{"id":841,"date":"2022-03-02T14:52:03","date_gmt":"2022-03-02T09:22:03","guid":{"rendered":"https:\/\/easyinsights.ai\/?p=841"},"modified":"2025-04-16T17:04:15","modified_gmt":"2025-04-16T11:34:15","slug":"4-essential-enhanced-ecommerce-reports-in-google-analytics","status":"publish","type":"post","link":"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/","title":{"rendered":"4 Essential Enhanced E-Commerce Reports in Google Analytics"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"303\" src=\"https:\/\/easyinsights.ai\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-1024x303.jpg\" alt=\"Essential Enhanced eCommerce Reports in Google Analytics Cover image\" class=\"wp-image-982\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-1024x303.jpg 1024w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-300x89.jpg 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-768x227.jpg 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-940x278.jpg 940w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-345x102.jpg 345w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-525x155.jpg 525w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-720x213.jpg 720w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-626x185.jpg 626w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-586x173.jpg 586w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-880x260.jpg 880w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-455x135.jpg 455w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-340x101.jpg 340w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-293x87.jpg 293w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-267x79.jpg 267w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-195x58.jpg 195w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-50x15.jpg 50w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final-60x18.jpg 60w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/04\/EssyIn_BH_EnhancedeCommReport_Final.jpg 1116w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>eCommerce reports in Google Analytics can help you scale your eCommerce business dramatically. But do you know what\u2019s even more effective? Enhanced eCommerce Reports. What are Enhanced eCommerce Reports, and why are they so special? Well, this is what this blog is all about.<\/p>\n\n\n\n<p>Here we\u2019ll discuss what Enhanced eCommerce Reports are and their types. Also, we\u2019ll talk about what questions each Enhanced eCommerce Report can help you answer about your business. And by the end, you\u2019ll be able to use all the Essential Enhanced eCommerce Reports to scale your eCommerce business.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump ahead to:<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#What_is_the_Google_Analytics_Enhanced_E-Commerce_Feature\" >What is the Google Analytics Enhanced E-Commerce Feature?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#4_Essential_Enhanced_E-Commerce_Reports_in_Google_Analytics_to_Scale_your_E-Commerce_Business\" >4 Essential Enhanced E-Commerce Reports in Google Analytics to Scale your E-Commerce Business<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#1_The_E-Commerce_Overview_Report\" >1. The E-Commerce Overview Report<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#What_questions_does_this_report_help_you_answer\" >What questions does this report help you answer?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#2_Shopping_Behaviour_Analysis\" >2.&nbsp; &nbsp; Shopping Behaviour Analysis&nbsp;<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#What_questions_does_this_report_help_you_answer-2\" >What questions does this report help you answer?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#3_The_Sales_Performance_Report\" >3.&nbsp; &nbsp; The Sales Performance Report<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#What_questions_does_this_report_help_you_answer-3\" >What questions does this report help you answer?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#4_Product_Performance_Report\" >4.&nbsp; &nbsp; Product Performance Report<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#1_Shopping_Behaviour\" >1. &nbsp; &nbsp; Shopping Behaviour:&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#2_Summary\" >2. &nbsp; &nbsp; Summary:&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#What_questions_does_this_report_help_you_answer-4\" >What questions does this report help you answer?<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/#Takeaway\" >Takeaway<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_the_Google_Analytics_Enhanced_E-Commerce_Feature\"><\/span>What is the Google Analytics Enhanced E-Commerce Feature?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If you\u2019re a digital marketeer dealing with an eCommerce business, you must have heard of eCommerce or eCommerce Reports in Google Analytics. This feature provides 5 types of reports regarding sales performance, product performance, transactions, time to purchase, and eCommerce overview.<\/p>\n\n\n\n<p>Similar to the above, <strong>enhanced eCommerce <\/strong>is an upgraded version of the eCommerce feature in Google Analytics. When we say upgraded, we mean this feature offers way more data and 10 types of reports that you can use to scale your eCommerce business.&nbsp;&nbsp;<\/p>\n\n\n\n<p>While Enhanced eCommerce offers 10 reports, 4 of them offer the most insightful data. Let\u2019s see what you can learn from them.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Essential_Enhanced_E-Commerce_Reports_in_Google_Analytics_to_Scale_your_E-Commerce_Business\"><\/span>4 Essential Enhanced E-Commerce Reports in Google Analytics to Scale your E-Commerce Business<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_The_E-Commerce_Overview_Report\"><\/span>1. The E-Commerce Overview Report<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The eCommerce overview report brings you a summary of the following metrics:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Ecommerce Conversion Rate<\/li><li>Revenue<\/li><li>Average Order Value<\/li><li>Top Sellers (sorted by brand, category, and product)<\/li><li>Transactions<\/li><li>Marketing (campaigns, order coupon codes, internal promotions, and affiliation)&nbsp;<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/kyOMRPTTVZ_JkaJZpNOAfqnp-C9X1jCHrbjFKyinMofuj83eOML94oZifs2x7lukrdUCJmKFKovUs1nGzZVvyPj2-dICmrWcDsWJe-koospcmD2eC4wqeHQ2YQEBK-UITrD3FX6o\" alt=\"Ecommerce overview report in Google Analytics\"\/><\/figure><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_questions_does_this_report_help_you_answer\"><\/span><strong>What questions does this report help you answer?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>How much revenue your eCommerce business is generating?<\/li><li>Which products of what brand of what category are generating the most sales?<\/li><li>What is the average order value of the sales you make?<\/li><li>What are the hot and cold selling products?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Shopping_Behaviour_Analysis\"><\/span>2.&nbsp; &nbsp; Shopping Behaviour Analysis&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The shopping behaviour analysis report shows different stages of your purchase funnel and how the users moved from one stage to another. Here are the stages it covers:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>All Sessions<\/strong>: In this stage, the people visit your eCommerce website and may start shopping.<\/li><li><strong>Product View Sessions<\/strong>: This is the stage when people view the products.<\/li><li><strong>Add to Cart Sessions<\/strong>: This is the stage when people add products to their carts.<\/li><li><strong>Check-out Sessions<\/strong>: This is when the people check out on your website.<\/li><li><strong>Transaction Sessions<\/strong>: This is the stage when people make purchases.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/d0jz1ytTPf1LJYIRMd2zUqZxDS5oIlcrnerIfO_GmlnUxpgmuSILcp2_tJZ1PcZWxKjEElCol65YlHAjvfqnqxu39u_fzipaHhE2EyeVr2WicO7RGri73VxtEleNdh5F1RgNLgHB\" alt=\"Shopping behaviour analysis report in Google Analytics\"\/><\/figure><\/div>\n\n\n\n<p>The above chart shows what shopping behaviour analysis looks like.<\/p>\n\n\n\n<p>All sessions in the shopping behaviour analysis report are shown in <strong>blue colour<\/strong>. The shopping progression or movement of people from one shopping stage to another is shown in <strong>grey colour<\/strong>.&nbsp;<\/p>\n\n\n\n<p>The abandonment of each stage by the users is shown via <strong>a red-coloured downward arrow<\/strong>. Abandonment happens when a person leaves any stage of the funnel. For instance, if a person adds the product to their cart and closes the website, it will count as abandonment.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_questions_does_this_report_help_you_answer-2\"><\/span><strong>What questions does this report help you answer?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>How users are moving from one stage of the shopping funnel to the other stages?<\/li><li>Where the users are abandoning the shopping funnel?<\/li><li>How many users abandoned a session?<\/li><li>How many users reentered the session?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_The_Sales_Performance_Report\"><\/span>3.&nbsp; &nbsp; The Sales Performance Report<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The sales performance report helps evaluate sales via:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Date<\/li><li>Transaction (transaction id, date, and time)<\/li><\/ul>\n\n\n\n<p>Here is the metrics sales performance report includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Refund Amount (amount refunded for transactions)<\/li><li>Revenue<\/li><li>Quantity (number of products\/units sold)<\/li><li>Shipping (total shipping expenses for eCommerce transactions)<\/li><li>Tax (including taxes for eCommerce transactions)<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_questions_does_this_report_help_you_answer-3\"><\/span><strong>What questions does this report help you answer?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>How much revenue is your business making?<\/li><li>How many units have you sold?<\/li><li>What taxes and shipping charges are you paying?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Product_Performance_Report\"><\/span>4.&nbsp; &nbsp; Product Performance Report<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>As the name says, this report tells you about the performance of your product. However, it considers two points of view which are:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Shopping_Behaviour\"><\/span><strong>1.<\/strong> &nbsp; &nbsp; <strong>Shopping Behaviour:&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>The metrics it includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Sales Performance<ul><li>Product Detail Views<\/li><li>Product List Views<\/li><li>Unique Purchases<\/li><li>Product Adds (to carts)<\/li><li>Product Check-outs<\/li><li>Product Removes (from carts)<\/li><\/ul><\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Shopping Behaviour<ul><li><strong>Cart-to-Detail Rate<\/strong>: It represents the number of products added to the cart per number of product-detail views.<\/li><li><strong>Buy-to-Detail Rate<\/strong>: It represents the number of products bought per number of the product detail views.<\/li><\/ul><\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Summary\"><\/span><strong>2.<\/strong> &nbsp; &nbsp; <strong>Summary:&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>The metrics it includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Sales Performance<ul><li>Unique Purchases<\/li><li>Product Revenue (revenue from individual product sales)<\/li><li>Quantity (number of units sold)<\/li><li>Average Quantity<\/li><li>Average Price (average revenue per product)<\/li><li>Product Refund Amount<\/li><\/ul><\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Shopping Behaviour<ul><li><strong>Cart-to-Detail Rate<\/strong>: It represents the number of products added to the cart per number of product-detail views.<\/li><li><strong>Buy-to-Detail Rate<\/strong>: It represents the number of products bought per number of the product detail views.<\/li><\/ul><\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_questions_does_this_report_help_you_answer-4\"><\/span><strong>What questions does this report help you answer?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>How is your product performing in terms of quantity, revenue, and price?<\/li><li>How is your product performing in terms of how users are engaging with it?<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Takeaway\"><\/span><strong>Takeaway<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>One of the major takeaways from this blog is that Enhanced Ecommerce Reports in Google Analytics can offer you the mother of all the data\/insights you need to scale your business. However, to be able to use the data in your favour, you need an expert like <a href=\"https:\/\/easyinsights.ai\">EasyInsights<\/a>.<\/p>\n\n\n\n<p>EasyInsights brings all the data from app analytics, ad costs to CRM data, and website conversions into one place so that your digital marketing team can easily understand what\u2019s going wrong. So, to fasten your analysis with the same metrics on Google sheet, <a href=\"https:\/\/easyinsights.ai\/book-demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">Book a demo<\/a> and talk to our product expert.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>eCommerce reports in Google Analytics can help you scale your eCommerce business dramatically. But do you know what\u2019s&hellip;<\/p>\n","protected":false},"author":6,"featured_media":981,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[158,19,142,11],"tags":[148,94,93,95],"class_list":["post-841","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytic-platform","category-digital-analytics","category-e-commerce","category-marketing","tag-e-commerce","tag-ga4","tag-google-analytics","tag-marketing-reports"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 Essential Enhanced E-Commerce Reports in GA4-EasyInsights<\/title>\n<meta name=\"description\" content=\"Essential Enhanced E-Commerce Reports in GA4 - Scale your eCommerce business with these 4 essential enhanced eCommerce reports.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/easyinsights.ai\/blog\/4-essential-enhanced-ecommerce-reports-in-google-analytics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Essential Enhanced E-Commerce Reports in GA4-EasyInsights\" \/>\n<meta property=\"og:description\" content=\"Essential Enhanced E-Commerce Reports in GA4 - 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