Seller Handbook

Advice and inspiration for successfully running your Etsy shop

Seller Handbook

A Beginner’s Guide to Google Analytics

Analytics tips to help you better understand who is visiting your shop, and what that means for your business.

By Danielle Maveal Jul 8, 2010
Photo by Paula McGurdy

So, you’ve installed your Etsy Web Analytics. Now what do you do with all this data? I’m going to give you a few explanations and tips to help you use these stats to improve your Etsy shop. If you’re unfamiliar with Google Analytics, you can also explore their extensive educational resources here.

Don’t expect to be an analytics master right away. Get acquainted with this powerful tool gradually, and if you start to get flustered, walk away and come back later.

Let’s get started! Head on over to your Google Analytics account and open up the dashboard for your Etsy shop.

Compare and Contrast

First I want to point out one of my favorite analytics functions, which allows you to compare two date ranges for your reports. This tool can help you analyze traffic from one week or month to the next, which is particularly useful if you’ve made a significant change and you want to compare stats!Check out the rundown from Google Analytics Help:

To select a range of dates:

  1. From the Calendar tab, click once on the desired start date, then click the end date. The selected days will be highlighted.
  2. The Timeline tab lets you drag the start and end date sliders to any desired date.
  3. Your selection will be displayed in the Date Range text boxes to the right of the timeline.
  4. You can also enter a start and end date in the Date Range fields, using mm/dd/yyyy format.

To compare two different ranges:

  1. Select the Compare to Past checkbox and follow the instructions above to select a date range.
  2. Change values in your reports will be calculated against the selected Compare to Past range.

Remember: Once you’ve selected a new date range, click Apply Range to update your report.

Comparing date ranges can be quite useful. Let’s say last month you launched a new line of work. This trick can help you find out quickly if that effort has culminated in more visits or visitors (keep digging to find out how long those visitors hung out in your shop or where in the world they came from). If you’re disappointed with the rate of traffic to your shop, take some time to review the Top 10 Marketing Tips From Full-Time Etsy Sellers.

Bounce Rate Basics

Now let’s chat about bounce rate — I’ve noticed that a lot of sellers are curious about this topic. Bounce rate is the percentage of visitors who don’t hang out and view another item or page within your Etsy shop. They come in, say, to a particular item listing and then leave without checking out anything else in your shop. (Oh, dear!)

You can find your average bounce rate on the dashboard of your Google Analytics account, but you can also check out the bounce rate on a specific page in your Etsy shop, on traffic sources, on your landing and exit pages and more, so dig around!

And now a few tips to decrease your bounce rate:

  • Are the right people finding you? Often we focus on getting as many people as possible to find us, but what we really want are the right people finding us. (One who is truly interested in your work and will hang out in your shop for a while — decreasing your bounce rate.) Learn more by reading How to Find Your Target Market.

  • Are your item titles and descriptions bringing in the right type of visitor? Make sure your titles and descriptions are accurate and specific. Check out the search keywords people are using to find you. Do they make sense, for the most part? If not, you may want to revise your Titles, Descriptions and Tags.

  • Can your visitors find what they need? Remember, many of your visitors are landing on an item listing page, so make sure you are giving them all the information that they need there. If your descriptions are sparse and you aren’t showing them a few angles of your work, they might just “bounce” off to another shop or search elsewhere. Insider tip: Consider the 20 Questions Your Buyers are Asking as you develop your item descriptions.

  • Keep your visitors surfin’ around your Etsy shop with links. You can link to a similar item in your shop, a shop section, your policies, profile or even back to your Etsy shop within your item description. How do you do this? Simply copy the URL of the page you want to link to and then paste while in edit mode (any links within Etsy will automagically be clickable). Check out 4 Ways to Improve Your SEO and Boost Your Traffic to learn more. I know you are probably wondering what an average bounce rate is, right? I wouldn’t worry too much about an “average” — we all have different levels of activity on Etsy so there isn’t an exact science to this. My suggestion would be to aim to lower your current bounce rate and not worry too much about what others’ rates are.

What else do you find out from your analytics tools and Etsy Shop Stats? Share your insights in the comments.


Danielle Maveal from daniellexo

Before working for Etsy, I also managed two jewelry studios/shops in Toronto and Detroit, and even had my own gallery in Brooklyn. Then I found a really cool website that allowed me to sell my own work. Within 3 months, I quit my job and ran an Etsy shop full time (I almost hit 1,000 sales before Etsy hired me!). I sold work in 30 galleries and boutiques worldwide and taught classes in goldsmithing, acrylic plastic and metal etching…


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