Tag: analytics

Figuring out which marketing channels actually produce customers

Google Analytics provides a way to tag traffic using things called UTM codes. (UTM means Urchin Tracking Module. Urchin was the analytics system Google acquired and turned into Google Analytics. But you don’t need to know that to use them). UTM codes are mostly used with advertising so ad systems can tell you which ad, …

Read more

Importing data into Google Analytics for a better analysis

Recently a customers asked about getting historic data into Google Analytics: I’d love to know how to get Shopify data (prior to embedding Google tracking code) on to Google Analytics to see previous years data. At first I didn’t think that was possible but after a bit of searching I found Google’s Data Import that …

Read more

Mismeasure once, cut forever

During a recent review of article to curate for Shopify Dispatch, I ran across a slide deck from Kevin Hillstrom. Kevin’s a really smart consultant who works with retailers, catalog brands, and ecommerce stores so I’ll usually take the time to review his writing every week. One quote in his slides really caught my attention. …

Read more

4 reasons why your ecommerce store’s AOV is an awful metric

Tracking metrics can become an obsession for e-commerce entrepreneurs. As you gather data and measure your performance, it’s easy to get hooked on a few numbers that seem to give you a clearer picture of what’s happening with your business. One of those key metrics is the AOV — your average order value. Calculating your …

Read more

Digging into RFM segmenting in Shopify

Last time I introduced you to the RFM analysis as a way to combine three simple segments into one powerful segment. Now you’re going to learn what happens when you’re able to perform an RFM analysis on your customers. You’ve already seen how to combine the Recency and Frequency segments but a full RFM analysis …

Read more

3 classic customer segments you should focus on

As you might have noticed already, there are hundreds of ways to segment your customers. It all depends on what data you have and what you want to do with them. That’s also a problem though. With so many ways to segment your customers, it becomes difficult to know which ones are actually useful. I …

Read more

Shopify customers you are at risk of losing

Let’s look at a high-value customer segment for your Shopify store. You’re aware that there’s a cost to get each customer. It may be direct costs from advertising or indirect ones like spending time on SEO or content marketing. Whatever the source, those costs can be pretty high. Every additional dollar spent acquiring a customer …

Read more