Analytics measurement and metrics
How to measure website revenue and ecommerce performance
Track purchases and revenue with consistent order values, sources and reconciliation.
Revenue reports are only useful when their totals match a defined source of truth and each order is counted correctly. Treat revenue attribution as an estimate of contribution, not automatically incremental impact.
Define the revenue figure
Decide whether reported value includes tax, shipping, discounts or refunds and which currency conversion applies. Keep the rule consistent across periods. Record a stable, non-sensitive order identifier only when needed for deduplication and protect access to it.
Put it into practice
See your traffic, funnel steps and site performance clearly in Alexander.
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Compare analytics orders and values with your order database over the same time window. Check duplicate confirmations, payment failures, delayed events and timezone differences. Investigate discrepancies before using channel revenue to move budget.
Connect sources and customer quality
Review conversion rate, average order value, refunds and repeat purchases alongside acquisition source. Note attribution windows and missing journeys, especially on cross-device or offline purchases. Use experiments for claims about incremental lift.