That would be the Enhanced Ecommerce functionality of GA[1]. It's supported by default in most ecommerce platforms, and is one of the tools that enables really

That would be the Enhanced Ecommerce functionality of GA[1]. It's supported by default in most ecommerce platforms, and is one of the tools that enables really sophisticated performance analytics, A/B testing, and remarketing if you really leverage it. But in return you're giving Google incredibly detailed insight into your business model and performance. Which would be really concerning if you were in an industry Google decided to come after. [1] https://support.google.com/analytics/answer/6014841?hl=en https://support.google.com/analytics/answer/6014841?hl=en