--- title: "Ecommerce analytics with GA4 and Meta Pixel - Mercemur" description: "Track sales, top products, conversion rate, LTV, refund rate, and abandoned cart rate. GA4 and Meta Pixel integrations included." canonical_url: "https://mercemur.com/analytics" last_updated: "2026-09-15" --- # 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 Daily, weekly, monthly revenue Order count Average order value Revenue by payment provider Revenue by region Revenue by customer group Time-over-time comparisons ### Top products Best-selling products by units Best-selling products by revenue Top variants Top collections Slow-moving inventory ### Conversion rate Storefront visitor to customer conversion Cart-to-checkout conversion Checkout-to-order conversion Repeat purchase rate New vs returning customer breakdown ### Customer lifetime value (LTV) LTV by cohort LTV by customer group LTV by acquisition source Average customer lifespan ### Refund rate Refund rate by product Refund rate by reason Refund volume over time Refund value vs total revenue ### Abandoned cart rate Abandoned cart rate by region Abandoned cart rate by traffic source Recovery rate (through email) Average abandoned cart value ## 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: Page views Session starts User engagement Scroll depth ### Ecommerce events: view\_item (product detail page view) view\_item\_list (collection page view) add\_to\_cart remove\_from\_cart view\_cart begin\_checkout add\_payment\_info add\_shipping\_info purchase 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: ViewContent (product view) AddToCart InitiateCheckout Purchase Search (storefront search) AddToWishlist 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: Show every possible metric (the goal is signal, not noise) Replace dedicated business intelligence tools (export to your warehouse if you need that) Compute attribution for paid channels (use GA4 and Meta Pixel) Display data older than your account history (no fake historical data) 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: Acquisition month cohorts : group customers by the month they first bought Acquisition source cohorts : group by how the customer found you (with attribution from GA4) First-product cohorts : group by what product the customer bought first Region cohorts : group by customer region 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 Sales Orders placed today ### Near real-time Conversion rate (depends on session aggregation) ### Daily Top products Refund rate ### Cohort-based LTV Repeat purchase rate 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 Sales metrics pull from the order module Top products pull from order line items Conversion rate pulls from storefront sessions plus orders LTV pulls from order history grouped by customer Refund rate pulls from the order ledger and return module Abandoned cart rate pulls from cart and checkout events GA4 events fire from the storefront on user actions Meta Pixel events fire from the storefront on user actions 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: Order, customer, and cart data : available through the admin API GA4 raw events : connect GA4 to BigQuery for full event-level export Meta Pixel events : available through Meta's Events Manager Custom data warehousing : connect Mercemur to Snowflake, BigQuery, or your warehouse of choice through the API ## Frequently asked questions Do I need a separate analytics tool? The built-in dashboard covers the core ecommerce metrics. GA4 and Meta Pixel handle external attribution and audience building. For deep BI, export data to your warehouse. Is GA4 privacy-compliant? Yes. The integration honors customer cookie choices through consent mode. Can I export raw event data? Yes. Order and customer data through the admin API. GA4 events through GA4's BigQuery export. Meta events through Meta's Events Manager. How is LTV calculated? Total revenue from a customer divided by their acquisition cohort. Cohorts are grouped by acquisition month, source, or first product. Does the dashboard show real-time data? Sales and orders are near real-time. Cohort-based metrics (LTV, repeat rate) recompute on a schedule. Can I see analytics per store on a multi-store operation? Yes. Per-store dashboards plus a roll-up view. Does Mercemur track customer behavior across sessions? Through GA4, yes. Mercemur's built-in dashboard focuses on conversion metrics, not behavior tracking. Can I track add-to-cart events for paid social? Yes. Meta Pixel fires AddToCart on every cart addition. How are conversion rates calculated? Storefront sessions that result in an order, divided by total sessions. Are abandoned carts tracked for analytics? Yes. Abandoned cart rate, average abandoned cart value, and recovery rate (through email) are all visible. Can I see which campaigns drove which orders? Yes through the marketing-campaigns module (first-touch attribution) and through GA4 (UTM-based). Are refunds broken down by reason? Yes. Refund-by-reason uses your return-reason hierarchy. Can I filter analytics by region or customer group? Yes. The dashboard supports filters by region, customer group, and time range. Does the dashboard work on mobile? Yes. The admin is responsive. Can I schedule analytics reports by email? Scheduled reports are roadmap. Can I integrate with Looker, Tableau, or similar BI tools? Yes. Export data through the admin API and feed it into your BI tool. Does Mercemur replace GA4? No. GA4 is integrated alongside the built-in dashboard, not replaced by it. Each tool has its strengths. ## 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. ## Related ### [Optimize](https://mercemur.com/optimize) Experiments and conversion work on live traffic. ### [Marketing and email](https://mercemur.com/marketing) Campaigns, flows, and segmented sends. ### [AI sales agent](https://mercemur.com/ai-agent) Answers shopper questions and recovers carts. See your numbers in real time ## Start tracking what matters. Start fast, compare plans, or talk through the details with us. 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