Ecommerce
Enhanced ecommerce
Also called checkout funnel tracking.
Enhanced ecommerce is item and checkout-step events that describe the path to purchase. It covers views, adds, steps and purchases.
How it is measured
Define events for product view, add to cart, each checkout step and purchase, with item details. Read them as a funnel.
In Tarsier this is a set of custom events with consistent names, since there is no built-in schema.
Worked example
A cycling-gear shop tracks view_item, add_to_cart, begin_checkout and purchase. In a month there are 9,800 views, 760 adds, 310 checkouts and 190 purchases. The view-to-add rate is 7.8 percent.
Product pages with size guides show 11 percent, those without show 5 percent.
How it differs
Enhanced ecommerce covers the whole path. Ecommerce tracking covers the purchase. A checkout step is one stage. Add to cart is one of its events.
Common errors
Too many fields. Inconsistent item IDs. Missing events on mobile. Treating it as required. Not documenting the schema.
In practice
Start with four events and add more only when a question needs them.