Shopify Marketing Insights

Investing efficiently in marketing is an increasingly challenging task. Rising advertising costs, increased competition, endless channel options, and shrinking budgets have created the perfect storm for marketers. So what's the survival kit in this storm? Data. Companies that effectively use data to guide their marketing can increase sales productivity by 25%.

Shopify offers multiple marketing reports to simplify and enhance your marketing data, so you can not only weather the storm but also grow with efficient investments. The best part is that these reports are included with your Shopify plan. With Shopify's marketing insights, you can leverage data that is:

- More accurate: Shopify data is closest to the customer experience, with the clearest view of their behavior. It's also unbiased when it comes to ad effectiveness.
- More insightful: Gain new insights with a holistic view of your marketing investment. See traffic, sales, and channel data in one place.
- More actionable: Easily act on your marketing data from a central location and use direct paths to apply learnings in Shopify or third-party ads and marketing campaigns.

We analyze each new report to discover what questions it can answer and how it can help you make the most of your marketing budget.

Marketing Summary: Information at a Glance

The marketing summary at the top of the Marketing page allows you to quickly review key performance indicators (KPIs) and view month-by-month results, from increased traffic to sales conversions, as part of your daily routine. Use this report to:

- Get a daily snapshot of your marketing effectiveness.
- Track sessions and sales over time.
- Dig deeper into each data point.

Top Channel Performance: Analyze Your Channel Mix

Scroll down the Marketing page to see your top five marketing channels sorted by sales. Get metrics like cost, ROAS, sessions, orders, conversion rate, and average order value (AOV) for any specified time period. Use this report to:

- Get a snapshot of your top-performing channels.
- Evaluate which channels perform best for different metrics.
- View sales and session data for key channels together.

Channel Reports: Put Marketing Insights to Work

From your top marketing channels report, click "View Channel Report" to view your top channels over time and better understand where all your traffic is coming from, all in one place. Dig deeper into your analysis with attribution model options and filter/sort your table by the metrics that matter most to you, from ROAS to AOV to sales. Use this report to:

- View all your marketing channels, including organic and paid, in one place.
- Discover high- and low-performing channels (based on sales, sessions, orders, conversions, AOV, new customers, and assisted orders).
- Compare conversion points along the customer journey when switching between attribution models.

Campaign Reports: Get Detailed Insights

Dig deeper to see how your individual campaigns are performing for each of your channels, so you can compare and optimize them. Use this report to:

- View a complete list of marketing campaigns running across your various channels.
- Validate which activities perform best.
- Prioritize activities to repeat or increase investment.

Tactical Report: Get Detailed Insights

Discover the role each of your marketing tactics plays in the entire purchasing journey, from the first store visit to purchase. Click the Tactics report to understand their impact on sales, orders, sessions, and conversions. Use this report to:

- Measure the performance of each campaign tactic.
- Understand how individual tactics contribute to your overall campaigns.
- Optimize tactics based on sales, orders, sessions, and conversion data.

Attribution Models: Understanding the Customer Journey

Become a data expert with the new attribution models, the drop-down options located at the top left of the Channels report. They provide a holistic understanding of your customers' journey to conversion. You can modify the channel performance report using different attribution models:

- Last Click: Gives 100% credit to the last channel the shopper clicked on before making the purchase.
- Last Non-Direct Click: Gives 100% credit to the last channel the shopper clicked through before arriving at your store to make a purchase.
- First Click: Gives 100% credit to the first channel the shopper clicked on before making the purchase.
- Any Click: Gives 100% credit to each channel the shopper clicked through before making the purchase.
- Linear: Gives equal importance to each click in the purchase journey.

Use these templates to:

- Discover when and where in the customer journey buyers convert.
- Determine which resources (medium, channel, etc.) are most useful at each stage of the journey.
- Guide investments in the most effective channels to achieve your funnel goals.

How Data is Populated in Marketing Reports

Shopify automatically collects data about your marketing campaigns based on your site visitors' UTM parameters, so you can get unbiased reports on all your campaign traffic. The data is also linked across user devices, helping you gain a more complete picture of your customers' purchasing journey as they move from one device to another.

An Example of a Cross-Device Customer Journey:

- A customer clicks on an Instagram ad from their mobile device.
- They browse your online store on their mobile device and provide their email address, but leave without making a purchase.
- A few days later, the customer receives an email from your store.
- The customer opens the email on their laptop, visits your online store, and purchases a product.

Without cross-device data, your Instagram ad wouldn't receive credit for a purchase made by a customer on a different device. Knowing which channels support your key purchase journeys can help you better understand your marketing spend, allowing you to make more informed decisions and deliver the right message to your customers at the right time.

Let's get to work

Log in to your Shopify admin now and discover the power of new and improved marketing and attribution insights to drive your business forward. Convert more, spend less, and do it all in one place with accurate, insightful, and actionable marketing data.

For more information on how to integrate these powerful features into your store, contact Yastime, our Shopify experts. We're ready to guide you through the process of optimizing your marketing strategies to maximize your ad spend.

Contact us today to find out how we can help you transform your business!