The Secret of Professional Analysts is Segmentation (and it’s easy!)

I think I’m lucky. I get to talk to people about digital analytics almost every day. (Hey, it’s fun for me, ok?)

But over the years I’ve noticed something a bit silly.

Everyone’s always talking about how to measure more stuff and see more reports.

They need to capture every movement of every visitor.
They want to dip their fingers into a swirling ocean of numbers.
They’re desperate for a veritable avalanche of interactive charts straight off the set of Minority Report.

And it’s all a complete waste of time if you don’t know how to take the next step.

The most important work you will do in Analytics isn’t setting up traffic attribution or installing dashboardsIt’s actually analysing your data.

And wow, can that be a daunting prospect! Where on earth do you start? What should you look at first? How do you know when something is important and what can you even do about it??

Luckily, there’s a simple place to start and it’s called segmentation. It’s the bread and butter of analysis, is super easy to learn and will make finding those important insights so much easier.

Read more

Create useful & understandable Etsy Listings reports by importing your own data (it’s easy!)

Have you ever asked the question, “What type of listings do my visitors spend longer on?

It’s a great question! If I sold children’s toys and toy patterns, I’d want to know what general type of products are more popular with visitors, regardless of what actually sells more.

But if you’ve spent much time in the Behavior reports in Google Analytics (which is where you’ll find all your listings), you’ll know that you can’t just group them by their Section. That info just isn’t in there at all!

You know what I’m going to say… we can totally fix that!

listing-performance-reporting_bad-vs-good

You can take your Listings reports to the next level by putting in whatever information you want about every listing. So keep reading to find out how…

⚠️ IMPORTANT!
These instructions are for GA Universal Analytics and are no longer applicable. Etsy now supports GA4.

The out-of-date article below is available to read if interested. If the topic is still relevant in GA4, it might be updated in the future.

Read more

Find individual Etsy buyers in Google Analytics

⚠️ IMPORTANT!
These instructions are for GA Universal Analytics and are no longer applicable. Etsy now supports GA4.

The out-of-date article below is available to read if interested. If the topic is still relevant in GA4, it might be updated in the future.

Google Analytics 4 also has a User Explorer and the method below is broadly the same to narrow it down to a single buyer, using segments. However, the GA4 version does not clearly show a flow of pages viewed so the info you find on the buyer is ultimately not that useful.


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!

Read more

Four Google Analytics dashboards just for Etsy shop owners

OUT OF DATE: These instructions were originally provided for Universal Analytics. This version of Google Analytics is no longer available.

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.

The built-in dashboard tool in the old Universal Analytics was never very full-featured, but it was an easy introduction to “dashboarding”.

In GA4, you can customise the “native” reports a bit more, to highlight the metrics that are important to your shop. The reporting capabilities are also much more powerful.

But to really create a visual dashboard like we’re used to, you need to learn a new tool.

Read more

Compare your Etsy listings easily with Content Groupings

OUT OF DATE: These instructions were originally provided for Universal Analytics. This version of Google Analytics is no longer available.

Content Groupings also exist in Google Analytics 4 but cannot be controlled in the admin section. You need access to the actual tracking code, which we do not have with Etsy. This ability might be added later as Google continues work on GA4 functionality!


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.

Read more

Do they love me? How to measure visitor engagement with your shop

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!

IMPORTANT: These instructions are for Universal AnalyticsGoogle Analytics 4 comes with built-in Engagement and Engagement Rate metrics that measure roughly the same visitor behaviour – yay!

Read more

Understand your Etsy audience with Google Analytics Demographics

OUT OF DATE: These instructions were originally provided for Universal Analytics. This version of Google Analytics is no longer available.

The equivalent feature in Google Analytics 4 is now Google Signals. Learn more about enabling and using Google Signals in GA4 (InfoTrust).


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!

Demographics.

Yep, that’s gender, age & interests straight into your Analytics reports!

Read more

How to Measure your Shop Visitors from Instagram

If you have a boutique ecommerce shop, you probably use Instagram.

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?

When somebody taps the link in your profile and it opens your 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 (for Etsy sellers), 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.

Read more

How to banish “referral spam” in Google Analytics (for Etsy)

These instructions are for Universal Analytics only. Referral spam is less of a problem these days (2022 onwards) and in Google Analytics 4, which Etsy now supports.

If you’re here, you’ve probably noticed something weird going on in your Google Analytics reports. And if you haven’t noticed anything weird, follow along and you might get a surprise.

Analytics can usually tell you, very precisely, where your visitors came from, both geographically and on the web. As you’ll find out in future posts, that’s tricky to get right when you run an Etsy shop, but there’s one problem that almost every site has these days: referral spam.

“Referral spam” is when useless, fake or malicious websites show up as having sent traffic to your site. They haven’t. At least not real people visitors.

This article might be useful to you when analysing historical data from your Universal Analytics account, after you back it up.

Read more