What is the best e-commerce analytics tool for small online stores?
Compare the top analytics tools for small e-commerce stores. Learn which solution fits your workflow, technical skills, and growth stage—from free to premium options.
You're running a store doing $5k-$100k monthly revenue. You need to track sales, conversion rate, and traffic sources. But when you Google "best analytics tool," you get 47 different recommendations—from free Google Analytics to enterprise platforms.
Here's the problem: Most comparison articles are written for stores doing $10M annually with dedicated data teams. They recommend tools that are overkill for small stores.
This guide is different. It compares analytics tools specifically for stores under $100k monthly revenue, evaluating them on criteria that actually matter to small teams:
Setup time (you don't have 20 hours for implementation)
Learning curve (you're not a data analyst)
Daily time investment (checking metrics shouldn't consume your morning)
Team access (2-10 people need to see data)
Value for stage (not paying for features you don't use)
Let's find the right tool for your store.
What small stores actually need from analytics
Before comparing tools, let's define what "good analytics" means for a small e-commerce store.
You need to answer these questions daily:
How much did I sell yesterday vs last week?
Is my conversion rate trending up or down?
Which products are selling best?
Where is my traffic coming from?
Is my average order value on target?
You DON'T need (yet):
Complex customer segmentation
Advanced funnel analysis
Multi-touch attribution modeling
Custom SQL queries
Real-time dashboards
Most small stores over-complicate analytics. The best tool is one you'll actually use daily, not one with the most features.
The 6 best analytics tools for small stores (compared)
1. Google Analytics 4 (Free) – Best for budget-conscious stores
What it is: Google's free analytics platform that tracks website traffic, conversions, and e-commerce transactions.
What you get:
✅ Unlimited data tracking (no traffic limits)
✅ E-commerce tracking (revenue, transactions, products)
✅ Traffic source attribution
✅ Integrations with Google Ads, Search Console
✅ Custom reports and explorations
✅ Unlimited historical data storage
Tradeoffs:
⚖️ Time vs Money: Free, but requires 10-15 min/day navigating dashboards
⚖️ Power vs Simplicity: Extremely powerful, but complex interface
⚖️ Setup: 2-5 hours initial configuration for e-commerce tracking
Daily workflow:
Login to GA4
Navigate to Reports → Engagement
Check yesterday's metrics
Switch to Acquisition for traffic sources
Manual date range comparisons
Time cost: 10-15 minutes
Best for:
Bootstrapped stores with $0 analytics budget
Technical founders comfortable with data tools
Stores needing deep custom analysis monthly
Anyone wanting industry-standard analytics
Not ideal for:
Founders who hate dashboards
Teams wanting automatic reports
Non-technical users
Pricing: Free
2. Shopify Analytics (Included with Shopify) – Best for Shopify stores
What it is: Built-in analytics dashboard included with every Shopify plan.
What you get:
✅ Zero setup (works immediately after launch)
✅ E-commerce focused (sales, AOV, conversion automatically tracked)
✅ Clean, beginner-friendly interface
✅ Top products, traffic sources, customer reports
✅ Built into your admin (no separate login)
Tradeoffs:
⚖️ Platform lock-in: Only works with Shopify
⚖️ Depth vs Simplicity: Simple, but less customization than GA4
⚖️ Plan limits: Basic plans have fewer reports than Advanced
Daily workflow:
Login to Shopify admin
Click Analytics in sidebar
Review dashboard (sales, orders, sessions)
Check top products
Time cost: 5-10 minutes
Best for:
Shopify stores (any plan)
Non-technical founders
Stores selling exclusively on Shopify
Teams wanting simple, focused metrics
Not ideal for:
Multi-platform sellers (Shopify + Amazon + wholesale)
Stores needing cross-platform attribution
Advanced segmentation needs
Pricing: Included with Shopify subscription
3. WooCommerce Analytics (Included with WooCommerce) – Best for WordPress stores
What it is: Native analytics built into WooCommerce for WordPress sites.
What you get:
✅ Free with WooCommerce installation
✅ Basic e-commerce reports (sales, orders, products)
✅ Revenue tracking by product, category
✅ Customer analytics
✅ WordPress ecosystem integration
Tradeoffs:
⚖️ Features: More limited than Shopify Analytics
⚖️ Extensions: Many advanced features require paid plugins
⚖️ Performance: Can slow down with high order volume
Best for:
WooCommerce/WordPress stores
Budget-conscious stores
Stores wanting basic built-in analytics
Not ideal for:
Stores needing advanced reporting (pair with GA4)
High-volume stores (reporting can lag)
Pricing: Free with WooCommerce
4. Privacy-focused analytics (Plausible, Fathom, Simple Analytics) – Best for privacy-conscious brands
What it is: Cookie-free, GDPR-compliant analytics tools that don't track personal data.
What you get:
✅ Simple, clean dashboards (one-page overview)
✅ No cookie banners needed (privacy compliant)
✅ Fast page load (lightweight tracking script)
✅ Easy to understand metrics
✅ Email reports available
✅ Team sharing
Tradeoffs:
⚖️ E-commerce depth: Limited e-commerce features (no AOV, cart tracking)
⚖️ Privacy vs Power: Excellent privacy, but less data granularity
⚖️ Cost: Paid subscription (generally budget-friendly pricing tiers)
Best for:
European stores (GDPR priority)
Privacy-first brands
Content-heavy stores (blogs with products)
Simple traffic tracking needs
Not ideal for:
Stores needing deep e-commerce analytics
Attribution-heavy businesses
Stores wanting detailed customer journeys
Pricing: Subscription-based, scales with traffic (check current pricing)
5. Email-based analytics (Peasy, Daasity, others) – Best for busy founders
What it is: Tools that deliver your essential metrics via email every morning—no dashboard login required.
What you get:
✅ Zero daily dashboard time (metrics in inbox)
✅ Fast setup (minutes, not hours)
✅ Automatic comparisons (vs last week, last month, last year)
✅ Team-friendly (everyone gets same email at same time)
✅ Mobile-friendly (read on phone over coffee)
✅ Integrations with Shopify, WooCommerce, GA4
Tradeoffs:
⚖️ Cost vs Time: Paid subscription, but saves 10-15 min daily
⚖️ Convenience vs Depth: Great for monitoring, not for deep analysis
⚖️ Pre-defined metrics: Limited to what tool reports (not custom)
Daily workflow:
Wake up
Check email (6am delivery)
Read metrics (30 seconds - 2 minutes)
Done
Time cost: Under 2 minutes
Example: Peasy
Starting at $49/month
14-day free trial
Email delivery daily/weekly
Shopify, WooCommerce, GA4 integration
Team collaboration (multiple recipients)
Best for:
Founders who hate dashboard checking
Small teams (2-10 people) needing aligned data access
Stores prioritizing time over money
Morning ritual optimization (coffee + metrics email)
Not ideal for:
Stores needing deep custom analysis daily
Ad-hoc metric exploration
Budget of $0
Pricing: Peasy starting at $49/month with 14-day free trial
6. Advanced attribution platforms (Triple Whale, Northbeam) – Best for ad-heavy stores
What it is: Enterprise-grade analytics platforms designed for stores spending heavily on paid advertising.
What you get:
✅ Multi-touch attribution modeling
✅ Post-iOS14 accurate ad tracking
✅ Profit tracking, LTV calculations
✅ Multi-channel integration (Shopify + Meta + Google + TikTok)
✅ Creative analytics
✅ Real-time dashboards
Tradeoffs:
⚖️ Cost: Premium pricing (scales with GMV or ad spend)
⚖️ Complexity: Steeper learning curve
⚖️ Overkill: Not worth it unless spending $5k+/month on ads
Best for:
Stores spending $5k+/month on paid ads
Attribution clarity is critical (multiple channels)
Scaling brands ($500k+ annual revenue)
Marketing teams needing detailed campaign data
Not ideal for:
Organic-focused stores
Small budgets
Stores under $100k annual revenue
Pricing: Premium tier, scales with business size (check current pricing)
How to choose: Decision framework
Start here: What's your constraint?
If your constraint is BUDGET ($0):
→ Use platform analytics (Shopify/WooCommerce) + Google Analytics 4
Daily time: 10-15 minutes
Tradeoff: Free, but requires dashboard checking
If your constraint is TIME (hate dashboards):
→ Use email analytics (like Peasy)
Daily time: Under 2 minutes
Tradeoff: Paid subscription, saves 10-15 min/day
If your constraint is PRIVACY (GDPR compliance):
→ Use Plausible or Fathom
Daily time: 2-5 minutes
Tradeoff: Limited e-commerce depth, pair with platform analytics
If your constraint is ATTRIBUTION (spending $5k+/month on ads):
→ Use Triple Whale or Northbeam
Daily time: 5-10 minutes
Tradeoff: Premium pricing, but essential for ad-heavy businesses
If you're UNSURE:
→ Start with platform analytics (Shopify/WooCommerce) for 30 days
→ Identify pain points (too much time? missing data?)
→ Then upgrade based on what hurts most
The recommended setup for most small stores
For stores doing $5k-$100k/month revenue:
Daily monitoring (choose one):
Free option:
Platform analytics (Shopify/WooCommerce)
Time: 5-10 min/day
Cost: $0
Time-saving option:
Email analytics (Peasy: starting at $49/mo)
Time: Under 2 min/day
Cost: ~$50/month
Monthly deep dives:
Google Analytics 4 (free)
Time: 30-60 min/month
Cost: $0
Total investment:
Free route: $0/month + 10-15 min/day
Time-optimized route: ~$50/month + 2 min/day
Add attribution tools ONLY if spending $5k+/month on ads. Otherwise, you're over-complicating.
Common mistakes when choosing analytics tools
Mistake 1: Choosing based on features, not usage
Wrong thinking: "This tool has 50 reports, that one only has 10. More = better!"
Reality: You'll use the same 5 metrics daily. Features you don't use add complexity, not value.
Better approach: Choose the tool you'll actually check every day. Consistency beats features.
Mistake 2: Ignoring time cost
Wrong thinking: "Free tools are always better than paid."
Reality: If a free tool takes 15 min/day and a paid tool takes 2 min/day, the paid tool saves 65 hours/year.
Better approach: Calculate time value. If you value your time at $50/hour, saving 13 min/day = $270/month value. A $50/month tool is a bargain.
Mistake 3: Over-investing too early
Wrong thinking: "We should get enterprise analytics now so we don't have to switch later."
Reality: Your needs at $10k/month are completely different than $500k/month. You'll switch tools anyway as you scale.
Better approach: Choose the simplest tool that solves today's problems. Upgrade when you outgrow it (not before).
Mistake 4: Not considering team access
Wrong thinking: "I'm the only one who needs to see analytics."
Reality: Your VA, developer, marketing freelancer, and co-founder all need basic metrics. Multiple dashboard logins = friction.
Better approach: Choose tools with easy team sharing. Email reports work better than dashboard logins for non-technical team members.
Frequently asked questions
Do I need multiple analytics tools?
For most small stores: Yes, you need 2 tools.
Daily monitoring (Shopify Analytics, email tool, or GA4)
Deep analysis (Google Analytics 4)
Use #1 daily (2-10 min). Use #2 monthly for deep dives (30-60 min).
Don't try to use one tool for everything. GA4 is overkill for daily monitoring. Platform analytics are too limited for deep analysis.
Can I just use the free tools?
Yes, absolutely.
Platform analytics (Shopify/WooCommerce) + Google Analytics 4 = $0 and covers 90% of small store needs.
Paid tools are about saving time, not getting better data. If you don't mind spending 10-15 min/day in dashboards, stick with free tools.
When should I upgrade from free tools?
Upgrade when:
✅ You're spending 10+ min/day checking analytics (time cost exceeds tool cost)
✅ You're spending $5k+/month on ads (attribution becomes critical)
✅ Your team needs shared access (email reports scale better than logins)
✅ Dashboard checking feels like a chore (mental friction = hidden cost)
Don't upgrade when:
❌ You just hit a revenue milestone
❌ A competitor uses a fancy tool
❌ You think more features = more growth
Is Google Analytics 4 really enough for small stores?
Yes and no.
GA4 is enough for DATA – it tracks everything you need (revenue, sessions, conversion, traffic sources).
GA4 is NOT enough for USABILITY – it's too complex for daily 2-minute check-ins.
Solution:
Use GA4 for monthly analysis (30-60 min deep dives)
Use simpler tools for daily monitoring (platform analytics or email reports)
This gives you power when you need it, simplicity for daily use.
How do I know if email analytics are worth it?
Calculate your time value:
How much is your time worth per hour? (Example: $50/hour)
How much time do you spend daily in analytics? (Example: 15 min = $12.50/day)
Multiply by working days: $12.50 × 260 days = $3,250/year time cost
Email analytics tool: ~$600/year
Savings: $2,650/year if it cuts your time to 2 min/day
Worth it if: Your time value × time saved > tool cost
Not worth it if: You value the ritual of dashboard checking (some founders prefer this)
Make your decision
Most small stores should start simple:
Use your platform's built-in analytics (Shopify/WooCommerce) for 30 days
Add Google Analytics 4 (free) for deeper monthly analysis
Track how much time you spend checking analytics daily
If dashboard time exceeds 10 min/day: Consider email analytics
If spending $5k+/month on ads: Consider attribution platforms
Don't overthink this. Start with free tools. Upgrade only when you feel clear pain (too much time, missing attribution, team friction).
The best analytics tool is the one you'll actually use every day.
Want analytics without dashboard checking? Try Peasy free for 14 days – get your metrics via email every morning, save 10+ minutes daily.
Prefer to stick with free tools? Bookmark this guide and set up your platform analytics + Google Analytics 4 today.
Either way: track less, decide faster, ship more.
