Ecommerce Intelligence

What gets measured, gets improved

“What gets measured, gets improved” is a familiar phrase, but in ecommerce it’s more than true—it’s survival.
A business that doesn’t measure properly is making decisions in the dark.

In ecommerce, there are a few core dimensions that must be both measured and strategically planned: your traffic acquisition channels, ad investment and its performance, catalog performance (products, categories, brands), landing page effectiveness, and the quality of your audiences, among others.

Start with your acquisition channels

The first—and most important—step is auditing your traffic acquisition:

• Organic (SEO)

• Direct

• Referrals

• Email & Marketing Automation

• Social Media

• Performance Marketing (Google Ads, Meta Ads, TikTok Ads, etc.)

Each channel tells its story through key metrics:
sessions, conversion rate (CR), transactions, average order value (AOV), and revenue.
It’s also essential to see each channel’s share of total sales—how much it truly contributes to the pie.

For paid performance channels, add the essentials:
cost per session (CPS), cost per acquisition (CPA) and ROAS (return on ad spend).
With these indicators you can plan yearly, monthly, and daily, aligning investment with real results.

The hidden key: solid naming conventions and UTMs

Measurement is useless if your data is messy.
A clear naming convention and consistent UTM parameters turn raw tracking into actionable information.

Every campaign, ad, or traffic source should be labeled consistently and strategically.
UTMs—the tags you append to URLs—let tools like Google Analytics or BigQuery identify where each session came from, which campaign drove it, and how the user behaved.

When naming is consistent (e.g., brand_campaign_format_objective) and UTMs are applied uniformly, the whole measurement ecosystem clicks into place: you can analyze by campaign, format, channel, or audience without wasting time cleaning data or guessing what’s what.
A solid measurement structure doesn’t just show what works—it helps you scale with order and consistency.

Measure the full digital business, not just traffic

A mature ecommerce operation cannot afford to measure only traffic and campaigns.
To really understand performance, you must see the entire digital business as an integrated system and measure it end to end:

• Channels & campaigns
  Which channels, campaigns, formats, and creatives are driving traffic and sales—and at what cost.
  
  

• Products, categories, and brands
  Which products pull the catalog, which categories are underpenetrated, which brands gain or lose share, which SKUs convert well but lack visibility, and which generate traffic but not profit.
  
  

• Audiences and customer segments
  New vs returning customers, high-value segments, loyalty program members, lapsed users, and specific interest clusters. The goal is to understand who you are attracting, how often they buy, and how their behavior changes over time.
  
  

• Geographic performance
  Countries, regions, provinces, and cities: where you are strong, where you are weak, and where there is hidden demand. This is key to logistics, delivery promises, media planning, and localized promotions.
  
  

• Devices and user experience
  Desktop, mobile, tablet: how they differ in conversion, AOV, bounce rate, and behavior on key pages (home, listing, product page, cart, checkout). This informs UX/UI decisions and technical priorities.
  
  

• Onsite behavior and funnel
  Product views, add-to-carts, checkout starts, drop-offs, and completed purchases. This reveals friction points and conversion leaks that can be prioritized in UX, content, and pricing strategies.

All of these dimensions are:

• Organized in a single measurement model so that channels, products, audiences, and geographies can be read together—not in separate, disconnected reports.
  
  

• Reported in clear, non-technical language, so that commercial, marketing, operations, and leadership teams all understand the same story.
  
  

• Oriented toward decisions, not just description: reallocate budget, push certain categories, adjust pricing and promotions, refine audiences, improve UX, or open/close geographic areas, based on evidence.
  
  

• Monitored in near real time, with alerts that flag deviations (drops in conversion, spikes in CPA, sudden changes in demand, stock risks) before they become major problems.

When measurement covers the whole digital business, analytics stops being a “reporting function” and becomes an operating system for ecommerce: a layer that continuously informs where to invest, what to correct, and which opportunities to capture.

The new reality: more data, less certainty

We operate in an era of exploding information and increasingly unpredictable consumers.
Behavior shifts week to week, and marketing teams must adapt just as fast.

Sometimes teams are large and face the challenge of maintaining a single source of truth so everyone sees the same picture, interprets the same numbers, and makes aligned decisions.
Other times teams are small and simply can’t keep up with the pace of measurement, analysis, and reporting needed by the business.

The result is often the same: fragmented information, misaligned decisions, and missed opportunities.

The solution: AI-powered business intelligence

This is where our Ecommerce Intelligence service comes in—a generative-AI powered business intelligence system that doesn’t just measure; it plans, analyzes, and distributes information automatically.

Each team member receives insights tailored to their role, written in natural language—a common, accessible way for everyone to understand.
That means an analyst and a commercial director access the same truth, expressed at the level of detail each one needs.

In short, Ecommerce Intelligence turns data into decisions—giving you a clear, integrated, and actionable view of your digital ecosystem, regardless of team size or operational complexity.

Our technical foundation: integrated data & intelligent processes

We operate on a stack centered on Google Analytics 4 and BigQuery, consolidating everything into a single source of truth.
We also integrate with third-party APIs (Google Ads, Meta Ads, TikTok, CRM, marketplaces, and more) to build a complete view of the business.

All of this is supported by a robust ETL (Extract, Transform, Load) layer, which is essential for data quality, consistency, and cleanliness.
ETL lets us combine sources, remove duplicates, fix errors, and standardize metrics so information is trustworthy and comparable.

In parallel, we implement advanced web tagging strategies with Google Tag Manager (and complementary tools) to ensure every onsite interaction—clicks, scrolls, product views, purchases, forms—is tracked and attributed correctly.
This improves analytical precision and uncovers optimization opportunities across user experience and the conversion funnel.

Ecommerce Intelligence

It’s a new way to operate with data, clarity, and speed.
We measure with technical rigor, process with quality, and communicate with intelligence.

If you want to understand what’s working, what’s not, and where your opportunities really are, now is the time to measure intelligently.

👉 Tell us about your ecommerce and let’s design an intelligence system that helps you sell more—with real, integrated, and actionable data.