Browse by Topic

Ecommerce Analytics | Marketing Report

The Marketing report is geared around showing you how your visitors are finding your store. This can help you gauge the effectiveness of a marketing campaign or find a new avenue for advertising. The Marketing Report can be viewed under AnalyticsMarketing.

Visit Origin by Revenue Graph

The report begins with a graph of your revenue over time, color-coded by the origin of the visit. The key to the left shows which color represents each origin, as well as the total revenue associated with that origin in the given time frame.

Marketing Report visit graph

Metric Breakdown

MetricDescriptionCalculation
Directvisits that came to the site by typing the website address directlysum (revenue from orders where referrer = direct)
Searchvisits that came to the site due to search engine traffic (e.g. Google)sum (revenue from orders where referrer = Search
Socialvisits sourced from social media channels such as Facebook, Twitter, Pinterest, LinkedIn, Instagram, or Tumblrsum (revenue from orders where referrer = Social)
Campaign (UTM)revenue from visits that resulted as a click through from an ad placement tagged with UTMsum (revenue from orders where referrer = Campaign (UTM))
Adwordsrevenue from visits from an AdWords ad, tagged with GCLIDsum (revenue from orders where referrer = AdWords)
Referrerrevenue from visitors that came as a result of a referral from another websitesum (revenue from orders where referrer = Referrer)
 

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.

Visit Origin Report

The visit origin report aggregates six metrics (revenue, visits, orders, conversion rate, average order value, and revenue per visit) by the visit origin type. You can sort each metric to identify the most productive channels.

Visits by Origin

Metric Breakdown

MetricDescriptionCalculation
Revenuerevenue from orders where the visit originated from a given referrer for a given time periodsum (revenue from orders where the visit originated with the given referrer)
Visitsvisits for a given referrer over a given time periodsum (visits that came from the referrer)
Ordersorders where the visit originated from a given referrer for a given time periodsum (orders where the visit originated with the given referrer)
Conversion Ratepercentage of visits that resulted in orders for a given referrer for a given time periodsum (orders where the visit originated with the given referrer) / sum (visits that came from the referrer)
AOVaverage order value for all storefront orders from a given referrer for a given time periodsum (revenue from orders where the visit originated with the given referrer) / sum (orders where the visit originated with the given referrer)
RPVrevenue per visit for a given referrer for a given time periodsum (revenue from orders where the visit originated with the given referrer) / sum (visits that came from the referrer)
 

Take Action with Data — This Visit Origin Report 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. 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.

Click a Visit Origin to drill down deeper and see what exactly drives each of them.
Visit origin drilldown

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.
 

Have a question? Check out the Reports & Analytics section of BigCommerce's Community Answers.

Was this article helpful?