At the heart of this is Google Analytics 4. With its event-based model, GA4 allows ecommerce brands to go beyond pageviews and understand user actions at a granular level — like clicks on specific CTAs, scroll depth, and checkout behavior. When integrated with ecommerce tracking, GA4 shows you exactly where users drop off in the purchase journey, helping prioritize CRO and UX changes.

But quantitative data alone isn’t enough. Tools like Microsoft Clarity provide the qualitative context through session replays, heatmaps, and funnel visualization. Watching real users struggle with a navigation menu or ignore a CTA button gives you insights a spreadsheet never could. These visual data points make it easier to advocate for UX updates with your team or stakeholders.