E-commerce
The E-commerce report turns purchase events into revenue insight, so you can connect your traffic to actual money.
purchase and refund. See Ecommerce revenue tracking to set them up.Stat cards
| Metric | What it measures |
|---|---|
| Total Revenue | Gross revenue from purchase events. |
| Orders | Every purchase event. The same number is used in the chart and for the average order value. |
| Avg. Order Value | Total revenue divided by orders. |
| Net Revenue | Total revenue minus refunds. Refunds count in the period they happen, not the period of the original purchase. |
Amounts are shown in your site's configured currency. Like every event total, purchases only count when they happen in a session (a visit with at least one pageview). Refunds always count, because they're usually sent from your back office or server without a pageview.
Revenue & orders over time
An area chart plots revenue and orders across your date range so you can spot trends, seasonality and the impact of campaigns.
Purchase funnel
A funnel view tracks sessions through the shopping steps view_item → add_to_cart → begin_checkout → purchase, with the drop-off at each stage, so you can see exactly where buyers abandon. It works like the Funnels report: within a session the steps must happen in order, so a session that adds to cart without viewing an item first only counts for the steps it completed in order.
Top products
Two rankings highlight your bestsellers:
- Top Products by Revenue: what makes you the most money.
- Top Products by Units Sold: what sells in the highest volume.
A full All Products table lists every product with its revenue and units sold. Each product's share is calculated against all products in the period, not only the ones listed.
Sending the data
The report relies on the standard e-commerce events from the events catalogue, each with typed parameters. For example a purchase:
otus('track', 'purchase', {
transaction_id: 'T-12345',
value: 49.90,
currency: 'EUR',
items: [
{ item_id: 'SKU-1', item_name: 'Pro plan', price: 49.90, quantity: 1 }
]
});
See Ecommerce revenue tracking for the full setup.