How Does Ecommerce Tracking Work? 

Ecommerce tracking is a way to collect data on each sale. Each purchase includes several pieces of information about the person who made the purchase. The data includes the customer’s affiliation, revenue, shipping, and tax, and the product that was in the customer’s shopping cart. The data also includes the item’s name, SKU, category, and price. 

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Enhanced Ecommerce 

Enhanced Ecommerce tracking works by capturing key data from the checkout process. It captures events such as page views, impressions, product clicks, checkout, shipping, and transactions. Enhanced Ecommerce is most effective when it’s used in conjunction with other eCommerce tracking solutions. The data from Enhanced Ecommerce can be used to improve conversion rates and improve customer experience. 

Enhanced Ecommerce uses the E-Commerce extension to track user interaction with product pages, product impressions, and product clicks. This data is then sent to Google Analytics through the EC.addProduct command. This plugin can also track refunds and other important events. Enhanced Ecommerce is the most advanced tracking option available in Google Analytics. It gives you an in-depth look at your business. 

Adding a server-side script to eCommerce tracking code 

Adding a server-side script to your eCommerce tracking code can help you measure more specific actions. A server-side script can send data to the tracking code based on the product data sent by a user, such as a click on a product link or product image. You can populate the tracking code fields with this data if you are tracking product impressions, or you can use it to measure how many people have clicked on internal promotion. 

Using server-side tracking makes it easier to track customer progression through your checkout funnel. This allows you to monitor revenue and match the number of orders to actual sales. In addition, a server-side script will eliminate the need to write multiple tracking scripts for each page, which can slow down a user’s experience. This is also detrimental to the SEO of your landing pages. 

Skewed eCommerce data 

When it comes to eCommerce tracking, skewed eCommerce data is a problem that you’ll have to deal with. This problem can occur when you have employees who visit your site often and inflate your data. To prevent this problem, you can use Google Analytics filters that exclude employees and third-party companies from your eCommerce data. Moreover, you can use a regular expression to separate IP addresses with a pipe symbol. 

Another cause of skewed eCommerce data is that users refresh or bookmark the confirmation page, which means that the same transaction data is sent to Google Analytics every time they visit the page. This can cause duplicate results to appear in your reports. The solution is to set a flag to prevent Google Analytics from sending duplicate transactions. 

Reporting options 

When you’re using Google Analytics for your eCommerce site, you have two basic options for Ecommerce tracking reporting: Standard and Enhanced. Standard reporting is easy to set up and provides a basic overview of your online sales. Enhanced reporting offers more information and details about your revenue. However, this option may require more work and requires a variety of locations. 

Ecommerce tracking reporting options include revenue, shipping, and tax data. You can also access data about items sold, such as their name, price, SKU code (stock keeping unit), quantity sold, and more.