What Is Omnichannel Analytics? A Guide for eCommerce Brands

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These days, the path to purchase is more of a choose-your-own-adventure than a straight line. One moment your product pops up on a shopper’s Instagram feed, the next they’re price-checking on Amazon, reading reviews on your website, and maybe checking it out via TikTok.

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Welcome to the exciting yet challenging age of omnichannel eCommerce.

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To truly understand how customers interact with your brand across all these touchpoints, you need omnichannel analytics. It gives you the full picture, connecting the dots between platforms, devices, and campaigns. With the right data, you can optimize ad spend, track what’s working where, and make smarter decisions that fuel growth and profitability.

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Defining omnichannel analytics

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The thing to note about omnichannel analytics is that a lot of people think it’s the same as multichannel analytics, but there are some differences. In the case of omnichannel analytics, you connect all the marketing and sales data in a single place. By doing that, you have a better way of narrowing down performance, attributing revenue, and allocating resources becomes a breeze with access to this info.

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While multichannel analytics can show you how individual platforms perform, they often leave you with blind spots. That’s because the data is siloed, each channel tells its own story, with no unified view. This fragmentation makes it harder to see the full customer journey and increases the risk of misinformed decisions.

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Omnichannel analytics solves that problem. By integrating your marketing, sales, and platform data - whether it’s from multiple marketplaces, social platforms or various subsidiaries of your DTC store - you get a complete, connected picture. That means fewer errors, more confident decisions, and a much smoother path to growth. With everything in one place, you're not just tracking performance, you’re unlocking insights that actually drive action.

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What problems will you encounter without omnichannel analytics?

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The lack of omnichannel analytics can lead to various issues. And that’s mostly because you end up manually handling separate reports and pieces of information. There are several potential problems that can arise, as listed below.

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Team misalignment

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Due to the lack of omnichannel analytics, it’s common for different teams to work with different data sets. That’s a bad combo because you will have a lack of consistency and results that are not as expected. Knowing all that info and accessing it appropriately can lead to a much better result in the end.

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Very slow decision-making

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If you have to manually cycle through reports from different marketplaces/platforms, that slows things down quite a lot. Not only is the optimization cycle slower, but you will also miss valuable opportunities and delay strategic pivots due to a lack of flexibility.

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No profitability insights

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The thing to note about omnichannel analytics is that it can offer great profitability insights. You can see unified data featuring all the info you need regarding fulfilment fees, returns, marketing costs, and many others. All that info is crucial, and without it, visualising true profitability is guesswork. But if you have that info in a single source of truth (like Conjura), the process becomes a lot easier to understand.

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Attributing blind spots

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One common pitfall in eCommerce is under-investing in top-of-funnel campaigns simply because they don’t appear to convert. But often, that’s not the whole story - it’s a data visibility issue. Without a clear view of how different channels contribute across the customer journey, it’s easy to misjudge their value. Omnichannel analytics help you surface those blind spots so you can invest with confidence and precision.

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Duplicated reports

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Without a unified view, it’s easy to double-count sales. A single transaction might show up in your Facebook Ads report and your Shopify or Amazon dashboard. The result? Inflated performance metrics and inaccurate profit calculations. Omnichannel analytics consolidates your data, so you get a single source of truth—no more confusing duplicate insights, no more overestimating your ROI.

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What kind of data sources should be included in the omnichannel analytics?

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To unlock the full power of omnichannel analytics, you need a connected view of all the touchpoints that influence your customers—from first impression to final sale. Every business’s tech stack is different, but these are the key data sources to include:

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• 1. eCommerce Platforms
  Track refund rates, conversion rates, traffic, SKU-level sales, and promotion performance from platforms like Shopify and BigCommerce. This is your core transactional data.

• 2. Marketplaces
  Whether you’re selling on Amazon, TikTok Shop, eBay, or Walmart Marketplace, your analytics should include inventory performance, fees, ad spend, and marketplace-specific revenue.

• 3. Paid Media Platforms
  Analyse campaign ROAS, impressions, conversions, clicks, and spend across Google Ads, Meta, Pinterest, Snapchat, and X (Twitter). Knowing where and how your money is working is essential.

• 4. Social Platforms
  Social isn’t just for branding—it’s increasingly a direct sales channel. Platforms like Instagram, TikTok, and Facebook often drive discovery and conversions. Tracking engagement, click-throughs, and social-driven purchases helps you understand what content is moving the needle.

• 5. Fulfilment, UX, and Operational Tools
  Platforms like GA4, Hotjar, 3PL dashboards, and ERP systems give you critical insights into customer experience, operational bottlenecks, and fulfilment performance.

• 6. Financial & Margin Tools
  For a true understanding of profitability, integrate systems like Shopify POS, Xero, QuickBooks, or NetSuite. These help tie performance back to actual margin and contribution profit.

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Why Conjura?

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The benefit of using Conjura is that it integrates all that data into a single platform. That way, you have all the omnichannel eCommerce info you need, right at your fingertips. It helps optimize ad spend while also eliminating data silos. Instead, you have access to SKU-level tracking, as well as platform-level performance breakdowns and custom dashboards, all in a single place.

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Business outcomes you can expect from using omnichannel analytics

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When it comes to omnichannel analytics, it’s very important to note that you get more than just a clean dashboard with all the info. Instead, it can help improve your brand’s results. Not only that, but the return on investment can be extremely good, not to mention you will be incredibly happy with the way everything comes together.

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• Improved Operational Efficiency
  No more chasing down data across platforms. With everything in one place, you reduce reporting lag, eliminate discrepancies, and unlock faster, more confident decision-making.

• Smarter Marketing Attribution
  Identify which channels are actually delivering value. By connecting spend to outcomes, you can reallocate budget to the platforms that perform and cut those that don’t.

• Enhanced Customer Insights
  Measure customer lifetime value (LTV) by channel and see where your most profitable customers come from. These insights power more effective acquisition and retention strategies.

• Accurate Inventory & Demand Forecasting
  Predict demand with greater precision and avoid the costly pitfalls of overstocking or running out of bestsellers. You’ll be better prepared to meet customer needs, without tying up unnecessary cash in stock.

• SKU-Level Profitability Analysis
  See which products drive margin, not just revenue. Prioritise high-performing SKUs and take informed action on underperformers, all the way down to the SKU level.

• Optimized Ad Spend
  Track the full customer journey, from ad click to repeat purchase, and refine your strategy to get the most from every marketing dollar. Better targeting. Higher ROAS. Lower wasted spend.

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It’s clear that omnichannel analytics can be extremely helpful, especially if you’re serious about growing your business. Getting access to all this detailed information can help quite a lot, and it eliminates many of the unknowns and challenges that arise. We highly recommend giving omnichannel analytics a try, especially since it can help you boost your company’s growth while trimming the fat and focusing less on possible issues that can arise.

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How can you track a product across channels with omnichannel analytics?

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One of the biggest challenges in eCommerce is attribution. When you’re selling across multiple platforms - Shopify, Amazon, retail POS, and socials it’s easy to lose track of where your sales are really coming from.

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Take this scenario: a customer sees your product in a Facebook (Meta) ad, clicks through, but doesn’t buy right away. A few hours later, they head to Amazon and make the purchase there. Without omnichannel analytics, that sale gets fully credited to Amazon, and Facebook looks like it’s underperforming.

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But that’s not the full picture.

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With omnichannel analytics, you can connect the dots across the customer journey. You’ll see that Meta drove the initial interest, and Amazon closed the sale. That gives you critical insight into how different channels contribute to awareness, consideration, and conversion.

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This level of visibility doesn’t just help with attribution; it’s key to understanding true profitability. You can assess the actual ROI of your Facebook ads, avoid under-investing in high-impact channels, and make smarter decisions about where to allocate spend.

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How does Conjura help when it comes to omnichannel analytics?

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Conjura makes omnichannel analytics not just possible, but easy, scalable, and profitable. Instead of siloed data and fragmented tools, you get a single platform that unifies your performance across all channels, helping you make smarter decisions, faster.

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One Platform, All Your Data
Conjura connects seamlessly with all your major platforms - from Shopify and Amazon to Meta, Google Ads, and TikTok. Once connected, your data is centralised automatically, eliminating the need for CSV exports, spreadsheets, or manual reporting. Everything is refreshed daily, so your decisions are based on real-time, accurate data. See all of our integrations here.

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Advanced Attribution Models
Whether you're using linear, time-decay, or custom attribution models, Conjura helps you track the true impact of every touchpoint. Understand which platforms are driving conversions, not just clicks, so you can confidently allocate your ad spend.

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SKU-Level Profitability
With Conjura’s Product Deep Dive dashboard, you can see SKU-level performance across every channel. From margin and return rates to ad spend and contribution profit, you’ll get unmatched visibility into what’s actually profitable.

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Inventory & Returns Insights
The platform also gives you real-time access to stock levels, sell-through rates, and return trends. These insights are critical for demand forecasting and inventory planning, especially when selling across multiple platforms.

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Marketing & Channel Performance
Use the Performance Overview dashboard to compare performance across DTC, marketplaces, and paid channels. Identify where your growth is coming from and what needs attention.

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Benchmarking Your Brand
Want to see how your business stacks up? Conjura gives you anonymised peer benchmarking, so you can uncover hidden opportunities and potential risks in context with the rest of your category.

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Start your free trial and book a demo of Conjura today!

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