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title: Data and Analytics
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  - Composable Storefront
  - Salesforce APIs
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# Data and Analytics

Make data-driven decisions with these analytics tools that are pre-integrated with [Progressive Web App (PWA) Kit](https://developer.salesforce.com/docs/commerce/pwa-kit-managed-runtime/guide/getting-started.html).

- [**Active Data**](https://developer.salesforce.com/docs/commerce/pwa-kit-managed-runtime/guide/active-data.html) (also called Active Merchandising): Observe product performance, order metrics, and conversion rates and use aggregate data to set automated rules for merchandising (for example, search result sorting). Analyze shopper behavior so that you can enhance the shopper experience and optimize product offerings to drive sales growth.
- [**B2C Commerce Reports & Dashboards**](https://developer.salesforce.com/docs/commerce/pwa-kit-managed-runtime/guide/reports-and-dashboards.md): Provide insights to help you understand customer behavior, campaign effectiveness, and overall business health. Identify trends over time and make smarter business decisions based on your B2C Commerce data. View historical data on order conversion metrics, site traffic, frequently searched products, and more.
- [**Integrate PWA Kit with Data Cloud**](https://developer.salesforce.com/docs/commerce/pwa-kit-managed-runtime/guide/integrate-data-cloud.md): To unify your customer data on Salesforce, connect your Progressive Web App (PWA) Kit storefront to [Data Cloud](https://help.salesforce.com/s/articleView?id=data.c360_a_data_cloud.htm). After you set your store as a data source, Data Cloud receives engagement events, which are triggered by shopper activities in your storefront.

### See Also

- _Salesforce Help:_ [Active Merchandising](https://help.salesforce.com/s/articleView?id=cc.b2c_active_merchandising.htm&type=5)
- _Salesforce Help:_ [Reports & Dashboards](https://help.salesforce.com/s/articleView?id=cc.b2c_reports_and_dashboards.htm&type=5)