The Ultimate Guide to WooCommerce Analytics: Track What Matters

WooCommerce Analytics is the reporting area built into WooCommerce that shows your store’s revenue, orders, products, coupons, and taxes in one dashboard. It’s a good place to check what sold and when.

What it can’t show is how shoppers moved through your store before buying, such as which pages they viewed or how long they took to decide. For that, you need a dedicated analytics plugin or a tool like Google Analytics.

In this blog, we’ll share how to use the built-in reports, the metrics worth tracking, and the best WooCommerce analytics plugins.

We’ll also show you how to set up deeper tracking for referrers, UTM campaigns, cart abandonment, and each customer’s full journey before purchase.

How to Use Built-In WooCommerce Analytics

WooCommerce comes with its own analytics, so there’s nothing extra to install. You’ll find it under the Analytics menu in your WordPress dashboard.

Overview

The Overview screen gives you a quick snapshot of total sales, net sales, orders, and products sold. Charts show how these numbers change over time, and leaderboards list your top products and categories.

You can compare any date range with the previous period or the same period last year.

Products Report

Go to Analytics ⇒ Products to see how each product is selling. The table lists every product with its items sold, net sales, orders, SKU, category, and stock level.

Want to focus on a few items? Use the Show dropdown to pick a single product. You can also tick several products and click Compare to see them side by side.

Revenue Report

Analytics ⇒ Revenue breaks your sales into gross sales, returns, coupons, taxes, shipping, net sales, and total sales.

The table shows these figures for each day, week, or month, depending on the interval you choose. That makes it easy to spot a refund spike or a slow stretch.

Orders Report

Analytics ⇒ Orders tracks your order count, average order value, and average items per order.

The table goes a level deeper with each order’s status, customer, and products. It also shows the coupons used, whether the buyer is new or returning, and the attribution source.

The rest of the Analytics menu works the same way, with reports for variations, categories, coupons, taxes, downloads, and stock. Any report table can be downloaded as a CSV using the Download button.

Where Built-In WooCommerce Analytics Falls Short

These reports are built around orders, so a few useful questions stay unanswered:

• Visitors and conversion rate: Analytics doesn’t count store visits, so you can’t work out your conversion rate from it alone.
• Abandoned carts: Carts that never become orders don’t show up in any report.
• Offer performance: Products sold through upsells, cross-sells, or order bumps appear as regular product sales, so you can’t tell which sales came from an offer.
• Customer journey: WooCommerce records where an order came from and how many pages the shopper viewed, but not which pages they were, the order they viewed them in, or how long they spent on each.

Keep these gaps in mind as you go through the metrics below, since some of them need more than the built-in reports to track.

7 Core Metrics Every WooCommerce Store Should Track

Knowing your sales is nice, but knowing what drives them is powerful. These seven key WooCommerce metrics give you a clear picture of your store’s performance. Track them regularly to make smarter decisions and grow your business with confidence.

1. Conversion rate (CR)

This shows what percentage of visitors are buying. 

Formula: (Total Orders ÷ Total Visitors) × 100

A low conversion rate could mean weak product pages, unclear pricing, or a lack of trust signals. 

To boost conversions, you may need to streamline your checkout process, add customer reviews, and highlight trust badges. 

2. Average order value (AOV)

A higher AOV means more revenue per customer. 

Formula: Total Revenue ÷ Number of Orders

Boost AOV by offering upsells, product bundles, or free shipping thresholds. Suggest relevant add-ons or complementary products to encourage larger purchases.

3. Total spent / customer lifetime value (CLV)

CLV estimates the total revenue a customer generated for your store over time. 

Formula: Average Order Value × Purchase Frequency × Retention Period

CLV helps you understand customer loyalty and plan your marketing budget. 

A higher CLV indicates that your customers are returning and spending more. Focus on retention strategies to grow it. 

4. Traffic sources

Understanding where your visitors come from.

Track SEO, ads, social media, email campaigns, and more using UTM parameters (Campaign, Source, Medium, etc.). 

This tells you what’s working and where to invest more effort.

5. Time to convert

This metric shows how long it takes a shopper to go from their first visit to placing an order. Tracking it helps you understand your customers’ buying journey and spot whether your sales process is moving too slowly.

By analyzing the time it takes to convert, you can optimize your marketing and follow-up strategies to accelerate purchases and boost revenue.

In FunnelKit, you can see the time to convert for each order, along with the pages the customer viewed before buying. We’ll show you where to find it in the setup steps below.

6. Product recommendation engagement
Track how often customers accept product recommendations, like upsells, cross-sells, or personalized suggestions. 

It helps refine your marketing strategies and improve the overall shopping experience. Relevant offers can boost revenue and customer satisfaction.

7. Cart abandonment rate

Tracking cart abandonment reveals how many shoppers add items to their cart but don’t complete the purchase. 

Formula: (Carts Abandoned ÷ Carts Created) × 100. 

This indicates friction in the buying process, caused by unexpected costs, confusing user experience, or lack of trust, helping you identify areas to improve sales and reduce lost revenue.

Best WooCommerce Analytics Plugins: Top 6 Picks 

We evaluated each plugin based on key metrics such as:

• Reporting capabilities
• Real-time data tracking
• Seamless integration with tools like Google Analytics
• Additional essential features for store growth

Based on these criteria, we’ve put together the top 6 analytics plugins that deliver the most actionable insights and performance.

 1. FunnelKit (Funnel Builder and Sliding Cart)

FunnelKit Funnel Builder provides you with in-depth, step-by-step analytics that track everything from views and conversions to order bumps, upsells, revenue per visit, and time to conversion for both store checkout and custom funnels. 

Combined with FunnelKit Cart, you also gain insights on how customers are accepting different product recommendations and offers like discounts, free gifts, etc. 

Key Analytics Features:

• Detailed conversion data: Get rich order-level insights including Order ID, Name, Email, Phone, Date, Total Spent, Referrers, Device, Time to Convert for better customer understanding and targeting
• UTM campaign tracking: Track conversions with full UTM data, Campaign Source, Medium, Term, and Content info to see which channels and traffic types work best.
• Analytics overview: You get an overview of the whole store’s performance in the form of Visitors, Contacts, Revenue, Order Bumps Revenue, One Click Upsells Revenue, Average Order Value, Revenue Per Visit
• Referrers:  You get the distribution of traffic from different sources like Direct, Google, Instagram, Youtube, TikTok, Pinterest, SnapChat, Yahoo, Orders, X/Twitter, Others
• Performance filters: Filter data using Date Created, Order Bump, Upsell Offer, Total Spend, UTM Campaign, Referrer, and Device.
• Custom date ranges: Analyze funnel and campaign performance over specific timeframes, such as promotional periods, holidays, or seasonal trends, for precise insights. 
• Exportable reports: Export detailed reports including full conversion data, UTM tracking, funnel attribution, and upsell revenue for team sharing and offline analysis
• Contact tracking: From conversion data, open any contact’s profile to see their Total Spent, Checkout, Order Bump, and Upsell activity, along with other order and optin details. 
• Customer journey: See every page a customer visited before ordering, in the order they visited them, with how long they stayed along the way, plus their referrer, device, and time to convert.
• Upsell and order bump performance: Measure revenue from order bumps, one-click upsells, and cart upsells to see which offers boost average order value and conversions
• Cart upsell analytics: Track cart upsells, including revenue conversions and top offers over time, to identify high performers and optimize weaker ones
• Reward-based offer tracking: Monitor free shipping, free gift, discount, and special add-on rewards, including their conversion rates and revenue impact
• A/B testing support: Run tests on funnel, offers, and traffic sources using attribution and conversion data to improve performance and scale winners.
• Automatic report: Set up automatic performance summary reports either weekly or monthly. 
• Easy pixel tracking: Easily integrate with Google Ads, Facebook (Meta), TikTok, etc., for pixel event tracking. 

Why choose this plugin:
FunnelKit Funnel Builder and FunnelKit Cart bring funnel, cart, and customer journey analytics together in one place, so you can see what drives each sale and where to improve.

Price: Analytics is included in the Plus plan at $179.50/year, which covers both Funnel Builder and FunnelKit Cart.

2. FunnelKit Automations

FunnelKit Automations provides powerful analytics for your email and SMS marketing workflows, enabling you to track opens, clicks, conversions, and revenue attribution across campaigns. 

It gives you complete visibility into how automations perform, which contacts engage, and what actually drives sales over time.

Key Analytics Features:

• Cart recovery tracking: Monitor recoverable, recovered, and lost carts along with potential and recovered revenue. Track recovery rate over time to optimize abandoned cart workflows and increase sales.
• Contact management: Track new contacts added, total contacts, total customers, and unsubscribers. Analyze contact growth trends to enhance your lead nurturing and retention strategies.
• Email automation performance: Measure emails sent, open rates, click rates, resulting orders, and revenue. Use these insights to refine your email sequences and improve customer engagement.
• SMS campaign analytics: Track SMS messages sent, clicks, orders, and revenue. Monitor SMS engagement to enhance your mobile marketing strategy.
• Engagement insights: Analyze email open rates by weekday and hour to identify the best times to send campaigns for maximum impact.
• Custom date filters: Apply date filters to analyze performance metrics during specific periods, like promotions or seasonal campaigns.
• Export data with a single click:  You can download contacts, abandoned cart, and more data with a single click. 
• Scheduled performance reports: Receive a performance summary automatically, delivered weekly or monthly.

Why choose this plugin:
A good fit for WooCommerce stores that want performance visibility across email, SMS, cart recovery, and engagement in one place.

Price: Starts at $99.50/year for the standalone Automations plan

3. MonsterInsights

MonsterInsights integrates Google Analytics with your WooCommerce store, bringing advanced eCommerce tracking directly into your WordPress dashboard, with no coding needed. 

It offers an intuitive, beginner-friendly interface that helps you track revenue, conversions, traffic sources, cart behavior, and product performance in real time.

Key Analytics Features:

• Enhanced performance tracking: Monitor revenue, total transactions, average order value (AOV), and purchase behavior
• Product and category insights: See which products and categories perform best
• Real-time stats: View live sales, traffic, and user activity directly from the dashboard
• Referral and source tracking: Identify which channels and campaigns drive the most conversions
• Custom dimensions: Track deeper data like user roles, product types, or custom behaviors for better segmentation

Why choose this plugin:

Ideal for beginners who want powerful Google Analytics insights inside WordPress without the technical setup.

Price: Free basic version. Paid plans start at $99.50/year (introductory price), so check which plan includes eCommerce tracking before you buy.

4. WooCommerce Analytics (by WooCommerce)

WooCommerce Analytics is an early-access (beta) extension built by WooCommerce that focuses on order attribution. Despite the name, it’s a separate plugin from the built-in Analytics menu covered above. 

It shows which channels, sources, devices, and campaigns drive your orders, which helps you decide where to spend your marketing budget. It needs Order Attribution turned on in WooCommerce and works with single-currency stores only.

Key Analytics Features:

• Attribution reports: See orders by channel, source, device, and campaign, plus a combined channel and source view (for example, paid ads split by Google, Facebook, and Instagram).
• Performance filters: Compare attribution data across gross sales, net sales, refunds, number of orders, coupon usage, and shipping costs.
• Custom date ranges: Analyze results during holidays, promos, or seasonal trends

Why choose this plugin:
Good for stores that want deeper order attribution reports on top of the built-in Analytics.

Price: Free 

5. Google Analytics for WooCommerce (by WooCommerce)

This official plugin connects your store to Google Analytics 4 and sends your eCommerce events there, so you can link a referral to a purchase and see transaction data in GA4. 

Once the data is flowing, you use GA4 itself to analyze traffic sources, shopper behavior, and drop-offs from landing page to checkout.

Key Analytics Features:

• eCommerce event tracking: Sends product views, add-to-cart, checkout, and purchase events to GA4.
• Traffic source analysis: See which channels (search, social, email, ads) bring visitors and sales, using GA4’s reports.
• Funnel analysis: Use the checkout events in GA4 to find where shoppers drop off between product page and purchase.
• Admin exclusion: Visits from logged-in admins aren’t tracked, so your own activity doesn’t skew the data.

Why choose this plugin:
Great for stores that rely on Google Analytics and want WooCommerce sales data inside GA4.

Price: Free (requires a free Google Analytics account).

6. StoreRadar

StoreRadar is a real-time WooCommerce analytics and reporting plugin that transforms your store data into actionable insights. 

With dashboards for sales, customers, products, and subscriptions, it helps store owners make informed, data-driven decisions to grow revenue and optimize performance.

Key features:

• Custom dashboards: Drag-and-drop dashboards to track revenue, AOV, top products, customer behavior, and more.
• Stock velocity reports: See how fast inventory moves so you can plan restocks and avoid overstock.
• AI chat: Ask questions about your store data in plain language and get answers from your live reports.
• Subscription analytics: For WooCommerce Subscriptions, track MRR, churn, and subscriber lifetime value.
• Cart tracking & recovery: Track cart events and recover abandoned carts to see where visitors drop off.

Why choose this plugin:
Ideal for stores that want a data-driven approach to revenue optimization, customer insights, and product performance.

Price: The plugin is free, but it only works with a StoreRadar account. You can start with a free trial.

How to Set up and Track Advanced WooCommerce Analytics Data 

With FunnelKit Funnel Builder, you can easily set up and track advanced WooCommerce analytics data that goes beyond the default order details. 

Make sure to install and activate the plugin: 

Here are the steps you need to follow: 

Step 1: Create a store checkout 

First, create a custom store checkout to replace the default WooCommerce checkout page.

So, pick your favorite page builder, import any prebuilt template to create a custom store checkout. 

After importing, ensure that you activate the store checkout.

Step 2: Enable first-party UTM tracking 

Next, navigate to Settings ⇒ First Party Tracking. 

Make sure to check the field “Enable First Party Conversion Tracking” and hit save. This will help you track UTM and traffic sources that bring the traffic.

Step 3: Track funnels, referrers, and UTM campaigns

To track analytics, navigate to the Analytics tab of the Store checkout. Here, you can find an overview that includes total visits, contacts, orders, revenue, AOV, and more. 

Choose the time period to compare analytics between the specified periods.

Next, move to the Referrers tab to find the traffic sources. Here you can pick a time period and also filter using traffic source, like direct, Google, YouTube, etc. 

Next, move to the UTM campaigns to find UTM Campaign, Source, Mediums, Content, Term, Orders, Optins, and Revenue. 

You can just click on the Export option in the top right corner to export the data in seconds. 

Step 4: Track conversions 

Next, to track conversion details along with contacts, move to the Conversions tab.

Here you can find all the conversions/orders along with ID, name, email, total spent, referrers, UTM data, and time to convert, etc. 

Here you can filter the data using any of the values. 

Additionally, you can click on any contact and navigate to their contact page to view all their contact details, including total spend, each order, and UTM data, among other information. 

This is how you can track conversion with advanced data right from your WordPress dashboard. 

Step 5: See the pages each customer visited before buying

The Customer Journey shows the path a customer took on your store before placing an order. You can see which pages they visited, in what order, and how long they spent on each one.

Still in the Conversions area, open the Orders tab. The Journey column shows how many pages each customer visited before ordering.

Click that number to open the customer’s journey. The Insights section at the top sums up the order with pages viewed, time to convert, total spent, order ID, referrer, and device used.

Below that, the Customer Journey section lays out the full path. It starts with the first page the customer landed on and moves through every page they visited, right up to the conversion.

For each page, you’ll see the time of the visit, the page name and URL, and how long they stayed. Time spent isn’t shown for the last page before the conversion. The final step shows the completed conversion along with the order amount.

If the customer has placed more than one order, use the pagination at the top right of the popup to check the journey for each one. Clicking the order ID takes you straight to the full order details.

This view shows which pages play a part in your sales, so you know which ones are worth improving. For more details, check our Customer Journey documentation.

Step 6: Track product recommendations and offers

If you are offering product recommendations and offers using the FunnelKit cart, you can easily track them as well. 

For this, go to FunnelKit ⇒ Analytics ⇒ Cart Upsell to view key metrics like Upsell Revenue, Conversion Rate, Free Shipping, Gift, and Discount Rewards.

This is how you can track WooCommerce analytics with advanced details. 

How to Track Cart Abandonment and Measure Your Marketing Impact

So far, we’ve talked about tracking visitors and conversions. But what about the people who visit your site, add items to their cart, and then leave without completing their purchase?

These are valuable opportunities. A timely reminder, a special offer, or a personalized message can prompt them to complete their order. This simple nudge can help recover lost sales and improve your overall conversion rate.

For this, you need to track cart abandonment. To do so, you need to install and activate FunnelKit Automations. 

Now follow these steps : 

Step 1: Set up cart abandonment 

Navigate to FunnelKit Automations ⇒ Settings ⇒ Cart and enable the cart tracking. You can also set the wait period, cool-off period, lost cart days, etc. For more details, check our documentation. 

Step 2: Track abandoned cart data 

Once the setup is done, you can track easily. To do so, navigate to FunnelKit Automations ⇒ Carts. Here you can find contact, details, created on status, total, etc, for recoverable, recovered, and lost carts. 

Step 3: Track marketing data 

To recover abandoned carts, you need to run targeted marketing campaigns, such as email and SMS. And not just abandoned cart recovery, with FunnelKit Automations, you can run any type of marketing campaign along with triggered marketing to broadcasts. 

To track, navigate to the automation and select the Analytics tab. Here, you can find the total number of contacts, orders, revenue, AOV, and more. 

On the Emails tab, you can find information on sent emails, open rate, click rate, orders, revenue, and more. 

Similarly, if you have an SMS campaign, you will find an SMS tab. 

To track engagements, navigate to the Engagements tab, where you can find each contact along with their details, including sent, open, click, converted, and revenue data. 

For more details, check our documentation on marketing analytics

Frequently Asked Questions

Ready to Track WooCommerce Analytics And Turn Data into Sales? 

Tracking analytics gives you insight into how your marketing efforts are performing and how customers are interacting with your store. For example, you can see how long they take to convert, how many abandon their carts, which pages they visit before buying, and more.

WooCommerce’s default setup doesn’t provide these advanced analytics. However, you can gain deeper insights by using the best plugins we’ve shared.

More than 40,300 store owners use FunnelKit to grow their WooCommerce stores.

FunnelKit helps you track every important detail, from conversions and UTM parameters to referrers, cart abandonment, time to conversion, and device data.

So, get yourself equipped with the right tools and start turning data into growth.

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