Up or down. That’s all that matters.

Google Search Console and Google Merchant Center.

Google Search Console, because it tells you exactly how your SEO is performing, directly from Google, and it’s free.

Then Google Merchant Center, which is needed to show up in Google Shopping results, both organic and paid placements.

Not all traffic is relevant traffic.

Eventually you’re going to want to know which channels are doing what: which channels are bringing in traffic versus which channels are converting into customers, because not all traffic is relevant traffic.

For web-related analysis, I use GA4. And of course Shopify for my online sales data.

Does the math work?

When it comes to analytics, there are two questions I like to ask. Under the best-case scenario, does the math work? If the answer is no, review why it’s not going to work and address that.

Once the math works, start measuring the performance.

Are your products profitable?

Here’s an example of ecommerce economics. Are your products profitable? If not, fix that before anything else.

Get the math to work here first, because even if you got a million orders overnight, you would still lose money if your products are shipping at a loss.

Profitable after expenses?

Then we look at your business as a whole. Is your business profitable after expenses?

In ecommerce, you need to track how every dollar is spent, or you will be leaving money on the table.