Ecommerce

Statalog gives you a complete ecommerce analytics view — revenue, orders, average order value, conversion rate, and top products — using the same lightweight tracker you already have on your site. There's no separate "ecommerce SDK" to install, no extra script to load, and no setting to enable. Send one custom event from your checkout success page and the dashboard lights up automatically.

How it works

When a customer completes a purchase, your site fires a single event:

Statalog.track('purchase', {
    value:      99.99,
    currency:   'USD',
    order_id:   'ORD-12345',
    product_id: 'sku-blue-shoe-42',
    product_name: 'Blue Running Shoes',
    quantity:   1
});

That's it. The event lands in the same custom_events table that powers the Custom Events report. A dedicated Ecommerce section then appears on your dashboard, between the main traffic chart and the existing detail cards. The section only renders when the site has at least one purchase event in the selected date range — non-ecommerce sites never see it.

What you'll see on the dashboard

Four headline metrics

Metric	What it measures
Revenue	Sum of every value property across all purchase events in the range
Orders	Count of purchase events
Avg order value	Revenue ÷ Orders
Conversion rate	Orders ÷ Total sessions × 100

Each card shows a period-over-period trend (up/down %) so you can immediately see whether revenue is growing or slipping compared to the previous identical date range.

Revenue over time

A line chart of daily revenue across the selected range, in your site's timezone. Use this to spot weekly seasonality, campaign impact, or sudden drops.

Top products

A horizontal-bar widget showing your top 10 products by total revenue. Each row displays the product name (or product ID if no name was sent), revenue contribution, and number of orders. Statalog reads product_name first, then falls back to product_id.

Recommended events

Statalog's data model is intentionally flexible — any event_name you choose works. We recommend the following names because they match Google Analytics 4 conventions, so your team's mental model is consistent across tools:

Event	When to fire it	Important properties
view_item	Product page loaded	product_id, product_name, price, category
add_to_cart	Item added to cart	product_id, value (item price × qty)
begin_checkout	Checkout started	value (cart total), items (count)
purchase	Order completed (powers the Ecommerce section)	value, currency, order_id, product_name or product_id
refund	Order refunded	order_id, value (negative)

You can fire as few or as many of these as you like. Only purchase is required to light up the Ecommerce section; the others enrich the Custom Events report and let you build Funnels like view_item → add_to_cart → begin_checkout → purchase.

Property reference for purchase

Property	Type	Required	Notes
value	number	yes	Order total. Used for revenue, AOV, top-products. Send pre-tax, after-discount — whatever number you actually charged.
currency	string	recommended	ISO 4217 (USD, EUR, GBP). Statalog displays revenue in $ regardless today; this property is stored for future multi-currency support.
order_id	string	recommended	Your internal order reference. Useful for de-duplicating, exporting, and matching with your billing system later.
product_id	string	recommended	SKU or unique product identifier.
product_name	string	recommended	Human-readable name shown in the Top products widget. Falls back to product_id when absent.
quantity	number	optional	Number of items in the order.
category	string	optional	Product category — handy for grouping in the Custom Events report.

For multi-product orders you have two options:

1. Send one purchase event with value = order total. The Ecommerce section credits the entire revenue to a single line. Top products will show the product you set on the event.
2. Send one purchase event per line item (each with that item's value). The Ecommerce section sums revenue correctly across all rows, and Top products attributes revenue to each individual product. This is more accurate for stores selling multiple SKUs per order.

Most stores find option 2 more useful for the Top products view.

Platform integrations

Shopify

In Shopify Admin → Settings → Checkout → Order processing → Additional scripts, paste the regular Statalog snippet plus this block:

{% if first_time_accessed %}
<script>
  Statalog.track('purchase', {
    value:        {{ checkout.total_price | money_without_currency | remove: ',' }},
    currency:     '{{ shop.currency }}',
    order_id:     '{{ checkout.order_id }}',
    items:        {{ checkout.line_items.size }}
  });
</script>
{% endif %}

The first_time_accessed guard prevents the event from re-firing if a customer refreshes the success page or returns to it from their email confirmation.

WooCommerce

Add to your theme's functions.php:

add_action('woocommerce_thankyou', function ($order_id) {
    $order = wc_get_order($order_id);
    if (!$order) return;
    ?>
    <script>
      Statalog.track('purchase', {
          value:    <?= $order->get_total(); ?>,
          currency: '<?= $order->get_currency(); ?>',
          order_id: '<?= $order->get_order_number(); ?>',
          items:    <?= $order->get_item_count(); ?>
      });
    </script>
    <?php
});

Custom checkout (React, Vue, Next.js, server-rendered, etc.)

After successful payment confirmation:

window.Statalog?.track('purchase', {
    value:        order.total,
    currency:     order.currency,
    order_id:     order.id,
    product_name: order.items[0].name
});

The optional chaining (?.) prevents errors if the tracker is blocked by an ad blocker or hasn't loaded yet — you'll silently miss that event but the page won't break.

Server-side tracking

If you'd rather track purchases from your backend (more reliable than browser events, since ad blockers and crashed tabs can drop client-side calls), use the REST API with event_name: 'purchase'. See the REST API docs for details.

What ties it together

Statalog deliberately doesn't ship a separate "ecommerce module". Everything you see on the dashboard is computed live from your existing custom events:

• Revenue, AOV, top products — read directly from purchase event properties via ClickHouse JSONExtract functions
• Conversion rate — joins purchase event count against your existing session count
• Trend badges — re-runs the same query on the previous identical date range
• Funnels — work because each step (page or event) is queried the same way as everywhere else

This means:

• ✅ No migrations to run when you start tracking sales
• ✅ Existing UTM, channel, and referrer reports immediately show "which campaign drove the most revenue" via the Goals report
• ✅ You can change what you track at any time — just emit different properties
• ✅ Privacy properties stay intact — visitor IDs are still hashed and don't carry order details across sessions

Privacy considerations

Avoid sending personally identifiable information in event properties:

• ❌ Don't send email, customer_name, phone, full addresses
• ❌ Don't send raw credit-card data (PCI compliance)
• ✅ Do send order_id, product_id, value, category

If your team needs revenue tied to specific customers (e.g. for LTV calculations), join order_id with your billing database privately, off-Statalog. Statalog stores order_id as a string but doesn't surface it in the dashboard — you can pull it via the REST API when needed.

Related

• Custom events — the underlying tracking primitive
• Goals & conversions — set up "Purchase" as a goal for per-channel revenue attribution
• Funnels — multi-step paths like cart → checkout → purchase with drop-off analysis
• REST API — server-side event submission