Web Analysis

E-commerce tracking

All webshops should set up tracking. Through E-commerce tracking you can measure sales and KPIs created in the webshop which is very valuable. 



Google Analytics E-commerce tracking plugin provides the opportunity to measure everything from sales and average order value for purchased products to how many returns the webshop receives. Everything can lead back to traffic sources and you can see which traffic source has contributed to the purchase. You can also use this collected data for retargeting / remarketing lists.

To generate the right traffic to the webshop is the first step to good results. If you simultaneously know the buying behaviour in the webshop and the user behaviour on the website, you have great opportunities to optimise the user experience both before and after a purchase. This is exactly why E-commerce tracking is so valuable.

Why E-commerce tracking is a good idea

  • You gain a deep insight into website sales data 
  • If you use Google Analytics E-commerce tracking, you have all the data and KPIs from the website and the webshop collected in one place. This makes it clear to analyse results.
  • The function of Enhanced Ecommerce tracking, provides in-depth insight into, for example; product-level impressions, returned goods, products placed in the cart and how promotion of specific products on the site leads to a purchase.
  • When working with SEO, you work with the user experience on a website. SEO therefore benefits the entire customer experience and can lift interaction and sales from all traffic channels.
  • E-commerce tracking can be set in relation to each company’s needs and desires for KPIs.

Enhanced e-commerce tracking

Even if you have Analytics installed on your webshop you do not receive the necessary E-commerce data. Therefore, it is important to install an E-commerce tracking plugin. Google Analytics E-commerce tracking comes in two versions; a general version and an enhanced plugin. Enhanced Ecommerce only works with Universal Analytics, so if it’s not upgraded from ga.js to analytics.js, this is a good reason to do so. Enhanced Ecommerce can pay off as you gain more insights. We recommend installing Analytics and E-commerce tracking through Google Tag Manager.

When you install Enhanced Ecommerce, you can access reports on which products the user adds to the shopping cart and which products the user removes from the cart before a purchase is complete.

Beyond that, you can of course see how many orders are created and how many times a transaction has been cancelled. This can be incredibly valuable in terms of optimising the “conversion flow” and also for building relevant remarketing lists for advertising.

Webshops receive many returns, especially during sale periods. If you have Enhanced Ecommerce installed, you receive data on the amount of returns and also which products that have been sent back. The advantage of having this gathered in Analytics is that this data can be viewed in relation to traffic sources and other user behaviour on the website. Again, it may be valuable to then personalise the content displayed.

Do you have insight into how your webshop is performing? If not, it may be because the set-up of the e-commerce tracking of the webshop should be optimised. Feel free to contact us if you want to know more about what such a solution might look like.

Shall we talk further?

We are always ready to have a dialogue about your ambitions, and how we can develop your digital channels and make your company grow.