Have you ever stared at your eCommerce analytics and wondered why the numbers don’t add up? Conflicting data from platforms like Shopify, Meta, and Google Analytics can leave you second-guessing every decision.
Imagine losing 30% of your traffic data due to a compliance issue. These are real problems that high-growth eCommerce teams face daily. The good news is you don’t need perfect data to succeed, just a solid foundation.
In a recent eCommerce Explored webinar, Chloe Thomas spoke with three seasoned experts who cut through the noise to share what really works in analytics today. Their message is clear: before chasing perfect data, get your foundation right.
Meet the Experts
- Jill Quick, co-founder of The Colouring In Department, helps brands make more intelligent choices with their data.
- Wesley Hartley, CRO at LEAF, draws on deep experience in performance marketing and data science.
- Oliver Spark, founder of Sweet Analytics and former CEO of The White Company, turns complex analytics into actionable strategies.
Consent Platforms Can Sabotage Your Data
Getting your data collection right is essential, but consent management platforms (CMPs) can quietly mess it up if they’re not configured right. Jill shared a real-world example: one brand lost 30% of its traffic data because tags weren’t firing due to consent issues. Worse, 64% of companies are stuck in this mess, struggling with privacy and consent compliance, which can skew your analytics and hide what’s driving revenue.
That’s why Wesley stressed that the focus should be on tracking and compliance first, as they directly affect your Shopify sessions and conversion rates. Jill also advised running regular checks on tags and conversions to catch problems early.
Thankfully, there’s a fix. Tools like the Fueled Google Analytics 4 Attribution Suite can help clean up GA4 data with better client and server-side event tracking.
Attribution Isn’t Perfect, And That’s Okay
Ever had your board breathing down your neck, demanding to know exactly which marketing efforts are driving sales? Oliver gets it: marketing directors are being asked to explain everything, but let’s be real, it’s impossible. Customer journeys are just too complicated for perfect attribution. Jill puts it bluntly: Attribution will never be perfect. The goal is to make smarter decisions with what you’ve got.
So, instead of chasing that elusive perfect data, why not focus on trends and how each channel is contributing? Tools like Triple Whale, Littledata, Measured, and Sweet Analytics can help with that. They offer multi-touch attribution or marketing mix modelling, giving you the insights you need to optimise your campaigns, even when your data isn’t perfect.
Focus on Metrics That Drive Growth
The best eCommerce teams don’t get distracted by shiny, flashy data points. They focus on what really matters: metrics like customer acquisition cost (CAC) and contribution margin. Oliver says, Set some guardrails. Know exactly how many new customers you need and how much you can afford to spend to get them.
Wesley notices that the smartest teams ditch the obsession with attribution and instead focus on their product and unit economics.
For example, if your CAC is too high compared to the lifetime value of your customers, it’s a sign you need to tweak your marketing. A strong contribution margin means you’re profitable after covering your variable costs. These are the numbers that help you allocate resources better and fuel growth.
Build Dashboards That Spark Action
Dashboards should drive decisions, not just look pretty. Jill asks the tough questions: Who’s actually using this dashboard? What’s the point of it? Who can really make decisions based on what’s here? If your dashboard doesn’t have a clear purpose, it’s just taking up space. Oliver adds, Figure out what you really want to achieve, not just what report you think you need.
Depending on who’s looking at it, whether it’s marketers or high-level executives, you should customise your dashboard to show the metrics that matter most to them. For example, highlighting return on ad spend or channel conversion rates can give you the insights you need to take action.
Default Tools Can Let You Down
Let’s be honest: those out-of-the-box tracking apps often don’t cut it. Wesley doesn’t hold back: Your Shopify apps for Meta and Google tracking? They’re garbage. And he’s right, these tools can fail when you need them most. Jill shared a real story: a Shopify update messed up cookie compliance for over 1,000 stores, leading to fake 30% traffic spikes. Yikes!
That’s why it’s good to have customised tracking or at least well-configured tools. Working with experts or using advanced platforms can make sure your data is reliable, saving you from expensive mistakes.
Wrapping Up: Look at Trends, Not Just Numbers
Here’s the thing: data from different platforms isn’t going to match up perfectly because of how tracking works. Jill says, Don’t stress about making GA4 match everything else. Just focus on the trends and how each channel is contributing.
Wesley gives us a clear path forward: Focus on one problem at a time and one part of the data journey at a time. Start with tracking and compliance, then move on to optimising your ad structures, and finally build your dashboards.
Oliver wraps it up nicely. eCommerce thrives when you bring in new customers, keep the old ones happy, and know exactly where your money is going.
By tracking your trends and core metrics, you can make informed decisions even when your data isn’t perfect.
Want to hear the whole conversation? You can watch the full webinar replay here and also sign up for our next eCommerce Explored session to keep learning. Ready to fix your data game? Explore our Analytics tech directory for tools to make your analytics rock-solid.
