With these Google Analytics cart abandonment reports, you can find out how many visitors added items on their carts and how many actually purchased them. In fact, you can also track if the abandoned carts are more on mobile devices or otherwise.
Installing enhanced eCommerce plug-in
The second way of tracking shopping cart abandonment Google Analytics is by enabling the ‘Enhanced eCommerce’ plugin in your console. With ‘Enhanced eCommerce’ in Google Analytics, you can dive deeper into consumer behavior with a combination of detailed reports and smart insights covering impressions at every stage of the sales funnel, average number of orders in a cart, buy-to-detail ratio etc.
In fact, you can even track the performance of individual products and promotional strategies as well as engagement on each product page with Google Analytics shopping cart tracking option, Enhanced eCommerce!
However, installing this plug-in is a little trickier than the usual eCommerce setting. You will need basic coding knowledge and it would be better to delegate this Google Analytics cart abandonment assignment to an experienced digital consulting firm.
Alternatively, you could also either choose or migrate your online store to platforms like Adobe Commerce or Shopify Plus as they now include a built-in integration for ‘Enhanced eCommerce’. But if you don’t want to go for either option, we can help you install the plug-in manually.
Let us take you through the steps of installing it:
- Don’t use the ‘Enhanced eCommerce’ plug-in with standard eCommerce tracker. If you’re already working on it, either create a new property or migrate your existing property to the Enhanced eCommerce plug-in.
- Please ensure that you have updated universal analytics to classic analytics as ec.js or Enhanced eCommerce plug-in would only work with that.
- Install the ec.js tracking code on every single page you intend to monitor.
- Once everything is done, enable Enhanced eCommerce setting by following this sequence – Admin-> View -> Enhanced eCommerce.
Shopping cart abandonment is a bigger metric than you think! As per statistics, eCommerce brands lost $18 billion annually due to abandoned carts. Contrary to popular belief, customers often end up changing their decisions even after finding their favorite product and the need of the hour is to get to the root cause of this problem. With Google Analytics cart abandonment feature, you can not only track this parameter but find ways to tackle it well!