E-commerce analytics transforms gut feelings into data-driven decisions. Businesses that use analytics effectively grow 30% faster than those relying on intuition. But tracking everything is as useless as tracking nothing.
Revenue metrics: gross revenue, net revenue (after returns), average order value (AOV), revenue per visitor (RPV), and revenue by channel. RPV combines traffic quality and conversion rate into one actionable metric.
Conversion funnel metrics: sessions, product page views, add-to-cart rate, checkout initiation rate, and purchase completion rate. Each step reveals where customers drop off and where optimization effort should focus.
Customer metrics: customer acquisition cost (CAC), customer lifetime value (CLV), repeat purchase rate, and CLV:CAC ratio. A healthy CLV:CAC ratio is 3:1 or higher. Below 1:1 means you are losing money on acquisition.
Product analytics: top sellers, slow movers, gross margin by product, return rate by product, and inventory turnover. Product-level data informs purchasing decisions, pricing strategy, and catalog management.
Marketing attribution: understand which channels drive revenue, not just traffic. Multi-touch attribution models distribute credit across touchpoints. Last-click attribution undervalues awareness channels.
Cohort analysis: group customers by acquisition date and track behavior over time. Do customers acquired from Instagram have higher CLV than those from Google? Cohort analysis reveals channel quality differences.
Cart abandonment analysis: identify abandonment rate, abandonment by step (cart, shipping, payment), abandonment by device, and recovery rate from email campaigns. Each insight suggests specific optimization actions.
Dashboard design: create role-specific dashboards. Executive dashboard (revenue, growth, margin). Marketing dashboard (traffic, conversion, CAC). Operations dashboard (fulfillment speed, return rate, inventory health).
GA4 for e-commerce: implement enhanced e-commerce tracking for product views, add-to-carts, purchases, and refunds. GA4's exploration reports provide funnel analysis, path analysis, and cohort analysis specifically for e-commerce.
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