Analytics for ecommerce, built on numbers you can trust
GA4 and Google Analytics for online retailers, from tracking audits through to reporting your team will use.
Most ecommerce teams we meet do not trust their analytics. GA4 says one revenue figure, the platform says another, the ad platforms claim more conversions than exist, and nobody is quite sure which number to take into a board meeting. That uncertainty is expensive, because it makes every decision slower and easier to argue with.
We start by making the numbers reliable: GA4 and Google Tag Manager configured properly, ecommerce events firing once and correctly, consent handled, platform data reconciled. Then we build reporting around the questions your teams actually ask, and analyse what it shows.
Our analysts sit alongside developers, CRO specialists, SEO consultants and performance marketers. When the data uncovers a problem, the people who can fix it are already in the room.
GA4 specialists
GA4, Google Tag Manager, Search Console and Looker Studio.
Ecommerce platforms
Shopify, Shopify Plus, Adobe Commerce, Magento and headless builds.
We can fix what we find
Analysts alongside developers, CRO, SEO and paid media specialists.
Data you can act on
Reporting built around decisions your team actually has to make.
Google Analytics and ecommerce analytics services
Six things brands come to us for.
GA4 and analytics audits
Know whether you can trust the numbers before you make decisions with them. We review your GA4 property, Google Tag Manager container, ecommerce events, conversions, consent setup, attribution and reporting to identify missing, duplicated or inaccurate data.
GA4 and Tag Manager setup
GA4 and Google Tag Manager implemented around the questions your business needs to answer. We configure ecommerce events across product views, add to basket, checkout and purchase, handle consent properly, and connect platform and marketing data so customer interactions are measured consistently.
Reporting and dashboards
Turn complex datasets into reporting your teams can use and trust. We build ecommerce reports and dashboards around meaningful KPIs, reducing noise and making it easier to understand performance across customers, products, categories and marketing channels.
Channel performance and attribution
Understand how customers find you and how different channels contribute to conversion. We analyse acquisition, campaign and customer-journey data to help identify which activity is generating value and which is being over-credited.
Customer, product and conversion analysis
Going beyond top-line traffic and revenue, we analyse customer behaviour across the ecommerce journey to identify patterns in product performance, category engagement, new and returning customers, conversion, retention and purchasing behaviour.
Analytics consultancy and training
Build greater confidence in data throughout your organisation. We provide ongoing consultancy, strategic analysis and training to help teams understand their data, ask better questions and make more confident commercial decisions.
Why choose Unified as your analytics agency
01
A dashboard is only useful when the underlying data can be trusted. We begin by understanding how information is collected, where discrepancies exist and whether important customer actions are being measured correctly. If GA4 and your order data disagree, that gets resolved before anyone builds a report on top of it.
02
We understand the context behind ecommerce data. Our team works across customer acquisition, product discovery, conversion, checkout, retention and ecommerce technology, so the analysis is read by people who know what a normal basket abandonment curve looks like in your sector.
03
Analytics should answer questions and lead to decisions. We investigate what is driving the change, what it means commercially and what your team should do next. For Meaco, the data showed impressions climbing while click-through fell by nearly a third, which pointed at a content and technical problem rather than a visibility one.
04
Customers rarely move from their first interaction to purchase in a straight line. We look across acquisition, browsing behaviour, product and category performance, conversion and retention to build a more complete picture of how customers interact with your business.
05
Our analytics team works alongside developers, UX designers, CRO specialists, SEO consultants and performance marketers. When the data uncovers a problem or opportunity, the expertise to act on it is already in the room, and a tracking fix does not have to wait on another agency's backlog.
06
We want your teams to become more confident users of data. Through clear reporting, documentation, workshops and ongoing consultancy, we help stakeholders understand what they are measuring so data informs decisions instead of sitting in a report nobody reads.
Measurement behind the results
Three programmes where the analysis changed what we did next.
On the surface Meaco's visibility was improving. The data said otherwise: impressions rising while click-through fell by nearly a third, which is the signature of ranking for the wrong things. As part of a wider roadmap, we tracked 340 keywords, fixed blocked pages and canonical errors, and remapped content to real demand across three markets.
Organic impressions, year on year
+131%
Organic purchases, year on year
+15%
Langerman's traffic numbers looked healthy, but the analysis showed the visits were landing on educational content while the high-value collections sat unseen. Separating awareness traffic from commercial traffic in the reporting is what made the problem visible, and fixing it is what moved revenue.
Organic sales
+125%
Search visibility
+73%
Ehrman had a loyal customer base, a large database and almost no reporting to work from, so every customer got the same email. We audited the data, segmented by purchase behaviour and built the reporting that let the team see which segments were worth talking to differently.
Email marketing revenue
+21%
Email click-through rate
+114%
Our analytics process
Define
Commercial objectives, customer journey, existing reporting and the questions your teams need analytics to answer.
Audit
GA4, Google Tag Manager, events, ecommerce data, conversions, consent, attribution, reporting and data quality.
Implement
Tracking configuration, integrations, reporting structures and measurement improvements.
Analyse
Customer behaviour, acquisition, products, categories, conversion and wider ecommerce performance.
Improve
Actionable recommendations, testing opportunities, ongoing monitoring and continued analytics support.
Define
Commercial objectives, customer journey, existing reporting and the questions your teams need analytics to answer.
Audit
GA4, Google Tag Manager, events, ecommerce data, conversions, consent, attribution, reporting and data quality.
Implement
Tracking configuration, integrations, reporting structures and measurement improvements.
Analyse
Customer behaviour, acquisition, products, categories, conversion and wider ecommerce performance.
Improve
Actionable recommendations, testing opportunities, ongoing monitoring and continued analytics support.
Analytics questions we get asked
Why do my GA4 numbers not match Shopify or Adobe Commerce?
Some difference is normal, because the platform records an order while GA4 records a browser event, and the two count different things. Large or unexplained gaps usually point to a real problem: purchase events firing twice or not at all, consent blocking measurement, cross-domain checkout breaking the session, refunds missing, or bot traffic inflating figures. We diagnose which of those is happening rather than accepting the discrepancy as normal.
What does a Google Analytics agency do for ecommerce brands?
We help online retailers collect, validate, analyse and understand the data generated by their website, customers and marketing activity. That covers GA4 and Google Tag Manager audits, ecommerce tracking implementation, reporting and dashboards, attribution analysis, customer behaviour analysis and ongoing consultancy designed to turn data into commercial decisions.
Do you work with GA4?
Yes. GA4 is the default for the ecommerce brands we work with, usually alongside Google Tag Manager, Google Search Console and Looker Studio. We audit and implement GA4 ecommerce tracking, including purchase, checkout, product and promotion events, consent handling and integrations with Shopify, Shopify Plus, Adobe Commerce and Magento.
How do I know whether my ecommerce tracking is accurate?
Differences between analytics platforms, ecommerce platforms and advertising tools are normal, but significant or unexplained discrepancies can indicate tracking problems. An analytics audit reviews how events and transactions are recorded, identifies missing or duplicated measurement and determines whether your existing reports are reliable enough for the decisions you are making.
What ecommerce metrics should we be tracking?
The right metrics depend on your commercial objectives. Common measures include revenue, transactions, conversion rate, average order value, product and category performance, customer acquisition, retention and behaviour throughout the purchase funnel. Attribution matters too. We help you understand how different channels and touchpoints contribute to conversion, giving you a clearer view of where marketing activity is driving value and where investment may need to change.
Why is ecommerce analytics important?
Ecommerce analytics helps you understand what is driving performance rather than relying on assumptions. Accurate data can reveal how customers find your website, which products they engage with, where they abandon their journey, which channels contribute to sales and where improvements could have the greatest commercial impact.
Can you build ecommerce analytics dashboards?
Yes. We can create reporting and dashboards around your commercial objectives, bringing together the KPIs that different teams need without overwhelming users with unnecessary metrics. The aim is to make important trends and changes easier to identify and investigate.
Can you analyse product and category performance?
Yes. We can analyse traffic, customer engagement, conversion and revenue across individual products and categories to identify strong performers, underperforming areas and opportunities for merchandising, marketing or website improvement.
Can you analyse the ecommerce conversion funnel?
Yes. We can analyse key stages such as product viewing, adding to basket, checkout and purchase to understand where customers are dropping out and whether particular devices, channels or customer groups behave differently. These findings can then inform further customer research or CRO activity.
Can you help us understand marketing attribution?
Yes, although no attribution model provides a perfect representation of every customer's decision-making process. We help teams understand the available attribution data, the assumptions behind it and how different channels contribute across the customer journey so investment decisions are not based on a single metric in isolation.
Can you train our internal team?
Yes. We offer analytics training and workshops designed around your reporting setup, business objectives and team responsibilities. The aim is to help stakeholders understand their data and become more confident using it to answer everyday business questions.