Data Measured and Reported by eCommerce Tracking

A standard Ecommerce tracking setup within FirstHive CDP collects and reports on both individual and aggregate transaction data.

Within the reports, you can benefit from the following metrics:

• Ecommerce Orders – Keep track of the total number of website sales in aggregate, or over specific periods.
• Products Purchased – Track the number of products purchased within your total orders. You can also break this down further with the Products report to get detailed statistics.
• Total Revenue – The total revenue generated from your sales (including tax, shipping, and subtracted discounts). See how much you’ve made within specific periods at a glance.
• Subtotals – The order subtotal, excluding shipping and tax. This helps you understand sales revenue without accounting for varying regional and international charges.
• Tax – The total amount of tax charged on all sales. Tracking or excluding this value can help you understand pre-tax and post-tax profits across your website.
• Shipping – The total shipping costs charged on all sales. When plotted against revenue, you can evaluate the effectiveness of free shipping offers.
• Discounts – The total discount applied to all sales. This helps quantify the effective marketing costs of discount campaigns.
• Average Order Value (AOV) – Calculated as total revenue divided by total orders. This is a useful metric for designing and tracking campaigns to increase the value of each order and ultimately boost revenue.
• Ecommerce Orders Conversion Rate – Shows the percentage of website visitors who make a purchase. For an ecommerce-focused business, this is one of the most critical key performance indicators (KPIs).
• Abandoned Carts – Tracks the total number and potential revenue of visits where shoppers added products to their cart but left without completing a purchase. FirstHive CDP also measures this as a percentage. While it may never reach zero, the goal should always be to reduce this number.