E-commerce tracking: a guide

If you run an online store, you want to know which of your marketing efforts are working, where you're losing customers, and which optimizations actually drive revenue. This is where e-commerce tracking comes into play. It helps you make data-driven decisions and optimize your store for better performance.

In this guide, you’ll learn which tracking methods are available, which tools you need, and how to set up your tracking perfectly.

What is E-Commerce-Tracking?

E-commerce tracking means measuring and analyzing all relevant interactions on your website. This includes, among other things:

• Visitor sources: Where are your customers coming from? (SEO, social media, ads, etc.)
• User journey: Which pages do they visit? How do they navigate through your shop? When do drop-offs occur during the purchase process?
• Conversion tracking: Who makes a purchase and why (or why not)?
• Cart analysis: Which products are frequently viewed but not purchased?
• Revenue distribution: Which channels generate the most revenue?

With this data, you can make informed decisions to improve your marketing and your shop.

Read also:
Customer journey: everything you need to know about the "customer journey"
Customer journey vs. funnel & click path: differences and correlations

The most important e-commerce tracking tools

There are many tools you can use to implement e-commerce tracking. Here are the most important ones:

? Google Analytics 4 (GA4)

Google Analytics 4 (GA4) provides powerful tools to track and analyze your store's performance. Some of the most valuable features include:

• Event-based tracking (clicks, scrolls, purchases, bounces)
• Integration with Google Ads for detailed campaign tracking
• Data-driven attribution for precise identification of revenue sources

Google Tag Manager (GTM)

Google Tag Manager lets you centrally manage various tracking scripts without manually adjusting your store's code.

? Trackboxx – GDPR-compliant tracking

If you value privacy-friendly, cookie-free tracking, Trackboxx is a great alternative to Google Analytics. In addition to numerous analytics features, our tool also provides the following at a glance:

✅ Revenue per item
✅ Top channel (based on sales)
✅ Shopping Cart Abandonment
✅ best-selling product
✅ Best day (based on the selected time frame)
✅ Most viewed products

> More info on e-commerce tracking with Trackboxx
> Trackboxx live demo
> free and non-binding test account

? Hotjar & Microsoft Clarity

Tools like Hotjar or Clarity provide heatmaps and session recordings, allowing you to see exactly where visitors encounter problems.

? Matomo (formerly Piwik)

Matomo is an open-source alternative to Google Analytics with full data ownership and GDPR compliance. It provides detailed analytics and is hosted on your own server.

The most important KPIs in e-commerce tracking

Not all data is equally important. Focus on the key performance indicators (KPIs) that truly matter to manage your business efficiently:

• Conversion rate: How many visitors actually make a purchase? (Target: 2–3% or higher)
• Average Order Value (AOV): How much does a customer spend per purchase?
• Cart abandonment rate: How many users leave the cart without completing a purchase?
• Customer Lifetime Value (CLV): How much is a customer worth to you in the long term?
• Customer Acquisition Cost (CAC): How much does a new customer cost you?

Setting up e-commerce tracking – step by step

Here’s a simple step-by-step plan to optimize your tracking:

1. Define your goals

Which data do you really need? Set clear KPIs for your shop.

2. Set up tracking tools

Use Google Analytics 4, Google Tag Manager, and optionally Trackboxx to collect your data.

3. Track events

Track the following actions:

• Product views
• Shopping basket additions
• Checkout abandonments
• Purchases & revenue

4. Analyze data & optimize

Use dashboards and reports to identify and eliminate bottlenecks.

Tracking tips for better conversions

? Use UTM parameters: Track which campaigns truly perform.
? Use retargeting: Run targeted ads for visitors who haven’t purchased yet.
? Optimize the checkout process: Fewer fields, faster process = more revenue.
? Run A/B tests: Test different product pages and call-to-action buttons.

Remarketing and Retargeting in E-Commerce Tracking

In e-commerce, it is crucial not only to attract new visitors but also to win back users who are already interested. This is where remarketing and retargeting come into play – two powerful tools that help you bring back lost customers and increase the conversion rate.

What is remarketing or retargeting?

Both terms describe a strategy that allows you to specifically target users who have already interacted with your website or shop – whether by visiting product pages, adding items to their cart, or even abandoning the checkout process.

So instead of focusing solely on new visitors, you target users who have already shown a certain level of interest.

How does remarketing work in e-commerce?

Using tracking tools like Google Tag Manager and Meta Pixel, you can collect data about user actions on your website. This data allows you to create audiences made up of users who have visited specific pages or viewed certain products. With this information, you can run targeted ads tailored precisely to the interests of these users.

A classic example of retargeting in e-commerce is when a user adds a product to their cart but doesn’t complete the purchase. With remarketing ads, you can later remind this user with a targeted message or a discount offer, encouraging them to return and complete the purchase.

Why is remarketing so important for your success?

In e-commerce, a user’s first visit rarely results in a purchase decision. Most buyers need multiple interactions before they actually buy. Remarketing helps you maximize sales by showing users your products again and strengthening brand recognition.

Studies show that the conversion rate for remarketing ads is significantly higher because users are already familiar with your brand and have a stronger purchase intent.