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Implement event tracking at Merchant level rather than user level

We work on a similar concept as Shopify, except for the Market Place concept, the Merchant brings the audience (called consumers from here on) to the platform and they are the ones who make the purchase, choose among options available and sometimes just drop off without actually availing the service. We however want to track data at a merchant level as they are our real drivers. I can still track individual merchants using custom filters in the initial steps.

However, i want to track things like the most in-demand merchant, merchants who are getting repeat orders/have repeat customers., the average number of products they have on the platform, average revenue per merchant

Could you suggest how to go about that either with consumer-level recording and modifying report configuration in Amplitude or altogether fresh implementation in Amplitude from scratch to track data at the Merchant level

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