Analytics & Data – Overview
This chapter describes what data the platform collects, how it's displayed in the dashboard, and what integrations are available for external analytics tools.
What you'll find here
- Tracking codes — Configure GA4, GTM, Facebook Pixel (+ Meta Conversions API), Google Ads, TikTok Pixel, and Google Search Console in Admin → Marketing → Tracking codes
- Analytics Dashboard — Orders, revenue, customers, conversion metrics, charts, and commerce performance in Admin → Analytics
- Product listing analytics — How shoppers use product grids (filters, listing loads, detail clicks, add-to-cart from cards) in Admin → Settings → Product listing analytics
- Product Assistant analytics — How to read the assistant funnel, interpret starts/result views/add-to-cart, and evaluate purchases vs assisted purchases
- Storefront search — How customers experience search on the shop (URLs, autocomplete, results page); separate from Search settings and Search analytics in Admin
Tracking codes inject third-party scripts on your storefront. Analytics Dashboard and Product listing analytics are built-in reports for commerce and catalog grids. Storefront search explains shopper-facing search behavior, not merchant configuration screens.
What is Tracked
The platform tracks the following data internally, without needing external services:
| Data | Description |
|---|---|
| Product views | How many times each product was viewed |
| Search queries | What customers search for in the store |
| Search analytics | Searches with and without results |
| Search conversions | Purchases following a search |
| Recommender analytics | Clicks and conversions from recommender blocks |
| GDPR cookie analytics | Overview of consents granted and declined |
All this data is displayed in the dashboard (Admin > Analytics) as aggregated overviews, charts, and performance metrics.
How Data is Used
Collected data is primarily used to:
- Improve recommendations in the recommender engine — products with richer data (attributes, tags, categories) generate more accurate suggestions
- Display performance overviews in the dashboard
- Optimize the display of products and content
- Identify products customers search for but don't find (a catalog expansion opportunity)
External Analytics Integrations
External tracking codes (GA4, GTM, Facebook Pixel, Google Ads, Search Console) are configured in Admin → Marketing → Tracking codes. For a detailed description of fields, toggles, and behaviour (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 | Pageviews, add-to-cart, purchase |
| Facebook Pixel | Direct | Pageviews, add-to-cart, purchase |
| Google Ads | Direct | Conversions |
| Meta Conversions API | Server-side events | Conversion events |
| TikTok Pixel | Direct (+ Events API) | Pageviews, add-to-cart, purchase |
| Google Search Console | Verification meta tag or HTML file | Site ownership |
Glami, Seznam, and Heureka
Integrations for Glami, Seznam Sklik, and Heureka are currently in development. For tracking these platforms, use Google Tag Manager.
GDPR Cookie Consent
All external tracking fires only after the customer grants consent. The cookie consent banner integrates Google Consent Mode v2 — GA4 and Google Ads can model conversions even without direct customer consent.
Enhanced Conversions (Google Ads)
When enabled, hashed (SHA-256) customer data is sent on purchase for better attribution in Google Ads. Requires the customer's marketing consent.
SEO Analytics
Sitemap
The platform automatically generates XML sitemaps:
| Sitemap | URL |
|---|---|
| Index | /sitemap.xml |
| Pages | /sitemap-pages.xml |
| Products | /sitemap-products-{n}.xml |
| Categories | /sitemap-categories.xml |
| Blog | /sitemap-blog.xml |
Robots.txt
The robots.txt file is dynamically generated from SEO settings and is configurable through the admin.
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 correctly configuring consent categories to match their actual tracking activities
Analytics Dashboard
Path: Admin > Dashboard (/admin/dashboard)
After logging into the admin, the analytics dashboard displays a performance overview of your store. The dashboard is split into tabs: Overview, Orders, Pages, Traffic, Campaigns, Products, and News. The metrics and charts below belong to the Overview tab; tables and leaderboards live in their respective tabs.
Data Filtering
Use the top bar to set the data range:
- Date from / Date to — Select a time range
- Quick periods — Buttons for 7d, 30d, 90d, 1y quick selection
- Compare with — Compare against a previous period (7 days, 30 days, 90 days, previous month, custom period, or no comparison)
- Product — Filter statistics for a specific product or "All products"
- Layout — Number of display columns (1, 2, or 3 columns)
- Refresh — Button to update the displayed data
Main KPI Cards
The dashboard shows 6 key indicators in two rows:
First row:
- Total revenue — Total sales for the selected period with a "Revenue over time" chart
- Gross revenue — Gross revenue before deductions with a "Gross revenue over time" chart
- Total orders — Order count with an "Orders over time" chart
Second row:
- Total customers — Customer count with a "Customers over time" chart
- Average order value — Average amount per order with an "Order value over time" chart
- Actual revenue — Real payments received with an "Actual revenue over time" chart
Conversion Metrics
Four key conversion indicators: Add to cart (count), Purchases (count), Conversion rate (%), Cart abandonment (%).
Revenue Analysis
Detailed metrics: Gross revenue, Actual revenue, Profit margin (%), Revenue per hour (€/hr).
Charts and Visualizations
- Revenue over time — Line chart of revenue trends
- Orders over time — Line chart of order counts
- Conversion funnel — Visualization of customer conversion steps
- Checkout step breakdown — Breakdown of individual checkout steps
- Customer journey — Visualization of the purchase journey
Leaderboards and Tables (in tabs)
- Product sales (Products tab) — Orders, units sold, and revenue per product, including sales by variant
- Traffic sources (Traffic tab) — Source, medium, sessions, conversions, and revenue
- Top pages (Pages tab) — Views, unique visitors, add-to-carts, and conversions per page
Recent Orders
The Orders tab shows a table of the latest orders for a quick overview.
GDPR Cookie Analytics
Path: /admin/analytics/gdpr-cookie
Cookie consent statistics: how many times the banner was shown and how customers responded to it.
Tracked Metrics
- Banner impressions — How many times the cookie banner was displayed
- Accept all / Reject all — Click counts and acceptance/rejection rates
- Customization — Clicks on customize and saved preferences
- Acceptance by category — How often customers allow analytics and marketing cookies
- Daily trends — How banner responses evolve over time
Product Recommendations
Path: Admin > Content > Recommended Products (/admin/recommenders)
Manage product recommendations and algorithms. This section lets you create and configure recommendations shown to customers.
Recommendation Display
Each recommendation is shown as a card with the following information:
- Name — Recommendation name (e.g. "Popular this month")
- Placement tags — Where the recommendation appears (homepage, product page, etc.)
- Type tags — Algorithm type (e.g. "Automatic (Intelligent)", "Manual")
- Layout — How products are displayed (grid, horizontal list, etc.)
- Max. products — Maximum number of products shown
- Status — Whether the recommendation is active or inactive
Actions
- Edit — Edit recommendation settings
- Delete — Remove the recommendation
Creating a New Recommendation
Click Create recommendation and fill in the form divided into three sections:
1. Basic Information
- Name — Recommendation name (e.g. "Popular this month", "Based on your purchases")
- Heading — Heading displayed to customers (multilingual)
- Subheading — Subheading or short description (multilingual, optional)
2. Configuration
Placement — Where the recommendation appears (7 options):
- Homepage
- Product detail page
- Category page
- Product listing
- Cart — cart page
- Cart drawer
- Added-to-cart modal
Type — Recommendation algorithm (6 options):
- Recently viewed — Products the customer recently browsed
- Alternative products — Substitutes for the viewed product
- Similar products — Similar items
- Cross-sell — Products that complement the purchase
- Upsell — Higher-tier versions of the viewed product
- Best sellers — Products with the highest number of sales
Layout — How products are displayed (2 options):
- Grid — Grid arrangement
- Carousel — Horizontal scrollable list (with arrows, dots, autoplay, and looping)
Product selection — Automatic (Intelligent — system selects by criteria) or Manual (you select specific products)
Max products — Maximum number of products shown (1–20)
Active — Enable/disable the recommendation
Exclude unavailable — Hide out-of-stock products
3. Grid Settings
- Columns on mobile — Number of columns on mobile (1–2)
- Columns on tablet — Number of columns on tablet (1–4)
- Columns on desktop — Number of columns on desktop (2–6)
Product Assistants
Path: /admin/product-assistants
Manage product assistants (AI quizzes) that help customers find the right product through a series of questions.
Creating an Assistant
Click Create assistant and fill in the form divided into three sections:
1. Basic Information
- Internal name — Name for administrative purposes (e.g. "CPU selector")
- Customer heading — Name shown to customers (multilingual, e.g. "Help me choose")
- Subheading — Short description of the assistant's purpose (multilingual)
- CTA text — Call-to-action button text (e.g. "Start quiz")
- Placement — Where the assistant appears (Category page or Product listing)
- Category — Which product category the assistant applies to (optional)
- Max results — Maximum number of suggested products (1–20)
- Order — Display priority (higher number = higher priority)
- Active — Enable/disable the assistant
2. Configuration
Placement, category, maximum results, order, and activation (the fields described above).
3. Quiz Steps
Define the sequence of questions the assistant will ask. Each step is one question.
Step properties:
- Question — Question text for the customer (multilingual, e.g. "What is your budget?")
- Helper text — Additional text or description (multilingual, optional)
- Answer options — List of possible answers
Answer option properties:
For each answer option set:
- Label — Text shown to the customer (e.g. "Under €100", "€100–€500", "Over €500")
- Icon — Optional icon associated with the answer
- Description — Additional text below the label (optional)
- Matching rules — Conditions that determine which products are recommended (6 types):
- Tags — Products with specific tags
- Categories — Products from specific categories
- Attributes — Products with specific attributes (size, color, etc.)
- Brand — Products of a specific brand
- Score boost — Increase suitability score by X percent
- Price range — Products within a price range (Min price, Max price)
- Manual IDs — Optionally specify product IDs directly to recommend