BigCommerce has stronger native reporting than people expect, and a smaller ecosystem of third-party analytics tools than Shopify. That combination shapes the right stack. Use what BigCommerce gives you for store performance, add one tool for marketing attribution, and only bring in BI if you sell across many channels or have unusual reporting needs.
1. BigCommerce Ecommerce Analytics
BigCommerce includes Ecommerce Analytics in every subscription. The dashboard shows orders, sales channels, storefront conversion, and AOV at a glance, and the detailed reports cover where shoppers drop out of the funnel, which products are moving or lagging, and how promotions performed, with exports. Because it reads directly from your orders across connected sales channels, it is the number to reconcile other tools against. Like every platform’s native reports, it does not see your ad spend, so it cannot calculate ROAS or CAC.
2. BigCommerce Ecommerce Insights
Ecommerce Insights is BigCommerce’s premium analytics add-on. It interprets your data into product, customer, and marketing insights, such as top sellers versus low converters, your best customers, repeat rates and cohorts, and which marketing channels bring in customers with the highest lifetime value. BigCommerce lists it on its Core, Growth, and Scale plans, and its app listing shows pricing starting at $49 a month. It is the easiest upgrade for a BigCommerce brand that wants customer and merchandising analysis without another vendor.
3. GA4
Free and useful for site behavior: landing pages, funnels, site search, and organic traffic. BigCommerce supports GA4 connections, but revenue will not match your store exactly because of consent and ad blockers. Use it for how people move through the site, not for which ads deserve budget.
4. ThoughtMetric
For marketing attribution, ThoughtMetric has a native BigCommerce integration on every plan. (Disclosure: ThoughtMetric sponsors this site.) It pulls spend from Meta, Google, TikTok, Pinterest, Microsoft, and other channels, credits each BigCommerce order once with one of five multi-touch models, and reports by channel, campaign, ad, and SKU with new versus returning splits. Pricing starts at $99 a month for 50,000 pageviews with a 14-day free trial. This fills the gap Ecommerce Insights leaves, since Insights tells you which channels bring valuable customers but not how much you spent to get them or which ads worked.
5. Glew
Glew is a multichannel e-commerce BI tool with a long history among BigCommerce merchants. It is a fit when you sell across BigCommerce plus marketplaces or other storefronts and want merchandising, inventory, customer, and marketing data together. Check its site for current plans and pricing.
6. Northbeam
Northbeam supports non-Shopify platforms starting with its Professional plan at $3,500 a month on an annual term. It makes sense for BigCommerce brands spending heavily across many paid channels who want view-through modeling and a media strategist. For most BigCommerce brands under $20M, it is more than needed.
BigCommerce-specific things to check
Many BigCommerce stores mix B2B, wholesale, or marketplace orders with DTC. Make sure your attribution tool can exclude those, or your channel ROAS will look better than it is. If you run multiple storefronts, check how each tool handles them before you buy. And if you use a headless front end, confirm the tracking pixel and order events fire correctly on every checkout path. I covered more of this in best attribution tools for BigCommerce stores.
Choosing
- Store performance, funnel, and product trends? Ecommerce Analytics, included.
- Customer, cohort, and merchandising insights without another vendor? Ecommerce Insights.
- Which ads and channels drive sales, and at what CAC? ThoughtMetric (our sponsor).
- Selling across many channels and want BI? Glew.
- Very high multi-channel ad spend? Northbeam Professional or Enterprise.
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