Analytics

Your storefront captures analytics so that you can track customer traffic and better understand the customer journey. For example, you might want to use analytics to understand the following business insights:

• View key performance indicators, such as gross merchandise value (GMV) and basket size.
• Evaluate and optimize the performance of categories and products.
• Understand the types of content and promotions that are driving engagement.
• Analyze the best times to promote products.
• View search conversion rates.

You can view analytics by using dashboards within the Instacart Platform Portal or set up Google Analytics.

note

Instacart offers limited Google Analytics support for native mobile apps through Firebase SDK, which automatically collects some events. For e-commerce events, Instacart will send purchase events on native mobile apps to GA4 using the Google Analytics Measurement Protocol. For more information, contact your Instacart representative.

Dashboards and reports

You have access to various dashboards and reports in Instacart Platform Portal under the Analytics menu. Use the dashboards to help you understand how your stores are performing. Some insights include GMV trends, average basket size, and most popular categories. Generate and download various retail reports for different time periods, such as Top departments last month or GMV for orders with alcohol.

The following image shows an example of the Completed orders dashboard in the Portal:

For more information, see Analytics and reports.

Google Analytics

To analyze comprehensive insights about the customer journey, use Google Analytics.

Storefront is an event provider through the data layer and is integrated with Google Tag Manager. During onboarding, you are given access to a Google Tag Manager container where you can link your Google Analytics account. You can also define custom events and tags in the Google Tag Manager container, and then test them in preview mode. To publish the customizations to your storefront, contact your Instacart representative.

Then, use your Google Analytics account to track events such as product impressions, click actions, and bounce rate. For more detailed analyses, create funnels and goals that trigger on specific events.

For more information about setting up Google Analytics, see Set up Google Analytics 4.