Structuring an Enhanced Ecommerce Measurement Framework

For online retailers, Google Analytics Enhanced Ecommerce can serve as a magnifying glass into your users’ shopping behaviors. Significant optimizations to improve the bottom line can be made based on the data gained from it. However, getting to this point with GA Enhanced Ecommerce (EEC) doesn’t happen overnight. A well thought-out implementation involving discovery and planning is critical to the project’s overall success.

Before we begin, it’s important to note that a good Enhanced Ecommerce implementation is never one-size-fits-all. This whitepaper addresses general recommendations; your unique business requirements may need you to take different steps and considerations. Use this whitepaper as a jumping-off point for your implementation, not as a set of point-by-point instructions.

In this whitepaper, we will discuss:

• Difference between Standard Ecommerce and Enhanced Ecommerce
• Discovery questions and considerations
• How to plan for each Enhanced Ecommerce step
• Custom dimensions
• Formatting a measurement plan

This whitepaper is focused on translating your business requirements into Enhanced Ecommerce parameters. It’s not a technical guide on how to implement. If you are interested in content like this, please contact us and let us know.