Full Curriculum
Six workshops, one working dashboard by the end.
Each session below lists what is covered, in the order the workshops run. The sequence is deliberate: tracking has to be trustworthy before a funnel report means anything, and funnels have to be understood before segments and lifetime value make sense.
Enhanced E-Commerce Tracking, Set Up Correctly
This workshop covers the tagging structure behind enhanced e-commerce tracking: product views, add-to-cart events, checkout steps, and completed purchases. Participants walk through installing or auditing tracking on their own store platform and testing each event before relying on it.
- Tagging conventions for product and checkout events
- Testing tracking in a staging or preview environment
- Common setup mistakes that quietly break reports
- Platform notes for Shopify, WooCommerce, BigCommerce, and Adobe Commerce
Reading Funnel Reports To Find Drop-Off Points
With tracking in place, this session focuses entirely on reading the funnel report itself. It covers how to compare step-to-step conversion rates, what counts as ordinary attrition versus a signal that something is broken, and how to prioritize which stage to investigate first.
- Step-by-step conversion comparison across a purchase funnel
- Separating normal drop-off from a broken checkout step
- Filtering funnel reports by device and by traffic source
- Prioritizing which leak to address first
Segmenting Traffic and Customers
Two connected sessions cover segmentation from two angles. The first breaks visitors and customers down by acquisition source, comparing organic search, paid social, email, and referral traffic beyond the moment of arrival. The second groups customers by behavior: one-time buyers, repeat buyers, high average order value, and lapsed customers, built from data already sitting in the store's order history.
- Comparing acquisition sources by post-click behavior, not just traffic volume
- Defining repeat buyer and lapsed customer segments
- Spotting high order value customers worth watching separately
- Avoiding segments too small or too broad to act on
Lifetime Value and the Final Dashboard
The fifth workshop covers a straightforward lifetime value calculation built from purchase frequency, average order value, and an estimated customer lifespan, using only historical orders already on file. The sixth and final session brings everything together into one dashboard, structured around three questions rather than a long list of metrics.
- Lifetime value formula built from existing order history
- Revisiting the estimate as more orders accumulate
- Deciding what belongs on a dashboard and what does not
- Assembling the three-question dashboard layout
Format
How each live session is structured
Session length
Each workshop runs as a focused live session followed by open Q&A, so questions specific to a participant's own store can be addressed directly.
Materials
A short exercise accompanies each session, meant to be worked through using the participant's own store data before the next workshop begins.
Group size
Sessions are run as live cohorts rather than pre-recorded courses, which keeps the Q&A portion relevant to the questions actually being asked that week.
After the series
Recordings remain available to registered participants after the live series concludes, for reference while building or adjusting the dashboard.
Have a question about how a specific workshop applies to your store?
A short call can help clarify which sessions matter most given your current tracking setup.
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