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How to Use Piwik PRO’s Ecommerce Reports to Drive Sales

Product best practices

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Published December 21, 2015 · Updated February 5, 2018

With the holiday season around the corner, every ecommerce shop should get ready for more traffic. For the last month, people have surfed the Internet in droves looking for the perfect gifts. It means increased traffic in your ecommerce shop and a great amount of data to analyse! Remember: the bigger sample of data, the more precise conclusions. Here’s how to make sense of it all.

Going through Piwik PRO’s ecommerce analytics reports during and after the holiday season may give you great insights into your customers’ minds. By reviewing the data in depth, you can learn a lot about your visitors’ behaviour and bring your sales goals closer to success!

If you followed our advice on how to implement an ecommerce and analytics solution to your website, you should already have everything set up and ready to go. Enabling this one report in Piwik PRO changes the Goals tab to Ecommerce & Goals. Click on the tab to see an overview of your ecommerce goals.



By default, Piwik PRO will display a graph with a count of orders across the selected date range. You can freely change displayed data for Conversion Rate, Total Revenue, Purchased Products, or Average Order Value. You can also compare a few metrics by choosing to display more than one.

Under the main graph, there are smaller icons providing other metrics. By clicking on any of them, you view the value of that particular metric displayed on a larger graph.

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Conversions Overview

Let’s leave graphs for a moment and move on to the Conversions Overview below them. The default report shows your sales by product Stock Keeping Unit (SKU), which is a unique identifier of every product or service that’s on offer in your cart. You can learn which products are a hit and which are not doing so well. You can browse the best-selling products by SKU, Product Name, or Category.


This table provides the following data:

  • Product revenue: Total revenue for the particular SKU.
  • Quantity: Total number of sold items within a SKU. Use this metric to see the most popular products among your offer.
  • Unique purchases: This report points to the number of finalized transactions regardless of how many SKUs were sold. A user may buy more than one of your products and this is where you should look for the number of transactions, not sold products.
  • Average price: This is important if your SKUs have changed price over time. The calculation is Product Revenue divided by Quantity. The figure may differ from your current price.
  • Visits: This metric displays the number of visits on a particular product page.
  • Conversion rate: Use this metric to see how many visitors converted into customers and purchased listed SKUs. Embrace this one, as it brings invaluable information. A low conversion rate may mean you do not provide visitors with proper product presentation or you may need better copy.

Let’s focus on the Product Category report, which can be found in the left panel of Piwik PRO. It displays the same metrics as above, but here, you can discover your top revenue-generating categories. This is great information to look into, as it indicates which product categories bring your audience to your shop, and which may need some work.

Ecommerce Log


You will love the ecommerce log, as it comes with a variety of useful details. The logs display only visitors who completed your ecommerce goals or who abandoned their shopping cart. You can also select the date range for today to get a real-time report.

You will learn a lot about your buyers’ behaviour from these reports. In the Actions column, you will find information about order ID, total revenue, quantity sold, and details about purchased products. For abandoned carts, you will get the revenue left in the cart, the number of products, and detailed information about each item. You will also see the same data as in the Visitors Log, if the visitor achieved your goal.

Keywords, Search Engines, and Websites Reports

In the Keywords reports, you will discover which keywords are the most successful for driving traffic and sales. If you notice that some outperform others, consider optimising your pages for the top keywords. A well-optimised website brings you closer to increasing traffic and bringing customers who may actually be interested in purchasing your products.

There are Search Engines and Websites reports as well. The latter lists external sites that bring traffic to your ecommerce shop, but only those that convert. All three reports – Keywords, Search Engines, and Websites – consist of the same metrics. They compare your revenue by referrers, not by products, and include the following metrics:

  • Visits: This one shows how many visits were generated by search engines or other referrers.
  • Ecommerce orders: If a visit resulted in a purchase, this metric will tell you how many transactions are assigned to a listed referrer.
  • Total revenue: The total amount of money you made in sales from particular referrer.
  • Ecommerce order conversion rate: This column presents the conversion rate of visits coming from your referrers.
  • Average order value: This metric tells you the average order value from listed referrers.
  • Purchased products: This metric tells a number of products purchased by visitors brought by a particular referrer.
  • Revenue for visits: This is the average revenue per visit brought by a particular referrer. At the same time, it points out which referrers bring traffic most likely to convert. This information tells you a lot about where and how your potential customers use the Internet. According to that, you can learn what they read, like, watch, and so on – useful information for creating new content, developing your product range, and running a link-building campaign.

Referrer Type Report

The Referrer Type report provides the same metrics as mentioned above, and logs present how search-engine visitors, direct-entry visitors, and visitors referred from external websites stack up as a whole.

Visits-to-Conversion and Days-to-Conversion Report

The Visits-to-Conversion report tells you how many visits it takes for your customers to finalize a transaction, and it’s a huge field to explore! If you see that for most of your sales it takes only one visit to achieve your goal, then you are on the right track, but if you notice that for some users, it can take multiple visits before they finally make a purchase, you need to investigate why this is so. Maybe the problem lies in price, return policy, a hard-to-navigate website, or poor-quality copy. It is the same when it comes to the Days-to-Conversion report, giving you information on how many days it took a visitor to make a purchase.

Country and Continent Report

From the Country and Continent reports, you will be able to see where your customers come from and visitors from which country generates the greatest revenue. Tracking those metrics may point you in the right direction for future development of your ecommerce business and marketing efforts.

Custom Variable Report

Last but not least, there is the Custom Variable report. It presents the same data grouped by custom variables you have set. You will also learn at which server time your sales were made, indicating when your visitors are most active. Be vigilant and make sure your customer service is available for your visitors during the most active time period.

That is a lot of different data to take in, isn’t it? It may seem a bit overwhelming at first, but tracking your ecommerce metrics on a daily basis will help you master the user experience. You can always check the E-commerce Analytics User Guide to make sure you understand everything. It’s really worht it, so use e-commerce reports to improve your online cart performance and see how your sales improve!

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Karolina Gawron

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