Analytics that show the numbers you actually use
A built-in dashboard for the metrics that drive decisions, plus GA4 and Meta Pixel for external attribution.
Most ecommerce dashboards are designed for impressing investors, not running a store. They show every chart imaginable and bury the metrics that actually move the business. You log in, see twenty graphs, and still need a spreadsheet to figure out whether the last campaign worked.
Mercemur ships a built-in dashboard with the six metrics that drive most operational decisions: sales, top products, conversion rate, customer lifetime value, refund rate, and abandoned cart rate. GA4 and Meta Pixel are wired up on the storefront for external attribution and audience building. Together they cover what you need to know about the store, the customers, and the marketing.
Less noise. More signal. Real decisions, not dashboards-for-the-sake-of-dashboards.
Built-in dashboard
The admin analytics surface covers six core metrics:
Sales
Top products
Conversion rate
Customer lifetime value (LTV)
Refund rate
Abandoned cart rate
Why these six metrics
Every other ecommerce metric is a derivative of these six. Want to know if a campaign worked? Sales went up. Want to know if a new product is a hit? Top products show it. Want to know if pricing is right? Conversion rate tells you. Want to know if your retention strategy works? LTV shows it. Want to know if there is a quality problem? Refund rate flags it. Want to know if checkout is broken? Abandoned cart rate spikes.
Other dashboards drown you in metrics. This one focuses on the metrics that change behavior.
GA4 integration
Native Google Analytics 4 wired up on the storefront. Tracks:
Standard events:
Ecommerce events:
Privacy-aware: The integration uses consent mode so customer cookie choices are honored. EU and other privacy-regulated visitors are tracked according to their consent.
Why GA4: GA4 is the industry standard for traffic analytics. It connects to Google Ads for paid attribution, to Search Console for organic insights, and to BigQuery for raw event export. Mercemur wires it up correctly so you do not have to debug event mappings.
Meta Pixel
Full Meta Pixel coverage for Facebook and Instagram attribution.
Events tracked:
Why Meta Pixel: If you advertise on Facebook or Instagram (and most DTC brands do), the Meta Pixel is how Facebook attributes conversions to ad spend. Without it, your campaign reporting is wrong.
What the dashboard does not do
The built-in dashboard is opinionated. It deliberately does not:
The dashboard gives you the operational view. For deep analysis, export and analyze in your own tool.
Reporting cadence
Most operators check analytics:
Daily
Sales, top products, abandoned cart (operational pulse check)
Weekly
Conversion rate, refund rate (trend monitoring)
Monthly
LTV, repeat rate, refund-by-reason (strategic review)
The dashboard supports all three rhythms. Quick views show today's numbers at a glance. Drill-downs show the trend lines.
Cohort analysis
LTV is calculated by cohort:
Cohort analysis reveals retention patterns that aggregate metrics miss. A customer cohort acquired through a discount-led campaign might churn faster than a cohort acquired through organic search, even if both look the same on day one.
Real-time vs delayed metrics
Real-time
Near real-time
Daily
Cohort-based
GA4 has its own freshness (typically a few hours delay for full processing). Mercemur's built-in dashboard runs in near real-time.
How analytics integrates with the rest of the platform
Everything is connected. The catalog you build, the orders you process, the customers you acquire all feed into the analytics view.
Use cases
DTC brand running paid social
GA4 attributes conversions to organic and paid channels. Meta Pixel attributes Facebook and Instagram ads. The built-in dashboard shows the topline (sales, conversion, refund rate) without needing to log into three tools.
Subscription business
LTV by cohort reveals which signup channels produce long-lived subscribers. Refund rate by product (or per-box) flags quality issues. Conversion rate from trial to paid is visible in the funnel.
B2B wholesale
Sales by customer group shows which tier is performing. LTV by customer reveals which buyers deserve concierge attention. Refund rate by product flags supplier quality issues.
Multi-brand operator
Per-store dashboards plus a roll-up view across the operation. Compare brand performance side by side.
Digital product business
Sales by license-key product. Conversion rate from free trial to paid. Refund rate (low for digital, but worth tracking). Abandoned cart rate on the checkout for digital purchases.
International expansion
Sales by region. Conversion rate by region (some regions convert better at higher prices, some at lower). Refund rate by region (some regions have higher rate due to shipping issues).
Exporting raw data
If you need deeper analysis than the built-in dashboard provides:
Frequently asked questions
Best practices for analytics
Pick one metric per goal and watch it weekly
Trying to watch every metric every week is a recipe for paralysis. Pick conversion rate as your weekly metric. Or refund rate. Or LTV. Move only when the metric moves.
Connect GA4 and Meta Pixel from day one
Even if you do not run ads yet, the pixels start building audience data the moment you turn them on. Future-you will thank present-you.
Set up GA4 consent mode correctly
EU and India privacy regulations require consent for tracking. Mercemur's GA4 integration uses consent mode. Configure your cookie banner to respect customer choices.
Watch abandoned cart rate carefully
A sudden spike in abandoned cart rate usually means checkout broke. Diagnose immediately.
Compare LTV by acquisition source
Customers acquired through different channels often have wildly different LTV. Knowing this lets you spend more on the channels that produce long-lived customers.
Refund rate by reason is more useful than refund rate alone
The aggregate refund rate hides which products are causing the problem. Refund rate by reason shows the specific issue: quality, fit, fulfillment, shipping.
Common metrics to track per business type
DTC fashion brand
Conversion rate (target: 2-4% on category, higher on direct). Refund rate by reason (target: <10%, with fit-related refunds the largest category). Repeat purchase rate (target: 25%+ within 90 days).
Subscription business
Cohort retention. Churn rate by cohort. Net revenue retention. Expansion revenue (upgrades) vs contraction revenue (downgrades).
Digital products
Conversion rate (target: 5%+ for high-intent traffic). Refund rate (target: <3%, much lower than physical). Repeat purchase rate.
B2B wholesale
Average order value. Order frequency per customer. Customer lifetime value by tier. Quote-to-order conversion rate.
Multi-brand operator
Per-brand metrics plus operation-level rollup. Brand contribution to total revenue. Customer overlap between brands.
Quick reference
Built-in dashboard: sales, top products, conversion rate, LTV, refund rate, abandoned cart rate. GA4 with consent mode for page views and ecommerce events. Meta Pixel for ViewContent, AddToCart, InitiateCheckout, Purchase. Cohort analysis for LTV by acquisition month, source, or product. First-touch attribution for email campaigns. Data export through the admin API.
Start tracking what matters.
Start fast, compare plans, or talk through the details with us.