The webshop checklist
Tracking checklist: 4 checks for your webshop
Your store passes this part of the audit when purchases, add-to-cart and checkout steps are tracked and match your real orders, reports are split by device and channel, every return has a reason, and someone reads the site search terms each month. Without these, every other fix is a guess.
By the MoraLab team · Updated · 1 min read
The 4 checks
Purchases and steps tracked, and checked against real orders
Add to cart, checkout started and purchase recorded as events. Test it: compare last month's tracked purchases with the orders in your shop system. In the EU, cookie consent explains some of the gap.
Reports split by device, channel and new or returning
A blended average hides a broken mobile checkout or a weak campaign. Test it: open your funnel report and split it by device.
A reason recorded for every return
The NRF estimates 19.3% of online sales were returned in 2025. Reasons such as "smaller than expected" point straight at a product page. Test it: check that your returns form asks why.
Site search terms read every month
What customers search for, and especially searches with no results, tells you what they want in their own words.
Using what you measure
Once the numbers are right, our guide to improving your conversion rate shows how to find the step where you lose the most shoppers and work out why.
Frequently asked questions
Why don't my tracked purchases match my orders?
Usually cookie consent, ad blockers or a tracking tag that fires twice or not at all. Compare a few individual orders with what your analytics recorded to find the cause.
Which numbers should I look at every week?
Add-to-cart rate, checkout completion rate and revenue per visit, split by phone and computer. They point to product pages, checkout and overall health.