The smell of your morning coffee still lingers in the air as your daily task list looms.
Gotta answer those customer questions…
Better update those old product descriptions…
What about that new Instagram photo challenge?
Oh and making some beautiful things. You know – the whole reason your shop exists.
Thank goodness for that coffee!
It’s hard work running a small business, especially when your online shop needs so much marketing and promotion to keep making sales. Sometimes it feels like you do more “business” than “making”.
So what I’m about to suggest might sound a little scary. We’re going to go even deeper into “business”.
The level of strategy and KPIs.
Key performance indicators? Really??!
Don’t worry, these aren’t the “awkward closed-door meetings with your boss” kind of KPI. These are the kind that focus how you measure your shop’s performance and tell you when to have a celebratory drink.
If you don’t know what success should look like, how will you know when you get there? How will you know when to crack that champagne?!
You need to figure out what your “success metrics” are, first.
These instructions are for GA Universal Analytics and are no longer applicable.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The out-of-date article below is available to read if interested.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!
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 Analytics. Google Analytics 4 comes with built-in Engagement and Engagement Rate metrics that measure roughly the same visitor behaviour – yay!