ecom-analytics
E-Commerce Analytics
Overview
E-commerce analytics measures online store performance across traffic, conversion, and revenue dimensions. This skill covers GA4 e-commerce tracking setup, funnel analysis, and key metric interpretation to diagnose why a store is or isn't performing.
Framework
IRON LAW: Diagnose by Funnel Stage, Not by Symptom
"Sales are down" is a symptom, not a diagnosis. Decompose into funnel stages:
Traffic × Conversion Rate × AOV = Revenue
If revenue drops 20%, is it because traffic dropped (acquisition problem),
conversion dropped (UX/pricing problem), or AOV dropped (product mix problem)?
Each requires a completely different fix.
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