Funnel Analysis
Analysing conversion by product variant
Define a variant conversion denominator using identified, available options and matched orders, with clear treatment of later purchases.
Desk
Desk Measurement
Examines measurement plans, event tracking, data quality and analytics operations for ecommerce teams.
Measurement Planning
Basket and merchandising analytics
Use product pairings, recommendation results, category routes and onsite search evidence to guide merchandising decisions.
Data Quality
Checking for sample imbalance in an ecommerce experiment
Compare observed experiment units with the planned split, trace where imbalance begins and decide whether the store-test result can be used.
Data Quality
Checking product IDs across tracking events
Audit item IDs from product view through purchase. Find parent and variant switches, missing IDs and catalogue mapping changes.
Event Tracking
Checking ecommerce tracking after a theme or app update
Replay affected shopping journeys, inspect event details and monitor tracking after a theme or app update.
Measurement Planning
Choosing a guardrail metric for a store test
Choose store-test guardrails from plausible harms, with the right denominator, timing, data source and response rule.
Measurement Planning
Choosing store metrics from business decisions
Choose ecommerce metrics by linking each business decision to a counting unit, comparison, owner and action.
Measurement Planning
Comparing forecast demand with actual order patterns
Compare issued variant forecasts with qualifying orders, flag stock-constrained periods and read forecast errors within their limits.
Measurement Planning
Comparing product views with actual purchases
Compare product-view and purchase counts, identify when a viewer-to-buyer rate is possible, and investigate gaps without mislabelling the measure.
Data Quality
Connecting sales analysis with stock availability
Join variant order lines to dated orderability intervals and keep uncertain stock periods visible before comparing sales rates.
Measurement Planning
Defining a conversion experiment before changing the store
Write a store-test brief that fixes eligibility, assignment, the conversion formula, decision threshold and end rule before launch.
Event Tracking
Defining purchase, refund and repeat-customer events
Define qualifying purchases, processed refunds and repeat customers with clear order, timing and identity rules.
Data Quality
Detecting missing currencies and order values
Check purchase events for usable currency and value fields, distinguish genuine zeroes from missing data, and trace exceptions to orders.
Measurement Planning
Ecommerce analytics operations
Set owners, review periods and change records that keep ecommerce reports useful as data and systems change.
Measurement Planning
Ecommerce dashboard design
An ecommerce dashboard should help a team decide what to do today and explain what happened after the numbers settle. Start with decisions, definitions and data …
Data Quality
Ecommerce data quality
Check the definitions, completeness, consistency and freshness of ecommerce data before using store reports to make decisions.
Event Tracking
Ecommerce event tracking
Define ecommerce event triggers, item and order IDs, purchase rules and checks before relying on store reporting.
Measurement Planning
Ecommerce experimentation
Plan an ecommerce experiment around a clear decision, eligible shoppers, one primary outcome, guardrails and a trustworthy result.
Measurement Planning
Ecommerce measurement planning
Plan ecommerce measurement around business decisions, clear metric definitions, source records and a review cycle.
Data Quality
Filtering internal and test orders from reports
Classify simulated and real test orders, apply report exclusions consistently, and understand the limits of internal-traffic filters.
Data Quality
Handling incomplete histories in a customer-value report
Separate short follow-up, missing earlier orders, uncertain identity and unsettled adjustments in customer-value reports.
Data Quality
Identifying search terms that return no useful products
Find onsite searches with empty or weak results, inspect the products shown and choose a measured fix.
Data Quality
Linking returns to product-level performance
Link recorded physical returns, reasons and product-value reversals to original order lines using comparable follow-up windows.
Measurement Planning
Maintaining a dictionary of store metrics
Maintain metric formulas, owners and effective dates so report users can reproduce store figures and recognise definition changes.
Event Tracking
Mapping product views, baskets and checkout steps
Map product, basket and checkout actions to precise ecommerce event triggers, including express routes and skipped steps.
Measurement Planning
Planning an analytics migration without breaking historical comparisons
Protect ecommerce trends during an analytics migration with saved definitions, overlap checks and clearly labelled breaks.
Event Tracking
Preventing duplicate purchase events
Control repeated purchase tracking with one order milestone, stable transaction IDs and coordinated sends; trace where duplicates begin.
Measurement Planning
Product performance analytics
Compare product interest, purchases, retained sales, margin and physical returns with clear units, time periods and cost coverage.
Measurement Planning
Promotion analysis
Assess an ecommerce promotion through retained sales, contribution, customer and product effects, and an estimate of demand without the offer.
Data Quality
Reconciling analytics revenue with store orders
Reconcile GA4 purchase value with store orders by aligning the order population, revenue metric, discounts, refunds, currency and dates.
Data Quality
Reconciling event totals across measurement tools
Align event definitions and reporting periods, match purchase records when possible, and investigate gaps between measurement tools.
Measurement Planning
Removing metrics that do not inform a trading decision
Every daily dashboard metric should answer a question or trigger an action. If it only fills space, move it to a detailed report or retire it.
Data Quality
Reviewing access to customer-level analytics
Review who can view or export identifiable store data, check effective permissions and record a decision for each grant.
Measurement Planning
Separating leading indicators from confirmed outcomes
Product-page visits, add-to-cart events and checkout starts can warn of a change before sales settle. They are signals to investigate, not sales in another name.
Measurement Planning
Separating seasonal demand from promotional uplift
Build a seasonal baseline for an ecommerce sale, show uncertainty in estimated uplift and plan a stronger comparison for the next offer.
Data Quality
Showing data freshness in a store report
A report without an update time can make yesterday’s incomplete data look final. Show when each source was last processed and whether the current period may still change.