# Analytics

Capyshop ships a **first-party analytics system** out of the box — no Google Analytics, no third-party tracking snippets, no consent-manager integration to maintain. You get visitors, sessions, conversion funnels, traffic sources, product performance, and abandoned-cart insights right from the admin sidebar.

Analytics lives at **Analytics** in the admin sidebar, separate from **Dashboard**. Here is a quick way to think about them:

| Section       | Focus                                                                        | Typical question it answers                   |
| ------------- | ---------------------------------------------------------------------------- | --------------------------------------------- |
| **Dashboard** | Operational snapshot — orders, revenue, inventory, coupons                   | "How is today / this month going?"            |
| **Analytics** | Visitor behavior and conversion trends — sessions, funnel, traffic sources   | "Where do sales come from and why?"           |

See the dedicated [Dashboard](/features/dashboard) page for the operational side.

## Before you begin

A few things are worth knowing before you start comparing numbers:

- **Consent-gated by default.** Visitor behavior (page views, product views, add-to-cart, etc.) is only tracked once a shopper accepts the cookie consent banner on your storefront. Purchases and abandoned checkouts are always recorded — they are contractual events, not behavioral tracking.
- **Admin sessions are excluded.** Sessions from signed-in admin users do not contribute to visitors, sessions, page views, or any other metric, so the dashboards reflect real customer activity rather than internal browsing or testing.
- **Page paths are normalized.** The same logical page is grouped under a single canonical path — e.g. cleaned of tracking-only query parameters — so traffic numbers don't fragment across cosmetic URL variants.
- **Fully GDPR-compliant.** Capyshop never stores raw IP addresses or User-Agents. Bot traffic is detected and filtered before it ever reaches the database.
- **Data refresh cadence is configurable.** By default, a background job re-aggregates the last 24 hours of raw events every hour. Your deployment may be tuned differently — the exact cadence for your store is shown right under the "Analytics" heading. You can always pull the latest numbers earlier with the **Refresh** button.
- **Retention is configurable.** By default, raw events are kept for 90 days and aggregated daily rollups are kept forever so year-over-year comparisons stay available. Both values can be adjusted per deployment.

## The Analytics section

![Analytics overview](/features/analytics/overview.png)

Every tab shares the same header controls:

- **Date range picker** — defaults to the last 30 days. Click the picker to choose a preset or a custom range.
- **Refresh button** — re-runs the aggregator server-side. There is a 10-second cooldown between refreshes so a room full of admins can't melt the database.

![Date range picker](/features/analytics/date-range.png)

## Overview tab

The overview tab gives you the five numbers that matter most, plus a **Visitors & Sessions** chart over the selected date range.

| KPI                 | What it means                                                                                                                         |
| ------------------- | ------------------------------------------------------------------------------------------------------------------------------------- |
| **Visitors**        | Unique people who visited your store in this date range.                                                                              |
| **Sessions**        | A session is one continuous visit. A visitor can have multiple sessions if they come back later.                                      |
| **Page Views**      | Total pages loaded across all visits.                                                                                                 |
| **Conversion Rate** | Percentage of sessions that ended in a purchase. The single most important number for your store.                                    |
| **Bounce Rate**     | Percentage of sessions where the visitor only saw one page. Lower is better — it means people explore your store.                     |

Each KPI also shows a **"vs previous period"** delta once you have enough history. Direction-aware coloring means "conversion rate up 12%" shows in green and "bounce rate up 12%" shows in red. Hover any KPI to see a tooltip explaining how that number is calculated.

## Traffic tab

![Traffic tab — sources table, devices chart, top pages](/features/analytics/traffic.png)

Three sections help you understand where your visitors come from and what they look at:

- **Traffic Sources** — a table broken down by **UTM source** and **medium** (e.g., `google / organic`, `facebook / cpc`, `newsletter / email`). Sessions, purchases, and revenue per source.
- **Devices** — horizontal bar chart of sessions by device type (mobile, desktop, tablet). If most of your traffic is mobile, your product pages need to look great on small screens.
- **Top Pages** — which URLs on your store get the most views, with unique-visitor counts.

> **Tip:** To see which campaigns actually work, tag every marketing link you share with [UTM parameters](https://ga-dev-tools.google/campaign-url-builder/). Capyshop captures them automatically — no configuration needed.

The Traffic Sources, Top Pages, Products, and Abandoned Carts tables all use **server-side pagination** so large stores stay fast — only the rows you're looking at are loaded at a time.

## Products tab

![Product performance table](/features/analytics/products.png)

Per-product metrics for your top 50 products by views:

| Column              | Meaning                                                                                                                                  |
| ------------------- | ---------------------------------------------------------------------------------------------------------------------------------------- |
| **Product**         | Links back to the product edit page for quick fixes.                                                                                     |
| **Views**           | Number of times the product page was opened.                                                                                             |
| **Add to Carts**    | Number of add-to-cart events for this product.                                                                                           |
| **ATC Rate**        | Add-to-cart rate — how often visitors who viewed a product added it to their cart. Spot products that attract clicks but not commitment. |
| **Conversion Rate** | Of people who viewed this product, what percentage actually bought it.                                                                   |
| **Revenue**         | Total revenue from this product in the date range.                                                                                       |

## Funnel tab

![Conversion funnel with drop-off breakdown](/features/analytics/funnel.png)

The funnel tab shows how visitors move through the seven-step buying journey:

1. **Visited store** — first page view
2. **Viewed product** — opened any product page
3. **Added to cart** — clicked "Add to cart"
4. **Began checkout** — started the checkout flow
5. **Entered address** — filled in shipping details
6. **Picked shipping/payment** — completed shipping and payment selection
7. **Completed purchase** — order placed

Each step that loses many people is an opportunity to improve. **Fix the leakiest step first** — the bar chart plus the drop-off list color-code big losses (red when drop is above 30%, amber between 15–30%) so the worst step jumps out immediately.

## Abandoned carts tab

![Abandoned carts KPIs and recent list](/features/analytics/carts.png)

Abandoned carts are checkouts that a shopper started but never completed within 24 hours. Recovering them is often the single biggest quick win for a small store.

| KPI                   | What it means                                                                                                                      |
| --------------------- | ---------------------------------------------------------------------------------------------------------------------------------- |
| **Checkouts Started** | Shoppers who got past the cart and entered the checkout flow.                                                                     |
| **Purchases**         | Orders successfully placed in this date range.                                                                                    |
| **Abandoned**         | Checkouts that were started but never completed within 24 hours.                                                                  |
| **Abandonment Rate**  | Percentage of started checkouts that were abandoned. Under **70%** is healthy; above **85%** suggests real friction at checkout.  |
| **Lost Revenue**      | Estimated revenue left on the table from carts that expired without a purchase.                                                   |

Below the KPIs, **Recent abandoned carts** lists each abandoned cart with the customer, when it happened, how many items were in it, and the value. This is your shortlist for recovery campaigns (personal email, retargeting ads, a small discount code).

## Privacy and data retention

Capyshop was built for GDPR from day one:

- No raw IP addresses or User-Agents are stored — only a coarse device type (mobile / desktop / tablet).
- Bot traffic is filtered before it reaches the database, so aggregate numbers reflect real humans.
- Raw event data is kept for **90 days by default** (configurable per deployment via `ANALYTICS_RETENTION_DAYS`). Aggregated daily rollups are kept forever, so long-term trends remain available without any personal data.
- When a customer account is deleted, their associated analytics events are deleted as well — right-to-erasure is covered by the same admin flow as the rest of their data.

If you have specific compliance requirements (extra-short retention, custom purge schedule), the defaults can be tuned per deployment without affecting the dashboards.