Enhanced e-commerce (or Enhanced Ecommerce) is an analytics feature that gives us the ability to analyze the behavior of users and their interaction with products through the purchase, in case we could only write an entire book of it, and yes, we are in constant work to be able to provide you with information about it but to be able to start we highly recommend you read Google’s official development documentation.
To make the most of this feature it is necessary to have it well coordinated with GTM, since each product, article, service, etc., sends information to Analytics through dataLayers and this in turn interprets it and with E.Ecommerce helps us to visualize the information in an understandable and useful way.
The best practices for the interaction between GTM and GA EE that we have collected for you are mainly:
- Send a maximum of 15 elements in each DataLayer, although it will depend considerably on the amount of information that is sent, the observation that after 15 you are at increased risk of interruption in the transmission of the information and of course a poor reading of the data.
- In case you need to send some data but we do not have the best thing is NOT to send the empty data, for numeric cases place ‘0’ and for alphanumeric an “N/A” as the DataLayer value (DLV), so that the GA reports are more accurate and there is no problem measuring the empty fields.
- Verify that during the entire e-commerce journey, the data of each product or promotion do not change tag, name, value, etc.