{"id":2014,"date":"2026-08-12T17:00:00","date_gmt":"2026-08-12T22:00:00","guid":{"rendered":"https:\/\/tolinku.com\/blog\/?p=2014"},"modified":"2026-03-15T00:45:50","modified_gmt":"2026-03-15T05:45:50","slug":"ecommerce-analytics-deep-links","status":"publish","type":"post","link":"https:\/\/tolinku.com\/blog\/ecommerce-analytics-deep-links\/","title":{"rendered":"E-Commerce Analytics for Deep Link Campaigns"},"content":{"rendered":"\n

Deep links generate data at every step of the e-commerce funnel: click, app open, product view, add-to-cart, and purchase. Tracking this data per link and per campaign lets you understand which marketing channels drive revenue, not just traffic. This article covers the analytics framework for measuring deep link campaign performance in e-commerce.<\/p>\n\n\n\n

For deep link analytics fundamentals, see deep link analytics: measuring what matters<\/a>. For revenue attribution, see revenue attribution: connecting deep links to revenue<\/a>.<\/p>\n\n\n\n

The E-Commerce Deep Link Funnel<\/h2>\n\n\n\n

Every deep link campaign produces a measurable funnel:<\/p>\n\n\n\n

Click \u2192 App Open \u2192 Product View \u2192 Add to Cart \u2192 Checkout \u2192 Purchase\n<\/code><\/pre>\n\n\n\n
\n\n\n\n\n\n\n\n
Funnel Stage<\/th>\nMetric<\/th>\nBenchmark<\/th>\n<\/tr>\n<\/thead>\n
Click \u2192 App Open<\/td>\nDeep link activation rate<\/td>\n70-90%<\/td>\n<\/tr>\n
App Open \u2192 Product View<\/td>\nLanding success rate<\/td>\n85-95%<\/td>\n<\/tr>\n
Product View \u2192 Add to Cart<\/td>\nAdd-to-cart rate<\/td>\n8-15%<\/td>\n<\/tr>\n
Add to Cart \u2192 Purchase<\/td>\nCart conversion rate<\/td>\n40-60%<\/td>\n<\/tr>\n
Click \u2192 Purchase<\/td>\nEnd-to-end conversion<\/td>\n3-8%<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
Track each stage per campaign, channel, and link to identify where users drop off.<\/p>\n\n\n\n
Key Metrics for E-Commerce Deep Links<\/h2>\n\n\n\n
Revenue Metrics<\/h3>\n\n\n\n
\n\n\n\n\n\n\n
Metric<\/th>\nFormula<\/th>\nWhy It Matters<\/th>\n<\/tr>\n<\/thead>\n
Revenue per click<\/td>\nTotal revenue \/ Total deep link clicks<\/td>\nValue of each click<\/td>\n<\/tr>\n
Revenue per link<\/td>\nTotal revenue \/ Number of unique links<\/td>\nWhich links generate the most value<\/td>\n<\/tr>\n
Average order value (AOV)<\/td>\nTotal revenue \/ Number of orders<\/td>\nPurchase size from deep link campaigns<\/td>\n<\/tr>\n
Customer lifetime value (CLV)<\/td>\n12-month revenue per deep-link-acquired customer<\/td>\nLong-term value of deep link campaigns<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
Efficiency Metrics<\/h3>\n\n\n\n
\n\n\n\n\n\n\n
Metric<\/th>\nFormula<\/th>\nWhy It Matters<\/th>\n<\/tr>\n<\/thead>\n
Cost per acquisition (CPA)<\/td>\nCampaign cost \/ Customers acquired<\/td>\nEfficiency of paid deep link campaigns<\/td>\n<\/tr>\n
Return on ad spend (ROAS)<\/td>\nRevenue \/ Ad spend<\/td>\nProfitability of paid campaigns<\/td>\n<\/tr>\n
Cost per order (CPO)<\/td>\nCampaign cost \/ Orders<\/td>\nCost to generate each sale<\/td>\n<\/tr>\n
Blended CPA<\/td>\nTotal marketing spend \/ Total customers<\/td>\nOverall acquisition efficiency<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
Engagement Metrics<\/h3>\n\n\n\n
\n\n\n\n\n\n\n
Metric<\/th>\nFormula<\/th>\nWhy It Matters<\/th>\n<\/tr>\n<\/thead>\n
Browse depth<\/td>\nProducts viewed per session from deep link<\/td>\nUser engagement quality<\/td>\n<\/tr>\n
Session duration<\/td>\nAverage time in app from deep link entry<\/td>\nEngagement level<\/td>\n<\/tr>\n
Return visit rate<\/td>\nUsers who return within 7 days \/ Total users<\/td>\nStickiness of acquired users<\/td>\n<\/tr>\n
Cart abandonment rate<\/td>\nCarts abandoned \/ Carts created from deep links<\/td>\nCheckout friction<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
Per-Channel Analytics<\/h2>\n\n\n\n
Track metrics separately for each channel:<\/p>\n\n\n\n
\n\n\n\n\n\n\n\n\n\n
Channel<\/th>\nDeep Link Source<\/th>\nKey Metric to Watch<\/th>\n<\/tr>\n<\/thead>\n
Email campaigns<\/td>\nref=email-{campaign}<\/code><\/td>\nRevenue per email sent<\/td>\n<\/tr>\n
Push notifications<\/td>\nref=push-{type}<\/code><\/td>\nConversion rate<\/td>\n<\/tr>\n
Social media ads<\/td>\nref=meta-{campaign}<\/code><\/td>\nROAS<\/td>\n<\/tr>\n
Influencer links<\/td>\nref=creator-{handle}<\/code><\/td>\nCPA and CLV<\/td>\n<\/tr>\n
SMS campaigns<\/td>\nref=sms-{campaign}<\/code><\/td>\nCTR and conversion<\/td>\n<\/tr>\n
QR codes<\/td>\nref=qr-{location}<\/code><\/td>\nScans and revenue per location<\/td>\n<\/tr>\n
Retargeting<\/td>\nref=retarget-{segment}<\/code><\/td>\nIncremental revenue<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
Channel Comparison Dashboard<\/h3>\n\n\n\n
Build a dashboard comparing channels side by side:<\/p>\n\n\n\n
\n\n\n\n\n\n\n\n
Channel<\/th>\nClicks<\/th>\nOrders<\/th>\nRevenue<\/th>\nCPA<\/th>\nROAS<\/th>\nAOV<\/th>\n<\/tr>\n<\/thead>\n
Email<\/td>\n12,000<\/td>\n840<\/td>\n$42,000<\/td>\n$2.38<\/td>\n21x<\/td>\n$50<\/td>\n<\/tr>\n
Push<\/td>\n8,500<\/td>\n510<\/td>\n$28,050<\/td>\n$0.00<\/td>\nN\/A<\/td>\n$55<\/td>\n<\/tr>\n
Meta ads<\/td>\n25,000<\/td>\n750<\/td>\n$37,500<\/td>\n$13.33<\/td>\n3.75x<\/td>\n$50<\/td>\n<\/tr>\n
Influencers<\/td>\n15,000<\/td>\n600<\/td>\n$36,000<\/td>\n$8.33<\/td>\n7.2x<\/td>\n$60<\/td>\n<\/tr>\n
QR codes<\/td>\n3,200<\/td>\n320<\/td>\n$19,200<\/td>\n$1.56<\/td>\n12x<\/td>\n$60<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
This view reveals that push notifications and QR codes have the highest efficiency (low or zero CPA), while paid channels like Meta require more spend per order but deliver scale.<\/p>\n\n\n\n
Attribution Models<\/h2>\n\n\n\n
Last-Click Attribution<\/h3>\n\n\n\n
The simplest model: credit goes to the last deep link the user clicked before purchasing.<\/p>\n\n\n\n
Pros<\/strong>: Simple, clear.\nCons<\/strong>: Ignores earlier touchpoints that influenced the purchase.<\/p>\n\n\n\n
Multi-Touch Attribution<\/h3>\n\n\n\n
Distribute credit across all touchpoints in the user's journey:<\/p>\n\n\n\n
\n\n\n\n\n\n\n
Model<\/th>\nDescription<\/th>\nBest For<\/th>\n<\/tr>\n<\/thead>\n
Linear<\/td>\nEqual credit to each touchpoint<\/td>\nGeneral purpose<\/td>\n<\/tr>\n
Time decay<\/td>\nMore credit to recent touchpoints<\/td>\nShort purchase cycles<\/td>\n<\/tr>\n
Position-based<\/td>\n40% first, 40% last, 20% middle<\/td>\nBrand + performance campaigns<\/td>\n<\/tr>\n
Data-driven<\/td>\nML model assigns credit based on impact<\/td>\nLarge datasets<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
Example Multi-Touch Journey<\/h3>\n\n\n\n
A user's path to purchase:<\/p>\n\n\n\n
    \n
  1. Clicks Instagram ad (ref=meta-summer-sale<\/code>) on July 1.<\/li>\n
  2. Clicks email link (ref=email-price-drop<\/code>) on July 5.<\/li>\n
  3. Clicks push notification (ref=push-cart-reminder<\/code>) on July 6. Purchases.<\/li>\n<\/ol>\n\n\n\n
    \n\n\n\n\n\n\n
    Model<\/th>\nInstagram<\/th>\nEmail<\/th>\nPush<\/th>\n<\/tr>\n<\/thead>\n
    Last-click<\/td>\n0%<\/td>\n0%<\/td>\n100%<\/td>\n<\/tr>\n
    Linear<\/td>\n33%<\/td>\n33%<\/td>\n33%<\/td>\n<\/tr>\n
    Position-based<\/td>\n40%<\/td>\n20%<\/td>\n40%<\/td>\n<\/tr>\n
    Time decay<\/td>\n20%<\/td>\n30%<\/td>\n50%<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
    Setting Up Analytics<\/h2>\n\n\n\n
    Event Tracking<\/h3>\n\n\n\n
    Track these events with deep link parameters attached:<\/p>\n\n\n\n
    \n\n\n\n\n\n\n\n\n
    Event<\/th>\nParameters<\/th>\nPurpose<\/th>\n<\/tr>\n<\/thead>\n
    deep_link_click<\/code><\/td>\nlink_id, campaign, channel<\/td>\nClick tracking<\/td>\n<\/tr>\n
    app_open<\/code><\/td>\ndeep_link_url, source<\/td>\nAttribution<\/td>\n<\/tr>\n
    product_view<\/code><\/td>\nproduct_id, category, price<\/td>\nEngagement<\/td>\n<\/tr>\n
    add_to_cart<\/code><\/td>\nproduct_id, quantity, price<\/td>\nPurchase intent<\/td>\n<\/tr>\n
    purchase<\/code><\/td>\norder_id, revenue, items<\/td>\nRevenue tracking<\/td>\n<\/tr>\n
    return<\/code><\/td>\norder_id, return_reason<\/td>\nReturn tracking<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
    Cohort Analysis<\/h3>\n\n\n\n
    Group users by acquisition campaign and track their behavior over time:<\/p>\n\n\n\n
    \n\n\n\n\n\n\n
    Cohort<\/th>\nDay-1 AOV<\/th>\nDay-30 Revenue\/User<\/th>\nDay-90 Revenue\/User<\/th>\n<\/tr>\n<\/thead>\n
    Email summer sale<\/td>\n$45<\/td>\n$62<\/td>\n$95<\/td>\n<\/tr>\n
    Meta retargeting<\/td>\n$38<\/td>\n$48<\/td>\n$72<\/td>\n<\/tr>\n
    Influencer: Sarah<\/td>\n$52<\/td>\n$78<\/td>\n$120<\/td>\n<\/tr>\n
    Push: price drop<\/td>\n$40<\/td>\n$55<\/td>\n$85<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
    Cohort analysis reveals which campaigns attract the highest-value customers over time, not just the most immediate conversions.<\/p>\n\n\n\n
    Reporting Cadence<\/h2>\n\n\n\n
    \n\n\n\n\n\n\n
    Report<\/th>\nFrequency<\/th>\nAudience<\/th>\nKey Metrics<\/th>\n<\/tr>\n<\/thead>\n
    Campaign performance<\/td>\nDaily<\/td>\nMarketing team<\/td>\nClicks, conversions, revenue, ROAS<\/td>\n<\/tr>\n
    Channel comparison<\/td>\nWeekly<\/td>\nMarketing lead<\/td>\nPer-channel CPA, AOV, ROAS<\/td>\n<\/tr>\n
    Attribution analysis<\/td>\nMonthly<\/td>\nMarketing + finance<\/td>\nMulti-touch attribution, incrementality<\/td>\n<\/tr>\n
    LTV by acquisition source<\/td>\nQuarterly<\/td>\nLeadership<\/td>\nCLV per channel, long-term ROAS<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
    Common Mistakes<\/h2>\n\n\n\n
    \n\n\n\n\n\n\n\n
    Mistake<\/th>\nImpact<\/th>\nFix<\/th>\n<\/tr>\n<\/thead>\n
    Only tracking clicks, not revenue<\/td>\nCannot measure ROI<\/td>\nTrack the full funnel from click to purchase<\/td>\n<\/tr>\n
    No per-channel attribution<\/td>\nCannot optimize budget allocation<\/td>\nTag every deep link with channel and campaign parameters<\/td>\n<\/tr>\n
    Ignoring post-purchase behavior<\/td>\nOvervaluing campaigns that drive returns<\/td>\nTrack returns and net revenue, not just gross<\/td>\n<\/tr>\n
    Last-click only attribution<\/td>\nUndervaluing awareness and consideration campaigns<\/td>\nImplement multi-touch attribution<\/td>\n<\/tr>\n
    Not comparing deep-linked vs non-deep-linked campaigns<\/td>\nCannot prove deep linking adds value<\/td>\nA\/B test deep link vs generic link in the same campaign<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
    Tracking E-Commerce Events with the Tolinku SDK<\/h2>\n\n\n\n
    Tolinku's ecommerce analytics<\/a> goes beyond click tracking. The SDK includes a dedicated ecommerce module that tracks 13 event types covering the full shopping journey:<\/p>\n\n\n\n
    import { Tolinku } from '@tolinku\/web-sdk';\n\nconst tolinku = new Tolinku({ apiKey: 'tolk_pub_...' });\ntolinku.setUserId('user_123');\n\n\/\/ Track the full funnel\nawait tolinku.ecommerce.viewItem({ items: [{ item_id: 'sku_1', item_name: 'Running Shoes', price: 89.99 }] });\nawait tolinku.ecommerce.addToCart({ items: [{ item_id: 'sku_1', quantity: 1 }] });\nawait tolinku.ecommerce.beginCheckout({});\nawait tolinku.ecommerce.purchase({\n  transaction_id: 'order_456',\n  revenue: 89.99,\n  currency: 'USD',\n  items: [{ item_id: 'sku_1', item_name: 'Running Shoes', price: 89.99, quantity: 1 }]\n});\n<\/code><\/pre>\n\n\n\n
    Events are batched automatically (10 events or every 5 seconds) and sent to Tolinku's ClickHouse-powered analytics backend. SDKs are available for Web<\/a>, iOS<\/a>, Android<\/a>, React Native<\/a>, and Flutter<\/a>.<\/p>\n\n\n\n
    Revenue Attribution in the Dashboard<\/h2>\n\n\n\n
    The analytics dashboard includes dedicated tabs for ecommerce data:<\/p>\n\n\n\n
    Ecommerce tab<\/strong>: Revenue overview cards (total revenue, net revenue, orders, AOV, cart abandonment rate), daily revenue chart, ecommerce conversion funnel (view item through purchase), top products by revenue, revenue by campaign\/channel, and coupon performance.<\/p>\n\n\n\n
    Attribution tab<\/strong>: See which campaigns actually drive purchases, not just clicks. Choose between Last Click, Linear, and Time Decay attribution models. Set attribution windows from 7 to 90 days. View attributed revenue, order count, and percentage of total per campaign.<\/p>\n\n\n\n
    Cohorts tab<\/strong>: Track customer lifetime value over time with a cohort matrix showing revenue by acquisition month. Identify which campaigns attract the highest-value customers over the long term.<\/p>\n\n\n\n
    All revenue is automatically converted to your base currency using live exchange rates (200+ currencies supported). Transaction deduplication prevents double-counting from network retries. Built-in fraud detection catches bot purchases, impossible revenue amounts, and velocity anomalies.<\/p>\n\n\n\n
    For the full setup guide, see the ecommerce analytics documentation<\/a>. For the API reference, see the ecommerce API docs<\/a>.<\/p>\n\n\n\n
    For deep link analytics fundamentals, see deep link analytics: measuring what matters<\/a>. For the complete e-commerce guide, see deep linking for e-commerce apps<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"
    Track e-commerce KPIs for deep link campaigns. Measure revenue per link, average order value, and conversion rates across marketing channels.<\/p>\n","protected":false},"author":2,"featured_media":2013,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rank_math_title":"E-Commerce Analytics for Deep Link Campaigns","rank_math_description":"Track e-commerce KPIs for deep link campaigns. Measure revenue per link, average order value, and conversion rates across marketing channels.","rank_math_focus_keyword":"e-commerce deep link analytics","rank_math_canonical_url":"","rank_math_facebook_title":"","rank_math_facebook_description":"","rank_math_facebook_image":"https:\/\/tolinku.com\/blog\/wp-content\/uploads\/2026\/03\/og-ecommerce-analytics-deep-links.png","rank_math_facebook_image_id":"","rank_math_twitter_title":"","rank_math_twitter_description":"","rank_math_twitter_image":"https:\/\/tolinku.com\/blog\/wp-content\/uploads\/2026\/03\/og-ecommerce-analytics-deep-links.png","footnotes":""},"categories":[11],"tags":[37,28,38,170,556,20,58,29,636,176],"class_list":["post-2014","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-deep-linking","tag-analytics","tag-attribution","tag-campaign-tracking","tag-conversion-optimization","tag-data-driven","tag-deep-linking","tag-e-commerce","tag-mobile-marketing","tag-revenue-attribution","tag-roi"],"_links":{"self":[{"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/posts\/2014","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/comments?post=2014"}],"version-history":[{"count":4,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/posts\/2014\/revisions"}],"predecessor-version":[{"id":2900,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/posts\/2014\/revisions\/2900"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/media\/2013"}],"wp:attachment":[{"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/media?parent=2014"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/categories?post=2014"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/tags?post=2014"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}