Best Ecommerce Analytics Software: 5 Tools to Track and Grow Your Online Store
Compare Kissmetrics, Putler, TrueProfit, Lucky Orange, and Semrush on features, integrations, and pricing, so you can match the right tool to your store.
Affiliate disclosure: Some links in this article are affiliate links. If you buy through them, TechCognate may earn a commission at no extra cost to you. Pricing and features were checked against official sources when this article was written and can change, so confirm details on each vendor’s site before you buy.
Your Shopify dashboard says sales are up. Great. But why? Was it Google Ads, an email campaign, a new product, or customers coming back for a second order? If you can’t answer that, you’re making budget decisions with half the picture.
That’s the gap ecommerce analytics software fills. It connects your store, your ad accounts, and your customer data so you can see what earns money and what quietly burns it.
This guide compares five tools: Kissmetrics, Putler, TrueProfit, Lucky Orange, and Semrush. Each solves a different problem, so we focus on fit rather than crowning a winner. Pricing, integrations, and affiliate availability were checked before writing.
The best analytics software for ecommerce depends on the question you need answered. Kissmetrics suits customer journey and funnel analysis, Putler suits multi-channel revenue reporting, TrueProfit suits Shopify profit tracking, Lucky Orange suits on-site behavior, and Semrush suits SEO and competitor research. Many stores pair a free tool like Google Analytics 4 with one specialist.
Ecommerce Analytics Software Compared at a Glance
| Software | Best For | Ecommerce Analytics | Integrations | Pricing | Free Option |
|---|---|---|---|---|---|
| Kissmetrics | Customer journeys and funnels | Person-level tracking, funnels, cohorts, revenue attribution | Shopify, WooCommerce, 30+ tools | Free; Growth from $99/mo | Free plan (100k events/mo) |
| Putler | Multi-channel revenue reports | Unified sales, LTV, customer and product reports | Shopify, WooCommerce, Etsy, eBay, PayPal, Stripe | From $20/mo, scales with revenue | 14-day free trial |
| TrueProfit | Shopify net profit | Profit, COGS, ad spend, LTV, product profit | Shopify, major ad platforms | $35 to $200/mo by orders | 14-day free trial |
| Lucky Orange | On-site behavior | Heatmaps, recordings, funnels, surveys | Shopify, BigCommerce, Magento, Google Analytics | From $32/mo billed annually | 7-day free trial |
| Semrush | SEO and competitor research | Keyword, traffic, site audit, position tracking | Google Analytics, Search Console | SEO Toolkit from $139.95/mo | 7-day free trial |
Prices are US list prices at the time of writing. Several tools price by events, orders, sessions, or revenue, so your cost depends on store size.
What Is Ecommerce Analytics Software?
Ecommerce analytics software helps online stores collect, analyze, and report data about visitors, products, customers, conversions, revenue, and marketing performance.
Most tools cover some mix of these data types:
- Visitors and sessions
- Products and orders
- Revenue and conversions
- Customer behavior
- Marketing channels
- Customer journeys, from first visit to repeat purchase
How Do Ecommerce Analytics Tools Work?
They collect data in one of three ways: a tracking script on your site, a direct connection to your store or payment processor, or imports from ad and email platforms. The tool then matches that data to people and orders and turns it into reports.
That’s the main difference from basic web analytics. Web analytics counts visits and pageviews. Ecommerce analytics ties those visits to orders, revenue, and customers.
What Should Ecommerce Analytics Software Track?
Ecommerce analytics software should track revenue, conversion rate, average order value, customer acquisition cost, customer lifetime value, cart abandonment, return on ad spend, traffic sources, product performance, and repeat purchase rate.
| Metric | Why It Matters |
|---|---|
| Revenue | Measures total sales |
| Conversion Rate | Shows how effectively traffic turns into orders |
| Average Order Value | Shows average revenue per order |
| Customer Acquisition Cost | Measures how much it costs to win a customer |
| Customer Lifetime Value | Estimates long-term customer value |
| Cart Abandonment Rate | Points to checkout friction |
| Return on Ad Spend | Measures advertising efficiency |
| Traffic Sources | Shows where customers come from |
| Product Performance | Shows which products generate revenue |
| Repeat Purchase Rate | Measures customer retention |
Don’t try to watch all ten on day one. Start with revenue, conversion rate, average order value, acquisition cost, and repeat purchase rate. A 3% conversion rate tells you little on its own. Split it by traffic source and it starts to guide decisions.
Traffic sources keep multiplying, too. AI assistants now send visitors, and our look at how AI search traffic converts shows why it helps to measure each source separately.
Kissmetrics
Kissmetrics is a behavioral analytics platform that tracks individual people instead of anonymous sessions. For a store, that means you can follow one shopper from the first ad click to a repeat purchase. Kissmetrics says it resolves visitors across devices and sessions to build that single view.
Key Ecommerce Analytics Features
- Autocapture tracking from one snippet, plus server-side tracking for events the browser misses
- Funnel reports that show where shoppers drop off between product page, cart, and checkout
- Cohort reports that show how quickly first-time buyers place a second order
- A revenue report with first-touch, last-touch, or multi-touch attribution
- Populations: behavior-based segments you can reuse across reports
- An AI chat that builds reports from plain-English questions
Pros
- Free plan includes funnels, cohorts, and activity reports
- Person-level view of customer journeys
- Flexible attribution models
- Native Shopify and WooCommerce integrations
Cons
- Revenue, path, A/B test, and campaign reports require the paid Growth plan
- Event-based pricing rises with traffic
- You need to plan which events matter before tracking pays off
- No cost-of-goods or profit reporting
Pricing
Free: 100,000 events per month and three seats, no credit card. Growth: from $99 per month for 500,000 events, with annual billing 20% cheaper. Higher volumes cost less per event, and plans above 5 million events are custom.
Because every pageview, click, and purchase counts as an event, a busy store can pass the free allowance quickly. See the official Kissmetrics pricing page for current tiers.
Integrations
Kissmetrics works with Shopify and WooCommerce, connects to more than 30 tools including Mailchimp, Slack, and Zapier, and offers an API and CLI for custom setups.
Who Should Use Kissmetrics?
Choose it if you already have steady traffic and want to know why people buy or leave. Skip it if you only need a simple revenue dashboard.
Want to test it on your own store data?
The free workspace lets you try tracking, funnels, and cohorts before paying.
Putler
Putler pulls sales data from your stores, payment gateways, and Google Analytics into one dashboard. It’s built for sellers whose revenue is scattered across more than one place.
Key Ecommerce Analytics Features
- Unified revenue tracking across stores and payment gateways
- Customer metrics such as lifetime value and average revenue per user
- Subscription analytics, including MRR and churn
- Forecasting and real-time alerts
- Multiple stores in one account, with consolidated or per-store views
- Multi-currency and time zone support
Pros
- Combines stores, marketplaces, and payment gateways
- Entry price starts at $20 per month
- 14-day trial with all features and no credit card
- WooCommerce connector plugin available on WordPress.org
Cons
- Focuses on post-purchase data, so it won’t show on-site behavior
- Price is metered by revenue and rises as sales grow
- Plans cap the number of data sources, so check yours fit
Pricing
Paid plans: start at $20 per month and scale with your monthly revenue across connected sources. Custom plans are available.
Free trial: 14 days, all features, no credit card. See the official Putler pricing page for the current table.
Integrations
Putler connects to Shopify, WooCommerce, BigCommerce, eBay, Etsy, Easy Digital Downloads, PayPal, Stripe, Braintree, Google Analytics, and Mailchimp.
Who Should Use Putler?
Reports from Shopify, PayPal, and Etsy rarely match because each system counts things its own way. Putler’s pitch is one consolidated view, which helps when you’re reconciling numbers across channels.
See if one dashboard fits your setup
Connect a store and a payment gateway during the trial and compare the numbers.
TrueProfit
TrueProfit is a Shopify app that shows net profit instead of just revenue. It adds up product costs, shipping, fees, taxes, and ad spend so the number on screen reflects what you actually keep.
Key Ecommerce Analytics Features
- Real-time profit dashboard
- Tracking for COGS, shipping, transaction fees, taxes, and custom costs
- Ad spend sync from Facebook, Google, TikTok, Bing, Snapchat, and Amazon
- Product-level profit analytics and P&L reports on higher plans
- Customer lifetime value reporting
- Profit-based marketing attribution at the product and ad level
Pros
- Focused on one question: what did we actually earn?
- Installs as a Shopify app
- Ranks products by profit, not just revenue
- 14-day free trial on every plan
Cons
- Built around Shopify, so it suits other platforms less
- Priced by order volume, with per-order charges above your limit
- No permanent free plan
- Doesn’t show why visitors leave
Pricing
Paid plans: $35 per month (300 orders), $60 (600 orders), $100 (1,500 orders), and $200 (3,500 orders). Orders above your limit are billed per order, up to a cap.
Free trial: 14 days on every plan. Check the TrueProfit listing on the Shopify App Store for current plans.
Integrations
TrueProfit connects to Shopify, major ad platforms, and print-on-demand services including Printify, Printful, and Gelato.
Who Should Use TrueProfit?
A campaign can show a strong return on ad spend and still lose money once product costs and fees come out. If your ROAS looks healthy but your bank balance doesn’t, profit tracking closes that gap.
Curious what your real margin looks like?
Install the app and compare its profit figure with what you assumed.
Lucky Orange
Lucky Orange shows what shoppers actually do on your pages. Heatmaps, session recordings, and conversion funnels sit alongside surveys and live chat.
Key Ecommerce Analytics Features
- Dynamic heatmaps and session recordings
- Conversion funnels and form analytics
- On-site surveys and live chat
- A real-time visitor dashboard
- Segmentation by referrer URL, UTM parameters, and device type
- Discovery AI, which summarizes where visitors get frustrated
Pros
- Shows problems that numbers alone can’t explain
- Works with Shopify, BigCommerce, and Magento
- Plans differ by session count, not by feature access
- 7-day free trial with no credit card
Cons
- Tracks behavior only, not revenue, profit, or ad spend
- Session-based pricing climbs quickly on busy stores
- Recordings need careful privacy and consent settings
Pricing
Paid plans (by monthly sessions): Build is $32 per month billed annually ($39 monthly) for 3,500 sessions. Grow is $72 ($89 monthly) for 10,000. Expand is $199 ($249 monthly) for 50,000. Scale is $839 ($1,049 monthly) for 300,000. Enterprise pricing is custom.
Free trial: 7 days. A small free plan has been listed in some places, so confirm what’s available on the official pricing page.
Integrations
Lucky Orange integrates with Shopify, BigCommerce, Magento, WordPress, Google Analytics, HubSpot, Zapier, and Google Tag Manager.
Who Should Use Lucky Orange?
If your funnel report shows a big drop at checkout, a few recordings often show the cause in minutes, such as a coupon field that won’t accept a code. Pair it with a revenue tool rather than using it alone.
Want to watch real shopper sessions?
Start a trial and review a handful of checkout recordings.
Semrush
Semrush isn’t store analytics, and it can’t see your orders. It’s a marketing analytics platform for the traffic side: what people search for, where competitors get their visitors, and how your site ranks.
Key Ecommerce Analytics Features
- Keyword research for product and category terms
- Site Audit to catch technical issues on product pages
- Position Tracking to monitor rankings over time
- Traffic analytics that estimate competitor traffic by channel
- Advertising research, including product listing ad research
- Reporting through My Reports, including a Looker Studio integration
Pros
- Covers organic and paid search in one platform
- Strong competitor research for a store’s acquisition side
- Connects with Google Analytics and Search Console
- Site Audit helps with technical SEO problems
Cons
- No order, revenue, or profit tracking
- Highest entry price of the five tools
- Competitor traffic figures are estimates
- Many features, so there’s a learning curve
Pricing
SEO Toolkit: Pro $139.95 per month, Guru $249.95, Business $499.95. Semrush One bundles: Starter $199 per month, Pro+ $299, Advanced $549. Annual billing is about 17% cheaper.
Free trial: 7 days on paid plans, plus a limited free account. Semrush changes bundles and prices from time to time, so check the current page.
Integrations
Semrush connects with Google Analytics, Google Search Console, and Looker Studio for reporting.
Who Should Use Semrush?
Use it next to a store analytics tool, not instead of one. For more depth, read our full Semrush review, the Ahrefs vs Semrush vs Moz vs SpyFu comparison, or our roundup of SEO management software.
Check how your store ranks against competitors
Run a site audit and a keyword gap report during the trial.
How to Choose Ecommerce Analytics Software
Check these nine points before you commit to a plan.
Ecommerce Platform Integration
Confirm it works with Shopify, WooCommerce, BigCommerce, or whatever you sell on, and that the connection is native rather than a workaround.
Revenue Tracking
Compare its revenue and order counts with your store’s own reports during a trial. Small gaps are normal. Large ones need explaining.
Customer Journey Analytics
Look for funnels, paths, and cohorts that show the route from first visit to purchase and what happens afterward.
Attribution
Ask which channels get credit and how. If email drives a lot of your revenue, make sure the tool can see it. Our guide to email marketing software covers platforms with ecommerce revenue reporting.
Reporting
Check for custom dashboards, scheduled reports, and exports, so the data doesn’t get stuck in one screen.
Ease of Use
You should be able to read the main reports without an analytics degree. If setup needs a developer, budget for that time.
Scalability
Check what happens when traffic doubles. Event, session, order, and revenue limits can change the bill fast.
Pricing
Match the pricing model to how your store grows. A store with few orders but high traffic fits order-based pricing better than session-based pricing.
Data Ownership and Privacy
Look at where data is stored, whether you can export it, and what consent controls exist. Check the rules that apply to your customers with a qualified professional.
Common Analytics Mistakes
- Tracking everything and reviewing nothing
- Trusting ad-platform numbers without comparing them to real orders
- Judging a tool after a few days instead of a full buying cycle
Ecommerce Analytics Software vs. Google Analytics
Google Analytics 4 is a free analytics platform that can report ecommerce activity, such as purchases and revenue, once ecommerce events are set up. Dedicated ecommerce analytics tools add things GA4 doesn’t focus on, such as profit tracking, multi-store order data, or session replays.
Google Analytics 4
Free, widely supported, and a solid base for traffic and conversion reporting. Google documents its ecommerce measurement setup, and Shopify explains its own reports and analytics.
May be enough when: you’re early, have a few traffic sources, and are comfortable configuring events.
Dedicated Ecommerce Analytics
Built around a narrower question, such as profit, customer journeys, or multi-channel revenue.
May help when: GA4 can’t answer a question you keep asking, or you sell across several channels.
Neither is automatically better. The right choice depends on your data needs, technical skills, and budget. Many stores run GA4 alongside one specialist tool.
How to Use Ecommerce Analytics to Increase Sales
Analytics alone won’t raise revenue. It shows you where to look, and you still have to act. These six checks are a good start.
Find High-Performing Products
Rank products by revenue, conversion rate, and, if your tool supports it, profit. A top seller with thin margins deserves a different strategy than a quiet product with high margins.
Find Traffic Sources That Convert
Compare visits with orders by source. A channel with modest traffic and steady purchases may deserve more budget than one with big traffic and few sales.
Identify Checkout Problems
Look for steep drop-offs between cart, shipping, and payment. Then watch recordings or test the flow yourself to find the cause.
Improve Product Pages
Compare engagement and conversion across products. Pages that attract views but not carts often need clearer photos, pricing, or shipping details.
Analyze Repeat Customers
Check which channels and products bring people back. Cohort reports show how long customers usually wait before a second order.
Evaluate Advertising Performance
Set ad spend against orders and revenue, then against profit if you can. Remember that attribution is an estimate, so use it as a guide.
Match the Tool to Your Need
| If You Need… | Consider… |
|---|---|
| Basic ecommerce measurement | Google Analytics 4 (free) |
| Customer journey and funnel analysis | Kissmetrics |
| Multi-channel revenue reporting | Putler |
| Profit and ad spend visibility | TrueProfit |
| On-site customer behavior analysis | Lucky Orange |
| SEO and competitor research | Semrush |
This table matches documented capabilities to needs. It is not a ranking.
Which Ecommerce Analytics Software Should You Choose?
There’s no universal winner. Your choice depends on store size, platform, analytics maturity, marketing channels, attribution needs, reporting needs, budget, and technical resources. Start with the question you can’t answer today.
For a small store on a tight budget
Start with GA4, then test the Kissmetrics free workspace or the Putler trial.
For Shopify stores running paid ads
TrueProfit shows whether campaigns earn money after costs.
For several sales channels
Putler consolidates stores, marketplaces, and payment gateways.
For low conversion with no clear cause
Lucky Orange shows heatmaps and recordings of real sessions.
For search-driven growth
Semrush covers keywords, site audits, and competitor traffic.
For teams that need custom reporting
Kissmetrics offers an API, CLI, and exports for building your own views.
Ready to try one?
Pick the tool that matches your biggest unanswered question, and test it on your own store data before you pay.
Frequently Asked Questions
What is the best analytics software for ecommerce?
There’s no single best option because stores need different answers. Kissmetrics fits customer journey analysis, Putler fits multi-channel revenue reporting, TrueProfit fits Shopify profit tracking, Lucky Orange fits on-site behavior, and Semrush fits SEO research. Start with the question you can’t answer today, then choose the tool built for it.
What analytics software is best for Shopify?
TrueProfit is built specifically as a Shopify app and focuses on net profit. Kissmetrics, Putler, and Lucky Orange also connect to Shopify. Pick TrueProfit for profit after ad spend, Kissmetrics for journey analysis, Putler for combining Shopify with other channels, and Lucky Orange for watching shopper behavior.
Is Google Analytics good enough for ecommerce?
Google Analytics 4 can be enough for a small store with a few traffic sources, as long as ecommerce events are set up correctly. Consider adding a specialist tool when you need profit data, multi-channel order reporting, session replays, or person-level journeys. It depends on your questions, budget, and technical skills.
What are the most important ecommerce analytics?
Start with revenue, conversion rate, average order value, customer acquisition cost, and repeat purchase rate. Add customer lifetime value, return on ad spend, cart abandonment, traffic sources, and product performance as your marketing grows. Tracking a few metrics consistently beats tracking twenty you never review.
How much does ecommerce analytics software cost?
Pricing ranges from free to several hundred dollars a month. Kissmetrics has a free plan, Putler starts at $20 per month, TrueProfit at $35, Lucky Orange at $32 on annual billing, and Semrush at $139.95. Many scale by events, orders, sessions, or revenue, so costs rise with store size.
Can ecommerce analytics software track customer behavior?
Yes. Behavioral tools record actions like page views, clicks, add-to-cart events, and purchases. Kissmetrics ties those actions to individual people, while Lucky Orange adds heatmaps and session recordings. Both help explain why shoppers leave. Use proper consent and privacy settings for the visitors you serve.
Do ecommerce analytics tools track marketing attribution?
Some do. Kissmetrics offers first-touch, last-touch, and multi-touch attribution, and TrueProfit connects ad spend to profit. Attribution is still an estimate. Ad platforms, privacy settings, and multiple devices create gaps, so treat any model as a guide and compare channel results against actual orders.
What is the difference between ecommerce analytics and web analytics?
Web analytics measures visits: pageviews, sessions, and traffic sources. Ecommerce analytics connects those visits to orders, revenue, products, and customers, so you can see what earns money. Many tools do both, but a store needs the second view to judge marketing by sales instead of clicks.
