If you’ve hung around here for a while, you’ll have heard a little about UTM Campaign Tags. They are the magic ingredient for making sure that visits from Instagram, Pinterest and anywhere else show up in your Google Analytics reports correctly.
Why doesn’t this happen right in the first place??
To know where a visitor came from, Google Analytics has to listen in to the conversation happening between the visitor’s browser and your website. Often this conversation includes information about the last page the visitor looked at (their traffic source).
This is called “referral” information.
But sometimes, for a whole bunch of technical reasons, it doesn’t have this information or it’s wrong. In many of these cases, the visit will be attributed as “direct” traffic – the catch-all black hole bucket of mysterious visits! – and you’ll never know if your marketing actually worked.
Campaign tags let us control all the information about the source of the visit and leave nothing to chance.
Keep reading to find out how and where to use campaign tags for marketing your handmade shop!
Pinterest is a wonderful and fun tool for collecting inspiration and aspiration… so it only makes sense that it’s also a fantastic marketing channel for your Etsy stores! But how much traffic does it generate?
Find out how to measure your Pinterest visitors more reliably and control how they appear in your Google Analytics reports.
Are you despairing that you got all excited about Google Analytics but now you’ve realised that you can’t even see your sales in it?!
It’s crazy and crazy annoying! Luckily, all is not lost.
There’s one important step that you can do right now to start analysing your sales. This technique lets you pinpoint individual buyers to discover the path they took through your shop, even across multiple visits, and how they got to you.
So let’s explore!
Dashboards are like snapshots of your shop’s performance. They let you get a quick, birds eye view of how things are going and what might need a deeper look.
Google Analytics lets you create dashboards that show you all sorts of things, but it’s tricky to know how to put them together if you haven’t learnt all the important metrics and dimensions yet. It’s also really important to think about what you want to see on a day-to-day basis before you start building one, to make sure your dashboard is genuinely useful.
So I’ve put together four Google Analytics dashboards that are tailored JUST for Etsy shops. Keep reading to find out what they show and how to install them in just a few clicks!
We all know it.
A high bounce rate is bad! Right?
Well, that depends. On a lot, actually.
Let’s have a look at what a bounce rate really is and what a “bounce” means for different parts of your online shop.
It’s a fact of shop-ownership-life that some listings do better than others. Sometimes your best pieces fly off the shelves; other times people seem to love that one listing with a terrible photo (so you think). And of course there are items you’re super proud of that get no traction.
So you want to find out why. You want to see how long people stay on particular listings, where they go to next, whether certain traffic sources send more interested visitors than others.
Those are questions for Google Analytics to answer, but if you head over to your All Pages report, you’ll find something frustrating. You can’t just compare a list of all your products.
Not all traffic is equal. It’s incredibly important to be able to identify valuable visitors.
Visits that lead to sales.
Unfortunately, you can’t track Etsy sales in Google Analytics right now, but that doesn’t mean you can’t have conversion rates. I’m not talking purchase conversions here (sales) but goals that imply something good: engagement, getting-close-to-the-sale-ness. Then you can say what percentage of your visits met this criteria, and whether some traffic sources, products etc. performed better than others.
Let’s call this an Engagement Rate!
Etsy has a small article about the difference between Shop Stats and Google Analytics. It’s a nice insight into how Shop Stats works but it includes one very interesting statement:
Google Analytics samples data, which means they record a subset of the data and use statistical analysis to estimate the actual numbers.
Well that doesn’t sound very good! But is it true?
Google Analytics lets us see all sorts of interesting things about our visitors, like where they came from, what city they’re in, or what search term they used. But there’s a whole bunch of information that you’ve probably never seen yet!
Yep, that’s gender, age & interests straight into your Analytics reports!
If you have an Etsy shop, you probably use Instagram. And if you don’t, you probably should.
But if you look in Google Analytics, you’ll see close to no traffic from this supposedly wonderful handmade-marketing-engine. What’s going on?
Is it a failure? Or are your Instagram visitors just hidden?
See, when somebody taps the link in your profile and it opens your Etsy shop, Instagram doesn’t pass on any “referral” information to your shop. It doesn’t tell it that Instagram opened that link. As far as your shop is concerned, and therefore your Google Analytics tracking code and even Etsy Shop Stats, that person may as well have opened up their mobile web browser and manually typed your shop address in.
In other words, Google Analytics and Shop Stats track that as a Direct visit.
And you have no idea which of all your Direct visits came from Instagram. You can guess by looking at which ones came from mobiles or tablets, but it’s not reliable.
This is where campaign (or UTM) tagging comes in.
Yes! You can do this for any website. Keep reading to find out how.