How fragmented data and inconsistent metrics hold eCommerce teams back and how a true 360° view enables faster, more confident decisions.
In a world where eCommerce teams have access to more data than ever before, the real challenge is no longer collecting it, but making sense of it. Despite sophisticated tools and dashboards, many businesses still struggle to answer fundamental questions about performance, channels, and customer behavior.
During the Balkan eCommerce Summit 2026, Urszula Sury, Marketing Analytics Specialist at Full Stack Experts, addressed one of the core issues behind this challenge: why data often creates confusion instead of clarity, and what it takes to build a true 360° view of your business. Moving beyond fragmented tools and inconsistent metrics, her session focused on creating a reliable analytics foundation that enables confident, data-driven decisions.
In this interview, we explore the key challenges behind modern eCommerce analytics, the most common mistakes companies make, and what it really takes to turn data into a competitive advantage.
Urszula, you spoke at Balkan eCommerce Summit 2026. What were the main takeaways from your session “The 360° E-commerce View”?
Attendees learned why no single tool can provide them with a “single source of truth,” but a well-integrated analytics stack can, by eliminating blind spots, increasing data trust, and enabling faster, more confident decision-making.
More importantly, they walked away with a clearer understanding of how to answer the key questions every eCommerce team struggles with:
- What is happening?
- Why is it happening?
- Which channels actually drive value?
- How can you finally trust your data and stop second-guessing your numbers?
Many companies collect a lot of data but still struggle to make decisions. Where does this gap between data and action usually come from?
It usually comes down to a lack of clarity and trust caused by fragmented and inconsistent data. Different teams rely on different tools and see different numbers, and when those don’t match, it becomes impossible to make an informed decision, especially in a world of “walled gardens” attribution.
At the same time, many companies track what happened, like a purchase, but not why it happened. Without visibility into the user journey or confidence in data accuracy, the data lacks context and becomes noise instead of something teams can act on.
What does a truly “360° view” of eCommerce data look like in practice?
It works by aligning three key layers:
Data transparency:
Moving beyond walled gardens to understand which channels actually drive revenue and where your budget delivers the highest ROI, by capturing the full customer journey without relying on cookies alone.
Growth:
Going beyond raw data by combining quantitative metrics with behavioral context. The better you understand how users interact across web and mobile, the clearer it becomes where and how to grow.
Data quality:
Ensuring your data is accurate, consistent, and reliable across the organization. Without this, even the best analysis leads to poor decisions.
What are the most common mistakes businesses make when setting up tracking and analytics, and how do these mistakes impact their performance?
There are a few recurring mistakes I see across companies of all sizes:
“Set it and forget it” tracking:
It gets implemented once and then never audited, which leads to a buildup of issues over time. In many cases, there is little to no documentation explaining the logic behind the implementation, making it difficult to assess whether small fixes later on will solve the problem or disrupt the entire setup.
Over-reliance on last-click attribution:
This distorts budget allocation and creates a false sense of what is actually driving performance.
Ignoring user behavior depth:
Companies collect large amounts of raw data but lack understanding of why users convert or drop off. Data, even in great quantity, can mean nothing without proper context.
“Hoarding” data:
Just because we can collect something, doesn’t mean we should. Tracking unnecessary data leads to messy reports and increases BigQuery costs.
Their impact is significant. Misallocated budgets, missed growth opportunities, and decisions based on flawed or incomplete data.
If an eCommerce company wants to become more data-driven in the next 6–12 months, what should be their first priority?
Building trust in their data. The company needs to ensure their tracking works flawlessly so they can base future decisions on a reliable foundation. Growth requires a solid starting point, in construction and analytics alike.
As eCommerce continues to evolve across technology, customer behavior, operations, and digital growth, conversations like these will once again be a key part of Balkan eCommerce Summit 2027, where industry leaders, brands, and innovators from across the region will come together to exchange ideas, practical insights, and real-world experience.
More information about the upcoming edition is available at balkanecommerce.com