Worked Walkthrough: Turn a Messy Ecommerce Report Into a Mix Read
Use a worked method to classify an ecommerce performance issue into the most likely mix lever.
Ecommerce revenue is down 11%. CTR is flat, add-to-cart rate is flat, checkout starts are flat, but completed orders drop after a regional warehouse update. Use the first changed stage to choose the likely P. Then use attribution to understand which traffic sources felt the effect, not to decide the root cause alone. A common trap is to declare the problem a promotion issue because the report lives in the marketing deck. That can send the team into creative and bid changes while the real failure sits in distribution or availability. Step 1 Map the funnel: traffic, product view, add…
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