Google Analytics

Google Analytics, in its current GA4 version, records what visitors do on your site: where they came from, which pages they viewed and which events happened, such as add to cart and purchase. With e-commerce events set up, it reports revenue by channel, product and campaign.

Most store platforms have an integration that sends the purchase events, which saves building them by hand. The free version covers what most small and mid-size stores need, and it links to Google Ads for conversion tracking. Explorations let you build your own funnel and path reports when the standard ones do not answer the question.

Consent rules affect what it can record. In regions that require cookie consent, set up a consent banner and Google's consent mode, and expect some gap between analytics numbers and your actual orders.