TechiCommerce (our own product)
Storefront analytics that count a sale only once it is paid
Merchants who take cash on delivery see conversion figures that include orders nobody paid for. We built analytics into TechiCommerce that count paid orders only, and that send purchases to ad platforms from the server.
- Client
- TechiCommerce (our own product)
- Industry
- eCommerce
- Services
- Store & Conversion Optimization, API Development & Integration, SaaS Development
- Stack
- First-party analytics, Google Tag Manager, Meta Pixel, Meta Conversions API, Server-side events, Product feed
- Analytics is part of the admin, so a store has it from its first visitor, with no outside account to set up.
- Conversion is paid orders per session. A checkout that is never paid does not count.
- Revenue counts a sale once it is paid. Cash on delivery counts when the courier collects it.
0
External analytics accounts needed
Analytics is part of the TechiCommerce admin
2
Tag and ad integrations set up by ID
Google Tag Manager and Meta Pixel, in Settings
100%
Of counted conversions are paid orders
Conversion is defined as paid orders per session
The challenge
Standard web analytics record a purchase when the buyer submits the checkout form. For a merchant who takes cash on delivery, that is the wrong moment. Some of those parcels are refused at the door. The conversion rate and the return on ad spend both look better than the bank balance, and the merchant increases ad budgets on numbers that are not real.
Ad platforms have the opposite problem. Their browser pixel is blocked by ad blockers and privacy settings, so they see fewer purchases than happened and optimise campaigns on partial data.
Most small merchants also have no analytics set up at all. Asking each one to create and configure a third-party analytics account is a support cost for us and a reason for them to give up.
What we did
- Built analytics into the admin: traffic, sources, pages, on-site searches, products and a funnel from first visit to paid order. A store has it from the first visitor, with no external account.
- Defined a sale as a paid order. Cash on delivery orders count when the money is collected, so conversion rate means paid orders per session.
- Added Google Tag Manager by container ID. The merchant pastes the ID in settings and the platform loads the container on every storefront page.
- Added Meta Pixel by ID, and the Conversions API when the merchant adds an access token. Purchases are then also sent from our server, where an ad blocker cannot remove them.
- Validated each ID format when it is saved, so a typing mistake is caught in the settings form and never becomes a week of missing data.
- Generated a product feed and a sitemap for every store, so catalog ads and search indexing work without extra setup.
Outcome. Every store has a working funnel report on day one. Connecting a tag manager or an ad pixel takes one pasted ID. Merchants see conversion and revenue figures that match money received.
The same pattern applies to any store with delayed or uncertain payment: count the sale when it is paid, and send purchase events from the server.
More screens
TechiCommerce is our own product, built and run by our team. Screens are shown with demonstration data.
More client work
All case studies
eCommerce
Amazon and Walmart accounts run for revenue: a price change that paid, and a channel opened from zero
26.1% more Amazon revenue from the same units, year on year
Read the case study →
eCommerce
A self-serve commerce platform where the shop and the website share one stock count
3 ways to sell on one stock count
Read the case study →
SMBs
The office behind a cleaning company: leads, quotes, crews and invoices in one system
6 slices delivered, from lead inbox to reports
Read the case study →
Let’s talk
Tell us about a similar problem in your business. A senior specialist replies within one business day.