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.