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Google Universal Analytics (UA) Enhanced Ecommerce Reporting
Google Universal Analytics (UA) Enhanced Ecommerce Reporting

How to Implement Google Analytics Enhanced Ecommerce Reporting to Measure E-commerce Data

Rob avatar
Written by Rob
Updated over a week ago

Note: Google's Universal Analytics (UA) product is end-of-life. Google stopped using UA and the Enhanced Ecommerce reporting covered in this article on July 1, 2023. It has been replaced with Google Analytics 4 and Google Tag Manager. Learn more

Being able to track E-commerce data is a feature that many retailers, marketing partners, and automation platforms find useful. It is used to track detailed user activity specific to E-commerce, as well as enhance google ads and sales funnel tracking.

This article will outline how to activate Google Universal Analytics (UA) Enhanced Ecommerce Reporting to give you the ability to collect this data.

We recommend following this process in addition to adding your Google Tag Manager (GTM) tracking code to the Store SEO page discussed below. Instructions on how to do that (and why you should) can be found here.

Getting started is simple. Insert your Google Analytics UA Number into the Google Analytics field on the SEO page of your Run Free Admin account. You can find the field by clicking the Settings Icon in the top right corner of your account > clicking Store SEO. The UA field will be in the bottom left corner of the page as shown below:

  1. The field in which you should place your Google Analytics UA tag

  2. The field in which you should place your Google Tag Manager GTM tag

Once this is complete, you will want to enable Enhanced E-Commerce in your Google Analytics account. Once logged in, select the UA account you would like to track, then tap the admin gear in the lower left of the screen. Next tap the E-commerce Settings link under your preferred View's column on the far right.

Then simply toggle on the Enable E-commerce, as well as Enable Enhanced E-commerce Reporting, and hit save. You're all set!

Toggling enhanced Google's eCommerce Functions will enable a bunch of eCommerce-specific tracking functions such as user journeys, funnel tracking, even google ad and social marketing conversion. An example User Report is shown below highlighting the new types of data that are collected such as item views, add to cart, checkout steps, and purchase completion.

To learn more about the data Googles Enhanced Ecommerce API integration collects, see below:

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