CHAPTER 7

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Ecommerce: Tracking Products and Purchases

“And if you take one from three hundred and sixty-five what remains?”

“Three hundred and sixty-four, of course.”

Humpty Dumpty looked doubtful, “I’d rather see that done on paper,” he said.

—Lewis Carroll, Through the Looking Glass

For sites that sell products, you can gather additional data about the purchases users make on the site. Google Analytics offers two levels of detail in tracking ecommerce:

  • Basic ecommerce tracking tracks purchases only. Since it is only concerned with the completed purchase, you only need to make changes in GTM for the final purchase confirmation page.
  • Enhanced ...

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