Marketing Report | Guide to BigCommerce Analytics

The Marketing report summarizes visitor data to help marketing managers gain a better understanding around which channels are providing the best returns. Monitor which channels drive the most visits, orders, conversion rate, average order value (AOV) and revenue per visit (RPV).

Animated image identifying the different sections of the BigCommerce Analytics Marketing report.

The Visit Origin by Revenue graph breaks out total revenue by each visit origin and illustrates the trend over time. The legend on the left sorts each visit origin by largest to smallest by total revenue.

The graph on the right plots the percentage of total revenue by visit origin over the selected time period. Monitor the impact each visit origin has on total sales and watch the trend to better predict where future resources are best utilized.

BigCommerce defines each visit origin as:

  • Direct: Visits that came to the site by typing the website address directly
  • Search: Visits that came to the site due to search engine traffic (i.e. Google)
  • Email: Visits that came to the site due to email campaign efforts
  • Banner (UTM): Visits that resulted as a click through from an ad placement tagged with UTM
  • AdWords: Visits from an AdWords ad, tagged with GCLID
  • Referrer: Visitors that came as a result of a link from another website
  • Social: Visits sourced from social media channels such as Facebook, Twitter, Pinterest, LinkedIn, Instagram, Tumblr and more
 

You will also be empowered to use up to five levels of your own custom tagging to identify marketing channels.

The Visit Origin section.

 

Take Action with Data — Understanding how each visit origin contributes to total sales is important when deciding where to spend your marketing dollars. Monitor how each visit origin is trending to measure the impact of any changes in your marketing actions and how it affects your revenue. The trends from these metrics can also help you predict future behavior.

This table aggregates visit data by visit origin including key metrics such as revenue, visits, orders, conversion rate, AOV and revenue per visit (RPV). Sort the table by any of these key metrics to identify the most productive channels. BigCommerce provides statistics for all of your marketing channels. Filter the data by any channel to drill down deeper and see what exactly drives each of them.

The Visit Origin Details section.

 

Take Action with Data — This detailed table helps you quickly understand some very important data about your products:

  • Which visit origins have the highest and lowest conversion rate?
  • Which visit origins result in the greatest and least RPV?
  • Which visit origins drive a high AOV?
 

Not all visit origins will provide the same results and taking a closer look at key metrics will allow you to better evaluate how different marketing initiatives across channels fare against each other. Understanding the different strengths and weaknesses of each visit origin will allow you to make better decisions around where to best spend your marketing resources depending on your objectives.

Looking at just revenue to measure your success in a marketing campaign can be misleading. For example, the visit origin with the lowest contribution to revenue may also be the channel with the highest conversion rate or AOV. By monitoring this table closely, you can create a more holistic marketing strategy and create a plan that will truly optimize your marketing budget.

Filtering by visit origin to determine marketing channel impact.

Click on a visit origin source to drill down deeper into all of the various campaigns, URLs, or keywords that drove visits to your site. For example, clicking on “SEARCH” will provide you with these key metrics for the keywords used to drive visits to your website.
The Visit Origin Source.

Looking into a more detailed view of the visit origin will allow you to see exactly what ads, keywords, social media efforts, emails and blogs are the most successful in promoting your business. For example, you can now test what ad images/content resonates the best with potential customers by comparing across different versions. Or track various email campaigns to see which email formats drive the most revenue or conversion.

You can also use this table format to get the raw data to answer the following questions:

  • Which marketing campaigns have the highest conversion rate, bringing in the most qualified visitors?
  • Which campaigns have the worst conversion rates and/or low RPV?
  • Are there any successful sources of traffic within the campaign?
  • Which campaigns brought in the most revenue? Drill down further to find out what drives those campaigns.
 
Learn More:
  • Want to learn more about BigCommerce Analytics including information on each report, supported currencies and which order status are factored in? See Using BigCommerce Analytics.
  • Want to find out how to export specific Analytics reports? See Exporting Analytics Reports.
  • Follow our BigCommerce Blog to learn more about industry best practices and recent trends that can help you grow your online business.
  • Need advice? Connect with our Community of expert store owners and BigCommerce staff regarding this subject.

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