E-commerce Analytics

E-commerce analytics is the branch of analysis that tracks buying behaviour: from viewing a product and adding to cart through checkout and purchase, along with the currency value of each step.

What separates e-commerce analytics from general web analytics is the addition of monetary value to events: here an event is not just "what happened" but also "how much it was worth", and that turns the funnel from an engagement funnel into a revenue funnel. Its backbone is the standard purchase funnel: product view, add to cart, checkout initiation, purchase. The analytical value is in the gaps between steps, because each drop reveals a different problem. But two honesty points are needed. First, all these currency figures depend on the site sending order value and commerce events correctly; the analytics tool does not create this value, it only aggregates it. Second, in the Iranian market part of the payment funnel is tied to gateway transaction failure, which is not an experience problem and must be seen separately.