Success is completely driven by data: you can set goals, milestones, and benchmarks. But, without data, you’ll never know whether you’re hitting your KPIs, or killing it in sales. In this article, we’ll discuss the best analytics tools for e-commerce, both separate and embedded. Let’s take a look at them and maybe you’ll find the most sensible for your web store.

Best E-commerce Analytics Tools

Google Analytics

It is a freemium web analytics service offered by Google that tracks and records website traffic. It is used on around 67% of the 10,000 most popular websites. Integrated with Google AdWords, the page owner can review online campaigns by tracking landing page quality, and conversions such as sales, lead generation, viewing a specific page, or downloading a particular file.

Google Analytics’ aim is to show high-level, dashboard-represented data for casual users, as well as provide more detailed data in an extended report set. This service can perform analysis of pages with poor performance by means of funnel visualization. It shows where your visitors came from, how long they stayed on your website, and their geographical position.

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Piwik

Piwik is a free and open-source web-analytics application that runs on PHP/MySQL stack. It tracks online visits to one or more websites and displays reports on these visits for analysis. As of July 2017, Piwik was used by over 1 million resources or 1.3% of all websites.

Piwik displays reports regarding the geographic location of visits, the source of visits (i.e. whether they came from another website, directly, or through other channels), the technical capabilities of visitors (browser, screen size, operating system, etc.), visitor activity (pages they viewed, actions they took, how they left), the time of visits, and more. The Piwik community has also created several plugins that can be used to augment Piwik. There are currently 58 third-party plugins.

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Kissmetrics

Kissmetrics is known for being particularly good with building funnels that are easy to interpret. One of the unique features of Kissmetrics is the Path Report, which is able to single out the most common steps between the first visit and conversion, showing you a funnel you may not have known about. This tool provides valuable insight into customer behaviour over time with Cohorts, which reveals user trends and tendencies.

Kissmetrics does a great job finding leaks in the funnels, so if your visitors don’t convert into buyers, this tool may help uncover the reason. Kissmetrics makes it is easy to create path reports, and integrate it with 3rd party tools (e.g. Shopify, Magento, WooCommerce, etc.)

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MixPanel

MixPanel service tracks user interactions with web and mobile applications and provides tools for targeted communication with them. Its kit contains in-app A/B tests and user survey forms. Collected data is used to build custom reports that measure user engagement and retention. Mixpanel works with web applications, in particular SaaS, but also supports mobile apps.

MixPanel lets you, the business owner, create sales funnels, and do so quickly, allowing you to learn how users move through your site. For example, you could have a funnel that look like this: views blog > goes to product page > checkout > purchase. Having such funnels helps you understand and sculpt the customer journey, and increase conversion.

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Adobe Marketing Cloud (AMC)

AMC is a collection of integrated online marketing and Web analytics products created by Adobe Systems. It is a comprehensive solution which enables specialists to measure, personalize, and optimize their campaigns and digital experience for optimal marketing performance. Being a fully integrated one-stop marketing suite, AMC allows you to handle mobile, search, campaign, content, social, and email marketing.

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Woopra

Woopra is a real-time customer analytics mainly used by sales, service, and marketing teams. Woopra was once a straight analytics tool but was enriched with many features that positioned it as a customer analytics system. The goal is to aggregate leads and site visitors data that syncs information from all consumer touch points, from website to live chat, and email.

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Comparison

Analytic tool

Real-time data

Exact metrics or Data sampling

Support

Pricing

Analytic tool

Google Analytics

Real-time data

No (lag time is about 24h)

Exact metrics or Data sampling

Exact metrics

Support

Google Analytics Support forum or dedicated account manager 24/7

Pricing

Free or $150,000 per year

Analytic tool

Piwik

Real-time data

Yes

Exact metrics or Data sampling

Exact metrics

Support

Forum, knowledge base, email support

Pricing

Free

Analytic tool

Kissmetrics

Real-time data

Yes

Exact metrics or Data sampling

Exact metrics

Support

Support knowledge base, email and phone support

Pricing

$49, $99 or $199 or $499 per month

Analytic tool

MixPanel

Real-time data

Yes

Exact metrics or Data sampling

Data sampling

Support

Online knowledge base and email support

Pricing

Free (25,000 data points); $150/mo (500,000 actions); $350/mo (2 million actions); $1000/mo (8 million actions); $2000/mo (20 million actions) or Custom price quoting for for high volumes

Analytic tool

Adobe Marketing Cloud

Real-time data

Yes

Exact metrics or Data sampling

Exact metrics

Support

Documentation, forum, email & phone support

Pricing

Pricing is available only on quote basis

Analytic tool

Woopra

Real-time data

Yes

Exact metrics or Data sampling

Exact metrics

Support

Online help desk, email

Pricing

Free (30,000 actions); $11.95/mo (200,000 actions); $39.95/mo (1 million actions); $349.95/mo (15 million actions)



As you can see, there is a wide range of tools in the world of analytics. Choosing the right e-commerce analytics software may be a challenge, perhaps giving you the feeling that you’re walking through a minefield. However, awareness of the strengths and weaknesses of each tool will make your decision much smoother.

Analytic Tools of E-commerce Platforms

In addition to the third-party tools that need to be integrated into your website, some e-commerce platforms offer their own analytics tools for e-commerce.

Magento

Magento provides its own separate business analytics for e-commerce called Magento Business Intelligence (BI).

Magento offers:

  • Magento BI Essential;
  • Magento BI Pro – for enterprise e-commerce.

The platform offers a free 7-day trial Magento BI Essential. It doesn’t require extension installation or alteration of any lines in your code. All you need to run it is to sign up (and that takes less than a minute).

Both options include the following:

  • – Reporting tools that allows to create 75 kinds of predefined reports;
  • – Magento and Google Analytics data source integration;
  • – 10 user accounts with advanced user permissions;
  • – SQL reports builder;
  • – Raw data export to CSV and Excel documents;
  • – Email summaries.

Upgrading from Magento BI Essentials to Pro will enable you to deeply customize your baseline offering, access the data warehouse manager, receive additional support, and add unlimited data sources beyond Google Analytics.

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Shopify Analytics

This e-commerce platform allows you to create various reports (availability depends on the selected pricing plan for your store). List of the most demanded reports can be seen below:

  • Overview dashboard displays sales, orders, and online store visitor data. You can check at a glance how your store is performing – across all of your sales channels, and for any date range.
  • Live View gives you a real-time view of the activity on your store. It includes a world map to show where the activity on your store is coming from and some key metrics to let you know what’s happening right now.
  • Finance reports provide key financial information such as average, minimum and maximum total sums, payments, and gift card sales.
  • Acquisition reports include such metrics as visits over time, visitors by referrer, and visitors by location.
  • Behaviour reports can provide insights to your business about how to market your products better online and offline, upsell to your best target audience, create promotional pricing and product bundles, and increase your average bill value (ABV).
  • Marketing reports are used to see how effective your marketing campaigns are and to learn about your conversions. The marketing reports can help you understand what leads shoppers to your online store and converts them into paying customers.
  • Sales reports are used to see information about your customers’ orders based on criteria such as sales by month, by channel, or by staff.
  • Customers reports help you gain useful insights about your customers, including their average order count and totals, and expected purchase value.
  • Custom reports let you modify default reports and create custom reports using Shopify’s filtering and editing features. Custom reports look similar to other Shopify reports, but you can use filters to see the exact data that you need:

Comparison

Analytics and reports

Shopify Lite

Basic Shopify

Shopify

Advanced Shopify

Shopify Plus

Analytics and reports

Overview dashboard

Shopify Lite

Yes

Basic Shopify

Yes

Shopify

Yes

Advanced Shopify

Yes

Shopify Plus

Yes

Analytics and reports

Live View

Shopify Lite

Yes

Basic Shopify

Yes

Shopify

Yes

Advanced Shopify

Yes

Shopify Plus

Yes

Analytics and reports

Finance reports

Shopify Lite

Yes

Basic Shopify

Yes

Shopify

Yes

Advanced Shopify

Yes

Shopify Plus

Yes

Analytics and reports

Acquisition reports

Shopify Lite

Basic Shopify

Yes

Shopify

Yes

Advanced Shopify

Yes

Shopify Plus

Yes

Analytics and reports

Behaviour reports

Shopify Lite

Basic Shopify

Partly (4/5)

Shopify

Yes

Advanced Shopify

Yes

Shopify Plus

Yes

Analytics and reports

Marketing reports

Shopify Lite

Basic Shopify

Partly (4/5)

Shopify

Yes

Advanced Shopify

Yes

Shopify Plus

Yes

Analytics and reports

Sales reports

Shopify Lite

Basic Shopify

Shopify

Yes

Advanced Shopify

Yes

Shopify Plus

Yes

Analytics and reports

Customers reports

Shopify Lite

Basic Shopify

Shopify

Partly (4/5)

Advanced Shopify

Yes

Shopify Plus

Yes

Analytics and reports

Custom reports

Shopify Lite

Basic Shopify

Shopify

Yes

Advanced Shopify

Yes

Shopify Plus

Yes



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BigCommerce

BigCommerce offers wide range of reports, among which are:

  • Store overview reports give a comprehensive view of the entire business across all key metrics, as well as a view of your purchase funnel, abandoned carts, top products and sales by marketing channels.
  • Real time reports display tracks of revenue, orders, and on-site visitors second-by-second. Real-time monitoring effects, email campaigns, or new offers launched across social media channels.
  • Merchandising reports keep track of sales by product, all the way down to the stock keeping unit (SKU) level.
  • Marketing reports collect all marketing activity in one place, detailed down to each email campaign orchestrate(subject of emails, addresses, quantity, etc.).
  • Orders reports allow you to view all orders in detail with one-click access to the various aspects of each one.
  • Customers reports display the progress of bringing new customers to your business versus repeat customers. With customer reports, you can view all the purchase behavior of any customer across their lifetime with your web store.
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Our Experience in Analytics Tools Implementation

Turning to our experience in the field of analytics tools implementation – we’ve worked with all the analytics tools listed above, as well as some additional ones. We can implement any of your chosen analytics, and in an overwhelming majority of cases, all we need to do is simply place a line of analytics tracking code on the webpage.

Most customers prefer to use Google Analytics for data analytics on their websites due to its ease of use, the great Google community, and the option to use the free standard version. One of the main reasons for its popularity is based on the fact that users can see where their traffic is coming from and compare its performance to other marketing channels.

As a whole, it should be noted that there is no dramatic difference between analytic tools as all of them provide the business owner with approximately the same data and reports. In choosing top e-commerce analytics tools for your website, you’ll want to consider pricing strategy, technical support models, and the special features of particular tools

E-commerce analytics tools: a product owner’s guide
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