Magento Commerce, 1.14.x
Using Universal Analytics with Enhanced Ecommerce

Enhanced Ecommerce is a plugin for Google Universal Analytics that gives you insight into the shopping and purchasing behavior of your customers. You can use Enhanced Ecommerce to produce reports about key customer activities, such as when customers add items the cart, begin the checkout process, or complete a purchase. You can also identify and analyze patterns of shoppers who abandon their carts without making a purchase.

The following instructions show how to configure Google Tag Manager with Universal Analytics to produce Enhanced Ecommerce data and reports. If you are currently using the classic version of Google Analytics, you must first upgrade to Universal Analytics before you can use Enhanced Ecommerce.


Tags Fired in Shopping Cart Shown in Debug Mode
Troubleshooting Tools

Both Tag Manager and Universal Analytics have debug modes with a variety of tools that you can use to troubleshoot your integration.


Preview and Debug

Tag Manager’s debug preview mode shows tags as they are fired and their associated data layers.


Tags Fired During Checkout

Google Analytics Enhanced Ecommerce makes it possible to send sales data, and information about product impressions and promotions to the data layer, along with any Google Analytics pageview or event. You can use the values in the data layer to measure impressions and analyze customer actions.


Values in Data Layer

You also can use the JavaScript console in Chrome to see the output of events as it is sent to Google.


Chrome JavaScript Console