Measuring marketing performance
On theMarketingpage in your Shopify admin, you can learn more about the quality and quantity of the traffic that your marketing campaigns bring to your online store. Reports about online store sessions and cart conversion rates can give you high-level data about the marketing campaigns you create in Shopify. To view the marketing performance data, go to theMarketingpage in your Shopify admin.
Performance data
You can see a summary of your marketing results on theMarketingpage. By default, the date range displays the last 30 days, and compares to the previous 30 days. You can change the date range and the comparison date range by using the date picker.
The summary includes the following metrics:
- Online store sessions- The total number of sessions to your online store. A session is a period of continuous activity from a visitor.
- Online store conversion rate- The percentage of sessions, out of the total number of sessions, that resulted in an order.
- Average order value- The average value of all orders. The calculation includes taxes, shipping, and discounts, without subtracting the value of the returns, divided by the total number of orders.
- Total sales- The net sales (gross sales minus discounts and returns), plus taxes and shipping. The calculation includes orders from all sales channels.
- Sales attributed to marketing- The total number of sales that can be attributed to online store traffic that came from marketing campaigns created in Shopify and any third-party marketing sources that share data with Shopify.
- Orders attributed to marketing- The total number of orders that can be attributed to online store traffic that came from marketing campaigns created in Shopify and any third-party marketing sources that share data with Shopify.
You can clickView reporton each metric for more information about that metric.
Learn more aboutunderstanding the marketing activity reports for campaigns created in Shopify.
Traffic insights
On theMarketingpage in Shopify, clicking onOnline store sessionsshows more detailed information about your online store traffic:
- Online store traffic over time- All sessions from the 30 day period, compared to all sessions from the previous 30 day period.
- Online store conversion- The percentage of online store sessions that resulted in an order. Also shows the total number of sessions that converted and that didn’t convert.
- Top traffic sources- The online sources that brought the most sessions to the online store in the 30 day period.
- Top sales sources- The online sources that brought the sessions that resulted in the highest total sales to the online store in the 30 day period.
- Top traffic locations艾莎的地理位置ciated with the highest online store sessions during the 30 day period.
Some of the online store traffic insights also link to reports that contain more data. There are three reports accessible from the traffic insights:
Top traffic sources report
Shows the online store’s top traffic sources by total number of sessions, orders, order value, or conversion rate. Order value includes taxes and shipping but, unlike total sales, excludes returns.
TheTop traffic sourcesreport includes the following columns:
- Traffic source- The website or service a customer used to reach your website.
- Conversion rate- The percentage of sessions that resulted in an order.
- Orders- The total number of orders that resulted from sessions from each traffic source.
- Order value- The total value of any orders that resulted from sessions from each traffic source. Order value includes taxes and shipping but, unlike total sales, excludes returns.
- Sessions- The total number of sessions on your online store from each traffic source.
Top traffic locations report
Shows the online store’s top geographic locations by total number of sessions, orders, order value, or conversion rate. Order value includes taxes and shipping but, unlike total sales, excludes returns.
TheTop traffic locationsreport includes the following columns:
- Location- The geographical location a customer was in when they visited your website.
- Conversion rate- The percentage of sessions that resulted in an order.
- Orders- The total number of orders that resulted from sessions from each traffic source.
- Order value- The total value of any orders that resulted from sessions from each traffic source. Order value includes taxes and shipping but, unlike total sales, excludes returns.
- Sessions- The total number of sessions on your online store from each traffic source.
Online store conversion report
Shows how customers shop in your online store. The report shows the number of sessions that reach each stage in the conversion funnel, from landing on your website, to adding a product to the cart, to reaching or completing the checkout. This report also includes a diagram that visually shows the sessions through the stages of conversion.
TheOnline store conversionreport includes the following columns:
- Conversion step- The step in the conversion funnel that a visitor reached.
- Sessions- The total number of sessions on your online store that reached each step.
When you sortSessionsby ascending or descending value in theOnline store conversionreport, only the traffic sources are sorted within each reporting category. The reporting categories, such asAll trafficorAdded to cart, don’t rearrange based on their totals.
For example, suppose you have traffic from Facebook and DuckDuckGo. If you sort the report bySessions, then only the order of Facebook and DuckDuckGo will change within each reporting category.
信息营销的报道ob欧宝娱乐app下载地址Analyticssection, seeMarketing reports. If you want to view reports on the results of your marketing campaigns that use third-party marketing apps, then seeMarketing activity reports.
Viewing sales and sessions attributed to marketing campaigns
Under the summary of marketing results, you can see a breakdown of the sales and sessions attributed to each campaign that you created in Shopify. The breakdown includes data from the last 90 days, so it might show different data than the summary, which includes data only from the last 30 days.
View a conversion report for a marketing activity
You can view a conversion report for marketing activities that you create in Shopify. The report includes data from the last 30 days.
The results shown in marketing activity reports depend on the type of activity. For example, if you're running ads, then you see information specific to ads such as ad spend, impressions, and clicks. If you're posting to Facebook, then you won't see any information about ad spend. Reports for marketing activities created by using a third-party app include only the information available to Shopify from the app.
When you get an order that's attributed to a marketing activity, you can also view the conversion details from the order details page.
Learn more aboutunderstanding the marketing activity reports for campaigns created in Shopify.
Steps:
- From your Shopify admin, go toMarketing.
- Click the name of a marketing campaign to view the marketing activities that you created in Shopify for that campaign.
- Hover over a marketing activity, and then clickView report.
Understanding the marketing activity reports for campaigns created in Shopify
Marketing activity reports show data about the interactions that can be attributed to the marketing activities that you created in Shopify. You can use the reports to understand the effectiveness of your marketing activities.
Sessions and sales attributed to marketing activities that you create in Shopify are based on the last-clicked interaction. For example, if a customer last clicked a Facebook ad that you created in Shopify before placing an order, the sale is attributed to the marketing campaign activity that represents the Facebook ad in Shopify.
Marketing activities created by using a third-party app are also listed underRecent marketing activitieson theMarketingpage in Shopify. To learn more about the third-party apps that you can use to create marketing activities, see theworks with Shopify marketing collectionon the Shopify App Store. For details on setting up your marketing activities with third-party apps, see the documentation for the app.
The reports include data about a few results of the marketing activities that you created in Shopify:
- 从你的marketi会议:会议的数量ob欧宝娱乐app下载地址ng activity. A session is a period of continuous activity from a visitor. Includes new and returning visitors.
- Ad spend: The amount of money spent on the marketing activity.
- Added to cart: The total number of sessions in which a customer added an item to a cart.
- Orders: The total number of sessions in which an order was placed.
- Order rate: The percentage of sessions in which an order was placed.
- Sales: The total sales from orders attributed to the marketing activity. Includes gross sales, shipping, and taxes. Excludes discounts and returns.
- Impressions: The number of times the marketing activity is viewed.
- Opened: The number of unique recipients who opened an email activity.
- Clicked: The total number of recipients who clicked on any link in your email activity.
Discrepancies in report data for marketing activities created in Shopify
When you create a marketing activity in Shopify, and then view both Shopify reports and the related third-party reports, you might notice some differences. This is because of the differences in how Shopify and third parties attribute interactions and sales, and also because of delays in syncing data.
For example, if you create a Facebook ad in Shopify, and then view the conversion report for the activity in Shopify as well the data in Facebook for the same ad, then the two reports might show different results.
Discrepancies in attribution
You might see discrepancies in sales and order data between your Shopify marketing activity reports and the reports available from the marketing app or the third-party platform where you created the marketing activity.
For example, if you're running an email campaign and a Google Shopping campaign at the same time, then in cases where a customer clicks on both your email and your Google Shopping ad they can each record a separate conversion. But the Shopify marketing activity report attributes the sale only to the source of the ad that was clicked most recently within the past 30 days.
Discrepancies in ad spend
You might see discrepancies between the ad spend data in your Shopify marketing activity reports versus reports available externally for the same service. For example, you might see a $10.00 ad spend for a Facebook campaign on your Shopify activity report, but see a $13.00 spend for the same campaign in Facebook Ad Manager. The ad spend amount for marketing apps can take up to 24 hours to sync to Shopify, so the delay causes the discrepancy. Your spending limits are controlled by the ad service, so the delay won't cause you to spend more than budgeted.