Analytics & Data – Overview
This chapter describes what data the platform collects, where to find it in the admin, and which integrations are available for external analytics tools. All built-in reports are in the Insights › Analytics menu.
What you'll find here
- Analytics Dashboard — the Dashboard (start page) and the Analytics Overview page: orders, revenue, customers, conversion, traffic, goals and leaderboards
- AI analytics — how many visits, orders and revenue AI assistants bring you, and how AI bots read your store
- Tracking codes — GTM, GA4, Google Ads, Search Console, Meta Pixel (+ Conversions API), TikTok Pixel and Heureka in Engage › Marketing › Tracking Codes
- Product listing analytics — how shoppers use product grids (filters, listing loads, detail clicks, add-to-cart from cards) in Insights › Analytics › Product listing analytics
- Product Assistant analytics — how to read the assistant funnel, starts, result views, add-to-cart, and purchases vs. assisted purchases
- Storefront search — how customers experience search on the shop (URLs, autocomplete, results page); separate from Search Settings and the Search & Analytics report
Tracking codes inject third-party scripts on your storefront. Analytics Overview and Product listing analytics are built-in reports for the store and catalog listings. Storefront search explains search behavior from the shopper's point of view, not merchant screens.
Reports in the Insights › Analytics menu
| Menu item | What it shows |
|---|---|
| Analytics Overview | Revenue, orders, customers, conversion, visits, AI overview, goals; tabs Pages, Traffic, Campaigns, Products |
| Search & Analytics | What customers search for, searches with and without results, conversions from search |
| Product listing analytics | Behavior in product grids |
| Product recommender analytics | Impressions, clicks and conversions of recommendation blocks |
| Product assistant analytics | Performance of product assistants (quizzes) |
| Analytics | SEO analytics — redirect statistics and item counts in sitemaps (see SEO) |
| GDPR Cookie Analytics | Overview of granted and declined cookie consents |
Under the Recommendations heading in the same group you'll find Product Recommenders and Product Assistants (described below). Some items only appear when the related feature is switched on in System › Store features.
What is tracked
The platform tracks the following data internally, without needing external services:
| Data | Description |
|---|---|
| Visits and page views | Visits, pages, traffic sources and campaigns (bots excluded) |
| Product views | How many times each product was viewed |
| Search queries | What customers search for in the store, with and without results |
| Search conversions | Number of purchases following a search |
| Recommender analytics | Clicks and conversions from recommendation blocks |
| AI visits | Visits from AI assistants and AI bots reading the store |
| GDPR cookie analytics | Overview of granted and declined consents |
How data is used
Collected data is primarily used to:
- Improve product recommendations — products with richer data (attributes, tags, categories) generate more accurate recommendations
- Display performance overviews on the Dashboard and the Analytics Overview page
- Optimize how products and content are displayed
- Identify products customers search for but don't find (an opportunity for your assortment)
External analytics integrations
External tracking codes are configured in Engage › Marketing › Tracking Codes. For a detailed description of the fields, toggles and behavior (including Consent Mode and the GTM vs. GA4 rule), see Tracking codes.
| Platform | Integration type | Events tracked |
|---|---|---|
| Google Tag Manager | Container snippet | All events via GTM |
| Google Analytics 4 | Direct or via GTM | Page views, add-to-cart, purchase |
| Meta Pixel (Facebook, Instagram) | Direct | Page views, add-to-cart, purchase |
| Meta Conversions API | Server-side events | Conversion events |
| Google Ads | Direct | Conversions |
| TikTok Pixel | Direct (+ Events API) | Page views, add-to-cart, purchase |
| Google Search Console | Verification meta tag or HTML file | Site ownership |
| Heureka | Conversion measurement, Verified by Customers, certificate widget | Conversions, post-order survey |
| Google Customer Reviews | Post-order survey, rating widget | Store and product reviews |
Glami and Seznam
Integrations for Glami and Seznam Sklik are currently in development. To track these platforms, we recommend using Google Tag Manager. Heureka and Google Customer Reviews are described in the Integrations chapter.
GDPR Cookie Consent
All external tracking is activated only after the customer consents to the relevant cookie category. The cookie consent banner (System › Additional Settings › GDPR Cookie Settings) supports Google Consent Mode v2 — GA4 and Google Ads can model conversions even without the customer's direct consent.
Enhanced Conversions (Google Ads)
When Enable Enhanced Conversions is on, hashed (SHA-256) customer data is sent on purchase for better attribution in Google Ads. This requires the customer's marketing consent.
SEO analytics
Sitemaps (/sitemap.xml and its sub-sitemaps) and the robots.txt file are generated automatically according to System › Basic Settings › SEO Settings. Redirect statistics and sitemap item counts are in Insights › Analytics › Analytics. For details, see the SEO article.
Limits and responsibility
- The platform stores internal analytics on an ongoing basis — we recommend monitoring and exporting important data regularly
- External tracking (GA4, Meta Pixel) is subject to the terms of the respective providers
- GDPR compliance: The platform implements a cookie consent mechanism. The store operator is responsible for configuring the consent categories correctly
Dashboard and Analytics Overview
Path: Dashboard (/admin/dashboard) and Insights › Analytics › Analytics Overview (/admin/analytics)
The Dashboard is the admin start page with the Overview, Orders and Launch tabs — quick numbers for the last 30 days, recent orders and a pre-launch checklist.
Analytics Overview is a separate page with detailed reports and the Overview, Pages, Traffic, Campaigns and Products tabs: period and comparison, metric cards (revenue, orders, visits, customers, average order value, real revenue), goals, automatic insights, conversion funnel, AI overview, the live Right now view and leaderboards.
Both screens are described in detail in the Analytics Dashboard article.
GDPR Cookie Analytics
Path: Insights › Analytics › GDPR Cookie Analytics (/admin/analytics/gdpr-cookie)
Cookie consent statistics for the selected period (7d, 30d, 90d, 1 year): how many times the banner was shown and how customers responded to it.
Tracked metrics
- Total Impressions — how many times the consent banner was shown
- Accept All / Reject All — click counts, Acceptance Rate and Rejection Rate
- Customize Clicks — and saved custom preferences
- Category Acceptance — how often customers allow analytics and marketing cookies
- Link Clicks — breakdown of clicks on links in the banner
- Daily Trends — how responses to the banner evolve over time
Product Recommenders
Path: Insights › Analytics › Product Recommenders (/admin/recommenders)
Manage the product recommendations shown to customers. You track their performance in Insights › Analytics › Product recommender analytics.
Recommender list
For each recommender you see the Recommender Name, Placement, Recommendation Type, Layout, Product Selection, Maximum Products and status (active / inactive). Use the icons in the row to edit or delete it.
Creating a new recommender
Click Create Recommender and fill in the form:
1. Basic information
- Recommender Name — internal name (e.g. "Similar products", "Recently viewed")
- Title — optional title shown above the recommendations (multilingual)
- Subtitle — optional subtitle below the title (multilingual)
2. Configuration
Placement — where the recommender appears (7 options):
- Home Page
- Product Detail Page
- Category Page
- Products Listing Page
- Cart Page
- Cart Drawer
- Add To Cart Modal
Recommendation Type — the recommendation algorithm (6 options):
- Last Seen Products — products the customer recently viewed
- Alternative Products — substitutes for the viewed product
- Similar Products — similar items
- Cross-Sell Products — products that go well with the purchase
- Upsell Products — higher-tier versions of the viewed product
- Most Sold Products — products with the most sales
Layout — Grid, Carousel (with arrows, dots, autoplay and loop) or Thumbnails (other variants)
Product Selection — Automatic (Smart) (the system selects by criteria) or Manual (you pick specific products)
Maximum Products — the maximum number of products shown
Active — turn the recommender on/off
Exclude Unavailable Products — hide products that are out of stock
3. Grid / carousel settings
- For a grid: Columns (Mobile), Columns (Tablet) and Columns (Desktop)
- For a carousel: the number of slides on mobile, tablet and desktop, Products To Scroll, arrows, dots, autoplay and loop
Product Assistants
Path: Insights › Analytics › Product Assistants (/admin/product-assistants)
Manage product assistants (quizzes) that help customers find the right product through a series of questions. You track their performance in Product Assistant analytics.
Creating an assistant
Click Create Assistant and fill in the form:
1. Basic information
- Internal Name — the assistant's name for admin purposes (e.g. "CPU selector")
- Customer-facing Title — the name shown to customers (multilingual, e.g. "Help me choose")
- Subtitle — a short description of the assistant's purpose (multilingual)
- CTA Button Text — text of the button that starts the assistant (e.g. "Start quiz")
2. Configuration
- Placement — Category Page or Products Listing
- Category (optional) — which product category the assistant applies to
- Max Results — the maximum number of suggested products
- Sort Order — the assistant's display priority
- Active — turn the assistant on/off
3. Steps
Define the sequence of questions (Add Step). Each step is one question.
Step properties:
- Question — question text for the customer (multilingual, e.g. "What is your budget?")
- Helper Text (optional) — additional text or description (multilingual)
- Answer Options — the list of possible answers (Add Option)
Answer option properties:
- Label — text shown to the customer (e.g. "Under €100", "€100–500", "Over €500")
- Icon (optional) — an icon associated with the answer
- Matching Rules — conditions that determine which products are recommended:
- Tags — products with specific tags
- Categories — products from specific categories
- Attributes — products with specific attribute values (size, color, etc.)
- Brand — products of a specific brand
- Score Boost — increases the suitability score
- Min Price / Max Price — products within a price range
- Manual Product IDs (comma-separated) — optionally enter products to recommend directly
The Suggest tags & categories (AI) button on an answer option suggests matching rules; the suggestions are merged into the option, and then you save the form. Rules from all selected answers are combined — tags and categories apply at the same time (a narrower selection).