E-Commerce Conversion Funnel Tracking

How to Understand Each Paying Customer’s Journey and Find Out What Drives 99% of Revenue

Key Points

Map each customer's precise journey

The majority of e-commerce businesses don’t know exactly what sources produce revenue and ROI.  With improved conversion funnel tracking it is possible to map each customer’s journey and attribute 99% of won deals to the original marketing sources.

Increase RoAS up to 7x. Determine who is likely to become paying customers.

Not every lead has the same chance of becoming a paying customer. Attributing sales to leads and leads to marketing sources allows you to determine what marketing activity actually drives sales.

Map multiple-step sales funnels

Customers can be tracked even in multiple-step e-commerce funnels by utilizing first-party tracking and mapping customer journey from the first ad click and landing page visit to marketing website and through to the closed won CRM deal.

Follow four easy steps to see how Able can help your e-commerce business track customers and sales.

Connecting Able CDP to your e-commerce business requires no complex coding or expertise, making the implementation process quick and efficient. In just minutes, you can see first-hand the benefits Able's tracking and integration capabilities will bring you.

Step 1. Recognize the difficulty in understanding your customers’ journeys

New developments in e-commerce marketing make tracking and understanding customer journeys a lot harder for many types of funnels. 30 to 50% of purchases don't have the correct source in analytics, as well as are missing from the ad platforms reports.

It doesn’t have to be this way.

E-commerce customers can be tracked throughout the entire funnel: from the first interaction to the revenue.

Step 2. Allow Able to build profiles to gain a 360º view of your customers

Able CDP makes this easy.  Through Able, you can track:

  • Checkouts in WooCommerce
  • Lead capture widgets: Sumo, ConvertKit, Privy, RevenueHunt, etc.
  • Headless e-commerce stores using SPA such as React.js and Vue.js

Able CDP tracking builds a 360-degree view of each customer by recording both:

Personal information such as email, phone and proprietary client identifiers.

Visitor details including Referrer URL, ad click ID (fbclid/gclid) and browser identifiers for IOS 14+ traffic, Google Analytics Client Id, landing page URL and UTM parameters.

Recording this information allows Able to build your customers’ profiles by tracking all website activity and, most importantly, lead and sign-up form submissions.

Complete customer view in Able CDP associates subscriptions and payments with online page views and lead forms activity. The 'offline' conversions are then attributed and sent to Google Analytics and ad platforms as e-commerce purchase conversions.

Step 3. link purchases to the original customer by connecting Able CDP to your e-commerce platform

Using server-to-server integration and customer tracking data, Able CDP allows you to attribute all subsequent purchases to the customer sources using data from the e-commerce platform.  

Revenue can be sent to Able CDP using one of its built-in integrations such as WooCommerce purchase tracking, automatically attributing completed purchases to original website visits via the customer identifiers.

It also supports tracking of custom conversions from proprietary apps using web hooks.

This allows Able CDP to associate each purchase with the original customer source, implement first-touch attribution and understand what marketing activity brought each customer and each dollar of revenue. This can help you to formulate your marketing strategy for maximum returns.

360-degree Customer View

In most implementations, Able CDP uses a simplified three-stage conversion funnel map. Intelligent understanding of each interaction and conversion action enables it to automatically connect important interactions between different systems and services.

Page Views

When a website visitor accesses landing page or internal website page. Able records all click and browser identifiers to later associate them with the customer's conversions.

Leads and Sign-ups

When a website visitor completes a contact, lead or a sign-up form. Able automatically recognizes and tracks HTML forms on the landing pages, extracting customer details such as email and phone to associate with the website visitor.

Subscriptions and Payments

When a subscription payment is made by the customer, Able receives notifications from payment systems such as Stripe to attribute them to the customer without relying on browser tracking.

Able CDP makes it easy to visualize what conversion events and touch points are tracked and allows you to add inbound and outbound integrations for attributed events such as lead or purchase with a couple of clicks.

Step 4. Begin monitoring actual sources of your revenue

Able CDP is capable of using its customer tracking data to attribute all subsequent revenue (purchases) to the source. 

Revenue can be sent to Able CDP either via one of its built-in integrations, such as Stripe Invoice Payments Tracking, or custom conversions from your application using webhooks.

Able CDP then attributes each purchase to the original visitor and sends the data to all standard integrations, such as Google Analytics, Facebook Ads Conversions API, Google Ads API, etc.

Altogether this process allows you to create a full picture of any customer’s journey through the sales funnel, then allowing you to gain a better understanding of your most effective marketing areas.

Incredibly easy to set up

Install tracking and start sending properly attributed data into conversions API, Google Analytics and data warehouse within minutes.


Sign up for an Able CDP account

Instant setup, no credit card required.


Add lead form tracking code

Able CDP automatically recognizes forms used on the website and creates custom tracking code for your website.


Connect the platforms where conversions occur

Able gets important conversions from payment systems, e-commerce platforms and CRMs.

Use one of our integrations such as Stripe conversion tracking or send conversions from your own code using web hooks.


Access the data and get insights

Let Able send conversions to Google Analytics and ad platforms such as Facebook Conversions API and Google Ads.

Browse customer journeys individually, run revenue attribution reports or access tracking data via Google BigQuery.

Begin Tracking Actual Sources of Your
E-Commerce Revenue

“A valuable insight we've got because of using Able Customer Data Platform is that display ads aren't working for us at all... we've been wasting money for years on paid display ads.

Before Able we'd be excited about every lead or email that came through, but after the last year we've determined that those don't convert at all.

And so we've been focusing on paid search, which does have return on investment.”

— Bryan Brinton, Co-Founder, Aluvii Software