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Online store analytics. Learn to put your data to work.
Start with the basics or go straight to the problem you want to solve. Each guide explains what to open, what to look at and which step to take, with Flowpeek screenshots and an exercise on your own store's data.
Choose your learning path
Basics
New to analytics?
Start by getting the dashboard running and learning the handful of numbers that describe your store.
Practice
You know what changed. Now find where.
Pinpoint the product or purchase step that deserves your attention.
Advanced
Turn observations into working rules.
Learn to read purchase interest and put it to use in your customer communication.
Knowledge library
Pick a topic to work through.
In every guide: a short answer, step-by-step instructions, screenshots and a checklist. Author: Flowpeek Team.
Number of guides: 20
Basics · 11 min read
Online store conversion rate: how to calculate it and what counts as good
Calculate your store's conversion rate, check the denominator and see what public averages really say. Set your own baseline split by device and source.
After reading
You'll calculate your store's conversion rate, check what you're dividing orders by and set a benchmark based on your own data.
Basics · 9 min read
UTM links for online stores: tagging campaigns and sales sources
Learn the UTM parameters, write down a naming dictionary and check links before they go out, so campaign orders don't end up under direct traffic.
After reading
You'll create consistent UTM links for ads, newsletters and partners, and see campaign sales attributed to the right source.
Practice · 11 min read
Black Friday for online stores: what to measure before, during and after
Black Friday 2026 falls on November 27. Record a baseline, define signals for the sale days and judge the result after discounts, returns and ad costs.
After reading
You'll prepare a Black Friday measurement plan: a baseline before the sale, a few signals to watch during it and an assessment of the result after returns.
Practice · 11 min read
How much should an online store spend on ads? Set your budget
Work out the maximum cost per order from your margin, plan the budget from a sales goal and scale it in steps while checking the cost of extra orders.
After reading
You'll set an ad budget based on your margin and sales goal, plan a test of a new channel and check when increasing spend stops paying off.
Practice · 10 min read
Does a free shipping threshold pay off? How to calculate it
Calculate the cost and gain of a threshold using your order value distribution. See how many new orders you need for free shipping to pay for itself.
After reading
You'll calculate whether a free shipping threshold improves your store's bottom line, set its level based on your order value distribution and plan a test of the change.
Practice · 11 min read
How to measure influencer sales: code, link and time window
Give each creator their own code and UTM link, set the time window before the post goes live and compare sales with a baseline. Calculate the cost per new customer.
After reading
You'll plan how to measure an influencer collaboration, with the code, link and time window set before publication, and then account for sales and the cost per new customer.
Basics · 7 min read
Setting up Flowpeek: how to prepare your store and sign off the setup
Gather your store details, check the first visit and order, agree on the data scope. A simple sign-off checklist — no self-installation needed.
After reading
You'll prepare your store for setup and check whether you can start working with your own data.
Basics · 7 min read
How to read the Flowpeek dashboard and pick your first topic to analyze
Learn the difference between a visitor, a page view and an order. Read each result against the period, your own goals and the detailed reports.
After reading
You'll read the key numbers on the summary screen and pick a topic worth working on in your store.
Practice · 7 min read
Conversion funnel: how to find the problem with mobile purchases
Pick a purchase step, compare devices and check user journeys. Plan a specific checkout test instead of guessing why conversion is lower.
After reading
You'll go from weaker results on phones to a concrete check of the purchase process.
Practice · 7 min read
How to read heatmaps and turn observations into store improvements
Choose the page, device and map type. Separate clicks from attention, check scrolling and plan one change whose result you can measure.
After reading
You'll plan one improvement to your store and how to check its result.
Practice · 7 min read
Alerts and e-mail reports: set a working rhythm with your Flowpeek data
Set a threshold, the interval between notifications and a report schedule. Check delivery and decide who acts on a signal from the app.
After reading
You'll set up a useful alert and a recurring report, and plan how your team responds.
Advanced · 8 min read
Intent-based remarketing: how to use Flowpredict before the cart
Combine the intent score with an identified contact and tagging. Plan the conditions, re-entry and how communication ends after a purchase.
After reading
You'll plan a workflow that uses purchase intent without waiting for a product to be added to the cart.
Practice · 10 min read
How to analyze product sales in an online store
Connect views, carts, purchases and revenue. Learn the product report definitions, four analysis scenarios and a list of questions to ask before changing your offer.
After reading
You'll connect product interest with purchases and pick specific product pages, offers or data to improve.
Advanced · 14 min read
Abandoned cart automation, step by step
Set up the event, the delay and contact tagging. Tell pre-cart intent apart, test both branches and remove the earlier tag after a purchase.
After reading
You'll build a cart scenario, tell it apart from pre-cart intent, and check tagging and how communication ends after a purchase.
Advanced · 10 min read
Why do GA4, your store and your ads show different results?
Align dates, revenue definitions and attribution. Compare specific orders, find the source of the discrepancy and agree on a shared reporting rule.
After reading
You'll go from two totals that don't match to the specific cause of the gap and a shared reporting rule.
Practice · 10 min read
ROAS vs profit: how to judge an e-commerce campaign
Learn the ROAS formula, a break-even example and how to diagnose a drop. Judge a campaign in the context of costs, products and order volume.
After reading
You'll calculate ROAS, learn its limits and evaluate a campaign with your store's costs taken into account.
Basics · 11 min read
Your first 30 days with Flowpeek: from setup to decisions
Plan your Flowpeek start: setup in 48 hours, a data check, first reports and a consultation. Judge the trial by your own store's questions.
After reading
You'll plan your first month so the trial ends with answers and a concrete plan for your store.
Basics · 10 min read
How to ask Flowask about sales, marketing and products
Use questions that match what Flowask can do. Check the sources, periods and AI limitations, and turn the answer into a concrete next step.
After reading
You'll write Flowask questions whose answers you can verify and turn into the next step of your analysis.
Advanced · 13 min read
Purchase prediction: how to read the Flowpredict score
Read profiles scoring 40, 71, 95 and after purchase. Translate the relative score into conditions and tags, spot pre-cart intent and check a small test.
After reading
You'll go from a score on a profile to a specific automation condition: before the cart, after interest in the offer and after a purchase.
Advanced · 10 min read
Customer profile and consent before marketing automation
Check customer identification, the link to a visit and whether consent is current. See how to test Flowprofile and actions triggered after a delay.
After reading
You'll check that an automation runs on the right contact, with the current consent status and a history that was actually recognized.
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