Online spending is becoming a habit for most people. People used to just order a new iPhone online once every few years. Now they're buying snacks or groceries several times a week. In-game purchases with virtual currency have also been commonplace for a long time now. And sometimes the in-game stores have just as many items and categories as the online stores with real products do.
For both types of stores, it's important to help customers navigate so they don't get lost in a sea of choices. Marketing specialists need to focus on optimizing the customer journey from landing to checkout.
New AppMetrica reports providing maximum data for improving e-commerce. We are excited to present a Purchase analysis.
Which data is essential?
To evaluate a store's effectiveness, you need to know exactly how well users follow the customer journey designed for them:
- Whether they understand what categories to look in for the product they want.
- Whether they understand how to use the available filters.
- Whether delivery and payment options are clear.
The purchase process should be as smooth as possible. High-quality analytics can isolate what exactly "trips up" users so you can correct these weak points.
The second area of focus is to understand demand and regulate supply:
- Get live updates on top products, categories, and locations.
- Choose the right timing for promotional offers.
- Find out the number of products sold, as well as the revenue per unit of product.
- Forecast demand and develop a marketing strategy.
To help you analyze user behavior on these points, AppMetrica has a new Purchase Analysis report. It collects all the statistics for your online store in one place.
How does Purchase Analysis differ from Revenue?
Information about each purchase should be sent to AppMetrica using events or the POST API. However, with the structure of the Events reports, it's not always possible to clearly reflect the situation in an online store.
With the new report, you only need to set up integration with the online store once. All the data and the report structure will be updated automatically. The report is very similar to Revenue, but in addition to individual purchases such as subscriptions and premium options, it helps you quickly implement complex structures targeted at selling a variety of products. Purchase Analysis also supports virtual currencies, which is useful for in-game stores and loyalty programs.
How to use the report
The report shows a list of items sorted by popularity. The report's metrics and dimensions are fine-tuned. In the dimensions and metrics, you'll see a new E-commerce section, which enriches the analytics with your store data.
- Product names, IDS, and parameters
- Product categories of different levels
- Promo codes (fact of use and name)
- Search query
- Transition source type and ID
E-commerce metrics show all the details of sales, with calculations for monetary indicators and product views. E-commerce — virtual money is a special section for analyzing the effectiveness of in-game stores with virtual currency.
You can now use AppMetrica to:
- Study the top items and categories and estimate their percentage of total sales.
- Evaluate sales with promo codes by looking at the number of items sold and total spending. For individual items, or by category.
- Compare the sales of a specific product or category with various discounts applied.
The Virtual money section is useful not just for stores with virtual items. You can use it to evaluate the effectiveness of loyalty programs by calculating how many products were bought using bonus points and cashback.
2) Tag AppMetrica events as described in the documentation. After that, AppMetrica starts collecting data about purchases, categories, and views within the context of the store's full structure.
The Purchase Analysis report provides the maximum amount of data in a familiar format: categories, product views, and shopping cart information. You no longer have to tag each event manually — AppMetrica takes care of creating the entire event structure, collecting data from the web and mobile versions, and calculating revenue, so you know for sure:
- What items to buy more of
- Where you can raise prices or offer a discount
- Whether the categories are clear
- What users look for in your store but can't find
The above also applies to virtual items. In-game stores work the same way. That means it's now easier and more convenient to monitor your gaming economy.
As usual, we won't stop here. We always listen to your opinions and read reviews in our email, and we're happy to discuss them in Telegram.
The AppMetrica Team