This checkpoint of the series covers the essentials skills to get you started in understanding the definitions of data, reading the event analytics report, implementing custom tracking to your events for an insightful report in Livescale.
You’ll learn how to navigate the Enhanced Analytics interface. The guide will also demonstrate how to analyze basic audience, community, sales reports, and set up campaign tracking for performance optimization.
Chapter 1: The Basic
- How the Enhanced Analytics works?
- Understanding the overview report
- Understanding the viewers report
- Understanding the community report
- Understanding the sales report
The Basic
Live Shopping Enhanced Analytics 101
You can find the analytics of your events in the report generated following the completion of your Live Shopping events. The analytics view included insights of a single event as shown below:
The analytics will appear as part of the event report automatically, there is no extra steps needed to obtain it.
What is in "Overview"
The overview is the main dashboard which you see an essential data combined from viewer, community and sales report. It allows you to grasp the core performance of the event at a glance.
- Unique Viewers: The number of viewers who have initiated at least one session during the live. Whether they close the browser and revisit the live more than once, that person counts as one unique viewer if they use the same browser. Bounced viewers are included.
A same viewer can be counted twice in the following situation:- If the user used a different browser
- If the user used different devices
- If the user cleared the cache and history
- Sales: Total amount of sales generated during the live event.
- Conversion Rate: The percentage of viewers to complete a purchase, calculated from all total viewers in the live event
- Avg. Time on Event: Total view time/ unique viewers. All bounced viewers are excluded.
- Segmentation – Top Countries: The shipping countries’ distribution for orders processed during the event.
- Sales Funnel: The view of the sales journey from product view to order completion.
- Insight: The insight of product views and purchase.
- Country: The various countries where your viewers come from.
What is in "Viewers"
The viewers report gathered the insights about the viewers, from before the event happen to during the event. You can understand the viewership of the event viewers in this tab.
- Unique Viewers: The number of viewers who have initiated at least one session during the live. Whether they close the browser and revisit the live more than once, that person counts as one unique viewer if they use the same browser. Bounced viewers are included.
A same viewer can be counted twice in the following situation:- If the user used a different browser
- If the user used different devices
- If the user cleared the cache and history
- Pre Live Views: The total number of unique views on the live shopping event page view before the join live button appeared/ the event go Live. A same viewer can be counted twice in the following situation:
- If the user used a different browser
- If the user used different devices
- If the user clears the cache and history
- Avg. Time on Event: Total view time/ unique viewers. All bounced viewers are excluded.
- Bounce Rate: Total unique viewers/ viewers who stayed less than 5 seconds.
- Segmentation – Top Countries: The shipping countries’ distribution for orders processed during the event.
- Country: The various countries where your viewers come from.
- Referral: Referrals show you sites that referred visitors to your event.
- Traffic: The traffic sources are captured by the parameter you set after ?utm_source=
- Device: The type of device your viewers used: desktop, tablet, or mobile.
What is in "Community"
The community report gathered insights about the interaction from the viewers before and during the event, You can understanding the volume of actions that happened throughout the live event journey. Here is also where you can find all the chat history, poll results published in the event and a list of email of viewers that you captured.
- Likes: The total number of likes within the live event.
- Shares: The total number of times viewers shared your event while you were live.
- Chats: The total aggregate number of chats within the live event. One viewer may have one chat session, but multiple chats. All chats are counted in the statistic.
- Chat Sessions: The number of unique users who have initiated a chat session during the live event.
- Interaction Rate: The number of viewers that have initiated at least one of the below interactions: like, share, chat, participation in poll(s).
- Segmentation – Top Countries: The shipping countries’ distribution for orders processed during the event.
- Remind Me: The number of people who clicked the “Remind Me” button on the pre-live page.
- Chat History: This is the chat transcript of your live event.
- Notified Viewers: All emails obtained with the notify user feature during the live event.
- Poll Results: The result of the poll initiated during the live event.
What is in the "Sales"
The sales report include essential e-commerce data, including Average order value and sales funnel. Advanced figures like “Most purchased” and “Most viewed” can help you understand further the viewer behaviours from the sales funnel in order to improve the upcoming events to reach the ideal sales target.
- Order: Total amount of orders generated during the live event.
- Sales: Total amount of sales generated during the live event.
- Avg. Order Value: The total aggregate number of chats within the live event. One viewer may have one chat session, but multiple chats. All chats are counted in the statistic.
- Conversion Rate: The percentage of viewers to complete a purchase, calculated from all total viewers in the live event.
- Segmentation – Top Countries: The shipping countries’ distribution for orders processed during the event.
- Sales Funnel: The view of the sales journey from product view to order completion.
- Insight: The insight of product views and purchase.
Campaign and Conversion Tracking
How to measure Custom Campaigns
To measure a Live Shopping campaign, there are numerous data points you can look into, demographic metrics, behavioral metrics, and conversion.
The Demographic Metrics
Top Countries
Find out if the host/ influencer brought the right and quality traffic. You can determine that by checking avg. time on event, this reflects if the viewers enjoyed and stayed for the content.
Looking at how many unique viewers and sales coming from which countries can also help you to locate the winning countries to tailor more events to replicate the success.
Device
Understanding what are the popular devices your viewers use can give you a hint on
The Behavioral Metrics
Referrals
Knowing the referrals of the events can help you find out which channels, websites, or mediums your viewers are coming from. You can tell from the data which channel’s traffic stayed the longest on the event or make the most purchase. You can then amplify the budget accordingly.
Traffic
Find out if the host/ influencer brought the right and quality traffic. You can determine that by checking avg. time on the event and the number of viewers from the country.
💬 Customize the link with the UTM method to track!
The Conversion
Sales Funnel
Just like any e-commerce activity, a sales funnel is as important in Live Shopping. Identify where the dropoff happens.
There are two checkout flows:
- Multi-item: Viewers can check out one or more than 1 item with the shopping bag.
- Instant Buy: Viewers check out a single product directly.
Insights
The information of most viewed and most purchased product are in this session.
Knowing which types of products have the highest purchase intent can help you to put this information in use for not only the next event but also other marketing objectives.
Tracking campaigns with the URL Builder
You can utilize the UTM code logic to track the performance of campaigns and content executed to promote your Live Shopping event. With Livescale’s Enhanced Analytic, you can use utm_source to identify a social media platform, newsletter name, or other sources. This tool allows you to easily add campaign parameters to URLs so you can track Custom Campaigns in Event Analytics.