Mobile Commerce

Google Enhances Ecommerce Functionality

Google announced during the Google Analytics Summit 2014 that it had created a new feature designed to better understand customer behavior and the effectiveness of merchandising efforts. The Internet powerhouse company released what it calls “Enhanced Ecommerce,” in an effort to help businesses better understand the customer journey.

According to a statement on Google’s blog, marketers today want more details about customer behavior when looking at products, interacting with merchandising units and on-site marketing.

“Businesses can now gain clear insight into new important metrics about shopper behavior and conversion including: product detail views, ‘add to cart’ actions, internal campaign clicks, the success of internal merchandising tools, the checkout process, and purchase,” the blog stated. “Merchants will be able to understand how far along users get in the buying process and where they are dropping off.”

Some of the specific changes include a series of funnel-based reports, widening of the use of the Product ID dimension and Google Tag Manager support for the new functionality.

Additionally, Google said that it would be offering a new Analytics Academy course, which will guide individuals through interactive examples of analyses for a fictional retail company to practice techniques they can apply to their own business.

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