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. The global site tag (gtag.js)
  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. The global site tag (gtag.js)

If you are starting a new implementation it is recommended that you use gtag.js for Google Analytics web and ecommerce tracking. You can also continue to use analytics.js if you have an existing implementation and want to enable ecommerce tracking.

Resources:

2. Enhanced Ecommerce

Once you are using the global site tag (gtag.js) for Google Analytics, you can begin to implement Enhanced Ecommerce. To do so, follow the Developer Guide for implementing enhanced ecommerce with gtag.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. Refunds

3. Reporting

Data Studio can be used to create reports and dashboards using the Google Analytics connector. To provide insights for your customers the reports can be shared or embedded as a dashboard from within your product.

For a fully customized dashboard solution, you can use the Google Analytics Reporting API to query a user's reporting data and then visualize as desired.

Resources:

4. Automated Onboarding

Google Analytics offers APIs that allow the Ecommerce Platform to create a new 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: