The leader track 🤝 · for commercial leaders, category heads & curious minds · 6 x 45 min · no code to write
Reading mode: the GMV equation and who owns each lever, the metric dictionary (which number answers which question), the funnel and where money leaks, the weekly business review as a ritual, honest benchmarks by industry, and the governance that stops two teams reporting two different "conversion rates" - each session ends with questions to ask your data team.
The GMV equation
GMV = traffic x conversion x order value. Why every review starts from this line, and why each lever needs an owner before it needs a target.
📖 Leader 2 · easyThe metric dictionary
Visitors vs sessions vs pageviews, the two conversion rates, AOV, PDP penetration, add-to-cart - and which question each one actually answers.
⏳ Leader 3 · easyReading the funnel
Home to product page to cart to checkout to paid: where shoppers drop, what 70% cart abandonment really means, and which leak to fix first.
📅 Leader 4 · mediumThe weekly business review
The ecommerce WBR ritual: scorecard first, funnel second, channels third - and the question bank that routes a drop to its owner in one meeting.
🌡️ Leader 5 · mediumBenchmarks and seasonality
What good looks like by industry (fashion converts near 1.7%, luxury near 0.7%), why your own last year beats any benchmark, and campaign vs BAU baselines.
⚖️ Leader 6 · mediumMetric governance
One definition per metric, declared denominators, north star plus guardrails - the hygiene that stops Monday's meeting arguing about whose number is right.
The analyst track 🛠️ · for practitioners · 8 x 45 min · live driver-tree simulator
Computing mode: meet Mango Lane and its event trail (b1), compute UV, CR, AOV, and GMV by hand (b2), wire them into three live driver trees (b3), measure the four funnel gates including PDP penetration (b4), diagnose a simulated drop end to end (b5), cut every metric by channel, device, and customer type (b6), assemble the weekly review pack (b7), and write the metric spec sheet that keeps the whole company honest (b8). Every simulator runs offline in your browser - edit a lever, watch GMV move.
Meet Mango Lane
The running store, the five-event trail (session_start to purchase), and the counting rules - visitor vs session vs pageview - that wrong numbers come from.
🧮 Analyst 2 · easyThe core four by hand
UV, session CR, AOV, GMV - computed from raw event counts with no tool in the way, plus the GMV-to-net-revenue ladder every finance team will ask about.
🌳 Analyst 3 · easyBuild the GMV driver tree
Three live trees: the simple one, the funnel-deep one, and the channel sum - every leaf editable, with the pass-through rule that makes drops readable.
🚪 Analyst 4 · mediumFunnel metrics
The four gates measured precisely: PDP penetration, add-to-cart rate, checkout start, checkout completion - against honest industry benchmarks.
📉 Analyst 5 · mediumDiagnose the drop
GMV is down and nobody knows why. Run the decomposition workflow on the live tree: find the lever, size the fall, write the one-paragraph finding.
🔪 Analyst 6 · mediumSegment cuts
Channel, device, new vs returning, category: the cuts that turn "CR fell" into "mobile paid CR fell" - plus the mix effect that fools naive averages.
📋 Analyst 7 · mediumThe review pack
From numbers to narrative: assemble Mango Lane's weekly and monthly review pack - scorecard, funnel, channel table, and the story in one paragraph.
📐 Analyst 8 · hands-onThe metric spec sheet
Definitions, owners, denominators, and alert thresholds for every metric in the course - the handoff document that makes your numbers survive without you.
This is the on-ramp of the ecommerce & growth analytics series - no prerequisites at all. It pairs with learn-metric-decomposition-with-phoebe (the driver-tree craft across six industries), learn-sql-with-phoebe (computing these metrics from raw tables), and learn-marketing-attribution-with-phoebe (which channel deserves the credit).
Built from the GA4 ecommerce documentation (purchase journey, checkout journey, sessions and users), Shopify's analytics reports and funnel definitions, Baymard Institute's cart-abandonment research, and IRP Commerce / Dynamic Yield / Littledata industry benchmarks - definitions verified against the platforms' own docs, applied to one store end to end.
Choose your path 🗺️
Two doors, one store. Leaders never compute; analysts never sit through theory they have not just poked in the simulator.
The knowledge map 🧠
Both tracks at a glance - hover a session to spotlight its concepts, click any node to jump in.