Choosing the right performance data platform can be the difference between reactive firefighting and proactive, data-driven growth. With options multiplying and capabilities ranging from attribution tracking to SKU-level profitability analytics, brands are rightly asking: what should we look for in an eCommerce analytics platform?
We recently sat down with the team at Conjura to explore this question in detail. Here’s what we learned from that conversation and why platforms like Conjura are redefining what eCommerce analytics should really deliver.
Conjura’s Origin Story
Conjura began life as a consulting business, building custom analytics solutions in Tableau and Power BI for well-known retail brands like Cath Kidston and Pavers. The team quickly learned that while clients were hungry for data, they also wanted flexibility and usability without relying on analysts to generate every insight.
In 2022, following a funding round, Conjura shifted from bespoke builds to a product-led platform, developing its own UI and moving fully to its own infrastructure. It now delivers advanced, editable analytics to merchants using Shopify, BigCommerce, and a host of ERP and OMS platforms including NetSuite, Linnworks, and Brightpearl. Though Conjura is a standalone company, it shares early roots with Wayflyer, the eCommerce financing platform. Both companies were co-founded by Aidan Corbett and Fran Quilty, and Conjura’s performance data engine helped power Wayflyer’s growth in its early years.
Start With the Right Lens
Many platforms focus narrowly, either on attribution, forecasting, or campaign-level ROI. But eCommerce operators know the real pain lies deeper: tangled SKUs, poorly optimised inventory, disconnected order data, and marketing spend that doesn’t tie back to profitability. That’s where the right platform isn’t just a reporting tool, it’s a lens into the operational heartbeat of the business.
Conjura stands out by zeroing in on SKU-level profitability. Instead of offering a high-level marketing dashboard, it drills down into each product, mapping performance and contribution margin against cost of goods sold, refunds, discounts, and even ad spend. The result is that merchants can see exactly what it takes to sell a product and what’s being wasted along the way.
Prioritise Data Depth Over Dashboard Dazzle
One of the most compelling insights from the conversation was Conjura’s approach to going deep, not just wide. Many platforms serve impressive dashboards, but only a few combine visualisation with a robust backend that pulls data from ERPs like NetSuite, inventory systems like Linnworks, and eCommerce platforms like Shopify.
With deep integrations into core systems, Conjura goes beyond marketing metrics. It supports teams across buying, merchandising, operations, and finance, giving everyone from CFOs to growth marketers access to real, actionable insights. The ability to toggle between marketing metrics and operational realities, like stock cover, unit profitability, or wasted ad spend, creates a much clearer view of where value is gained or lost.
Embedded, Editable and Enterprise-Ready
For any platform to support growth, it must also integrate with how your teams actually work. Conjura offers both standalone and embedded versions, used within tools like Inventory Planner or Linnworks. For larger teams, this means there’s no disconnect between analytics and execution. Everything lives in one place, natively.
Better yet, the dashboards aren’t static. The conversation revealed how brands are building and saving dozens of custom reports, whether it's monitoring underperforming SKUs or prioritising replenishment. With editable filters and drag-and-drop fields, Conjura doesn’t just serve data. It gives users control over how they see and act on it.
Why Profitability Data Beats Vanity Metrics
eCommerce is full of distractions, from vanity metrics to feel-good ROAS numbers. What actually matters is contribution profit. Conjura calculates this by removing everything that eats into margin: cost of goods sold, shipping, refunds, taxes, and critically, ad spend, at the SKU level. This granular view is essential, especially when product pages are also landing pages for Google Shopping or TikTok campaigns.
The result is a shift from top-line growth to margin-based decision-making. This is exactly where Conjura shines, and where most analytics tools fall short.
For Agencies and Consultants
At Cogent2, we often support ERP users, especially NetSuite customers, with integration, automation and optimisation. But we’re not data scientists. What we need is a platform we can trust, one that plugs in, gives clients meaningful insights, and helps us do our job better.
Conjura fits that bill. Their consulting roots and partner-friendly approach make it easy for agencies to recommend, configure and even white-label the analytics where needed. It’s not about being a software reseller. It’s about knowing which tools will drive impact. For teams like ours, and consultants / CTO's who are data-first, Conjura is a powerful addition to the toolkit.
Final Thoughts
Selecting a performance data platform is no longer about choosing the prettiest dashboard. It’s about picking a partner that connects to your systems, tracks real profitability, supports multiple stakeholders and helps you level up your decision-making.
From our conversations with Conjura, it’s clear they’re not just another analytics tool. They’re built for merchants who want to move fast, optimise performance and make smarter decisions every day.
Want to see how Conjura could fit into your eCommerce tech stack? Let’s chat.
