Kiito is an ecommerce analytics platform built around profitability. A free tracking plugin on your WooCommerce store feeds their hosted platform, which connects to your ad accounts, allocates each order’s revenue and costs across the visits that led to it, and tells you what you actually made from each product and each ad. They support WooCommerce and Shopify, they say setup takes about ten minutes, and they offer a 7-day trial and a 30-day guarantee: more profit within 30 days, or your money back.
We make Squizzie, so we have a side. And this one needs a clear answer up front, because the gap between these two used to be total and is now specific.
Squizzie reports ad spend, clicks, impressions, cost per click, conversions and cost per conversion. It reads them from your GA4 property: where your Analytics holds Google Ads cost data, Squizzie reports it. It doesn’t attribute revenue to ads. The one revenue figure it sets beside them weighs your whole shop’s takings against the ad bill, and it’s labelled Total Revenue against Google Ads Spend rather than called a return on ad spend.
What it doesn’t do is the thing Kiito is built for. Kiito connects your ad platforms directly and attributes revenue and cost down to the individual ad and keyword, across Meta, Google, TikTok, X and Reddit together, reconciling what each platform claims. Squizzie works at campaign level, through your Analytics data, and has no view of a platform whose costs aren’t in your GA4 property.
So if the question keeping you up is which of my ads is making money once every cost comes off, Kiito is built for exactly that. Go and look at them.
What follows is for everyone whose question is broader than the ad account.
Credit Where It’s Due
Kiito’s argument is a good one, and it’s close enough to ours that we should say so rather than pretend otherwise. From their own site:
"WooCommerce’s built-in analytics show orders and revenue, but doesn’t combine that with order-related costs. Ad platforms exaggerate sales. Your accountant might be the only one tracking the business costs."
We agree with all three. Revenue isn’t profit, each ad platform reports its own version of the sale, and the cost side does tend to live with whoever does the books. Anyone selling you analytics that ignores those things is selling you a nicer chart.
Where we part company is what you do about it.
The Quick Version
What it is
- Squizzie: A self-hosted WordPress plugin that reads your Google properties and your store database into one report you compose.
- Kiito: A hosted analytics platform, fed by a free WooCommerce tracking plugin, built around profit per product and per ad.
Where your data lives
- Squizzie: Your own WordPress database, on your own hosting.
- Kiito: Their servers, which is what keeps it off your store’s back.
Advertising
- Squizzie: Spend, clicks, impressions, cost per click, conversions and cost per conversion, at campaign level, read from GA4. No attribution, and no direct ad-platform connections.
- Kiito: Connects your ad platforms and attributes revenue and cost per ad, campaign and keyword.
Profit
- Squizzie: Profitability, margin and customer lifetime value (with Tracksies HQ), reading cost of goods from WooCommerce or a cost-of-goods plugin.
- Kiito: Profit, margin and net profit after monthly business expenses, with cost breakdowns throughout.
Campaigns
- Squizzie: Coupon-code attribution from your own orders, plus Google Analytics source, medium, referrer and landing-page dimensions.
- Kiito: Full ad-platform attribution with first-party visit data, compared across platforms.
Beyond commerce
- Squizzie: Search Console, Business Profile, PageSpeed, contact form entries from Gravity Forms, Fluent Forms, and Contact Form 7 when Flamingo is installed, reviews, and site search when Fetchie is installed.
- Kiito: Built for store and ad performance.
Platforms
- Squizzie: WordPress. Adds store reporting when WooCommerce is active, and runs without it.
- Kiito: WooCommerce and Shopify.
Tracking
- Squizzie: None. It reads a GA4 property you already have.
- Kiito: Their own free plugin improves first-party visit tracking on your store.
Pricing model
- Squizzie: A yearly licence for 2, 5 or 20 sites. It doesn’t move with your revenue.
- Kiito: Monthly, scaled to your store’s tracked revenue. Their figures below are in US dollars.
That’s the shape. Now the meaning.
Where Kiito Does Well
Profit per ad, properly. This is the whole product and it’s a hard thing to build. Allocating each order’s revenue and costs across the visits that led to it, rather than trusting what each ad platform claims, is the right way to do it.
It won’t take the ad platforms’ word for anything. Their point that each platform only sees its own ads, and that several can claim the same purchase, is the reason they build attribution from your store’s side instead.
Return on ad spend isn’t the same as profit, and they know it. An ad can show a strong return and still lose money once product, shipping and transaction costs come off. Building the tool around that distinction is a good decision.
Net profit after business expenses. Not only per-order margin, but what’s left after your monthly costs. That’s the number that decides whether the month worked.
A record of what you changed. Their timeline logs price, budget and status changes automatically, which fixes the very real problem of wondering in November why profit moved in September.
It doesn’t run on your server. The platform does the work on their infrastructure, so a big reporting job never slows your shop down.
Shopify too. If you run both, or might move, that matters.
Where the Approaches Differ
The ad account, or the whole business
Kiito is built for a store owner or performance marketer who’s spending money on ads and needs to know which spend to scale. That’s a sharp, well-chosen job, and inside it they go deeper than we do by a distance.
Squizzie is built for the wider question of knowing your business well enough to decide things. Your orders and profit are part of that, but so are your search rankings, your local listing, how fast your pages load, how many people filled in the contact form, what the reviews are saying, and what visitors typed into your search box and didn’t find.
So the split is about the size of the question:
- Which ad should I put more money behind? Kiito, and it isn’t close.
- How are my contact forms doing against my traffic? Not an ad question, not a store question. Squizzie.
- Are we visible in search, are the reviews improving, and did that turn into orders? That spans Google properties and your order table.
Neither is failing at the other’s job.
Your server, or theirs
Kiito runs on their infrastructure, which is a real feature: no load on your store, and no database growing on your hosting. In their words, the data is "imported to and processed on Kiito’s own servers".
No SaaS holds your Squizzie data. Every report lives in your own WordPress database, so you keep it, export it and never lose access to it, and nothing goes to an AI service. When a job needs outside help, Squizzie sends only what that job needs: QuickChart gets a chart’s labels and numbers to draw it in a PDF, and sends back the picture. The trade is that it’s your server doing the work and your job to keep the plugin updated.
Both are legitimate, and the right answer depends on how you feel about where your data sits.
What it costs, and how the bill moves
Kiito starts at USD$49 a month for stores tracking up to $20,000 a month in revenue, and the tiers step up through $60K, $180K, $360K, $750K and $3M to a top band above that. Every tier includes the whole feature set, it’s monthly and you can cancel anytime, and they guarantee more profit within 30 days or your money back.
That’s a clean model, and worth understanding as a shape: the bill grows as the shop grows. For a store scaling on ad spend that’s usually fine, because the tool is supposed to be paying for itself out of the thing it’s measuring.
Squizzie is a yearly licence for 2, 5 or 20 sites, and it doesn’t move with your revenue.
Their figures are US dollars and Tracksies prices in Australian dollars, so convert before you compare, because an unconverted side-by-side flatters whichever one is quoted in USD.
One place on a Friday, or a tab for every tool
Kiito consolidates too, and it’s worth being precise about what. It pulls your store data and your ad platforms into one place so you stop reconciling dashboards that each claim the same sale. That’s real, and it’s the hardest kind of consolidation to do.
The difference is the size of the circle. Kiito consolidates your commerce and your ad spend. Squizzie consolidates your business.
Your week doesn’t happen only in your shop and your ad accounts. It happens in your search rankings, your local listing, your page speed, your contact form entries, your reviews, the loyalty points going out, and what people typed into your search box and didn’t find. Those sit in as many different screens as you have plugins, and checking every one of them is a job nobody actually does on a Friday afternoon.
Squizzie reads from up to twenty sources of its own, depending on what’s installed, and adds site search, support and loyalty when Fetchie, Helpie or Perkie is installed. Woo orders, products and customers when WooCommerce is running. Reviews from WooCommerce, or from Trustie when it’s installed. Contact forms, profit, customer lifetime value (with Tracksies HQ), returns, and the Google properties.
So: wanna look at your biz for the week in one place at Friday coffee? You got it.
That’s the whole point of it. Knowing exactly which ad made money is worth a lot, and it still won’t tell you your forms are broken or your local listing has gone quiet. One report instead of that blind spot is the difference between meaning to look and looking.
Reports that go to someone else
Kiito’s output lands with whoever logs into Kiito, which for a performance marketer is exactly right.
Squizzie is built around the report going elsewhere. Branded PDFs in your own fonts, colours and logo, scheduled sends where each recipient gets their own copy, and a Sheets export that writes running log tabs so trend data builds over time. That’s the stock figures for whoever plans next month’s order, the quarterly numbers for the accountant, and the traffic and conversion view for whoever’s buying the ads.
And "whoever" is often you, wearing three hats. Plenty of shops are the accountant and the product dev and the marketer in the same chair. It’s still three different questions, and you still can’t make good decisions without the data in front of you.
What Squizzie does have on campaigns
Worth stating precisely, so nobody buys it expecting something it doesn’t do.
Squizzie can attribute performance to coupon codes from your own order data: orders, revenue and discount given for the codes you name, with an optional comparison period. That’s useful when a campaign has a code attached, and it comes from your orders rather than from a platform’s claims.
It also carries Google Analytics traffic dimensions: Traffic by Medium, Traffic by Source, Top Referrers and Top Landing Pages, alongside conversions and conversion rate.
What it won’t tell you is what a coupon code cost. Ad spend comes from Google by campaign name, a code isn’t a campaign, and the AI ability’s coupon figures say so.
The one figure behind that question
How are my contact forms doing against traffic is a tile in Squizzie called Form Conversion Rate: form entries over Analytics sessions, as a percentage.
It’s one of two tiles whose source is derived, built from two places rather than one. That’s the difference between a dashboard putting things side by side and a report dividing one by the other.
It won’t offer itself in the report editor until both halves are there. Without a form plugin and Analytics, it’s greyed out and says "Needs a form plugin and Google Analytics connected".
If you use an AI assistant. If you don’t, skip this one.
Nothing in this section changes what Squizzie does for you. If AI in your business tools isn’t something you want, skip to the next bit and you lose nothing at all.
There’s no AI service behind Squizzie. The abilities below answer only an assistant someone has connected to the site, fetching Google figures from Google when asked. No assistant can see your numbers unless you’ve deliberately connected one to your own site. It’s a door in your own house, and it stays shut until you open it.
For anyone who does want it: Squizzie registers its reports as WordPress abilities, so an assistant working on your site can ask your store and Google data a question and get the real numbers back, instead of guessing from a screenshot you pasted in. It’s read-only, so nothing can be changed through it, and it’s limited to people who can already view your reports.
Those queries can take a comparison period, so an assistant can ask how this month went against last month, or against the same month last year. Where the metrics query can’t produce a comparison, it says so rather than returning a zero.
Where the metrics query can’t get a figure, it returns none rather than a zero, and says why. Ad spend is the clearest case: where Analytics holds no ad cost, whether no account is linked or nothing was spent, you get no figure, not a confident zero.
Kiito’s data lives on their servers, so an assistant working on your site can’t reach it the same way. That isn’t a criticism of their design, it’s a consequence of it: reaching hosted data means somebody building and maintaining a connector to that vendor, where this arrives with WordPress.
Two limits. It needs a version of WordPress carrying the Abilities API, so an older site won’t see it. And it isn’t a chatbot: Squizzie isn’t answering your questions, it’s making its numbers available to something that does.
When Kiito Is Your Answer
You need per-ad and per-keyword profit, across platforms. Squizzie will tell you what a campaign cost. It won’t tell you what that campaign earned, or which individual ad or keyword earned its place, and it can’t see a platform whose costs aren’t in your GA4 property. If your spend is spread across Meta, Google, TikTok, X and Reddit, Kiito reconciles them and we don’t.
Profit per product and per ad is the number you live by. That’s the product, built around that number.
You want the analytics off your server. Hosted, no load on the shop, nothing for you to update.
You’re on Shopify, or might be. Squizzie is a WordPress plugin. That’s the whole decision.
You want a record of what you changed and what it did. Their change timeline is a good idea and we have nothing like it.
Who Should Choose What
Kiito is likely the better fit if you:
- Spend on advertising and need profit per ad, not reported return on ad spend.
- Want net profit after business expenses, with cost breakdowns throughout.
- Would rather the analytics ran on someone else’s servers.
- Run Shopify, or both platforms.
- Want price, budget and status changes logged automatically.
Squizzie is likely the better fit if you:
- Need Google data and store data in the same report, over the same dates.
- Want questions answered that sit outside commerce, like how your contact forms are doing against your traffic.
- Want search visibility, your local listing and page speed in the same place as your orders.
- Need reports shaped to send onward: stock planning, the quarterly figures, where the ad budget goes. Whether that’s three people or you three times.
- Want the whole week in one place rather than a tab per tool.
- Want your reports kept in your own database.
- Prefer a licence that doesn’t move when revenue does.
- Run a WordPress site that isn’t only a shop.
- Already run other Tracksies plugins and want reviews, loyalty and support feeding the same reports.
Running Both
These overlap less than the feature lists suggest, because they’re pointed at different halves of the same business.
Kiito answers where the money went and what came back. Squizzie answers how the whole site is doing and puts it in a shape you can hand to someone. If you’re scaling on paid traffic and you also want the search, reviews and forms side in one weekly read, both is a reasonable setup rather than a redundant one.
If you’re not spending on ads, most of what makes Kiito worth its price is sitting unused, and that’s worth knowing before you start a trial.
Go Have a Look
Squizzie: see it at tracksies.com and in the docs at docs.tracksies.com. Your reports live in your own database, and its advertising figures come from your GA4 property rather than from a connection to each ad platform.
Kiito: profit-first analytics for WooCommerce and Shopify, with a free tracking plugin, a 7-day trial and a live demo you can look at without signing up.
