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Gain insights into user shopping behavior using Enhanced Ecommerce 
Marcia Jung, Product Manager 
Jo
Ask meaningful, actionable question of your data 
“Where and why are users falling out of the checkout process?” 
“How effective are my campaigns at driving users through the shopping funnel?” 
“Am I showing the right products on my landing pages? How are my internal promotions impacting sales?”
Enhanced Ecommerce Benefits 
Product Performance Analysis 
Deep User Insights 
Optimize Your Merchandising 
Closing the Loop
Insights into user shopping behavior 
User Insights
Users are completing purchases on tablet devices 
Remarket and capture high-converting users on tablet devices 
User Insights 
Tablet users start checkout twice as often and complete purchase 57% more often than overall users
Optimize your checkout process on mobile 
Users abandon checkout much more frequently on mobile 
User Insights 
Mobile users start the checkout process more often but but complete purchase 40% less often than overall users
Which campaigns are driving awareness? Which ones are my closers? 
User Insights
Enhanced Ecommerce Benefits 
Product Performance Analysis 
Deep User Insights 
Optimize Your Merchandising 
Closing the Loop
Understand full lifecycle of product purchases 
Product Analysis 
What are my most popular products? 
Which products 
are most frequently abandoned in cart? 
Which products are converting well?
Analyze by product attributes 
Product Analysis 
Support for Category, Brand, Variant, and custom product dimensions
Enhanced Ecommerce Benefits 
Product Performance Analysis 
Deep User Insights 
Optimize Your Merchandising 
Closing the Loop
Which products should I showcase 
on my landing pages? 
• Use Product Lists 
• Understand which products are getting the most exposure 
• Which ones are being clicked on (eventually converting) 
• Should I showcase other products? reorder them? 
Merchandising
Merchandising 
Product List performance 
Impressions and clicks on products in a Product List
Related Products 
Use for onsite recommendations, email campaigns, remarketing, product bundling 
Related products data derived from transaction history, available via API 
Products
Enhanced Ecommerce Benefits 
Product Performance Analysis 
Deep User Insights 
Optimize Your Merchandising 
Closing the Loop
Create segments easily and intuitively directly from the reports 
• Segment on any shopping stage, e.g. cart or checkout abandonment sessions 
• Pivot over to other reports to view demographic information or which products they were interacting with 
• Import these segments for remarketing 
Closed Loop
Product data import 
And many other features 
Affiliates 
Refunds 
Hierarchical 
product category 
Checkout options 
Google Tag 
Manager support 
Internal promotions 
Coupons
•Starting May 28, phased rollout to 100% of users over the next 30 days. 
•Help center and developer documentation will be available immediately to all users. 
Public rollout
Q&A
Thank You
Sample Ecommerce site 
Product detail view 
Cross-sell merchandising 
Add to cart

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Marketing analytics & brand measurement - Ahmad Abdullah - Google

  • 1. Gain insights into user shopping behavior using Enhanced Ecommerce Marcia Jung, Product Manager Jo
  • 2. Ask meaningful, actionable question of your data “Where and why are users falling out of the checkout process?” “How effective are my campaigns at driving users through the shopping funnel?” “Am I showing the right products on my landing pages? How are my internal promotions impacting sales?”
  • 3. Enhanced Ecommerce Benefits Product Performance Analysis Deep User Insights Optimize Your Merchandising Closing the Loop
  • 4. Insights into user shopping behavior User Insights
  • 5. Users are completing purchases on tablet devices Remarket and capture high-converting users on tablet devices User Insights Tablet users start checkout twice as often and complete purchase 57% more often than overall users
  • 6. Optimize your checkout process on mobile Users abandon checkout much more frequently on mobile User Insights Mobile users start the checkout process more often but but complete purchase 40% less often than overall users
  • 7. Which campaigns are driving awareness? Which ones are my closers? User Insights
  • 8. Enhanced Ecommerce Benefits Product Performance Analysis Deep User Insights Optimize Your Merchandising Closing the Loop
  • 9. Understand full lifecycle of product purchases Product Analysis What are my most popular products? Which products are most frequently abandoned in cart? Which products are converting well?
  • 10. Analyze by product attributes Product Analysis Support for Category, Brand, Variant, and custom product dimensions
  • 11. Enhanced Ecommerce Benefits Product Performance Analysis Deep User Insights Optimize Your Merchandising Closing the Loop
  • 12. Which products should I showcase on my landing pages? • Use Product Lists • Understand which products are getting the most exposure • Which ones are being clicked on (eventually converting) • Should I showcase other products? reorder them? Merchandising
  • 13. Merchandising Product List performance Impressions and clicks on products in a Product List
  • 14. Related Products Use for onsite recommendations, email campaigns, remarketing, product bundling Related products data derived from transaction history, available via API Products
  • 15. Enhanced Ecommerce Benefits Product Performance Analysis Deep User Insights Optimize Your Merchandising Closing the Loop
  • 16. Create segments easily and intuitively directly from the reports • Segment on any shopping stage, e.g. cart or checkout abandonment sessions • Pivot over to other reports to view demographic information or which products they were interacting with • Import these segments for remarketing Closed Loop
  • 17. Product data import And many other features Affiliates Refunds Hierarchical product category Checkout options Google Tag Manager support Internal promotions Coupons
  • 18. •Starting May 28, phased rollout to 100% of users over the next 30 days. •Help center and developer documentation will be available immediately to all users. Public rollout
  • 19. Q&A
  • 21. Sample Ecommerce site Product detail view Cross-sell merchandising Add to cart