E-Commerce Analytics Software That Connects Ads to Products

Orphex is e-commerce analytics software for the ad side of your store. It joins Shopify, ikas, Ticimax or T-Soft with Meta, Google, TikTok and Merchant Center, so you see which products your ads sell and which ones take budget without return.

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Example

Products · Google Shopping and Performance Max Last 30 days

What E-Commerce Analytics Software Should Cover

E-commerce analytics software brings store sales, product data and marketing spend into one place, so a team can see what sold, which channel and product drove it, and what to change next. Reporting is the part that shares those results with the team. Orphex covers both for the advertising side of a store.

• Covered Ad spend, revenue and ROAS per product
  Across Google, Meta and TikTok, joined with your store and Merchant Center data.

• Covered Store platforms, Turkish ones included
  Shopify, ikas, Ticimax and T-Soft, read next to your ad accounts.

• Covered Customer segments sent to ad platforms
  Shopify segments become Meta, TikTok, Google and other audiences, each sync a preview you confirm in the Orphex MCP.

• Partly On-site behavior
  Orphex has no site tracking of its own. It reads GA4 and Microsoft Clarity, so keep both.

• Covered Profit and POAS
  Profit and POAS from the cost data in your connected sources, next to revenue and ROAS.

• Not covered Editing your Google product feed
  Over the MCP, Merchant Center is read only. Meta and TikTok catalogs can be updated through the Orphex MCP.

Store Reports Show Sales, Not Which Ad Made Them

Shopify, ikas or Ticimax tell you what sold. GA4 tells you how people moved through the site. Neither puts the Meta, Google and TikTok spend behind each product next to the sale, and that is where e-commerce marketing decisions get made.

Orphex reads your store, GA4, Microsoft Clarity and Klaviyo through the same 50+ integrations it uses for your ad accounts. Data refreshes on a schedule, so the view is as current as the latest pull.

Example

Cost per purchase by channel This month

The Store Platforms and Sources Orphex Reads

• Shopify

Sales and product data are read, and through the Orphex MCP Shopify customer segments can be created and sent to ad platforms as audiences.

• ikas, Ticimax and T-Soft

Turkish store platforms, read the same way and joined with your ad results.

• Google Merchant Center

Product status and issues, Merchant Center performance and its own diagnostics for the account. Read only.

• GA4 and Microsoft Clarity

Site behavior from every traffic source, plus Clarity’s engagement and click signals, beside ad results.

• Klaviyo

Email results in the same place, so a promotion can be judged across email and ads.

• Ad platforms

Meta, Google Ads, TikTok, Microsoft Advertising, Pinterest, Snapchat, Criteo and more.

Which Products Your Ads Actually Sell

Orphex puts spend, revenue and ROAS per product side by side across Google, Meta and TikTok. Each product gets a label from where it sits on cost and revenue compared with the rest of your catalog: Star Performers, Hidden Potentials, Budget Burners or Ghost Products.

Merchant Center data sits in the same view, so a product that stopped selling because Google disapproved it doesn’t look like a product nobody wants.

For example: a jacket with steady Shopping spend and no sales for a month is labelled a Budget Burner. If Merchant Center also flags it, fix the listing first, then decide on the budget.

Example

Merchant Center · product issues Read only

From Shopify Customers to Ad Audiences

1. Describe the segment

Ask your assistant for a Shopify segment, such as customers with two or more orders. Orphex proposes it as a Shopify segment rule.

2. See counts, not customers

Orphex runs a count-only preview against the destination. The rule and the customer identifiers stay private; you see how many people match.

3. Confirm the sync

Pick the destination: Meta, TikTok, Google, Snapchat, Pinterest, Criteo or OpenAI Ads. The sync is a preview you confirm.

4. Use it in campaigns

The audience appears in the ad platform for targeting or exclusion. Each repeat sync needs a fresh approval.

E-Commerce KPIs Tracked Against Targets

Set monthly or quarterly targets for revenue, ROAS, CPA or spend, split by channel or campaign if you need to. KPI boards show progress, pace and a forecast for the period end, so you know mid-month whether you will land.

Lower-is-better metrics such as CPA are scored in the right direction, and ROAS is calculated from total revenue and total spend rather than an average of daily ratios. If your team works with its own formula, a custom metric holds it.

Example

All channels · last 7 days vs previous 7 days

Spend $182,400 +4%

ROAS 3.4 +0.3%

CPA $27.80 −6%

Conversions 6,540 +11%

Alerts When a Product Group Slips

Custom alerts check yesterday’s data for the metrics and breakdowns you choose and, when a threshold was crossed, notify Slack, Microsoft Teams, WhatsApp or email the next morning. Anomaly detection flags a day outside your account’s usual range once that day’s data is complete, about two days later.

Every Monday at 09:00 local time, the Weekly Summary for the last full week arrives by email with highlights, KPI cards and suggested actions.

For example: an alert on ROAS for the Performance Max campaign that carries your outerwear, sent the next morning after a day when ROAS falls below 3.

Example

paid-media · Slack

Alert “Meta CPA above $45” triggered on yesterday’s data.

Campaign: Prospecting Broad · Condition: CPA above $45 Yesterday: CPA $58.40, up 41% vs the previous 7 days Triggered 2 times this week Ask your assistant why.

Frequently Asked Questions

What is the difference between e-commerce analytics and e-commerce reporting?
Analytics finds out why something happened, such as why a product stopped selling. Reporting shares what happened with the team. Orphex does both for the marketing side of a store.

Do I still need GA4 or Shopify analytics?
Yes, for on-site behavior and store operations. Orphex reads them and puts them next to your ad spend; it does not replace them.

Does Orphex show profit or POAS?
Yes. With cost data in a connected source, Orphex shows profit and POAS next to revenue and ROAS.

Which store platforms work with Orphex?
Shopify, ikas, Ticimax and T-Soft, plus Google Merchant Center, GA4, Microsoft Clarity and Klaviyo, among 50+ integrations.

Can Orphex update my product catalog?
For Meta and TikTok catalogs, yes, through the Orphex MCP, and each update is a preview you confirm. The Google Merchant Center feed is read only.

How much does it cost?
Web app plans are quoted through the pricing wizard or a demo. The MCP Free plan is $0: 3 connections, 250 reads and 50 changes a month. A workspace admin has to switch on assistant changes first. The Action plan, at $149.99 a month, includes 500 changes a month.