The role of web analytics is to support business goals and provide sound rationale for key business decisions. In order to discover insights and develop plans for action from the data it needs to be approached with a holistic point of view. The abandonment rates of digital shopping carts should be viewed in conjunction with other metrics and in the context of the customer journey. Web analytics tends to focus on individual sessions however it is very important to have a customer centric approach; in this way web analytics can transform the way that business approach decision making.