E-commerce analytics should connect browsing and checkout behavior with completed orders and their economics. A transaction count without returns, cancellations or margin information can overstate business performance.
Define product views, basket actions, checkout starts and completed purchases consistently. Reconcile reported orders with the operational system. Check duplicate events and differences across devices or consent states.
Analyze product groups and customer cohorts where the data supports meaningful comparisons. Combine event data with support and return reasons to explain problems. Keep measurement changes documented so reports remain interpretable over time.
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