E-COMMERCE ANALYTICS

E-commerce analytics transforms raw data into actionable business intelligence. Without proper tracking, you are making decisions based on guesswork. Our e-commerce analytics service implements comprehensive tracking, builds insightful dashboards, and provides the analysis you need to optimise your online store's performance.

Google Analytics 4 enhanced e-commerce is the foundation. We implement tracking for every step of the customer journey: product impressions, product clicks, add to cart, begin checkout, add payment info, and purchase. Each event captures product details, transaction values, and customer attributes. This data reveals exactly where customers drop off and which products drive the most engagement.

Conversion funnel analysis identifies the leaks in your sales process. We build funnel visualisations showing the drop-off rate at each step from landing page to purchase confirmation. Heat map and session recording integration with tools like Microsoft Clarity shows exactly what customers do on key pages, revealing UX issues that analytics alone cannot explain.

Revenue attribution connects marketing spend to actual sales. We implement UTM tracking, cross-domain tracking for multi-site setups, and data import from Google Ads and social media platforms. Multi-touch attribution models show which channels contribute to conversions, helping you allocate budget to the highest-performing sources.

Custom dashboards in Looker Studio or your preferred platform present the metrics that matter to your business. Daily revenue, conversion rate, average order value, cart abandonment rate, product performance, and customer lifetime value are displayed clearly with trend comparisons. Automated reports are delivered weekly or monthly to stakeholders.

GDPR-compliant implementation is critical for European e-commerce. All tracking respects Google Consent Mode v2, firing only when users consent to analytics cookies. Server-side tracking provides more accurate data while respecting user privacy. We implement data retention policies and anonymisation settings that comply with EU data protection requirements.