Just in time for Black Friday Cyber Monday, we’ve launched a new set of Marketing Activity and Sales Attribution Reports that give you a comprehensive understanding of how your marketing efforts are performing. You’ll see clearly and quickly what’s working (and what’s not), and can use that knowledge to improve your marketing campaigns.
To bring in new customers, you may run a variety of marketing campaigns using tools like Kit, Facebook, and Google, or apps like MailChimp. Our new Marketing Activity and Sales Attribution Reports make the results of all that activity available in one place: right in Shopify.
You’ll see clearly and quickly what’s working (and what’s not), and can use that knowledge to improve your marketing campaigns.
"Within a couple of minutes of using this feature, I have possibly learned more about the different conversion journey customers take—and how they relate to different product categories and sales channels—than in months of looking at previously available (analytics)."
– David Coxon, Baltic Shop
Marketing Activity Reports: Optimize Your Campaigns
Imagine that you created an ad with Kit, or sent an email to subscribers using MailChimp. Our new Marketing Activity Reports (accessed under Analytics in the left navigation) will show you in detail how these activities performed so that you can do more of what’s working, and less of what’s not.
On your home page, Sales by Marketing Activity and Visitors by Marketing Activity cards will provide a summary of your marketing activities’ results. Click to dig deeper and learn:
- Sales, orders, visits, and average order value attributed to each marketing activity
- Your top-selling products and highest-spending customers
- The split between new customers and returning customers: which group needs more attention?
- How visitors behave on your store (average duration of visit, pages viewed, how many made it to checkout, etc.)
Sales Attribution Reports: Understand Your Customers’ Buying Habits
Customers might visit your site many times before buying, so analyzing what ultimately brought them in to buy is hard. They might have first found you through a Google search, then bought from a Kit retargeting ad. But if you don’t know this valuable information, you can’t act on it.
With this powerful update, you’ll be able to see what sources led to sales, and track your customers’ paths to purchase. Here’s what’s new:
- Conversion Details: the full timeline of a customer’s journey to purchase, with the source of each visit to your store, pages visited, and if applicable, which marketing app generated the traffic
- Conversion by First Interaction: how customers first discovered your store (Google, Facebook, etc.), so you know where to invest to get more new customers
- Conversion by Last Interaction: the last marketing activities a customer engaged with before buying—what ultimately drove them to make the purchase (a retargeting ad, for example)
- Attribution Model Comparison: brings together Conversion by First Interaction and Last Interaction reports so you can compare the differences in how sources perform within the different attribution models.
You’ll be able to see what sources led to sales, and track your customers’ paths to purchase.
Seeing which sources helped you increase your first-time visitors, and which sources directly led to a sale from repeated visitors, will help you market to each of those targets precisely and maximize every dollar.
“This is fantastic additional information. Being able to see the full journey across multiple visits to the website and conversion is very valuable.”
– Jimmy, Authenticity50
Learn more about how to read these reports and use them to inform your business decisions.
The best online marketers live by a simple rule: launch, measure, and learn. And they never stop analyzing and pivoting their marketing activities and campaigns for maximum results.
Your new reports are now ready to help you do the same. Start creating more effective, proof-based marketing campaigns just in time for the busiest shopping weekend of the year.