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Boost Your Ecommerce Profits: A SegMetrics Data Tracking Guide

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This video is all about making your online store more profitable by accurately tracking your marketing efforts. We’ll walk through how to set up and use a tool called SegMetrics to see exactly where your sales and leads are coming from, helping you spend your advertising money more wisely.

Getting Started With SegMetrics

To begin, you’ll want to head over to SegMetrics using the link in the description. You can start with a 14-day free trial. After signing up, the first step is connecting your email marketing platform. This could be Omnisend, Klaviyo, or Mailchimp, depending on what you use. Each platform has its own setup process, but it’s pretty straightforward.

Next, you’ll select your industry (e-commerce) and indicate if this is your only account or if you manage multiple. Then, connect your payment platform. For Shopify users, you’ll need to link your My Shopify URL. After that, you can add your ad platforms like Facebook, Google, or Snapchat. Finally, enter your website’s domain for lead tracking.

Once you’ve connected everything, SegMetrics will start importing your data. You’ll get an email when this is complete.

Installing the Tracking Pixel

To make sure SegMetrics can gather all the necessary information, you need to install a tracking pixel. You’ll find the code and setup instructions within SegMetrics. For Shopify stores, you’ll need to:

  1. Go to your Shopify admin.
  2. Navigate to Online Store > Themes.
  3. Click the three dots next to your current theme and select "Edit code."
  4. Open the theme.liquid file.
  5. Paste the tracking pixel code just below the closing </head> tag.
  6. Click "Save."

To ensure tracking works for checkouts and post-purchase actions, you’ll also need to add the script to your checkout settings:

  1. In your Shopify admin, go to Settings > Checkout.
  2. Scroll down to "Additional scripts."
  3. Paste the tracking code here.
  4. Click "Save."

SegMetrics provides a debugger tool to confirm the installation is successful.

Understanding Your Dashboard

Once set up, your SegMetrics dashboard gives you a clear overview of your business performance. The default e-commerce dashboard shows:

  • Lifetime Revenue: The total revenue generated.
  • Leads: The number of people who have opted into your email list.
  • Top Products: Your best-selling products, sorted by revenue.
  • Total Orders: The overall number of orders.
  • Average Order Value (AOV): The average amount spent per order.
  • Acquisition Channels: This section, when ads are running, shows your cost per acquisition (CPA) and return on ad spend (ROAS). It also highlights your top lead sources (e.g., Google, Facebook).

You can adjust the time frame for these reports, looking at data from the last day, week, month, or custom periods.

Customizing Your View

SegMetrics allows you to create custom dashboards. You can start from scratch or use templates like the "Cohort" or "Ad" dashboards. To add widgets to a custom dashboard, simply click "Add Widget" and drag the desired metrics (like new growth, orders, revenue, top products) onto your page. While custom dashboards are powerful, the default e-commerce dashboard often covers most essential metrics.

Key Reports and Features

SegMetrics offers several types of reports:

  • Acquisition: Tracks lead generation efforts, showing metrics from pop-ups, giveaways, and other lead-generating activities.
  • Engagement: Shows how your leads interact with your content and their lifetime value (LTV).
  • Conversions: This is vital for e-commerce. It includes data on orders, revenue, lead conversion rates, revenue by source, top products, average days to purchase, and AOV. You can dive deeper into order details here.
  • Retention: Primarily useful for businesses with recurring subscriptions (like monthly supplements). It tracks monthly recurring revenue (MRR), cancellations, and churn.

To ensure accurate ad tracking, you can create custom tracking links within SegMetrics. Specify your target landing page, the ad platform (e.g., Facebook), source, medium, campaign, and content details. This helps SegMetrics attribute sales correctly.

Marketing logs allow you to record significant marketing events, such as launching a new ad campaign on a specific date. By logging these events, you can later analyze their impact on your sales and conversions, helping you understand what changes led to specific results.

Integrations and Insights

Make sure to integrate all the platforms you use, including email marketing, e-commerce platforms, ad networks, and payment processors. This centralizes your data for a complete picture. SegMetrics also offers optimization insights, providing quick answers to common questions about your performance.

By using SegMetrics, you gain a clear view of your marketing spend and its return, allowing you to make informed decisions to increase your store’s profitability.

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