Universal Analytics gives you a unique possibility to follow customers behavior on your website.

You can through different metrics measure for example the amount of clicks, views, new customers compare to existing ones, the conversion rate and the value of the orders. At the same time you can identify some extra parameters (called dimensions) such as for example the location of your users, the type of device and browser they use.

This is all part of the Universal Analytics standard set-up. You would need to implement the Google Analytics script on each page of your site and an E-commerce tracking script on the check-out page. Send us an e-mail here, so that we can evaluate your needs.

Universal Analytics has recently developed an extra tracking feature called Enhanced Ecommerce Tracking. This feature allows to follow the whole product journey on the site (from the amount of users that look at it, click on it to the amount of users that put and remove the products in/from the shopping basket.

Product journey: You can follow how the products perform on each page (through for example CTR, clicks, amount of products in the shopping basket,etc…) This can be used to optimize the products´s placement on your webshop.


An other optimization possibility takes place on the page level.


Users´s interaction with your products: You can follow the products journey after the products have been put in the shopping basket. This can help for example to find out which products have been removed most often from the basket, which could be a sign of a wrong price or an incorrect product description.



For the most optimized follow-up, it is vital to be able to quickly see the KPIs (Key Performance Indicators), that matter most for the different levels of marketing management. This happens through Google Analytics dashboard (standard) or through Google Analytics custom dashboard. We strongly recommend here to create a custom made dashboard and to generate a report for each level of your internal marketing structure. The needed KPIs, that a CMO (Chief Marketing Officer) would like to see, are not always the same than the KPIs, that could be relevant for an Online Campaign Manager.

Ehandel Partner offers a quick overview about your most important KPIs, as well as optimization possibilities that will enable you to make changes both on the product and on the page level.

These ongoing optimization possibilities are the backbone of an efficient marketing strategy and it will increase your ROI.  That´s why Ehandel Partner developed 2 interfaces, that allows you to have a quick overview about your chosen KPIs,  and that guides you through the different on-site optimization possibilities.