Ecommerce analytics turns store activity into growth: it shows you where shoppers drop off, which campaigns convert, and which products lift margin. Focus on the few metrics that move conversion rate (CR) and average order value (AOV), then iterate.
Key Takeaways
- Raise CR by fixing high‑dropoff steps (cart → checkout).
- Lift AOV with bundling, cross‑sell, and free‑shipping thresholds.
- Cut CAC by doubling down on high‑ROI channels and creatives.
What Can You Do with Ecommerce Analytics?
- Identify pages and steps that leak revenue (view → add → checkout → purchase).
- Improve product detail pages (copy, media, social proof) with A/B tests.
- Optimize channel mix by measuring revenue per session for each source/medium.
- Spot high‑LTV products and promote them in ads and emails.
E-commerce Event Tracking
Our platform automatically tracks the complete e-commerce journey with these events:
- Product Views - Track which products get attention with view_item events including product ID, name, category, price, and variant
- Add to Cart - Monitor cart additions with product details, quantity, and cart value
- Remove from Cart - Understand what products customers reconsider
- Begin Checkout - Track checkout initiation with cart composition and total value
- Purchase - Complete transaction tracking with order ID, revenue, tax, shipping, and product breakdown
- Refund - Track refunds to understand product quality issues and return rates
Revenue Attribution & Channel Analysis
See exactly which marketing channels drive profitable revenue:
- Revenue by Source - Compare Google Ads, Facebook, email, organic for actual revenue generated
- Revenue per Session - Calculate RPS to identify your most valuable traffic sources
- First-Touch Attribution - Credit the channel that initially brought the customer
- Last-Touch Attribution - Credit the final touchpoint before purchase
- Campaign Performance - Track UTM parameters to measure campaign-level ROI
Product Analytics
Understand product performance at a granular level:
- Product Conversion Rates - Which products convert browsers into buyers
- Cart Abandonment by Product - Products frequently added but not purchased
- Cross-Sell Analysis - Products commonly purchased together
- Category Performance - Revenue and margin analysis by product category
- Variant Analysis - Compare performance across product variants (size, color, etc.)
Cart Abandonment Recovery
Recover lost revenue with cart abandonment insights:
Key Metrics:
- • Cart abandonment rate by stage (add to cart vs. checkout)
- • Time to abandonment (when do users leave?)
- • Abandoned cart value (potential revenue recovery)
- • Abandonment reasons (shipping cost, payment issues, etc.)
How It Works (User Flow)
- Shopper views a product (
view_item). - Adds to cart (
add_to_cart), begins checkout (begin_checkout). - Completes purchase (
purchase). Funnel rates reveal which fixes drive the biggest lift.