Enhanced Ecommerce has rolled out of beta to give Google Analytics users a more detailed view of how visitors go through the purchasing funnel as well as how their products perform.

First launched in May, Enhanced Ecommerce also provides merchants with the ability to act on the data, whether that means “identifying segments of customers who are falling out of the shopping funnel” or optimising their checkout flow.

Enhanced Ecommerce is supported by the Google Analytics SDK, which means merchants can analyse product performance and behavior metrics via the mobile app.

Along with this release, Google has also added a new Shopping Campaigns and other reporting tools.

Shopping Campaigns Report

This new tool will give merchants better insight into post-click data to help analyse their AdWords performance in Analytics. Users will be able to analyze product performance by product type, category or brand.

Shopping Campaigns reporting will also help marketers understand consumer behaviours, such as bounce rate, time on site and why some visitors aren’t converting. This, in turn, allows them to make more informed bi optimisation efforts.

“The Shopping Analysis reports give you a detailed look at how users engage with your content in terms of viewing products, and adding or removing them from shopping carts; along with initiating, abandoning, and completing transactions,” reads Google’s Enhanced Ecommerce support page.

This feature will be rolling out to Google ecommerce advertisers worldwide over the coming weeks.

Product Attribution

Enhanced Ecommerce comes with useful product attribution data that helps users understand which product lists are driving conversions.

Product Lists represent the “logical grouping” of merchandise on a retailer’s site, based on their tagging, i.e. Product Adds to Cart, Product Checkouts, Unique Purchase and Product Reviews.

Google says these new features make Analytics “a complete solution for ecommerce businesses”, especially with the holiday rush ahead.

To get started with Enhanced Ecommerce, you’ll need to implement the ec.js plugin on your property. But before that, you’ll need to implement Universal Analytics on your property by tagging your pages and screens with the analytics.js snippet.