Ecommerce Platform Providers

Google Analytics offers a set of APIs that allow ecommerce platform providers to integrate with Google Analytics and offers users a rich set of analytics and tools to optimize and improve their ecommerce businesses.

Ecommerce implementation overview

The end-to-end solution to enable Google Analytics for ecommerce platform providers is organized into 4 main implementation components:

  1. Universal Analytics
  2. Enhanced Ecommerce
  3. Reporting
  4. Automated Onboarding

Each component adds additional value for the user. It’s up to the service provider to determine which components to implement for users and which scenarios to support.

1. Universal Analytics

Implementing Universal Analytics for web tracking requires that you use analytics.js. If you are using ga.js, you will first need to upgrade to analytics.js.

Resources:

2. Enhanced Ecommerce

Once you are using Universal Analytics, you can begin to implement Enhanced Ecommerce. To do so, follow the Developer Guide for implementing the enhanced ecommerce plug-in for analytics.js.

We recommend implementing enhanced ecommerce in full, which includes measurement of:

  1. Product list impressions and clicks (for example, measuring the impression of a product in a list of search results)
  2. Internal promotion impressions and clicks (such as banners displayed to promote a sale on another section of a website)
  3. Product detail views
  4. Add/remove from cart
  5. All checkout steps and checkout options where relevant
  6. Transactions
  7. Specifying local currencies
  8. Coupon support
  9. Refunds

3. Reporting

In order to provide insights for your customers within your product, Google Analytics offers SDKs and libraries that allow you to display and visualize data. The Embed API is a JavaScript library that allows you to easily create and embed dashboards on your site. For more custom data analysis and visualization, you can use the Core Reporting API.

Resources:

4. Automated Onboarding

Google Analytics offers APIs that allow the Ecommerce Platform to create a new Account, Property, or View on behalf of the user. It is also possible to turn on the Enhanced Ecommerce reports programmatically. This allows for a simplified new user signup flow that the user can complete entirely on your site.

Additionally, the Management API can be used to automate other configuration tasks, such as creating new filters or goals, listing property IDs for the tracking code, and configuring user access.

Resources:

Non-automated Onboarding

If the Management API is not used to create or retrieve the Google Analytics Property/Tracking ID and to enable the Enhanced Ecommerce reports, then include the following information in your help center or FAQ pages: