'E-commerce Tracking' in web analytics refers to the process of monitoring and analyzing user interactions and transactions on e-commerce websites. This type of tracking collects data on user behavior, purchases, cart additions, and checkout processes.

Effective e-commerce tracking provides insights into the customer journey, from product discovery to purchase, helping businesses optimize their sales funnel and improve the overall shopping experience. It is key for understanding conversion rates, product performance, and customer preferences.

E-commerce tracking often involves tracking revenue, order value, and product-specific data, allowing businesses to identify top-selling items, popular categories, and customer segments with high purchase intent. This information guides marketing strategies and inventory management, contributing to e-commerce success.