eCommerce Marketing Pipeline Dashboard Overview

Introduction

The eCommerce pipeline dashboard helps marketers measure and optimize the impact of marketing campaigns on transactions taking place on their eCommerce website. 

In this article: 

 

Dashboard Demo

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Reports in the Dashboard

The eCommerce Dashboard is available in Tableau and Power BI. There are 5 tabs in this dashboard that are designed to answer the following business questions: 

Pipeline Summary:

  1. How much am I spending in order to generate a transaction?
  2. What is the volume of a metric (impressions, interactions, etc) needed to generate a transaction?
  3. Are my overall number of transactions trending upwards?
  4. What channel/platform/campaign is contributing the most to transactions?

Forecast Summary:

  1. How much should I budget for in order to achieve my transaction goals?
  2. How many transaction should I expect based on my budget? 
  3. As of today (mid-flight), am I on pace to achieve my goal?

The following tabs require eCommerce tracking, which can be implemented by the ChannelMix tracking team.  

Shopping Behavior Summary:

  1. How are users progressing through the shopping and checkout stages?
  2. What time or day are users most likely to complete a transaction?

Product Summary:

  1. Which product categories are performing the best? Which specific products within that category?  
  2. Which channels/platforms/campaigns are driving transactions in each product category? 

Visualizing the Data

Below is an illustration of how the different data points make up the pipeline summary. 

mceclip0.png

 

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Supported Data Sources

The standard configuration for this dashboard includes the following data sources: 

  • Act-On
  • Apple Search Ads
  • Bing Ads
  • Bronto
  • Campaign Monitor
  • Digital Media via Google Sheet
  • El Toro
  • Emfluence
  • Exact Target
  • Facebook Ads / Social
  • Google Ads
  • Google Analytics
  • Google Campaign Manager
  • Google Search Ads 360
  • Google Search Console
  • Hubspot
  • IBM Watson
  • Instagram Social
  • LinkedIn Ads / Social
  • Mailchimp
  • MNTN (formerly known as SteelHouse)
  • ON24
  • Pardot
  • Pinterest Ads
  • Reddit Ads
  • Snapchat Ads
  • TikTok Ads
  • Traditional Media via Google Sheet
  • Twitter Ads / Social
  • Yahoo Gemini
  • YouTube Analytics

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Dashboard Datasets

This dashboard is built on the following datasets:

v_oneview_pipeline_ecommerce

v_ga_ecommerce_shopping_stage

v_ga_ecommerce_product_behavior

v_ga_ecommerce_time_analysis

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Dashboard KPIs

Marketing Effectiveness

KPI

Definition

Business Question 

Cost per Impression (xM)

Total cost divided by impressions x 1,000

What volume of awareness am I getting for my spend?

Click-through Rate

Total sessions divided by total impressions

How many impressions does it take to get a session on the website?

Cost per Transaction

Total costs divided by total transactions

What does it cost to get a single transaction/order on the site?

Item Quantity per Transaction

Total quantity of products purchased on the site divided by number of transactions

How many items, on average, does a customer purchase from the site during one transaction?

Average Order Value

Total revenue divided by total transactions

How much is a single site transaction worth to the business?

Return on Investment

Total revenue divided by total spend/cost

How much revenue is created on my site from each dollar spent in marketing?

Optimization

Shopping Stage Analysis

Total visits, product views, cart adds, checkouts and transactions during time period selected

How effective is the website at getting customers to view products, and how many of those views result in checkouts and transactions?

Checkout Stage Analysis

All checkout stages, beginning with the checkout step, and ending with the completed transaction

How can I get as many transactions as possible from those who enter the checkout step?

View Rate

The total number of sessions that arrive at the Product View step divided by the number of total site sessions

How effective is my site at getting visitors to consider products?

Cart Rate

Number of sessions that arrive at the Add to Cart step divided by the number of sessions that make it to the Product View step

How effective are my product display pages at getting visitors to add items to the cart?

Checkout Rate

Number of sessions that arrive at the Checkout step divided by the number of sessions that arrive at the Add to Cart step

Of all of the visitors adding items to cart, how many of them are then checking those items out?

Transaction Rate

Number of sessions that arrive at the Transaction step divided by the number of sessions that arrive at the Checkout step

How effectively does my checkout experience generate transactions?

Deeper Analysis

Transaction Time Analysis

Number of transactions by day of week and hour of day

What times of the week and times of the day are visitors most engaged in creating transactions?

Product Performance Analysis

Unique purchases, quantity, product revenue, list and detail views, and product checkouts by product or product category

Which product categories, and specific products within each, are driving the most revenue on my website?

Device Share Analysis

Unique purchases, quantity, product revenue, list and detail views, and product checkouts by device type

Toward which devices should we focus optimization resources to obtain the most revenue or product purchases?

Marketing Pipeline Performance

Cost

Total cost for the time period selected

How much did I spend during the selected time period on marketing?

Impressions

Total Impressions for the time period selected

How much awareness was created during the time period selected?

Sessions

Total sessions to the website during the time period selected

What was the volume of website traffic over the time period selected?

Transactions

Total website transactions during the time period selected

What was the volume of distinct transactions over the time period selected?

Item Quantity

Total number of items purchased over the time period selected

What was the volume of individual products across all purchases during the timer period selected?

Revenue

Total eCommerce revenue generated during the time period selected

What was the volume of revenue generated by the website during the time period selected?

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