If you’re one of those Etsy sellers who constantly checks their stats (like me!) then you know how frustrating it is that you can’t really tell where your buyers come from. Sure, I can see my top keywords and how many views an item is getting, but what I really want to know is where are my sales coming from? How can I focus my marketing to the touch points that are leading to sales?
Google Analytics Can Show You Exactly How Buyers are Finding Your Shop
If you don’t have google analytics hooked up to your shop yet, then stop and go do that right now! It’s very simple, just follow this helpful guide from Etsy.
Google analytics will create a ton of info for you, but you have to know how to sift through that info to find what you are looking for. And that is what I am going to show you how to do!
Let’s Get Started
Open google analytics in a new tab. At the top of the page there are four links: Home, Reporting, Customization, and Admin. Click on Reporting. This is your analytics dashboard and will give you a lot of insight into your shop’s data. I encourage you to go through all the links down the left side so that you can start to see all the different pieces of information available for you to study. If you are feeling a bit overwhelmed, don’t worry! I’ve created a simple report that will make viewing your data a lot easier.
You can click on this link to the report I’ve shared and google will add it your analytics account. You will need to select the “view” where you want to add the report, just select your Etsy shop name and click create. Let’s make a shortcut for this report so that you can find it again quickly. Under where it says “Etsy Stats Report by Little Wants” you will see the word “shortcut,” just click on that to create a link on your analytics dashboard.
Across the top of the report you will see six sections: Landing Page, Region, City, Hour, Source/Medium, and Pageviews. The first thing we will do is limit the date range to today. At the top right hand side of the page, you will see a date range. Click on it, and then click on today’s date twice in the calendar that pops up, and then click apply. Next, we will sort your data by the hour. Click where it says Hour, and it should sort your data with the most recent views on top. Google uses military time, so for example 16 = 4pm , 23 = 11pm.
Get ready, because now we are getting to the good stuff!
We are going to focus on your Landing Pages because they can tell you a lot about where your traffic came from, especially internal Etsy traffic. Here is an example of a landing page where the shopper came to one of my prints from an Etsy search. I’ve broken down all the elements so that you can understand what they mean.
Landing Page: /listing/262529010/inspirational-quote-nursery-decor-wife ?ga_order=most_relevant &ga_search_type=all &ga_view_type=gallery &ga_search_query=nursery decor &ref=sr_gallery_21
You will notice that each page starts with whatever item or page in your shop that someone landed on. Then there is a “?” followed by a bunch of helpful details. Here is a breakdown of what those details mean:
ga_order=most_relevant – This shows that your view came from a search, and the results were sorted by relevancy instead of recency. I find that for 99% of the searches buyers use the default, which is relevancy.
ga_search_type=all – This shows that they did not limit to Handmade or Vintage items.
ga_view_type=gallery – This shows that they were looking at the gallery view and not the list view.
ga_search_query=nursery decor – This tell you the search term used.
ref=sr_gallery_21 – This tells you WHERE on the page your item was located when they clicked it. If you look at an Etsy search results page, you will notice that there is a max of 42 items (not including the Ads) per page. You can count them to see what position your item was in for that search term.
Let’s Find Those Buyers!
Ok, now we will use our landing pages to try and discover where our actual buyers are coming from. It’s easy once you get the hang of it!
First Step – Go to your orders and find your most recent sale. We are looking for the city where your buyer is located. You may have to bring up the receipt if you sell digital items like me, because the address isn’t on the order page. Bear in mind that sometimes the shipping address won’t be the same city where the search was done, but usually it matches. Write this down.
Second Step – Open your email, and look at the time you received the notification for the sale. Etsy doesn’t tell you the time anywhere on the order or receipt, so we have to use our email to get this information. Write down the time and the date you received the email.
Third Step – Open the custom report I gave you (under your shortcuts, remember!), and set the date to the date of the sale. Then, sort your hours. Scroll down to the hour of the sale and look at the city and region to try and find the buyer. Now, look at the landing page to see how this buyer found your shop. Awesome! You can now see if they came directly from an outside source, or from a page within the Etsy marketplace, and what that page was within Etsy.
Note: If you can’t find the buyer’s landing page, it’s probably because they performed the search in a different city from their shipping address, or else the buyer has blocked google analytics tracking.
Final Step – I recommend starting a spreadsheet to keep track of the landing pages associated with each item sold. If the buyer’s landing page shows that they came to you from an Etsy search, then you will want to record the search query as well, because obviously that tag is performing well for you! You should also note where on the results page your listing showed up, as you may want to try and increase your relevancy for that tag.
Voilà! You’re now a Google Analytics Rockstar
Start compiling all those landing pages, and stay tuned for my next post where I will be creating a long list of all the different landing page referrals and telling you what they mean.
Please ask any questions your have in the comments, and I would be so grateful if you shared this post with your fellow Etsy sellers!