Analytics & Tracking Blog
Expert guides on GTM, GA4, conversion tracking, server-side tagging, and data-driven marketing.
From Data to Action: 10 Ecommerce Reports That Drive Revenue Decisions
Having tracking data is not enough — you need reports that lead to decisions. These 10 GA4 ecommerce reports directly connect to revenue-impacting actions your team can take.
Mobile App + Web Ecommerce Tracking: Unifying the Picture
Many ecommerce businesses have both a website and a mobile app. GA4 can unify both into one property for cross-device analysis. Learn how to set up and interpret cross-platform tracking.
Average Order Value Analysis: The Events and Dimensions You Need
Average Order Value is one of the most important ecommerce KPIs. This guide explains how to track and analyse AOV in GA4 by channel, product category, and customer segment.
How Marketplaces and Multi-Vendor Stores Should Structure Tracking
Multi-vendor marketplaces have complex tracking requirements — tracking revenue by vendor, marketplace fees vs GMV, and seller performance. Learn how to structure GA4 ecommerce tracking for marketplaces.
Ecommerce Tracking QA: A Pre-Launch Testing Checklist
Before launching or after deploying tracking changes, this ecommerce tracking QA checklist helps you verify that every GA4 event is firing correctly and all parameters are accurate.
Merchandising Analytics: Using Tracking Data to Optimise Product Placement
Merchandising analytics connects product placement decisions to revenue outcomes. Learn how to use GA4 list performance, search data, and promotion tracking to optimise your store's merchandising.
Site Search Tracking for Ecommerce: What Shoppers Are Telling You
Internal site search is a direct signal of what shoppers want. GA4 tracks search queries automatically via Enhanced Measurement — learn how to configure it and use the data.
How to Track Buy Now Pay Later (BNPL) Checkout Flows
BNPL payment methods (Klarna, Afterpay, Clearpay) redirect users off-site, breaking standard checkout tracking. Learn how to track BNPL conversions reliably in GA4.
Headless Commerce Tracking: Challenges and Solutions
Headless commerce separates the frontend from the ecommerce backend, creating unique tracking challenges. Learn how to implement GA4 ecommerce tracking correctly in a headless architecture.
Tracking Wishlist and Save-for-Later Behaviour in Ecommerce Analytics
Wishlist and save-for-later interactions are purchase intent signals. Learn how to track them in GA4 and use the data to identify high-intent users and prioritise remarketing.
Ecommerce Funnel Exploration in GA4: Building and Reading the Report
GA4's Funnel Exploration is the best tool for visualising your ecommerce conversion funnel. A step-by-step guide to building the funnel report and interpreting the data to find drop-off points.
Item-Scoped Custom Dimensions in GA4: Brand, Margin, Stock Status, and More
GA4 item-scoped custom dimensions let you add business-specific product attributes to ecommerce events. Learn how to implement and analyse brand, margin tier, and stock status dimensions.