First Mobile Implementation of Google Enhanced e-Commerce Analytics

The partnership improves product attribution, shopping campaign reporting and optimization of mobile commerce sites

Boulder, Colo.Nov. 21, 2014mShopper, a mobile commerce platform provider, announced that it is partnering with Google to provide the most advanced mobile commerce platform analytics available. Integration with Google Enhanced e-Commerce Analytics will provide a dramatic impact on mobile commerce conversions for retailers by delivering insight on product sales, customer navigation and overall campaign performance. mShopper recently launched mStore v4.1 with marketing tools and a dashboard to help online retailers drive conversions and improve sales for customers using mobile devices as well.

“mShopper is designed for on-the-go shopping with fast load times, search and product display that allow for quick ordering on smaller screens,” said mShopper CEO David Gould. “For the first time, mobile retailers will be able to market, track and manage their mobile stores to improve on mShopper’s conversions and sales.”

Enhanced Mobile Analytics—Understanding Customer Behavior

Enhanced e-Commerce Analytics provides insight into a customer’s path to purchase, including when customers add items to their cart, start the checkout process and complete a purchase. Importantly, Google’s Enhanced e-Commerce Analytics gives retailers the ability to identify segments of customers who are falling out of the shopping funnel. Through this information, retailers can focus on high intent-to-purchase customers with mShopper’s Cart Abandonment tools or by better optimizing the checkout process.

Optimize Merchandising and Increase Sales

Once customers engage with a mobile commerce site, Google’s Enhanced e-Commerce Analytics will help optimize the onsite experience to drive sales. Using the Product Lists feature, retailers can now identify how customers are discovering and interacting with products before purchasing them. In the mobile world, this information is increasingly important since screen real estate is limited and users are time-driven. These features allow mobile commerce sites to determine why certain products and product types under- or over-perform, helping to improve merchandising and marketing decisions on-site.

With this information, retailers can analyze their onsite promotions for building a more effective merchandising strategy, or use the product attribution functionality to understand which product lists drive conversions and adjust placements as necessary. When combined with the ability to understand a customer’s journey through the purchase path, Enhanced e-Commerce delivers the information needed to increase sales.

Drive Revenue with Shopping Campaign Reports

Google is also introducing Shopping Campaign reports within the Google Analytics AdWords reporting interface. This feature will be rolled out soon and gives retailers a detailed analysis of shopping campaign performance. This functionality gives retailers the ability to understand the product categories and types that are driving site engagement (and revenue) and use this information to optimize AdWord bids. The feature will be available by simply linking an AdWords account to Google Analytics.

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