Enhanced E-Commerce: Detailed User Data Tracking for Pimcore

Stefano Viani

Management

30 Jan 2019 Digital Marketing Analytics

With its Enhanced E-Commerce feature, Google Analytics makes it possible to analyse precisely the data that is of interest to online retailers. Advertisers gain valuable insights into the user behaviour of their website visitors and can target customers more effectively. This means that budgets are used more wisely when placing adverts and wastage is reduced.

Blackbit is currently developing a corresponding integration to ensure that the collection of enhanced e-commerce data works perfectly in Pimcore.

Enhanced E-Commerce Tracking für Pimcore - Blackbit

Utilise advertising budgets more effectively thanks to enhanced e-commerce

While normal e-commerce tracking from Google Analytics only tracks incoming orders, the enhanced version offers detailed reports on the entire user journey of your visitors through the shop. This information is ideal as a basis for accurate Google AdWords campaigns and for optimising your own online marketing strategy.

We present the most important data collected and its benefits for online retailers here:

Where do shoppers bounce?

The Enhanced E-Commerce reports contain funnels for purchasing behaviour and checkout, from which you can see exactly how many shop visitors are currently at which stage of the user journey. Users with no purchasing activity are recorded, as are those who have accessed product pages, added products to the shopping basket, not completed the purchase process or carried out transactions. For each phase, you can display the source from which users came to your shop, the devices they use to shop with you and whether they are new or returning visitors.

For checkout tracking, you determine which steps (e.g. entering the shipping address, entering payment information, confirmation overview page or completed transaction) should be tracked. The recorded data allows helpful conclusions to be drawn for any necessary optimisation of the checkout process. It can also be used as a basis for remarketing campaigns with Google AdWords. For example, you can target purchase abandoners with the right messages!

How do your individual products perform?

Thanks to the enhanced e-commerce function, you can see exactly how many impressions your individual products have received (broken down into views in product lists or on product detail pages) and what actions have been taken with them, where and how often. In addition, the analytics feature provides information on sales and conversion rates of the products as well as the average number of products purchased in an average transaction.

Using the product-related data, you can quickly identify your most popular items and respond to any imbalances. For example, you can specifically advertise the products that are not yet receiving enough attention. Or adjust product pages that are often viewed but do not lead to a purchase.

Which shop banners and teasers work best?

New products, special items and current deals are often advertised via corresponding banners and teasers in your own shop. You can also track how well these internal promotions work with the Enhanced E-Commerce Tracking of Google Analytics. As known from external Google AdWords adverts, the tool lists the impressions, clicks and click-through rate (CTR) for each advertising medium. In addition, the target achievement associated with the advertising space and the orders placed are displayed.

How successful are your affiliate campaigns?

In the affiliate code report, you can see sales, transactions and the average sales volume of the affiliates bringing in visitors. This makes it easier to compare affiliates within Google Analytics.

Which coupon campaigns are popular with customers?

You can compare how successful your individual coupon campaigns are at purchase level and product level. Coupons are compared in terms of their total sales, the number of purchases and their average sales volume or product sales per purchase.

Using Enhanced E-Commerce for Pimcore

We are currently developing an integration for the Pimcore e-commerce framework so that our customers can easily integrate the necessary parameters for enhanced e-commerce tracking into their Pimcore site and utilise all the benefits of the powerful analysis tool.

Our online marketing experts will be happy to advise you personally on the benefits of Enhanced E-Commerce for your company and discuss the integration into your online shop with you. Of course, we will also help you to evaluate your enhanced e-commerce analysis data and support you in deriving suitable marketing measures. Get in touch with us!

About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.