An omnichannel retail strategy is now vital for e-commerce businesses. The aim is to remove friction for customers and visitors, so they switch seamlessly between platforms and devices, perhaps searching for an item via a mobile app, ordering it online, and collecting it in-store. It recognizes how today’s shoppers behave and their preferences, and is geared to offer the best user experience possible, to keep customers returning again and again. As part of your omnichannel strategy, you need a reliable, innovative analytic tool, so you can see what’s working, what could be tweaked, and where to concentrate your efforts next.
Not all tools are built equal, and it’s important to choose the right solution for your needs. Here’s what to consider.
Appsflyer is designed to offer all the analytics tools you need to grow your business in one place, with powerful measurement, deep linking, data collaboration, and agentic AI suites. The solution measures every step across web, mobile, PC, CTV, and even console, to deliver a complete overview of your campaigns’ performance. Visitors benefit from contextual, seamless journeys no matter the platform or device they’re using, to boost conversions and promote loyalty. For Appsflyer, the idea is to empower teams with insights driving confident, data-driven actions and next steps.
This analytics platform connects to more than 1,000 data sources and centralizes your data in a unified BI tool or warehouse of your choice. The solution’s preconfigured Marketing Cloud Data Model automatically maps metrics from a variety of sources to get rid of the need for tricky custom transformations and manual scripting. Implementation is typically quick and easy, and the platform preserves two years of historical data to ensure year-over-year reporting remains as simple as possible.
Adobe Commerce is an open-source e-commerce platform with a focus on customization and flexibility. The solution adopts an API-first design, which means it’s simple to build integrations with warehouse management systems, ERPs, and third-party logistics providers, and it also includes inventory management tools for syncing stock across both offline and online locations. When it comes to analytics, detailed web insights are offered, but you’ll need additional customization (or third-party tools) to connect this solution to offline transaction data and advertising platforms.
Salesforce Commerce Cloud is tightly integrated with the broader ecosystem offered by Salesforce and has been created for retailers seeking to unify marketing, sales, service workflow, and commerce in a single solution. The platform is strong on attribution - customer journeys can be tracked from first email click to purchase, covering every touchpoint on the way. Additional third-party tools or integration tools are required, though, to connect the tool to external advertising platforms.
Shopify’s enterprise tier, Plus offers basic multi-channel attribution via its analytics dashboard, which enables you to see the traffic sources driving the most revenue and also track customer lifetime value. This attribution, however, is limited to online channels and can only connect to upstream marketing touchpoints and in-store POS transactions through custom-built integrations. Shopify Plus has native integrations with major social commerce channels and digital marketplaces, including Instagram Shopping, Facebook Shops, TikTok Shop, Amazon, and eBay.
An omnichannel analytics solution brings together a wide range of events - online browse, search, store visit, cart, in-store purchase, and more, under one innovative umbrella. This offers powerful visibility into the complete customer journey, revealing the touchpoints and campaigns that are truly driving results. Consider the leading omnichannel analytics tools above to choose the best option for your enterprise’s needs, now and in the future.