Product analytics for ecommerce

Your store’s funnel is product → cart → checkout → purchase. Pug captures those steps as standard, typed events, shows you where buyers drop, and keeps the raw data yours.

The checkout funnel

Model product view → add to cart → checkout started → order completed as a funnel and see the exact step where revenue leaks.

Standard commerce events

add_to_cart, checkout_started, and order_completed are well-known event names with typed properties, clean, portable data instead of bespoke naming.

Repeat-purchase retention

Cohort retention isn’t just for SaaS. Group buyers by first order and see how many come back, the number behind repeat-purchase rate.

Own the raw events

Self-host under AGPL-3.0 so your customers’ purchase behavior stays on your infrastructure.

Find the leak in the funnel

Most lost revenue hides between add-to-cart and a completed order. Track those steps as events and the funnel view points straight at the worst-converting step, the one change most likely to lift revenue.

Use standard event names

Pug recognises well-known commerce events like add_to_cart, checkout_started, and order_completed. Standard, typed names keep your data clean and portable instead of locking you into bespoke labels, and the tracking-plan generator can scaffold them for you.

Built on well-known events like add_to_cart, checkout_started, purchase: generate a tracking plan.

Generate a commerce tracking plan

FAQ

Common questions

Does Pug have ecommerce-specific features?

Pug is product analytics, applied to a store’s funnel. It doesn’t ship a bespoke ecommerce suite: what it gives you is funnels, retention, segmentation, and profiles over standard commerce events like add_to_cart and order_completed. For most stores, that’s exactly the question you need answered: where do buyers drop, and who comes back.

How do I track purchases?

Call track() with the well-known event names (add_to_cart, checkout_started, order_completed), and typed properties like amount and currency. The tracking-plan generator can produce that plan with PII flags so you instrument it cleanly.

Can I keep order data off third-party servers?

Yes. Self-host Pug under AGPL-3.0 and every event (including purchases) stays on your own infrastructure.

See it running

Pug is open-source product analytics with unified profiles: autocapture, funnels, retention, and flows. Self-host under AGPL-3.0, or use the free cloud beta.

Start free

Questions? Email hello@pug.sh