1. USING ENHANCED
ECOMMERCE FOR NON
ECOMMERCE
NATHAN STOCKFORD

2. WHAT IS GOOGLE ANALYTICS?
Google Analytics is a freemium web analytics service offered by Google that tracks
and reports website traffic. Google launched the service in November 2005 after
acquiring Urchin. Google Analytics is now the most widely used web analytics service
on the Internet.
Source - Wikipedia

3. FIRST STEP UPGRADE TO UNIVERSAL ANALYTICS
Google Analytics has a new base tag so you will need to update from Classic
Analytics (OLD) to Universal analytics (NEW)
• If you are just starting chances are you are using Universal so YAY!
• If you are not just starting check you are using Universal Analytics
• If you are not using Universal Analytics update your code!
NEVER BE LEFT BEHIND IN THE DIGITAL WORLD!

4. EASY TO UPDATE!
To update your code just copy the tracking code from the Tracking Code section in
Google Analytics to all your pages.
This can be found in Admin > Property > Tracking Info > Tracking Code

5. ECOMMERCE REPORT
Now you have GA set up lets not worry about any other
part and jump into Ecommerce.
This will involve some dev work and all the help needed
can be found at -
https://developers.google.com/analytics/
I will be going through why you should use the reports.

6. WHY SHOULD I CARE ABOUT ECOMMERCE
REPORTING?
Ecommerce reporting gives you many different reports as default with a very simple
set up.
Transaction Report – Sales Performance

7. WHY SHOULD I CARE ABOUT ECOMMERCE
REPORTING?
Ecommerce reporting gives you many different reports as default with a very simple
set up.
Product Report:

8. WHY SHOULD I CARE ABOUT ECOMMERCE
REPORTING?
Ecommerce reporting gives you many different reports as default with a very simple
set up.
Product List Report

9. WHY SHOULD I CARE ABOUT ECOMMERCE
REPORTING?
Ecommerce reporting gives you many different reports as default with a very simple
set up.
Product List Report

10. ECOMMERCE REPORT
Now you have GA set up lets not worry about any other
part and jump into Ecommerce.
Ecommerce reports can all be utilised for non ecommerce
purposes. Do you look after a
• Jobs site
• Legal Industry
• Government website
• National Park

11. WHAT AM I DOING WITH MY ECOMMERCE?
For this to work it has to be well thought out in advance, one slight mis-calculation
can throw the reports out of sync and make them unusable.
Questions to ask yourself
1. What is a conversion on my website?
2. What different types of conversions does my website have?
3. Can these different types of conversions be distinguished in sections?

12. WHAT AM I DOING WITH MY ECOMMERCE?
For this to work the has to be well thought out in advance, one slight mis-
calculation can throw the reports out of sync and then be unusable.
Questions to ask yourself
1. What is a conversion on my website?
The Conversion is your Transaction!
2. What different types of conversions does my website have?
Different types of conversions are your Products!
3. Can these different types of conversions be distinguished in sections?
Different sections will be your Product Category!

13. WHAT AM I DOING WITH MY ECOMMERCE?
For this example I own a holiday website that hosts data for my third party clients
who advertise their hotels and link the pages to their website.

14. WHAT AM I DOING WITH MY ECOMMERCE?
For this example I am a holiday website that hosts data for my third party clients
who advertise their hotels and link to their website.
SO
1. What is a conversion on my website?
2. What different types of conversions does my website have?
3. Can these different types of conversions be distinguished in sections?

15. WHAT IS A CONVERSION ON MY WEBSITE?
On my holiday website I would count a conversion as someone who clicks through
from my website to our third party providers.
A conversion would be having
someone click through via one of
the options here.
1 Click through = 1 Transaction

16. WHAT DIFFERENT TYPES OF CONVERSIONS DOES
MY WEBSITE HAVE?
My holiday website has its conversion, its “Transaction”, now I need to know what
my product should be.
This is normally the easiest part to identify, in this scenario it would be the providers
I have shown the visitor.

17. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE
DISTINGUISHED IN SECTIONS?
So my products are the providers on my website, my transactions are the
clickthroughs to the hotel provider…I could just go ahead with this, right?

18. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE
DISTINGUISHED IN SECTIONS?
So my products are the providers on my website, my transactions are the
clickthroughs to the hotel provider…I could just go ahead with this, right?

19. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE
DISTINGUISHED IN SECTIONS?
So my products are the providers on my website, my transactions are the
clickthroughs to the hotel provider…I could just go ahead with this, right?
I mean you could, the basic reports would work….but why stop there!

20. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE
DISTINGUISHED IN SECTIONS?
Enhanced ecommerce has a range of features for you to utilise!

21. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE
DISTINGUISHED IN SECTIONS?
Enhanced ecommerce has a range of features for you to utilise!
Product Category
Product Brand
Checkout
Product SKU
Transaction ID

22. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE
DISTINGUISHED IN SECTIONS?
What is my product category?
I have lots of different providers but I can’t compare them against each other.
Nathans Awesome Hotel
Nathans Awesome Jet Ski Company
The history of Nathan Tour
Some other hotel name

23. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE
DISTINGUISHED IN SECTIONS?
And now to point out the obvious, the product category would be,
1. Hotels
2. Sport
3. History
Or any other rational naming convention. I will be using:
1. Holiday Accommodation
2. Attractions and Events
3. Activities and Adventure

24. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE
DISTINGUISHED IN SECTIONS?
Now why do I care about my product category if I don’t have categories?

25. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE
DISTINGUISHED IN SECTIONS?
To find out what needs improving!

26. CAN THESE DIFFERENT TYPES OF CONVERSIONS BE
DISTINGUISHED IN SECTIONS?
By clicking into the product category I find the only purchase I have is from the
provider “Nathans Real Rubbish Activity”.
What is wrong with my other activities?
How can I make them better?

27. IS THIS EVERYTHING?
So we now have everything we need to get started!
Providers = Products
Transactions = Clickthroughs
Product Category = Type of provider

28. IS THIS EVERYTHING?
So we now have everything we need to get started!
Providers = Products
Transactions = Clickthroughs
Product Category = Type of provider
Is there more?

29. IS THIS EVERYTHING?
There are more custom Ecommerce that can be set up and
utilised still.
Checkout Behaviour Graph can be very useful to see a
generic drop off in a journey.
Product List Performance to compare different lists used on
the website.

30. CHECKOUT BEHAVIOUR REPORT?
I DON’T HAVE A CHECKOUT!
How am I going to use a checkout report without a checkout?
Use it for something else – Any general journey that needs to be tracked can be
with the checkout report.

31. CHECKOUT BEHAVIOUR REPORT?
I DON’T HAVE A CHECKOUT!
How am I going to use a checkout report without a checkout?
Use it for something else – Any general journey that needs to be tracked can be
with the checkout report.

32. CHECKOUT BEHAVIOUR REPORT?
I DON’T HAVE A CHECKOUT!
The below journey is general journey
Any Search Page on the Website > Any Provider Page on the Website > All
Clickthroughs

33. CHECKOUT BEHAVIOUR REPORT?
I DON’T HAVE A CHECKOUT!
The below journey is general journey
Any Search Page on the Website > Any Provider Page on the Website > All
Clickthroughs
A simple bit of code can add this to your analytics.

34. PRODUCT LIST REPORT
The product list report shows how many people view the search list on your website
and also how many people click through on them.
Below Shows this on Nathans Awesome Holidays

35. PRODUCT LIST REPORT
The product list report shows how many people view the search list on your website
and also how many people click through on them.
Below Shows this on Nathans Awesome Holidays

36. PRODUCT LIST REPORT
Looking into Nathans Holiday Sport List I can see that my three sports all get seen
but don’t get clickthroughs to the provider page.
1. Check the website is working correctly
2. Is the content good enough to drive the clickthrough?

37. PRODUCT LIST REPORT
Also On the product List we can see the “Nathans Not so Great Hotel List” is not so
great.
With the Product List Report we can see which are performing badly and which are
performing well.

38. PRODUCT LIST REPORT
Looking at the next level in for this Product list we can see 4 hotels.
3 performing at a similar level, 1 not performing less than great.

39. PRODUCT LIST REPORT
Looking at the next level in for this Product list we can see 4 hotels.
3 performing well, 1 not performing as well.

40. PRODUCT LIST REPORT
The Not so Great Hotel needs to be investigated on the search page, it gets the
same views as the others but a third of the clickthroughs.

41. AND YES THERE IS MORE
In case you want more ways to see your data, you can use the “Brand” variable to
break down your data again.
IE Nathans Awesome Hotels are Based all
over the UK.
Which Country is the best?

42. FOR MORE INFORMATION
Analytics Support - https://support.google.com/analytics/
Development Support - https://developers.google.com/analytics/
Enhanced Ecommerce Dev Support -
https://developers.google.com/analytics/devguides/collection/analyticsjs/enhanced
-ecommerce