If your eCommerce business is relying solely on conventional tracking for analytics – client-side tracking in the browser – you should be wary about trusting your data. Why? Unfortunately, due to trends like increasing use of ad blockers, cookie restrictions, and Apple iOS updates, as much as 20-25% of your data could be missing or inaccurate.
We get a lot of questions from our eCommerce clients about how to go beyond basic reporting and use analytics more effectively. We find that brands are collecting a lot of data and have a good handle on the basics like site traffic, gross and net sales, average order value (AOV), conversion rates, and ad spend/conversions. However, many of our clients are frustrated that while every vendor/platform they use – Shopify, Google, Facebook, Instagram – offers some level of analytics, it’s limited and they can’t get a clear picture because the numbers are different depending on the source.