Enhanced Ecommerce (EEC) Tracking is one of the “must-have” features of Google Analytics, especially for e-commerce sites. A marketer can get “Cart-to-Detail Rate” and “Buy-to-Detail Rate” for each product using EEC. These metrics represent how much each product is attractive to customers and how likely the product got into the customer’s cart. Products with high Cart-to-Detail Rate or Buy-to-Detail Rate can be appealing not only in e-commerce site but also in “brick and mortar” stores Placing these high converting products at Point of Purchase (e.g. for in-store that could be “Candy Rack”) could contribute to incremental sales. Using this dashboard, marketers could identify what products should be replenished quickly, and/or find incremental sales opportunity.

1. Date Prepared for
Google Analytics Advance Integration
Use Enhanced Ecommerce and inventory data
to find incremental sales and missed opportunities
2019/06/05 Marketers

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Use Case
Overview
● Enhanced Ecommerce (EEC) Tracking is one of the “must have” features of Google Analytics, especially for e-commerce sites.
● Marketer can get “Cart-to-Detail Rate” and “Buy-to-Detail Rate” for each product using EEC.
○ These metrics represents how much each products are attractive to customers and how likely the product got into customer’s cart.
● Products with high Cart-to-Detail Rate or Buy-to-Detail Rate can be appealing not only in e-commerce site, but also in “brick and mortar” stores
● Placing these high converting products at Point of Purchase (e.g. for in-store that could be “Candy Rack”) could contribute to incremental sales.
● Using this dashboard, marketers could identify what products should be replenished quickly, and/or find incremental sales opportunity.
example from Google Merchandise Store data

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● Ecommerce Site needs to be
tracked by Google Analytics.
Proper Implementation of
Enhanced Ecommerce Tracking
required.
Requirements and Structure
● Google Analytics Property with
Enhanced Ecommerce report
enabled.
● Google Data Studio Dashboard
connected with Google Analytics

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● Google Analytics integrated data with inventory
provides the datasets to prepare Opportunity
Lost report.
● Helps marketers identify products with low
inventory and possible lost revenue not being
able to sell due to lack of inventory.
● The data could be integrated with 3rd party Ad
Tech solution to drive ad optimizations.
Example output

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● Marketers could get deep insights for each products by custom Enhanced Ecommerce Tracking implementation.
Example: sku-level inventory data implementation gives marketers to:
○ Optimize Dynamic Remarketing Ads bidding in real-time. Avoid serving ads on sku with low inventory.
○ Analyze opportunity cost and implement data-driven inventory management that integrates with the website.
Additional Features with Customized EEC Implementation
Inventory Management/Data
Client Website
Data
Transformation
Prep & Bridge Data for
Activation
Activation

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End Of Document