You should be looking at your Etsy stats to review your performance. They can tell you so much about what type of traffic you are getting, what listings are successful, and what you need to work on. But, some statistics are confused, and Etsy don't make it very clear what it all means - so I've compiled a run through of exactly what your Etsy stats are telling you!
This information is correct as of October 2020, and is done from the desktop version of the shop manager. The descriptions will be the same for the mobile version, but the layout as described may be different.
DASHBOARD
The dashboard is a very general view of your stats. It gives you limited options of the period you can choose, but it is ideal if you want an overview of your performance. I recommend having this set as either 'this month' or 'last 30 days'. Using daily stats can be inaccurate and fluctuates regularly - Etsy monitor bots views, and will eliminate those views from your statistics throughout the day. Using the last 30 days will show a more accurate reflection of your stats.
From the dashboard, you can see views, visits, orders and revenue.
Views and visits are often confused with each other because they are fairly similar figures, so I'll use an example to explain them. A view is the amount of clicks you get on your listings or shop. A visit is the number of unique visitors you get to a shop per session. For example, if a user clicks on a listing of yours from search, then goes to your shop, and then clicks on another listing, Etsy classes this as three views. However, these three clicks are only considered one visit. You want your visits and views number to be far apart. You want users to be browsing your shop rather than clicking once and leaving again.
Orders are the number of times a user has made an order. This is fairly simple, but it is sometimes confused with the sales figure in your shop. The sales figure represents how many items have sold in your shop, whereas your order number will be how many checkouts you have. So, if a customer purchases five items from your shop at the same time, five will be added to your sales total but only one order will be added in your stats.
And finally, you have revenue. Revenue shows the total value of your sales. This will include any tax Etsy collects on your behalf, but you never receive. This figure will be different than in the finance section because of fees andthe tax collection from Etsy.
STATS TAB
The stats tab will show you detailed statistics about your shop - These should be your main focus over your dashboard. Again, it's better to have a good period shown for your detailed stats - I recommend 'This Month' or 'Last 30 Days'. 'All Time' or 'This Year' is also a great option if you want to see long term trends and improvements.
At the top of the stats tab, you can see visits, orders, conversion rate and revenue. Visits, orders and revenue will be the same as your dashboard.
Conversion rate is how often a customer buys a product compared to when they visit your shop. The formula to figure out conversion rate is (orders/visits) x 100. You want to aim for a conversion rate of at least 1%, but optimum level is 3-5%.
The next part of the stats tab is how shoppers found you.
The left side shows what visits Etsy brought you. This includes the Etsy app, Etsy search and Etsy marketing and SEO. Etsy app is visits brought via mobile, and Etsy search is visits brought by the desktop version of Etsy. Both of these together show how well your SEO is dialled in or if you are being found through high ranking. The last option is Etsy marketing and SEO - which is often confused with title and tag stats! But this is actually your offsite ads traffic - the advertising Etsy do on your behalf. This can be turned off for shops that earn less than £10,000 in one year, although you have access to marketing you may not be able to do as new Etsy seller.
The right side shows what visits you brought in. This includes direct traffic, social media and Etsy ads. Direct traffic is visits from a website, blog, e-mail marketing etc. Social media is broken down into the five main channels - Facebook, Instagram, Twitter, Pinterest and Tumblr. This can show you how well your marketing is working for each individual platform. And finally, you have Etsy ads which are the ads you pay per click and you set a daily budget.
And the final part of the stats page is your individual listing performance.
You can see how many times your listings were viewed, and your average views per visit. You can also see your individual listings views, favourites, orders and revenue.
Hopefully you've learnt a little bit more about your stats - but if you want something explaining more, simply leave a comment below so we can chat!
