E-commerce analytics that don't double-count
Cart abandonment, AOV, contribution-margin LTV per channel. The numbers that actually drive next quarter's media plan.
E-commerce · metric tree
- M-01
Contribution-margin LTV
Net of COGS, shipping, returns, payment fees. Not the gross-revenue LTV finance distrusts.
- M-02
Repeat-purchase rate
30 / 90 / 365-day, by acquisition cohort and by category.
- M-03
AOV
Net of returns, by category, by channel, with promotion contribution backed out.
- M-04
Funnel-from-search
Site search → SRP → PDP → cart → checkout. Drop-off correlated to PDP latency buckets.
- M-05
Cart-abandonment rate
Multi-touch, with email-flow attribution that doesn't claim credit twice.
How it ships
Shopify CDC or Stripe + Snowflake + dbt + a contribution-margin marts layer.
outcome
Media spend rebalanced quarterly to the channel with the highest contribution-margin LTV — not the one with the loudest dashboard.
Wire a real pipeline to your warehouse
30-min stack review. We come back with a scoped plan, an owner, and a freshness contract. No SDR, no slide deck.