eCommerce Marketing Pipeline Dashboard Overview (version 2022.2) – ChannelMix

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:

Video demo of eCommerce dashboard
Reports included in the eCommerce dashboard
Supported data sources
Dashboard datasets
Dashboard KPIs

Dashboard Demo

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:

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

Forecast Summary:

How much should I budget for in order to achieve my transaction goals?
How many transaction should I expect based on my budget?
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:

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

Product Summary:

Which product categories are performing the best? Which specific products within that category?
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.

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
YouTube Analytics

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

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?

In this Article