Enhanced ecommerce tracking

INTERNAL: Google Confidential and Proprietary
Enhanced Ecommerce Tracking
Abraham, E. Demas

Enhanced Ecommerce - Web Tracking (analytics.js)
The enhanced ecommerce plug-in for analytics.js enables the measurement
of user interactions with products on ecommerce websites across the user's
shopping experience, including: product impressions, product clicks,
viewing product details, adding a product to a shopping cart, initiating
the checkout process, transactions, and refunds.

Data Types and Actions
There are multiple types of ecommerce data you can send using analytics.js: impression data,
product data, promotion data, and action data.

Data Types and Actions - Impression Data
VALUE TYPE REQUIRED DESCRIPTION
id String Yes* The product ID or SKU (e.g. P67890). *Either this field or name must be set.
name String Yes* The name of the product (e.g. Android T-Shirt). *Either this field or id must be set.
list String No The list or collection to which the product belongs (e.g. Search Results)
brand String No The brand associated with the product (e.g. Google).
category String No The category to which the product belongs (e.g. Apparel). Use / as a delimiter to specify
up to 5-levels of hierarchy (e.g. Apparel/Mens/T-Shirts).
variant String No The variant of the product (e.g. Black).
position Number No The product's position in a list or collection (e.g. 2).
price Currency No The price of a product (e.g. 29.20).
Represents information about a product that has been viewed. It is referred to as an impressionFieldObject
and contains the following values: E.g. Search Results

Data Types and Actions - Product Data
Product data represents individual products that were viewed, added to the shopping cart, etc. It is referred to
as a productFieldObject and contains the following values:
id String Yes* The product ID or SKU (e.g. P67890). *Either this field or name must be set.
name String Yes* The name of the product (e.g. Android T-Shirt). *Either this field or id must be set.
brand String No The brand associated with the product (e.g. Google).
category String No The category to which the product belongs (e.g. Apparel). Use / as a delimiter to specify up to 5-levels of
hierarchy (e.g. Apparel/Mens/T-Shirts).
variant String No The variant of the product (e.g. Black).
price Currency No The price of a product (e.g. 29.20).
quantity Number No The quantity of a product (e.g. 2).
coupon String No The coupon code associated with a product (e.g. SUMMER_SALE13).
position Number No The product's position in a list or collection (e.g. 2).

Data Types and Actions - Promotion Data
Represents information about a promotion that has been viewed. It is referred to a promoFieldObject and contains
the following values:
id String Yes* The promotion ID (e.g. PROMO_1234). *Either this field or name must be set.
name String Yes* The name of the promotion (e.g. Summer Sale). *Either this field or id must be set.
creative String No The creative associated with the promotion (e.g. summer_banner2).
position String No The position of the creative (e.g. banner_slot_1).

Data Types and Actions - Action Data
Represents information about an ecommerce related action that has taken place. It is referred to as an
actionFieldObject and contains the following values:
id String Yes* The transaction ID (e.g. T1234). *Required if the action type is purchase or refund.
affiliation String No The store or affiliation from which this transaction occurred (e.g. Google Store).
revenue Currency No Specifies the total revenue or grand total associated with the transaction (e.g. 11.99). This value may include
shipping, tax costs, or other adjustments to total revenue that you want to include as part of your revenue
calculations. Note: if revenue is not set, its value will be automatically calculated using the product quantity and
price fields of all products in the same hit.

Data Types and Actions - Action Data
tax Currency No The total tax associated with the transaction.
shipping Currency No The shipping cost associated with the transaction.
coupon String No The transaction coupon redeemed with the transaction.
list String No The list that the associated products belong to. Optional on click or detail actions.
step Number No A number representing a step in the checkout process. Optional on checkout actions.
option String No Additional field for checkout and checkout_option actions that can describe option information on the checkout page, like
selected payment method.

Product and Promotion Actions
Did you notice? Something missing?
Actions specify how to interpret product and promotion data that you send to
Google Analytics
Impression Actions? No need! It’s an impression, so make a good first
impression.

ACTION DESCRIPTION
click A click on a product or product link for one or more products.
detail A view of product details.
add Adding one or more products to a shopping cart.
remove Remove one or more products from a shopping cart.
checkout Initiating the checkout process for one or more products.
checkout_option Sending the option value for a given checkout step.
purchase The sale of one or more products.
refund The refund of one or more products.
promo_click A click on an internal promotion.
Below are the various actions that can be performed on product and promotion data:

Implementation

Implementation: Measuring a Product Impression
In this example, a user first views the product in a list of search results. To measure this
product impression, use the ec:addImpression command and provide the product
details in an impressionFieldObject:

Implementation: Measuring a Product Impression
ga('create', 'UA-XXXXX-Y');
ga('require', 'ec'); // Load enhanced ecommerce plugin
ga('ec:addImpression', {
'id': 'P12345', // Product details are provided in an impressionFieldObject.
'name': 'Android Warhol T-Shirt',
'category': 'Apparel/T-Shirts',
'brand': 'Google',
'variant': 'black',
'list': 'Search Results',
'position': 1 // 'position' indicates the product position in the list.
});
ga('ec:addImpression', {
'id': 'P67890',
'name': 'YouTube Organic T-Shirt',
'type': 'view',
'category': 'Apparel/T-Shirts',
'brand': 'YouTube',
'variant': 'gray',
'list': 'Search Results',
'position': 2
});
ga('send', 'pageview');
}
addImpression:
This is a result
set of multiple
products,
therefore should
be in a for loop

Implementation: Measuring a Product Click
Next, a user expresses interest in this particular product by clicking on the product listing
to view more details.
To measure that product click, use ec:addProduct and ec:setAction

“
Implementation: Measuring a Product Click
// Called when a link to a product is clicked.
function onProductClick() {
ga('ec:addProduct', {
'id': 'P12345',
'category': 'Apparel',
'brand': 'Google',
'variant': 'black',
'position': 1
});
ga('ec:setAction', 'click', {list: 'Search Results'});
// Send click with an event, then send user to product page.
ga('send', 'event', 'UX', 'click', 'Results', {
hitCallback: function() {
document.location = '/product_details?id=P12345';
}
});
}
The product link could then be
implemented like this:
<a href="/next-page.html"
onclick="onProductClick();
return !ga.loaded;">
T-Shirt
</a>
”

Implementation: Measuring a Product Details View
After clicking on the product listing, a user views the product details page.
To measure this product details view, use ec:addProduct and ec:setAction to specify
a detail action:

Implementation: Measuring a Product Details View
ga('require', 'ec');
'id': 'P12345',
'brand': 'Google',
'variant': 'black'
});
ga('ec:setAction', 'detail');
ga('send', 'pageview'); // Send product details view with the initial pageview.

Implementation: Measuring an Addition or Removal from Cart
The user expresses intent to buy the item by adding it to a shopping cart.
To measure the addition or removal of a product from a shopping cart, use ec:addProduct
and set the type add or remove:

Implementation: Measuring an Addition or Removal from Cart
// Called when a product is added to a shopping cart.
function addToCart(product) {
'id': product.id,
'name': product.name,
'category': product.category,
'brand': product.brand,
'variant': product.variant,
'price': product.price,
'quantity': product.qty
});
ga('ec:setAction', 'add'); // for removal use remove
ga('send', 'event', 'UX', 'click', 'add to cart'); // Send data using an event.
}

Implementation: Measuring Checkout Process
Now the user is ready to begin the checkout process, which in this example includes two steps, each on separate
pages:
1. Add payment details (payment.html).
2. Add shipping details (shipping.html).

Implementation: Measuring Checkout Process
First, make sure you’ve properly configured a checkout funnel from within Google analytics under ecommerce
settings.

Implementation: Measuring Checkout Process: Step 2 - Shipping - Post selection of shipping Information
In case we don’t have additional information about the shipping option selected when the initial pageview
is sent so this will be handled separately using the ec:setAction to indicate a checkout_option.
// Called when user has completed shipping options.
function onShippingComplete(stepNumber, shippingOption) {
ga('ec:setAction', 'checkout_option', {
'step': stepNumber,
'option': shippingOption
});
ga('send', 'event', 'Checkout', 'Option', {
hitCallback: function() {
// Advance to next page.
}
});
<a href="/next-page.html" onclick="onShippingComplete
(2, 'FedEx'); return !ga.loaded;">Continue</a>

Implementation: Measuring a Transaction
Lastly, the user completes the checkout process and submits their purchase.
To measure the sale of one or more products, use ec:addProduct to add each product, then ec:setAction to specify a
purchase. Transaction level information like total revenue, tax, etc. can be specified via an actionFieldObject. For
example:

Implementation: Measuring a Transaction
ga('set', '&cu', 'EUR'); // Optional: Set tracker currency to Euros
'id': 'P12345',
'brand': 'Google',
'variant': 'black',
'price': '29.20',
'quantity': 1
});
// Transaction level information is provided via an actionFieldObject.
ga('ec:setAction', 'purchase', {
'id': 'T12345',
'affiliation': 'Google Store - Online',
'revenue': '37.39',
'tax': '2.85',
'shipping': '5.34',
'coupon': 'SUMMER2013' // User added a coupon at checkout.
});
ga('send', 'pageview'); // Send transaction data with initial pageview.

Read More
https://developers.google.
com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce

Enhanced ecommerce tracking

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