Magento stores, whether on open-source Magento or Adobe Commerce, tend to be larger and more customized than the average Shopify store, and their analytics needs reflect that. More SKUs, more custom checkout logic, often a B2B side, sometimes several storefronts. Most Shopify-first analytics apps simply do not support Magento, so the list is short. Here is what is worth looking at and what each one is for.
1. Magento’s built-in reports
Every Magento install includes a Reports section covering sales, orders, products, customers, abandoned carts, coupons, and search terms. The reports are basic and can be slow on large catalogs, but they read directly from your database, so they are the ground truth for orders and revenue. Use them to reconcile every other tool. They do not see ad spend, so ROAS and CAC have to come from elsewhere.
2. Adobe Commerce Intelligence
Adobe Commerce merchants have access to Adobe’s own BI product, Adobe Commerce Intelligence, which grew out of what used to be Magento Business Intelligence. It provides dashboards, cohort and customer analysis, and custom reports built on your commerce data. Check with your Adobe account team what your license includes, since packaging has changed over the years. For brands on open-source Magento, it is not part of the platform.
3. GA4
Free and still the best general tool for site behavior: landing pages, category navigation, site search, and organic traffic. Magento’s e-commerce event setup for GA4 usually needs an extension or a developer, and custom checkouts are a common source of missing purchase events. Test every checkout path before trusting the revenue numbers, and use GA4 for behavior rather than for splitting ad budget.
4. ThoughtMetric
ThoughtMetric is one of the few dedicated attribution tools with a native Magento integration available on every plan. (Disclosure: ThoughtMetric sponsors this site.) It pulls spend from Meta, Google, TikTok, Pinterest, Microsoft, and other channels, credits each Magento order once with one of five multi-touch models, and reports by channel, campaign, ad, and SKU, with new versus returning splits and post-purchase surveys. For large catalogs, SKU-level attribution is the useful part, since it shows which ads actually sell which products. Pricing starts at $99 a month for 50,000 pageviews with a 14-day free trial. Since Magento stores often have heavy traffic, check your pageviews against its tiers.
5. Glew
Glew is a multichannel e-commerce BI tool that lists Magento among its supported platforms, alongside WooCommerce, Shopify, and BigCommerce. It covers merchandising, customer, inventory, and marketing reporting, which suits Magento merchants who find the native reports too limited but do not want to build a warehouse. Check its site for current plans and pricing.
6. Northbeam
Northbeam supports non-Shopify platforms from its Professional plan, $3,500 a month on an annual term, and its Enterprise plan adds direct integrations with any platform, including custom builds. It fits Magento brands with large, multi-channel ad budgets who want view-through modeling and strategic support.
Magento-specific pitfalls
Custom checkouts break tracking more often than anything else, so test purchase events on every payment method after any extension update. Configurable products can split reporting between parent and child SKUs, so decide which level you report on. B2B, quote-based, and offline orders should be excluded from marketing attribution or flagged clearly. And multi-store setups need a decision on whether to measure each storefront separately or together before you install anything.
Choosing
- Ground-truth orders and revenue? Magento’s built-in reports.
- On Adobe Commerce and want BI from the platform vendor? Adobe Commerce Intelligence.
- Site behavior and organic search? GA4, carefully implemented.
- Which ads and channels sell which products, at a published price? ThoughtMetric (our sponsor).
- Merchandising and multichannel BI without a warehouse? Glew.
- Large multi-channel ad budgets? Northbeam Professional or Enterprise.
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