individually. Compare their performance and see which products are performing best in which channel.

You can use this data to personalize the experience of your customers or improve the performance of your Paid Ads.

Want more amazing insights, look at the other reports in Google Analytics with segmentation applied or since we have seen that organic traffic is performing very poorly, so remove the other two segments and look at the keyword report or Landing page report for Organic traffic only. You can find so many great insights for optimization.

To learn more about segmentation read this post and others by Avinash Kaushik -  Google Analytics visitor segmentation - Users, sequences, cohorts. Product Category Performance -

You can also analyze by Product Categories like which Categories are driving more revenue or on average, how much products customers buy from each category, what is their average price? etc.

6. Internal Promotions -

Internal promotions are the marketing efforts you run on your own website.Internal Promotions include things like Banners that you display on one section of your site to advertise another section of your site.

Note - This report is of May 2016. There isn't enough data for the July 2017 to explain this report.

The Lifestyle, New, and Fun internal promotions have the most views but the CTR for these campaigns are very low indicating poor customer Appeal. But Apparel, Accessories, and Office campaigns are doing a good job of enticing the customers to click and convert.

It is clear from the above report that Campaigns 4,5,6 need to be promoted more frequently and campaigns 1,2,3 need some serious attention. They are not doing a good job of enticing the customers to click or make a purchase.

Using device type segments can be very useful to understand customers behavior.

As the segments indicate that customers tend to click on internal promotions more from Mobile & Tablet traffic than Desktop but may be Convert later on the desktop as the number of transactions and revenue are more for desktop traffic.

Another great way to find insights is to use the Pivot table feature in GA.

In the above report, I am pivoting the report by Paid ad Campaign dimension and Transaction metric to see which Paid Campaigns drives more internal campaigns transactions for which internal Promotions.

One more Example -

7. Internal Site Search-

Very few people use the immense power of internal site search as much as they should. Internal site search is great in two ways which are absolutely amazing and very hard to find elsewhere in GA.

First, it helps you to understand what your customers are looking for or what they care about once they visit your website and second it helps you to understand if your website navigation, contents are meeting those needs.

Search terms are queries customers are typing into your website search bar. Customers during July had search "gopher" 47 times at least once during a session. % of search exits is basically equivalent to "Bounce Rate" here.

And if you look at the E-commerce tab, you can see that none of the search terms results in any conversions which are concerning. Let's focus on the "gopher" and try to understand more about it.

Where do people begin to search for a particular term?

Most of the customers are searching for gopher once they visited the website and from some other pages.

Which pages customers saw after performing a search?

As we can see that customers are visiting lots of pages after searching for it but they aren't converting as we saw earlier.

Some possible reasons could be that they are not getting what they are looking for or the price of these products is higher than your competitors or something else.

And if you do a search on the website, It is clear that GMS isn't selling this product.

Upon some more digging, it is clear that actually most of the customers are coming from Quora to purchase this product.

Though the number of searches for it is low but every time someone looking for it, GMS is losing money right away. Imagine how many opportunities will be lost if the number of searches is higher. If we didn't look at the internal site search then it would not be possible to understand that people are looking for it and we didn't even have them on our website. That's why Internal site search is so powerful. It reveals the customers intent.

One another great thing about Internal site search is you can use these search terms in your PPC ads or in SEO to increase sales and rank higher in the search result when someone searches on Google, Bing etc.

8. Tools for Conversion rate optimization -

a. Page analytics (by Google) -

Page analytics allows you to visually see how customers interact with your website. What products or links they are clicking on or not clicking on. It helps you to optimize your website and improve the user experience.

Click the link to know more -  Page Analytics

b. HotJar -

Hotjar is one of my most favorite tool for Conversion Rate Optimization. I can't stop raving about this product. I also use it on this blog.

Some of the features of Hotjar are -


Heatmap allows you to understand what your users care and do on your site by visually representing their clicks, taps and scrolling behavior. It also lets you see heat map by device type.

Visitor Recordings -

Visitor recording feature eliminates guesswork by recording videos of real visitors and help you find any usability issues on your website faster. It's like sitting with your customers and seeing what they are doing on your website.

Conversion funnels and Form analysis - 

If there is one thing you should first do to increase your conversion rate then start with fixing the issues in your checkout funnels. Because customers already decided to buy the product from you, then why to let them go. With these two features, not only you can see a drop off on every stage of your funnel but also able to see the video recording of your customers at every stage. Only this feature of Hotjar is worth every Penny. Form analysis helps you to improve online form completion rates by discovering which fields take too long to fill, Which are left blank etc. Feedback poll and survey -

One of the biggest problems with quantitive data is that they are very good at telling you "what" happened but very bad at "why" something happened. With Feedback poll and survey, you can understand what your customers trying to do and what's preventing them in doing it. You also need Qualitative data to make wiser decisions, understand the pain points of your customers.

C. User Testing - 

User Testing is one of the most advanced websites usability testing tool. You can create a specific task for people to complete on your website, Mobile Apps or Prototypes, while people speaking their thoughts as they use it with video and audio recording. You can also do live conversations with the consumers to find insights faster. With User Testing, you get access to over one million target audience and can get feedback within 1-2 hours.

Look at this demo video to learn more about - User Testing

D. Five Second Test by UsabilityHub - 

The idea behind Five-second test is, User see your Homepage or Landing page or any product page only for five seconds and then they try to remember and answer questions like -

What this website does? What did they like most about the design? What did they least like about the design? etc.

It helps you to find things that you should keep or remove from your websites to make it less clutter free, improve customers experience etc.

It's just the tip of iceberg, UsabilityHub also have lots of amazing Conversion Rate optimization features, Please check them out here - UsabilityHub 

E. A/B testing, personalization & targeting with VWO -

Visual Website optimizer gives people with no knowledge of coding to do A/B testing of their website and landing pages. It also includes additional capabilities of personalization, segmentation, and targeting. VWO provides more than 100+ features to all your needs to do A/B testing with lots of resources to learn and apply it on your website.

How to create A/B test using VWO -

Using Social-Proof to increase sales - F. Yotpo  -

Yotpo is one of the most powerful tools to collect customers photos, review, Q&A and more. It helps you to increase your website SEO ranking with Seller ratings and product listing ads. It also creates a shoppable version of your Instagram and Pinterest feed, which seamlessly sends shoppers directly from your  Instagram photos to tagged product pages.

Expected increase in sales (GMS)-

How it works -

G. Referral candy -

Referral candy is a referral marketing tool that helps you to get more customers by incentivizing referral to increase word of mouth of your company. One of the great examples of a company that leveraged Word-of-mouth is Dropbox.

With Referral, Dropbox went from 100 k to 4 million users in 15 months, which put the company at a valuation of 10 Billion dollars. According to Jonah Berger, Word of mouth is one of the best forms of marketing your business or ideas because we more likely to trust our friends than the company itself.

Expected RIO (GMS)-

H. Mobile Speed Test ( by Google).

Use Mobile speed test to fix issues with your website loading time on mobile to reduce customers abandonment.

Let's use Mobile speed to test GMS.

The great thing about using this tool is that it tells you, on average how much time your website takes to load on a mobile device, Estimated visitor loss due to slow speed, also helps you to compare your website performance against the top performing websites in your Industry.

You can see from the above test that GMS website takes nearly 7s to load on mobile and it is slower than other top performing sites in this category. Due to loading speed issue, GMS is probably losing 26% of all visitors on mobile, Which is a big number.

Why lose these customers when you can fix it with little efforts.

To test your website, use this link - Mobile speed test 

For a more advanced test, use this link - Page Speed test on Mobile and desktop.

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