E-commerce analytics: revenue, orders and conversion
What each tab of the e-commerce analytics shows, how revenue, conversion and abandonment are counted, and why the numbers can differ from your store's report.
Analytics → E-commerce shows how your store sells: who visits, what they look at, what they buy and who comes back. It appears in the menu once your workspace has a site of type E-commerce — see Sites in CDP: the domains that send you data.
At the top, choose the period — Last 7 days, Last 30 days, Last 60 days, Last 90 days, Last 6 months or Last year — and, with more than one domain, the domain. Most numbers show the change against the period before.
The headline numbers
| Number | How it is counted |
|---|---|
| Unique Visitors | Different people on the site in the period. |
| Product Views, Add to Cart | How many times products were viewed, and added to a cart. |
| Orders, Revenue (gross) | The orders and their totals as the buyer paid them. |
| Avg Order Value | Revenue ÷ orders. |
| Conversion Rate | Orders ÷ unique visitors. |
| Add-to-Cart Rate | Additions to cart ÷ product views. |
| Checkout Abandonment | Checkout starts that did not become an order. |
The tabs
| Tab | What you find there |
|---|---|
| Overview | The numbers above, Revenue Over Time, the Conversion Funnel from view to order, Revenue by Day of Week, New vs Returning Customers, Cart Analytics. |
| Revenue & Sales | Revenue by day of week and by hour, Orders Over Time, the Average Order Value Trend, Revenue by Category, Refunds. |
| Products | The Product Performance Matrix, Top Products by Units Sold, the Price Distribution and the Product Catalog — click a product for its details. |
| Customers | Customer Lifetime Value Distribution, Purchase Frequency, the Customer Acquisition Trend, Top Customers by Revenue. |
| Cart & Checkout | Checkout Step Dropout, Payment Methods, Cart Size Distribution, Most Added to Cart, Most Removed from Cart. |
| Engagement & Lists | Searches and sorting, Engagement by page type, Most engaging products, Product lists (CTR), Most clicked products, Search → Purchase. |
| Orders | Every order with filters for amount, payment, channel, device, country and coupon; an order's buyer, their lifetime value and purchase history. |
| Insights | Period Comparison, Weekly Growth Trend, Traffic Sources. |
| Customer Intel | Loyalty Tiers, RFM Segments, Churn Risk, Categories bought together, Customer Journey (View → Purchase). |
| Real-Time | Currently Browsing — active shoppers right now — Live Activity, Trending Now and Recent Orders, refreshed every 15 seconds. |
The Product Performance Matrix
Each product with enough views falls into one of four groups, against your store's averages:
- Stars — many views and a high conversion;
- High traffic, low conversion — viewed a lot, bought rarely: check the price, the pictures, the stock;
- Hidden gems — few views but a high conversion: show them more;
- Underperformers — few views and a low conversion.
Products with too few views to judge are set apart.
RFM and loyalty
RFM Segments sorts your customers by how recently they bought, how often and how much — champions, loyal, at risk, hibernating, lost. Churn Risk shows those who used to buy and have stopped. Turn any of them into a segment to write to them — see Create a segment.
Why the numbers differ from your store's report
The analytics count what happened on your site, by the time of the order, together with the orders from the store sync. A store's own report usually differs a little because:
- later changes — an order edited, cancelled or refunded after the purchase changes the store's report first;
- the time zone — near midnight an order can fall on the other day;
- what counts as an order — some stores leave out pending or failed orders, some count them;
- gross and net — Revenue (gross) is what the buyer paid, with shipping and tax.
Commerce → Connections → Data health compares the two directly — see Store sync: how often, what, and when it fails.
If something doesn't work
E-commerce is not in the menu
No site of the workspace is of type E-commerce. Set the type in Settings → Tracking & SDK.
Revenue and orders are 0, views are not
Orders do not reach the analytics: the store is not connected, or the thank-you page is not recognised. Connect the store — see Connect your online store.
Conversion Rate looks too low
It divides orders by every visitor, including those who only read one page. Compare it with itself over time rather than with another tool's.