Ecommerce Businesses
Every sale counted once, against the orders you actually shipped, wherever your customer finished buying.
HowRingsideworks:
1. Collect
Our tracker records every visit, basket and checkout on your site, cookies or not.
2. Connect
Your ad platforms, order system, email tool and product costs in one place.
3. Aggregate
Every sale counted once, attributed across the journey that led to it.
4. Report
Access a shared dashboard, a daily email, with unsampled data to build on.
Every platform reports a different number.
None of them are what you sold.
Google claims the sale. So does Meta. Klaviyo claims it too, and your affiliate network has invoiced you for it. Add the dashboards together and they total more orders than you shipped, which means you’re spending Monday morning deciding which report to believe.
The number that’s actually true is sitting in your order system, not in any of those dashboards.
Ringside is anchored to what you actually sold
Ringside starts from your orders. Shopify, BigCommerce, whatever you run, the sales that actually happened are the truth, and every platform’s claim gets reconciled against them. Each order counted once, then split across everything that genuinely contributed to it.
We track all the orders that go through your website and reconcile those to within 1% of your order system. You’re welcome to check: compare your order management system against Ringside, or ask us for both sides and put them next to each other.
And having this reconciled view can turn up all sorts: pixels firing twice, a staging site polluting production data, orders your analytics never recorded at all. Or, of course, nothing at all. It’s just good, reliable data.
Both views sit side by side in the dashboard. When somebody turns up with a number from Meta that doesn’t match yours, you can see exactly where the difference came from.
Ecommerce, retail, and numbers that tie to the order system
SITKA sells direct through their website and their own retail, plus wholesale, Amazon and licensing. Ringside tracks around 70% of that revenue, holds ecommerce and own retail in one view, and reconciles to their order management system to within 1%, on both orders and revenue. So when a question comes up in a meeting, it gets answered in the room, from numbers that tie back to what was actually sold.
Selling in stores?
Maybe you already have your own stores. Maybe you plan to in the future. But if you’re already selling in the real world, some of your online ads are influencing the sales in your stores. You just can’t show it, which is why every year somebody asks why digital spend keeps climbing while ecommerce revenue doesn’t, and nobody in the room has an answer beyond a feeling.
Ringside joins the two. Your store captures a customer identifier at the till. We match that to the same customer’s web sessions - which is everything you’d expect from traditional website analytics along with ‘micro events’ such as newsletter sign-ups or page categorisations, and ‘macro events’ like leads and purchases. This means online research and the offline purchase sit in one journey rather than in two separate systems and you can see whether the store grew the total, or just moved sales from one column into another.
As always, we’ll look at your setup before you sign and tell you what it’ll give you.
Switch:
Analytics designed for
Ecommerce businesses
Marketing data that’s actually useful
See which campaigns make money
Your best campaign is currently whichever one has the highest ROAS. It might also be the one quietly shifting discounted stock at a loss, and ROAS can’t tell you which.
Ringside puts margin next to revenue at channel, campaign, ad and product level, so you can rank performance on what it made rather than what it took.
MOAS is return on ad spend measured on margin, and it catches the campaign with a great ROAS and negative contribution. It sits there right alongside everything else, there for when you’re deciding where next month’s budget goes - which is far more useful than in a profitability review somebody runs in January.
You’ll also find out which products only ever sell with a voucher code attached, and what that dependency is costing.
We build it from your cost data at SKU and variant level, by season where your costs change. Where a cost is missing we estimate it and label the estimate, so there’s always a number and you always know how solid it is.
If Shopping matters to you
When Shopping revenue drops, the campaign gets the blame. Often it isn’t the campaign. It’s a chunk of the catalogue that stopped serving because an attribute went missing when somebody updated the PIM, and nobody found out for a month.
Ringside loads your Merchant Center data in alongside the orders it drives, so you can read it at product level instead of campaign average. Which items actually serve. Which pick up impressions and never sell. Impression share worked out from your own product-level data, alongside the figure the platform reports. Which products have been disapproved without anyone noticing.
If your feed passes through a PIM, then your store, then a feed tool, then Merchant Center, we’ll audit the fields end to end so the ones that matter survive the journey.
Everyone optimises campaigns. Almost nobody can tell you whether the feed is performing.
If your revenue lives in more than one system
If you sell through your own shops, wholesale, a marketplace or under licence, those streams often live in an ERP that gets the totals right but doesn’t connect them back to the marketing journey.
Ringside brings those totals in alongside the website, so you can report ecommerce on its own or alongside the other revenue the business generates.
Count all the traffic you paid for
Some share of your paid traffic lands, meets your cookie banner, and leaves without touching it. You paid for those clicks. Most analytics has no record they happened, because most tools only start once consent is granted.
Ringside counts them. Nobody who declines or ignores the banner is tracked or identified, but the visits, the events and the sales are all still recorded. So your traffic is your actual traffic, and your cost per sale is calculated against everything you bought.
It also puts a number on the banner itself, which is a revenue question most brands can’t currently answer.
Stop handing the sale to the last click
Last click gives every order to whatever the customer touched most recently, which is usually brand search or an affiliate that turned up at the end. The channels that did the work of getting them there get nothing, so they’re the ones that look weak, so they’re the ones that get cut.
Ringside runs one machine-learned model, trained on your data, that values each visit by what happened during it. A visit where someone read three product pages and configured a size gets more credit than one where they bounced.
First click and last click sit next to it whenever you want to compare, and the gap between them is often the most useful number on the screen. There’s no lookback window, so the customer who first arrived in March still counts in July.
Getting connected
On Shopify, it’s plug and play. The store connects, tracking and order flow come online, and everything above runs on top of it. Install takes about ten minutes and there’s no data project to sit through first.
And it’s checkable against Shopify’s own order records, the same as everything else.
On anything else, we work from your data layer. If you’ve got a solid ecommerce implementation, that’s quick. If you haven’t, we’ll tell you what’s missing before you commit to anything.
Either way we build the events, connect your platforms, sort out the campaign tagging and manage all of it. When your site gets rebuilt or you open a new market, you ask and we do it. There’s no change request and no quote.
If you’re on GA
GA will tell you what sold. Getting it to tell you what you made is a project.
You can load cost data in and build calculated metrics on top of it. Consent mode will model the visitors you couldn’t track. Both are real, and both are systems you build and then own. What most teams end up running isn’t GA on its own, it’s GA plus a tag manager plus a Looker Studio report plus an export plus somebody’s time keeping all four pointing at the same thing.
Ringside comes with margin joined to attribution, orders reconciled against your own system, shop sales in the same journeys as the browsing that led to them, and visits from people who never touched your banner already counted. Keeping it all connected is our job. How we handle that →
You don’t have to switch anything off. Plenty of clients keep GA running alongside while they get comfortable. Upgrading from GA →
Unsampled, and yours to build on
The raw and aggregated data behind the dashboard is available directly. We don’t sample it, so what your analyst pulls is the same data Ringside is reporting.
Query it directly, export it, or point your BI tool at it. Plenty of clients build their own reporting on top, and if you ever leave, it comes with you.
Yesterday’s numbers, before you’re at your desk
Every morning, Ringside works out how yesterday went and why, then emails it to you in plain English with what it reckons you should do about it. Daily, weekly or both, and everyone who wants it picks their own cadence.
We don’t ask you to commit blind
Attribution takes a few weeks of collection before it means anything. That’s true of every tool in this category, and anyone telling you otherwise is showing you noise.
Contracts run for twelve months. If three months in you’re not convinced, you can break it.
Still not sure?
Everything’s included and we do the setup.
If you’d rather check the shape of your business against ours first, start here.
Want a proper look? Book a demo and let’s chat.