Dive Brief:

• Google Inc. Wednesday unveiled a new data analytics tool for e-retailers called Enhanced Ecommerce.

• The reporting tool allows retailers to view a variety of variables, including how many shoppers view products, add or delete items from their cart, conversion rates and average order value, and refunds.

• By pinpointing several details of customer activity, the tool could allow marketers without a lot of tech savvy to track customer behavior.

Dive Insight:

In an effort to become ever more indispensable to e-commerce, Google is taking its analytics game up a notch with the unveiling of Enhanced Ecommerce. The good news for marketers is that Google’s Enhanced Ecommerce makes it easier than ever for marketers who aren’t necessarily the most tech savvy to use and understand its system.