Beneath AnalyticsIndustry
eCommerce & Retail
Most online stores know what they sold and very little about why. We fix the measurement underneath: tracking that survives ad blockers and cookie banners, one view of what each channel really contributes, and retention numbers that show who is about to stop buying. For a €15M brand, the first review found €180K of misallocated ad spend in month one.
Where this sector loses ground.
For eCommerce, retail and FMCG brands that want to spend where growth actually comes from. We rebuild the tracking, bring ad, web and order data together, and run the tests that turn the traffic you already pay for into more orders.
Attribution that flatters the wrong channels
Last-click reports give the credit to branded search and retargeting, while the channels that create demand go underfunded and nobody can size the gap.
Repeat purchase tracked by hand
New customers are reported daily, but repeat purchase and lifetime value are worked out in spreadsheets, so customers drift away unnoticed for months.
Checkout drop-off nobody can explain
Funnel data sits in three tools that disagree, so the team argues about why people abandon instead of testing fixes.
Ad platforms learning from half the data
Blocked pixels and declined cookies mean the platforms see only part of your conversions, so they optimise toward the wrong customers.
How we work in this sector.
Sequence matters: govern the data first, make every reported number traceable, then build the models and automation that act on it.
Rebuild tracking on the server and check every conversion, so you know how much you were missing.
Bring ad, web and order data together in BigQuery to see what each channel really contributes.
Model repeat purchase and lifetime value, so budgets follow future revenue and not just first-order margin.
Test the pages that matter, from product to checkout, one change at a time.
Where this usually starts.
The solutions we most often deploy in this sector. Each page sets out the capabilities, platforms, and outcomes you can expect.
- Tracking & Analytics
Analytics & Business Intelligence
Analytics and business intelligence means Beneath Analytics turns your tracked data into decisions: attribution modelling, predictive models, and dashboards built around the questions your team actually asks and adopted by the people who use them.
View solution - Tracking & Analytics
Marketing Measurement
Marketing measurement gives you one trustworthy view of performance across every platform: Meta CAPI, TikTok Pixel, consent-based tracking, clickstream events, and cross-platform attribution, plus Mixpanel product analytics where the product is the funnel. Conversion tracking is verified end to end, so spend decisions rest on data you can defend.
View solution - Tracking & Analytics
Conversion Rate Optimisation
Conversion rate optimisation turns existing traffic into more revenue through a structured experimentation programme. Beneath Analytics audits funnels and landing pages, prioritises hypotheses by expected impact, runs statistically valid A/B tests, and ships the winners, so decisions come from evidence instead of opinion and improvements compound month over month.
View solution
Common questions.
On the attribution rebuild we did for a €15M brand, the first review found €180K of misallocated spend in month one, and the whole project took eight weeks. Every shop is different, so we will tell you what to expect once we have looked at your data.
Yes. The platform matters less than the data it produces. We connect the store, the ad accounts and analytics through server-side tracking and a warehouse, whatever the shop runs on.
Often. Sending cleaner conversion data back to the ad platforms frequently improves their results before anyone touches creative or bids.
Yes. The questions are the same: what drives sales, which channels and promotions are worth the money, and who comes back. The data sources differ, for example store, wholesale and marketplace feeds, so we start by listing them.
Get your Free AI Readiness Snapshot
A 30-minute session, no pitch: you get a one-page opportunity map showing where AI can make a real difference in your business.