SKU stands for Stock-keeping unit. A Product SKU is a string representing the Product unique identifier in your Ecommerce shop: for example, SKU for books might be the ISBN identifier for this book such as 8120725247.

A given Product might change its name over time, but the product’s SKU should always be the same. With Ecommerce Analytics, you can track Product SKUs, Product Names and Product categories and get interesting analytics reports about your online ecommerce shop performance.

Reporting by SKU can also help you differentiate between different versions of the same product. For example, if you sell products in multiple sizes or quantities which share the same name, but have unique SKU numbers. Alternatively, if you sell digital memberships you might have a unique SKU for different lengths of membership access even though they are essentially the same product and share the same product name.