If you’ve been reading up on the latest updates you’ll know that you can now use Google Analytics to track the performance of your myFlashStore music stores. This is a great way to keep an eye on your marketing efforts, and find out what does and doesn’t work for you
I’m not going to go into the basics of setting up your Google Analytics account, or integrating it with myFlashStore, as we have this in our FAQ. So if you’re unfamiliar with Google Analytics, or unsure how to set it up, please read the FAQ here
A great tool to use with your Analytics is Google’s URL Builder. With this you can create tracking links that you use only in specific places and identify exactly where your sales are coming from. These will track exactly who clicks what links and what actions they perform on your website, including sales, music plays plays etc.
For example, you could see that Steve came to your website from a particular tweet, email, advert, etc. You can see that he played a few beats before choosing one to add to his cart, and then proceeded to purchase that beat. He even liked it so much that he shared it straight from your music store. All of these things can be seen in your Google Analytics data, and I’ll show you how to see this data in a minute
Here’s how you create the tracking links:
1. Copy and paste the url you are sending people to (e.g. www.mywebsite.com) into the ‘Website URL’ section
2. Next up is the Campaign Source. This is where the link will be placed e.g. newsletter, a website, blog, etc.
3. Then input the Medium. This defines the type of campaign holding the link e.g. email, blog post, social site, etc.
4. Finally enter the name of your campaign. This can be anything you want, but make it relevant so that you can identify it. e.g. New Upload Newsletter
Then you’ll be left with a link that looks like this: www.mywebsite.com?utm_source=new%20upload%20newsletter&utm_medium=email&utm_campaign=New%20Upload%20Emails
Here’s another example: www.mywebsite.com?utm_source=www.twitter.com&utm_medium=Social&utm_campaign=Twitter%20Beat%20Promo
You can see that this link will be placed on Twitter – this can be seen in source=www.twitter.com (it will be shortened using a service like bit.ly, yourls.org, etc).
It is a social campaign, which you can see in medium=Social
And you can identify it in your analytics by finding ‘Twitter Beat Promo’, which you can see in campaign=Twitter%20Beat%20Promo
You can then use this link in your call to action. So you’ll create a link in your newsletter – e.g. “Click Here to hear this new beat”, and the link they click will be your tracking link, made specifically for that email. So when someone clicks the link in your email to visit your store, you can see that they came from your “New Upload Newsletter” which you send out with new uploads
*Edit – Google have now updated the URL builder, so it looks slightly different to the image above, but functions in the same way. You can find a guide to using the new URL Builder here: https://prateekagarwal.com/google-url-builder/
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To view the results of your campaign (link clicks, beat plays, conversions, etc.) you need to head over to Google Analytics (analytics.google.com) and click the Reporting tab at the top of the page. Then, using the selections on the left hand side, head to Acquisition > Campaigns > All Campaigns. Alternatively you can search for the word ‘campaign’ in the top left hand corner and click one of the results here
Once here, you can see all your campaigns and all the different fields of data that accompany them, including Sessions (visits), Average Session Duration, Transactions and much more. You can also go into the campaigns to see how each medium is performing and compare the usefulness of each medium
For example, you can have a ‘New Beat Upload’ Campaign, which you’ll see in Acquisition > Campaigns > All Campaigns. But you can then click into that and see how your email marketing compares to social marketing, just within the ‘New Beat Upload’ Campaign. This is where your tracking links become really useful in helping you work out what is/isn’t working, and how to improve certain areas
Tracking your visitors actions
On the left-hand side of your Reporting screen, you’ll see an option called Behaviour. In Behaviour > Events you can keep an eye on your visitor’s behaviour (hence the name) and see what they are doing when using your store. You can keep an eye on your beat plays, shares, how many times each beats are added to the basket + more. The last one is useful seeing how often people get to the last step then bail before making a purchase. This is called an Abandoned Cart and is very common in online retail.
The next (and maybe most important) feature you want to look at is conversions tracking. This is found in Conversions > Ecommerce > Overview. Here you can keep an eye on your conversion rates, best selling products + more. You can even see when people are purchasing, which will help you know when is the best day/time to send out your emails, tweets, etc. for a better chance at converting visitors to paying customers
So why is all this useful?
Well, with the amount of things you can see with Google analytics, you can determine exactly how your visitors are acting. You can see how you are influencing their actions – whether on purpose or not. For example, maybe 90% of your visitors from your New Upload Newsletter are visiting your store, checking out some beats and not buying anything. Compared to visitors coming from Twitter who are maybe converting at 30%. This allows you to see into things you couldn’t see without analytics, and figure out why one thing works over another
If you’re reading thinking “That sounds like a lot of effort just for a few stats” or something along those lines, you really need to give this a go. You will not believe how much this helps your marketing efforts. I say this because without analytics, you have no idea where your sales are coming from, and where you are wasting your time. You might be sending out emails everyday, thinking they’re getting you sales, when actually you’re just wasting your time, and your sales are coming from other advertising
Analytics is FREE to use, doesn’t require any professional help, and could save/earn you a lot of money, so if you haven’t already, go and set up your account
*Google Analytics is available to Gold & Platinum members only
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