You can’t improve what you don’t measure.

If you run an online shop, e-commerce analytics in Google Analytics is something that you definitely use. But are you getting the most out of it? Enhanced e-commerce offers tons of features that make your analytics tracking eminently customizable and able to answer the toughest of business questions.

Google Analytics e-commerce tracking has tons of features beneath the surface that, if you implement and analyze correctly, will give you analytical superpowers.

Data much more sophisticated than just the number of transactions, revenue, or average order value.

There are some basic Google Analytics e-commerce tracking features that will give you valuable insights, but you can travel quite far down the rabbit hole and have a super advanced implementation as well. This article will cover the majority of those options.

This article focuses exclusively on e-commerce analytics in Google Analytics, so if you use something else, it will be of limited value to you.

Main areas covered in the article:

  • E-commerce Analytics: The Basics
  • What Metrics Matters for E-commerce Analytics in GA
  • Enhanced Ecommerce Analytics in GA
  • Enhanced Ecommerce Reports You Should Know
  • Going Beyond: Advanced E-commerce Analytics Strategies

The article is full of screenshots like this:


I don’t know about you, but this excites me. I can look at tons of such images if there’s a story behind them. I like to see the picture behind the numbers.

The image above tells a fascinating story. It shows products listed by product list position (if something appears on the page as the 1st or 5th or 10th product) and their performance. If something is at position #22 but generates twice as much revenue as not only #21 and #23, but also #10? This is your story behind the numbers! Figure out why.

The customer journey/funnel graphs are also fascinating.


Go to find much more in the article, if you also like data. Or money.


Ecommerce Analytics Tracking: 69-Point Guide To Drive Performance