14 Best eCommerce Analytics Software, Reporting Tools & Dashboards for 2023 (Free & Paid)
Scaling and operating an eCommerce business is tough, especially when it comes to analytics and important data driven insights. You need to make better informed decisions fast, but you can't do this effectively with various spreadsheets and multiple analytics platform data flying all over the place. So, what's the solution? I share some of the best data analytics software & dashboard platforms made specifically for eCommerce businesses.
As eCommerce marketers and founders, we all use Google Analytics, CMS analytics dashboards (e.g. Shopify Analytics), and video session recording and heat map tools such as Hotjar, to help us with key insights and analysis into what’s contributing to the growth of an eCommerce store.
Whilst these ‘free’ solutions are great, we find ourselves lacking that extra ‘oomph’ and detailed reports we need to make better informed decisions around growth and marketing.
Sure, we resort to setting up our own custom dashboards and complicated spreadsheets, but what if there is a better experience to managing all our important data? Is there a better way to display what’s happening in the business across marketing, finance and all departments of the business? Is there an easier solution to stay on top of our mot important metrics like CAC (including blended CAC), CPAs, LTV, Churn, AOV and others? Can we setup rules for alerts and notifications?
I’ve been doing eCommerce for a long time and data analytics in this space has always been a bit behind. If you’re reading this, there’s a good chance you feel the same way.
So, I've gone ahead and curated some of my top eCommerce analytics software and reporting tools which I’ve had some awesome experiences with, including others I’m coming across that are absolutely worth trying out.
Many of them are absolutely epic and have transformed the way some of the brands I work with (or mates who are eCommerce business owners) report and optimise for better results across key channels, and optimisations across their whole business.
Okay, let’s get into these awesome platforms.
1. Retention X
Retention X is an outstanding analytics platform that gives insight into all segments that are relevant to customer-centric brands. Its automation software is designed to turn insights into marketing campaigns to help prevent churn, maximise customer lifetime value, and reduce costs.
Pros and benefits:
Eliminates the need for a data science specialist, in-house tech infrastructure, or specialised resources as all the reports and analyses are useful for interpretation, out of the box, and ready to go
Shows the customer lifetime value from every angle and lets you evaluate the actual net profit of every customer by marketing campaign, product, city, and other such segments. It also uses artificial intelligence to show you projections of data by up to 500 days
Lets you use segmentation to identify different customer groups, show behaviour patterns that affect your bottom line, and allows you to identify the worst customers and exclude them from certain segments
Immediately available on Shopify, Shopware, and Big Commerce and allows custom integration on other platforms. It also connects to Google Ads, Facebook, Klaviyo, Zendesk, Mailchimp, Recharge, and Google Analytics.
Retention X is free to install and would provide you data for up to 250 customers. You would need to pay an additional $10 per month if you cater to more customers.
2. Be Profit
Be Profit is one of the best tools for profit analysis and provides access to founders and marketers to comprehensive reports about what's happening across the ecommerce store. It lets you track and discover your true profits and expenses, in order for you to leverage the data in helping you grow your business. It reflects business metrics, and lifetime profit and expenses, which will let you make better decisions to improve sales.
Pros and benefits:
Utilises advanced analytics that provides deep-level insights on marketing performance and CLTV and shows the best-selling products and services, and uses UTM attribution to pinpoint return on assets and conversion rates on all your platforms and websites. It then breaks down all this data and compresses them into insightful charts and graphs.
Lets you access the data via mobile, web, or app at any time and allows you to collaborate with your teammates in real-time.
Has a fully customisable dashboard, which means that you can enter variable expenses and income that weren’t automatically pulled from your data set, create unique reports, and add categories and preferences as you desire
Allows you to track carrier costs and production methods, costs, and fees
Auto syncs with ad platforms such as Google, Facebook, Instagram, Snapchat, Tiktok, Pinterest, and Bing, and has a Chrome extension that even syncs with AliExpress
Be Profit has a basic plan at $25 a month, and this includes the profit and expense dashboard and order and product metrics. Meanwhile, the pro plan at $75 a month includes the customisable dashboard and custom reports, and the ultimate plan at $150 a month includes marketing performance insights and UTM attribution.
Shoppr is a marketing analytics platform that looks into your historical data and then provides recommendations based on the insights obtained from the information you or your store provided. It is incredibly user-friendly, and it helps you know what is working or not at a glance, thereby saving you time to run your business as needed.
Pros and benefits:
Segments your customers based on their purchasing behaviour and browning patterns, so you get to see the big spenders, loyal customers, and budding loyal customers. This enables you to target them across different marketing channels
Takes the data from your store and all your marketing channels, and then presents things to you in a way that you can understand
Has multiple data points and offers over 40 data metrics across product, marketing, and sales
Integrates with your preferred ecommerce site CMS such as Shopify, Woo Commerce, Magento, and Big Commerce. As well as top paid media ad channels.
Uses deep AI-analytics to proactively track and analyse data, to provide you with recommendations and ideas to enhance your future marketing campaigns
Shoppr has a free plan that could be used by stores that have a maximum of $10,000 in annual sales. The solo plan at $10 a month can be used by those that have up to $50,000 in annual sales, the team plan at $22 a month can be used by businesses that have up to $150,000 in annual sales with 5 seats, and the agency plan at $48 a month can be used by stores that have up to $500,000 in annual revenue.
Daasity is a data analytics solution built for leaders in the DTC space. It is a platform that seeks to empower businesses with sales, product, and store analytics. All data sources are integrated into a single set and view, so you can easily understand and work through your performance and utilise the information to push towards strategic growth.
Pros and benefits:
Has 15 customisable dashboards and over 130 customisable pre-built reports that reflects how marketing impacts sales, monitor your return on assets and show the channels and segments that drive your business growth. It also allows you to custom-build metrics, dashboards, and visualisations.
Shows you the carrier performance so you know whether or not your customers get their products on time and provides real-time inventory reporting, thereby allowing you to accurately monitor fulfilment
Shows you the customer lifetime value, cost per acquisition, repurchase rate, and weeks of supply, among others. It also helps you identify your highest value customers based on recency, frequency, and monetary metrics
Integrates with your top paid performance channels, Shopify, and Amazon, plus many others.
Daasity is engineered to scale as you do, so the pricing will depend on how big your annual sales are. To receive access to the customisable reports and dashboards, you would need to pay $199 a month if you have less than $2 million in annual sales. This will rise to $499 a month if you have sales between $2 million and $5 million, $699 for sales between $5 million and $10 million, and $899 for sales between $10 million and $25 million. Any more than that, and you would need a customised plan.
5. Polar Analytics
Polar Analytics is one of the best ecommerce analytics tools I've used that lets you monitor your performance, extract insights and quickly see issues or poor performance lapses in real-time. It claims to be the number one option for Shopify stores, and it is used by brands such as Soko Glam, Almond Cow, and Polene. For me personally, it's definitely up there.
Pros and benefits:
Lets you centralise all of your data sources in one place, combining connectors, data science, and visualisations so that you are able to see all of the information at a single glance
Has pre-built dashboards that help you visualise important metrics, including lifetime value, customer acquisition cost, retention cohorts and return on assets. You can personalise the charts and tables as you wish, with the option to customise your own metrics. You can also create your own custom comprehensive analytics reports.
Allows you to set manual alerts if there is an increase in acquisition costs or a drop in conversion rate, to be notified via Slack or email
You can share the reports with an unlimited number of users, including team members, shareholders, contractors, and investors
Integrates with GA & Ads, Shopify, FB, Bing, Pinterest, Klaviyo, Snapchat, and Google Sheets.
A free plan gives you access to one year of historical data and eight key indicators, no matter how many customers you service. The start plan at $119 a month provides you further access to unlimited key indicators, analytics templates, custom reports, and alerts. The growth plan at $290 a month provides you with multi-store capabilities and can be used by up to 10 members. The plus plan at $540 a month gives you an hourly refresh of data, a dedicated slack channel, and can be accessed by an unlimited number of users.
6. Triple Whale
Triple Whale is seriously impressive dashboard system that centralises all the eCommerce key metrics from your different tools and integrations. It helps business owners, managers, marketers, and analysts track everything there is to know about the brand, with real-time tracking of business performance and customer profiling.
Pros and benefits:
Puts all your data in a customisable dashboard or app, thereby making it easier for you to understand and navigate. You can also access all your data anytime and anywhere at your necessity and convenience
Shows important metrics such as Facebook spread, return on assets, click-through rates, requests per second, average order value, ad spend, number of orders, and profit all on the home page
Has the Pixel technology built into the service, which basically gives you insight into secondary metrics tracked by third-party data. This enables you to compare attribution models and situations on every level
Helps you predict future trends and revenue patterns based on your historical data
For me personally, the customer journey stages and insights are awesome. I don't see many other applications or services who do it as well as these guys.
Integrates with Facebook, ShipStation, Klaviyo, Shopify, and Google Analytics
If you make less than $1 million in annual revenue, Triple Whale will cost you $100 per month. This would turn to $200 if you make $1 million to $5 million yearly. Meanwhile, the platform would cost you $500 if you make $5 million to $10 million, $1,000 if you make $10 million to $15 million, and $1,500 if you make $15 million to $20 million. Any more than this would require a customised plan at varying rates.
7. Putler Analytics
Putler is a powerful eCommerce analytics tool that aggregates data from multiple platforms and systems and provides you all the customer reports, product reports, sales reports, and visitor reports that your business may need. It helps you understand what is working and what is not, so you can make the changes and right decisions accordingly for the betterment of your brand.
Pros and benefits:
Lets you spot customer patterns through an extensive sales heatmap, which highlights the exact behaviour of your visitors, your most profitable times, and the products that are selling the most. It also shows you the highest selling price ranges and sends personalised marketing campaigns to your audience, depending on the data and segment that you have considered via Putler
Allows you to set targets for your team and monitor them from the software. This would ensure that everyone is on the same page concerning sales goals
Predicts your future performance such as sales and customer trends based on present data that have been collected by the platform. If you keep hitting the monthly targets that you’ve set for your team, then Putler will take note of this and reflect it in its predictions
Offers data filtering and customer segmentation based on visit dates, time, and location. You can also segment based on shopping frequency, visitation activity, money spent, transactions that were made, and more
Fully compatible with Etsy, Stripe, Paypal, Woo Commerce, Ebay, Big Commerce, Mail Chimp, and more
The starter plan at $20 a month gives you access to core analytics and the sales heatmap, with processing for up to three data sources. The growth plan at $50 a month can handle up to 15 data sources and can be used by an unlimited number of users.
Yaguara calls itself the new era "eCommerce guru", as it aims to aggregate and present market data. It is a growth management platform and analytics tool that provides you with maximum flexibility, valuable metrics, reviews, and insights on different tools that are of value to your brand.
Pros and benefits:
Lets you define your own metrics, which means that you can set objectives such as increasing sales, building better customer experiences, and enhance social media reach and presence. Then Yaguara will provide you with the data and insights that are relevant to the metrics and goals that you have set
Lets you collaborate with your team at all levels of the funnel. For each metric or goal that has been set, there is a corresponding option to assign responsibilities and tasks to different team members, all in a bid of you working towards these goals. Accordingly, the artificial intelligence spots patterns and possible obstacles that may get in the way of you accomplishing the goals that you have set for your team
Offers resources and tutorials so you can maximise the platform and optimise your data and results. It also offers reviews on the latest eCommerce tools, so you know whether or not to utilise that in your store
Has a team of experts that could consult with you and provide recommendations for your business based on the data that has been extracted through Yaguara
Integrates with Shopify, Big Commerce, Wix Commerce, Squarespace, FB Ads, G Ads, Mail Chimp, and Instagram.
For pricing, you would need to contact their team for a quote. It will ultimately depend on your sales, needs, and scale.
Peel Insights is a great analytics tool used by brands such as Josie Maran, Versed, Bite, and Jones Road. The entire idea is to peel back the externals of your brand so you can get into the real data story of your business performance. It transforms raw data into meaningful insights, so you can focus on making decisions for your business and exploring new marketing avenues that you may want to pursue.
Pros and benefits:
Provides you access to your cohort analytics and shows how different customer groups add value and income to your business over time. You can see the lifetime value of your customers, repurchase patterns, average order value, and more, and get weekly, monthly, or quarterly insights as you prefer
Keeps all your data secured in an encrypted database, and provides additional security layers for your data source credentials and customer information. This would ensure that even the staff of Peel are unable to access your information
Lets you build with your audiences by creating segmented lists or allowing you to use filters. Then it would provide you with insights and suggestions that would allow you to target these different groups as communities, thereby presenting them with content that would increase their chance of a conversion. You can track their engagement and measure your performance by setting goals for different audiences and monitoring their activity
Allows you to create and customise as many dashboards as you and your team may need. You can also share different dashboards to stakeholders, investors, and other relevant people who may need to know specific information about company performance
Lets you measure marketing performance from all your different ad platforms in one place. Peel has over 30 different marketing metrics that can help you see your cost vs. revenue analysis, ad performance KPIs, and more
The starter plan starts at $50 a month if you have an annual income of less than $2 million. It only works with Shopify and provides you with basic analytics. The pro plan starts at $200 a month, works with unlimited store integrations, and allows for unlimited customer segmentation, ad spend analytics, and product analytics. The premier plan starts at $500 a month and provides you with custom support and monthly meetings with advisors.
Mipler is eCommerce analytics software that works best with Shopify and Magento. It is a modern business solution created by Omega Commerce, a well-known tech solutions company that aims to help eCommerce stores increase their sales and reach. It has made a plethora of famous and reliable apps for Shopify, Mipler included.
Mipler is very flexible and user-friendly for beginner business owners, and it also connects with Shopware and Woo Commerce. You can build reports using different data points,
Pros and benefits:
Provides you with direct access to your databases, so you always receive real-time information on your reports. There is virtually no downtime, and you can also export all the data using Excel, CSV, or Google Drive. The Mipler team can email you the specific reports that you need as long as you let them know ahead of time, and there is also the option to forward the information via email
Has a drag and drop report builder, which lets you create custom columns, formulas, and measures. You can even use complicated conditions and multiple filters, like (filter A and D) or filter A (filter B + filter D)
Lets you view all the key on a single dashboard and shows you previous performance and data so you can compare information and observe trends quickly
Integrated with Stripe, Google Analytics, Klaviyo, Paypal, Klarna, Xero, and Printify
Offers reports such as sales per collection, products bought together, inventory forecast, cost of goods, dead inventory, customers without orders, most valuable customers, country tax, state tax, payouts, and more
Mipler has a free plan that covers daily email reports, filtration, and exports, which works for up to 1,000 orders. The basic plan at $19 a month works for an unlimited number of orders and includes access to over 50 reports, but it does not have the customisable dashboard and reports capabilities. This comes with the optimal plan, which costs $29 a month, along with quick access and sharing. The advanced plan at $49 a month includes data access API and ACL.
Improvado is a cloud-based marketing data solution that allows businesses to connect with different data sources and marketing platforms without the need for software developers or coders. As a unified modern data stack, it points out the places where you could invest in more and shows you all the ways your company could grow even bigger. It is used by companies such as Illy, Asus, Docker, and Activision.
Pros and benefits:
Offers more than 200 native integrations, including BigQuery, Data Studio, Google + Facebook Ads, Snapchat, Youtube, Google Campaigns Manager, Instagram, Twitter, Stripe, Shopify, Marketo, SalesForce, Amazon Advertising, Klaviyo, and more. You name it, it’s probably on Improvado’s list of integrations
Connects any marketing data source to your dashboard and keeps insights up to date. Given that it can connect with over 300 marketing sources, you can test any new marketing channel and monitor if it’s something that would work for your company or not. With is automated ETL platform, it also rids you of the need to gather data manually
Lets you add custom metrics and data sources and modify target sources and channels when crafting your reports or using existing report templates. You can also use pre-built or custom-made transformation recipes to enhance data harmonisation. This would ensure that your bottom line stays true to your needs and rids you of the needs to execute the same SQL queries.
Uses the Marketing Common Data Model Framework, which allows you to get unified, standardised, data driven insights of your performance across different platforms. It also allows you to focus on omni-channel attribution and cross-channel analytics instead of mere, simplified data aggregation.
Because data needs are unique for each business, Improvado offers different packages for different businesses. You would need to request a quote from the company according to your budget and requirements.
ThoughtMetric is a marketing attribution platform and data visualisation platform that lets you know which marketing channels are working for your company and which ones aren’t. It is built to empower eCommerce owners and marketers and will help you make data-driven decisions.
ThoughtMetric is trusted by over 1,000 eCommerce companies, including The Discovery Store, Hari Mari, and Bella Lash, and is best for small to medium-sized businesses.
Pros and benefits:
ThoughtMetric lets you optimise your ads through detailed reports, by showing you where your traffic comes from and reflecting which purchases were made from specific clicks. You get to see the customer journey, from the first touch to the last. These are valuable insights that can then help you accelerate your CLTV, click-through rate, and return on investment.
Allows you to conduct post-purchase surveys with your customers, so you get to gather additional details that aren’t immediately available from other data sources. This will fill in all the gaps in your company analysis and provide you with more in-depth insights
Integrates with Shopify, Woo Commerce, Facebook, Bing, Instagram, Klaviyo, Mail Chimp, Click Send, and SMS Bump
Has a beautiful and intuitive user interface that makes it very accessible and easy to navigate, as well as delivers clean reports that would let you get insights from the data without needing hard technical knowledge
The standard plan at $49 a month covers 10,000 monthly page views, pixel + survey tracking, and can be used by an unlimited number of users. The pro plan at $99 a month covers up to 50,000 page views and adds server-side tagging. The premium plan at $199 a month covers up to 100,000 monthly page views, the aforementioned, and unlimited integrations. Meanwhile, the gold plan at $350 a month caters to 200,000 monthly page views and has live support, and the diamond plan at $799 a month covers up to 500,000 views.
Metrilo is a top-rated eCommerce analytics platform, which provides capabilities across analytics, CRM, and email marketing. It focuses on customer retention, all while seeking to help its users grow in reach and revenue.
Pros and benefits:
Lets you monitor how your store is performing in real-time, with a key performance indicators (KPI) dashboard, product performance reports, transactional data, revenue breakdown, funnels, and marketing analytics. You also get to see how many new customers made a purchase from your store, customer lifetime value, popular coupon codes and influencers, and conversion rates by devices.
Has Metrilo assistant, an algorithm that actively examines your data, provides you with insights, and presents possible action steps. It provides you with this data when you would need it, so you never have to miss on opportunities, and it will notify you if there are any drops or deviations in the trends.
With over 30 filters that lets you filter and segment customers into different audiences and groups, depending on their behaviour and characteristics. You can then execute your different email campaigns to these different segments, straight from Metrilo without the need to export your customer lists to other tools. You can then also monitor email performance straight on the platform
Offers online resources such as articles and case studies that would help you maximise the platform and utilise better marketing plans
Can be set up in 5 minutes, with plugins for Shopify, Magento, and Woo Commerce
The essential plan goes for $119 a month and can be used by unlimited team members with access to the eCommerce analytics and the Metrilo assistant. The pro plan at $199 a month adds to this by providing access to the eCommerce CRM and retention analysis. Then there’s the premium plan at $299 a month, which allows you to do email marketing from the platform.
Glew is a business intelligence solution that works for organisations and ecommerce companies of all sizes. It is used by some of the biggest companies on the planet, including NASA, Perricone MD, The Original Oatly, and Corkcicle, and its features can be scaled according to your requirements.
Pros and benefits:
Lets you track the performance of your businesses by product categories and customer segments, notes customer product preferences and purchase history, and explores your top reasons for cart abandonment. Also lets you know your return on investment on ad expenses and marketing campaigns, and points out the most effective and profitable marketing efforts
Has drag and drop capabilities that allows you to generate whatever kind of report you want, be it weekly or monthly, specific reports on product or inventory, and provides you with pre-built data joins and measures
Offers dedicated and on-demand customer support through video calls, group sessions, and one on one strategy meetings
Integrates with Klaviyo, Woo Commerce, Facebook, Shopify, Salesforce, Magento, Google Analytics and Ads.
Glew starter is completely free, gives you access to 20 metrics, and can be used by an unlimited number of users. Glew Pro starts at $79 a month if you have less than $1 million annual income and gives you access to over 250 KPIs, 40 integrations, and pre-built and custom customer segments. This goes to $249 a month if you earn $1 million to $5 million, $499 if you make $5 million to $10 million, and $649 if you make $10 million to $15 million. Anything more, and you’re due for custom pricing.
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What are the top eCommerce analytics dashboard tools you recommend that are cost-effective?
Outside of free analytics tools such as Google Analytics and the analytics dashboard in Shopify, the dashboards that are cost-effective that provide detailed insights and analysis are Polar Analytics and Triple Whale. In fact, Polar Analytics has a free version that you can try out.
Which eCommerce analytics tools help you easily see key metrics like CAC, CPA, LTV and Churn?
Many of the analytics software providers that I’ve talked about in this article help you see important metrics such as CPA, CAC and LTV. You can explore your most important metrics and KPIs instantly, whether it be looking for CPAs of various sources, to LTV of top customers, and even blended CAC. The most critical metric you need to know are in these platforms which go beyond traditional services like Google Analytics. Additionally, what many of these tool help with to make life easier is to set up alerts and notifications (even via Slack for some of them) so you can keep on top in real-time.
Which analytics tools integrate directly with Shopify?
The good news is that all of these services have a native integration with Shopify. Additionally, many have an integration with Google Analytics.
Do any of these dashboard platforms integrate with Google Ads, Facebook Ads, TikTok Ads, and other paid performance media channels?
For the majority of eCommerce brands, paid acquisition is a core strategy to acquire to increase online sales, drive new customers and increase AOV. The good thing is that most of these eCommerce analytics dashboards and platforms have integrations with the likes of Google & Facebook Ads as a minimum. Even better news is that most of them provide even more integrations in addition, such as TikTok Ads (which is in high demand) and Snapchat Ads. Out of all the platforms, Yaguara, Triple Whale and Polar Analytics have the most integrations.
Which eCommerce analytics software has artificial intelligence (AI) and advanced automation built into the platform?
Most of the providers mentioned have some level of AI and automation as part of their product capabilities. In terms of advanced AI and automation features, Retention X is most impressive where you can even forecast metrics up to 500 days in advance. Pretty incredible.