E-Commerce Analytics Software That Connects Ads to Products
Orphex is e-commerce analytics software for the ad side of your store. It joins Shopify, ikas, Ticimax or T-Soft with Meta, Google, TikTok and Merchant Center, so you see which products your ads sell and which ones take budget without return.
| Product | Spend | Revenue | Status |
|---|---|---|---|
| Trail Runner 2 | $4,820 | $21,300 | Scale |
| Rain Jacket | $2,140 | $0 | No sales |
| Wool Socks 3-pack | $310 | $2,960 | Starved |
What E-Commerce Analytics Software Should Cover
E-commerce analytics software brings store sales, product data and marketing spend into one place, so a team can see what sold, which channel and product drove it, and what to change next. Reporting is the part that shares those results with the team. Orphex covers both for the advertising side of a store.
- CoveredAd spend, revenue and ROAS per product
Across Google, Meta and TikTok, joined with your store and Merchant Center data.
- CoveredStore platforms, Turkish ones included
Shopify, ikas, Ticimax and T-Soft, read next to your ad accounts.
- CoveredCustomer segments sent to ad platforms
Shopify segments become Meta, TikTok, Google and other audiences, each sync a preview you confirm in the Orphex MCP.
- PartlyOn-site behavior
Orphex has no site tracking of its own. It reads GA4 and Microsoft Clarity, so keep both.
- CoveredProfit and POAS
Profit and POAS from the cost data in your connected sources, next to revenue and ROAS.
- Not coveredEditing your Google product feed
Over the MCP, Merchant Center is read only. Meta and TikTok catalogs can be updated through the Orphex MCP.
Store Reports Show Sales, Not Which Ad Made Them
Shopify, ikas or Ticimax tell you what sold. GA4 tells you how people moved through the site. Neither puts the Meta, Google and TikTok spend behind each product next to the sale, and that is where e-commerce marketing decisions get made.
Orphex reads your store, GA4, Microsoft Clarity and Klaviyo through the same 50+ integrations it uses for your ad accounts. Data refreshes on a schedule, so the view is as current as the latest pull.
| Channel | Purchases | Cost per purchase | vs target $30 |
|---|---|---|---|
| Google Ads | 2,310 | $24.10 | |
| Meta | 2,860 | $29.40 | |
| TikTok | 650 | $33.70 |
The Store Platforms and Sources Orphex Reads
Shopify
Sales and product data are read, and through the Orphex MCP Shopify customer segments can be created and sent to ad platforms as audiences.
ikas, Ticimax and T-Soft
Turkish store platforms, read the same way and joined with your ad results.
Google Merchant Center
Product status and issues, Merchant Center performance and its own diagnostics for the account. Read only.
GA4 and Microsoft Clarity
Site behavior from every traffic source, plus Clarity’s engagement and click signals, beside ad results.
Klaviyo
Email results in the same place, so a promotion can be judged across email and ads.
Ad platforms
Meta, Google Ads, TikTok, Microsoft Advertising, Pinterest, Snapchat, Criteo and more.
Which Products Your Ads Actually Sell
Orphex puts spend, revenue and ROAS per product side by side across Google, Meta and TikTok. Each product gets a label from where it sits on cost and revenue compared with the rest of your catalog: Star Performers, Hidden Potentials, Budget Burners or Ghost Products.
Merchant Center data sits in the same view, so a product that stopped selling because Google disapproved it doesn’t look like a product nobody wants.
For example: a jacket with steady Shopping spend and no sales for a month is labelled a Budget Burner. If Merchant Center also flags it, fix the listing first, then decide on the budget.
| Issue | Products | Spend at risk |
|---|---|---|
| Disapproved: missing GTIN | 38 | $1,940/mo |
| Price mismatch with landing page | 12 | $860/mo |
| Impressions but no clicks | 64 | $410/mo |
From Shopify Customers to Ad Audiences
Describe the segment
Ask your assistant for a Shopify segment, such as customers with two or more orders. Orphex proposes it as a Shopify segment rule.
See counts, not customers
Orphex runs a count-only preview against the destination. The rule and the customer identifiers stay private; you see how many people match.
Confirm the sync
Pick the destination: Meta, TikTok, Google, Snapchat, Pinterest, Criteo or OpenAI Ads. The sync is a preview you confirm.
Use it in campaigns
The audience appears in the ad platform for targeting or exclusion. Each repeat sync needs a fresh approval.
E-Commerce KPIs Tracked Against Targets
Set monthly or quarterly targets for revenue, ROAS, CPA or spend, split by channel or campaign if you need to. KPI boards show progress, pace and a forecast for the period end, so you know mid-month whether you will land.
Lower-is-better metrics such as CPA are scored in the right direction, and ROAS is calculated from total revenue and total spend rather than an average of daily ratios. If your team works with its own formula, a custom metric holds it.
| Channel | Spend | ROAS | CPA |
|---|---|---|---|
| Meta | $84,100 | 3.1 | $29.40 |
| Google Ads | $69,300 | 3.9 | $24.10 |
| TikTok | $21,800 | 2.6 | $33.70 |
| Microsoft Ads | $7,200 | 3.5 | $26.00 |
Alerts When a Product Group Slips
Custom alerts check yesterday’s data for the metrics and breakdowns you choose and, when a threshold was crossed, notify Slack, Microsoft Teams, WhatsApp or email the next morning. Anomaly detection flags a day outside your account’s usual range once that day’s data is complete, about two days later.
Every Monday at 09:00 local time, the Weekly Summary for the last full week arrives by email with highlights, KPI cards and suggested actions.
For example: an alert on ROAS for the Performance Max campaign that carries your outerwear, sent the next morning after a day when ROAS falls below 3.
Alert “Meta CPA above $45” triggered on yesterday’s data.
Frequently Asked Questions
What is the difference between e-commerce analytics and e-commerce reporting?
Analytics finds out why something happened, such as why a product stopped selling. Reporting shares what happened with the team. Orphex does both for the marketing side of a store.
Do I still need GA4 or Shopify analytics?
Yes, for on-site behavior and store operations. Orphex reads them and puts them next to your ad spend; it does not replace them.
Does Orphex show profit or POAS?
Yes. With cost data in a connected source, Orphex shows profit and POAS next to revenue and ROAS.
Which store platforms work with Orphex?
Shopify, ikas, Ticimax and T-Soft, plus Google Merchant Center, GA4, Microsoft Clarity and Klaviyo, among 50+ integrations.
Can Orphex update my product catalog?
For Meta and TikTok catalogs, yes, through the Orphex MCP, and each update is a preview you confirm. The Google Merchant Center feed is read only.
How much does it cost?
Web app plans are quoted through the pricing wizard or a demo. The MCP Free plan is $0: 3 connections, 250 reads and 50 changes a month. A workspace admin has to switch on assistant changes first. The Action plan, at $149.99 a month, includes 500 changes a month.
See Which Products Your Ads Sell
Book a demo to connect your store and ad accounts in the web app. Or start on the free MCP plan: three connections are enough for a store, Meta and Google.
