Ecommerce Analytics Software That Reads Your Own Database.
Your storefronts post their own events to your own backend, and the report reads the same tables that hold the orders. So traffic and revenue are one number with one history behind it, rather than two figures from two vendors that never quite agree.
The Row Across The Top
Seven figures for whichever window you picked: the last day, week, month or quarter, everything you have, or a range you chose yourself.
Unique Visitors
Counted on a visitor id your own site issued, not on a third-party cookie somebody else has to allow.
Sessions
Started by a session_start event, so a returning visitor is a second session rather than a second person.
Pageviews
Path, full URL, referrer and page title, which is what makes the top pages table worth reading.
Clicks
With the element tag, its text, its href and whether the link left your site.
Conversions
A typed event rather than a goal you configured somewhere else and hoped still matched.
Revenue
A decimal on the event, so conversion rate and revenue sit in the same row as the traffic that earned it.
First Touch Or Last Touch. One Selector.
Every visitor carries two complete sets of campaign data: where they came from the first time you ever saw them, and where they came from most recently. Source, medium, campaign, term, content, referrer and landing page, twice.
Which matters more than it sounds. Last touch is what most tools show you, and last touch quietly credits the branded search somebody ran because they already knew your name. First touch credits whatever taught them the name in the first place.
Both were recorded on the way in, so switching between them is a selector rather than a re-tagging project.
First touch
Who Found You
The campaign that earned the discovery, credited with the sale it eventually produced weeks later.
Last touch
Who Closed It
The visit the order actually happened on. The default, because it is the one every other tool is showing you.
Per source
Down To One Campaign
Open a single source for its own timeline, its mediums, its landing pages and the customers it brought.
Named people
Joined To Customers
Once somebody signs in, their events attach to the real customer record, with events, conversions and revenue against the name.
Screens That Are Already Built
timeseriesTraffic Over Time
Day buckets on short ranges and week buckets on long ones, with visitors, conversions and revenue on the same axis.
sourcesTraffic Sources
Source and medium with visitors, conversions, revenue and a conversion rate for each, ranked.
top_pagesTop Pages
Views and unique visitors per path, so a page that one person refreshed forty times cannot lead the table.
clicksTop Clicks
What people press, including the outbound links that take them somewhere else.
devicesDevices, Browsers, Systems
Three breakdowns of who is actually arriving, which is usually how a broken mobile checkout gets noticed.
realtimeRealtime
A fixed five-minute window: who is on the site now, which pages they are on, and the last twenty-five things that happened.
Two Funnels, Counted By People.
The visitor funnel counts unique people who reached each stage: visited, viewed a page, clicked, converted. Unique people, not events, so one enthusiastic session cannot make a stage look healthy.
The purchase funnel runs from landing to checkout success, and matches each stage both on named events and on page paths. That is deliberate: it works on a storefront that fires proper events and on one that only ever sends pageviews.
And Reporting, Not Only Traffic.
Orders by location, a states summary and tax collected by state come off the order records rather than the analytics events, which means they reconcile with what you actually shipped.
It is the report most stores end up needing at the end of a quarter, and it is the one that is hardest to assemble when the orders and the analytics live in different companies.
It Connects To What You Already Run
Six providers connect with their own credentials, per organization. This is not a replacement for them and does not pretend to be.
Google Analytics
Connects, and imports backwards. Historical daily traffic is pulled in so the periods from before you switched still have numbers in them. Traffic counts only, because Google will not hand over the attribution behind them.
PostHog
For the product analytics this does not do: session recordings, feature flags, experiments. Different job, and it keeps its own.
Search Console And Ahrefs
Rankings, queries and backlinks, which are questions about the search results rather than about your site, so they are answered where they live.
Google Business Profile
For the stores whose traffic starts on a map rather than on a search page.
ThoughtMetric
Marketing attribution across ad platforms, for teams already running it.
Your Own Events
Named events with a declared schema, a live count and the time each last fired. One arriving can start an automation, so a custom event becomes an email or a task.
It Reads From The Same Records
Orders
Revenue That Reconciles
The conversions in the report and the money in order management are the same records.
Sites
Every Storefront Reports
Each of your storefronts collects against its own key into one account.
Questions People Ask
What is ecommerce analytics software?
It is the system that tells you where your buyers came from, what they did on the way, and which of it turned into money. On DashForDevs it is first-party: your storefronts post events to your own backend, and the report reads the same database that holds the orders, so traffic and revenue are not two numbers from two vendors that never quite agree.
Is this first-party analytics, or another third-party script?
First-party. The collector runs against your own API key and posts to your own backend, so there is no third-party cookie to be blocked and no second company holding your visitor data. Crawler traffic is marked at write time rather than filtered out later, so a bot never quietly inflates a number you go on to report.
Does it support first-touch and last-touch attribution?
Both, and you switch between them without changing anything about how the data was collected. Every visitor carries the source, medium, campaign, term, content, referrer and landing page for their first visit and for their most recent one, so the report can credit either. Last touch is the default because it is what most tools show. First touch is usually the more honest one, and it is one selector away.
Can I see a purchase funnel?
Two funnels. A visitor funnel counts unique people who reached each of visited, viewed a page, clicked and converted. A purchase funnel runs from landing to checkout success and matches each stage on named events and on page paths, so it works whether your storefront fires proper events or only pageviews.
Does it work with Google Analytics and PostHog?
Yes, and with Search Console, Google Business Profile, Ahrefs and ThoughtMetric. They connect as providers rather than as a replacement for this. Google Analytics also imports backwards: historical daily traffic is pulled into a baseline table so periods from before you switched are not blank. That import carries traffic counts, not attribution, because Google will not give us the second one.
Can I track my own custom events?
Named events are a first-class object, not a free-text field. Each one is created with a schema declaring what it will include, and the platform keeps its event count and the time it last fired. An event arriving can also start an automation, which is how a custom event becomes an email or a task rather than only a row in a table.
Is this a business intelligence tool?
No. There is no SQL console and no build-your-own-dashboard canvas. It answers the questions a store asks weekly, on screens that are already built. If your work is bespoke modelling across several systems, keep the warehouse and use this for the traffic and revenue side.
See Where Today’s Traffic Came From.
Sign up, drop the collector on your storefront, and watch the realtime view fill in.