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The best analytics for ecommerce in 2026

Abbas Aga
Abbas Aga · 1 min read

TL;DR:
The best analytics for ecommerce in 2026 is Open Analytics: it attributes each sale back to the visit, page and campaign that produced it, cookielessly. Plausible and Fathom track conversions but not revenue to source; Matomo has deep ecommerce reporting if you can run it. None of the privacy-first options needs a consent banner.

For a store, the only analytics question that pays the bills is which ads, emails and pages actually drive sales, not sessions, sales. That needs revenue tied back to its source. Most privacy-first tools count add-to-carts and checkouts as events but cannot tell you which campaign the revenue came from.

What ecommerce analytics needs

  • Revenue attribution: which campaign, source and page produced each sale.
  • Conversion tracking: add-to-cart, checkout, purchase as events.
  • Cookieless: no banner between a shopper and your store.
  • A journey: the path from ad click to paid order.

The tools, ranked for this

  1. 01

    Open Analytics

    That's us

    Sales attributed back to the campaign and page that earned them, via a read-only Stripe connection, cookieless.

    Price: From $9/mo for 50,000 events (a pageview or anything you tag), 3-day free trial.

    Strengths

    • Revenue attributed back to the visit and source that earned it
    • Built-in MCP server: ask your analytics in plain English
    • Realtime journeys, funnels and Core Web Vitals in one script
    • Open source (AGPL) and self-hostable

    Trade-offs

    • Newer than Plausible or Fathom
    • Meters events, so tagged conversions count
    • No free plan, only the trial
  2. 02

    Plausible

    Clean traffic and goals, but it will not tell you where the revenue came from.

    Price: From $9/mo for 10,000 pageviews.

    Strengths

    • Simple
    • Goal conversions
    • Open source

    Trade-offs

    • No revenue to source
    • Pageview-metered
    • No journey
  3. 03

    Matomo

    Deep ecommerce reports if you are willing to host and maintain it.

    Strengths

    • Dedicated ecommerce reporting
    • Full per-visitor detail
    • Self-hostable

    Trade-offs

    • Heavy to run and read
    • Some features are paid plugins
    • Steeper than the rest
  4. 04

    Fathom

    Flat pricing and cookieless, but aggregate-only for a store.

    Price: From $15/mo, unlimited sites.

    Strengths

    • Unlimited stores on one plan
    • Event conversions
    • Simple

    Trade-offs

    • Aggregate-only
    • No revenue to source
    • Pageview-metered

Prices were checked against each product's own pricing page on 2026-08-07 and change often. Read the current plan, and the meter it counts, before you commit.

Open Analytics is the events-metered, revenue-aware option with an AI-queryable dataset. Try it free for three days.

Start free trial

Frequently asked questions

What is the best analytics tool for ecommerce?
Open Analytics for most stores: it attributes each sale back to the campaign and page that drove it via a Stripe connection, cookielessly. Matomo has the deepest ecommerce reporting if you can host it; Plausible and Fathom are simpler but stop at conversion counts, not revenue by source.
Can I track ecommerce revenue without cookies?
Yes. Open Analytics is cookieless and needs no consent banner, yet connects your payment provider to tie sales back to their source. Cookieless does not mean revenue-blind; it means measuring the sale without storing personal data on the shopper's device.
Do ecommerce stores need a cookie banner for analytics?
Not if the analytics is cookieless. Open Analytics, Plausible, Fathom and Umami set no cookies and collect no personal data, so they need no consent banner. Only cookie-setting tools like Google Analytics generally require one on a store.

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