If you sell on Etsy you might have come across the Etsy Search Analytics Beta in your marketing tab and wondered what it was, and how you should be using it.
The truth is, it’s been in beta since November of 2018, and it doesn’t give you the best data to use for much.
Etsy search analytics beta is a tool that shows you the search terms that your listings were found for, and it also gives you information about your average order value and conversion rate. However, the tool has some serious weaknesses that makes it very limited in its usefulness. It’s been in beta since 2018 and seems to be more or less abandoned as a project by Etsy.
There are a few things that you can do with the Search Analytics Beta tool, though, so read on to see how to read the analytics and what you can use them for.
Table of Contents
- What is Etsy Search Analytics Beta used for?
- The Etsy Search Analytics Dashboard.
- How to use the Etsy search analytics data.
- How to organize your data table.
- How to use the data in Etsy Search Analytics beta.
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What is Etsy Search Analytics Beta used for?
The Etsy Search Analytics Beta tool was launched in 2018 and was presented as a way to see which keywords your listings were found for. The Etsy help section describes it as being a useful tool to analyze your Etsy search traffic and to check to see which keywords were used to find your listings from your title and tags.
The data that the tool gives you is very basic, though, and because they use averages for certain of the stats, it’s not the best record of where your listings appeared in search.
It can be used to see where the keywords that your listings were found for show up in your listings, though, or if they’re in your listings at all, so it’s interesting for that.
By comparing the search term to the listings that were shown for that term, you can see if the exact word order match is important for that search or not.
You can also use it to track your search stats for traffic, average order value (AOV) and conversion rate.
Let’s look at the Etsy Search Analytics Beta dashboard to see how to read it.
The Etsy Search Analytics Dashboard.
To get to your search analytics dashboard, go to the marketing tab on desktop and select search analytics (beta). Search analytics isn’t available on the app at this point.
At the top of the page you’ll see the date filters that you can use to select a date range to look at. If you don’t change it, it defaults to the previous 30 days and compares it to the same date range one year ago.
Under the date range, you’ll see the number of searches that came from Etsy search, the conversion rate (number of sales per 100 visits,) the average order value, and your total earnings that came through Etsy search.
These numbers don’t include traffic from ads, this is just Etsy organic search traffic.
By hovering your cursor over each of the sections, a box that explains what that section is will open up.
In the main section below that, you can change the different columns that will appear by clicking on “filter columns” and selecting the data that you want to see.
In the columns, hovering your cursor over the question mark next to each header will give you the information about what that column is.
That’s where everything is located, now let’s look at what information you can get from the keyword table.
|Etsy Search Analytics strengths||Etsy Search Analytics weaknesses|
|Shows you all the keywords for your shop in one place.||Might not have all the data from the app.|
|Lets you see which listings are being shown for specific searches.||Doesn’t allow you to sort by individual listing.|
|Lets you see where the words in the search term appear in your listing title and tags||Uses averages for positions.|
|Doesn’t directly report on which listings were sold when the keyword was used.|
|Can’t search for keywords or listings.|
|Full listing keyword stats aren’t available in the beta|
How to use the Etsy search analytics data.
The most useful data in the Etsy Search Analytics beta is being able to see which keywords brought traffic to your listings, and which listings they were. You can also see which terms were used most often, and how many visits vs. impressions the listings had.
The number of impressions can give you an idea about how strongly associated a keyword is with your listing, but impressions don’t tell you where in search your listings appeared.
It could be anywhere, so it could be that your listing was shown on page 250, which is unlikely to get a sale.
Since you can’t tell where the listings are showing up, the impressions are slightly interesting but not really something that you can use in any definitive way.
The position data gives you an average of where your listings showed up in search for that search term.
The weakness in this data is that it’s an average, and because of that it’s not really a useful data point.
If two listings were found for a specific keyword, and one was in the number one position but the other was in the number 9,999 position, it would say that the average position was 5000.
That doesn’t really tell you very much, so that’s not a useful stat.
If you go to the listings tab for the keyword and open that up, you’ll see where the listings appeared for that keyword search on average, so that’s a little better but not 100% accurate either.
Visits is actually kind of interesting because if you sort the column by clicking on the word “visits,” you can see which keywords brought the most visits to your shop through Etsy search.
Whether this includes all of the data or not is a good question, because we know that a lot of app traffic isn’t reported in Etsy stats. It will give you a general idea of your shop traffic, though.
You can use this information to look at the listings for the search term to see if you’re getting a high number of visits because you have a lot of listings that are being found for that term.
If there aren’t very many listings, and you’re still getting a lot of traffic, you might want to use that keyword in other listings as well.
You can sort the conversion rate column to see which keywords end up making the most sales for you, then adding those to more listings.
However, you need to watch out, because long tail keywords will be disproportionately shown as having 100% conversion rates, so they’re not necessarily the best all-purpose keywords.
This column shows how much revenue the keyword brought to your shop. It doesn’t necessarily mean that the keyword itself was what resulted in the sale, though, so it’s not as direct as it appears.
For example, if someone types a search query into the search bar, then goes to your shop from a listing but ends up buying something completely different, it will still give the credit for that sale to the keyword.
You can’t assume that the listings that show up for that keyword are the ones that brought the revenue in, so it’s kind of an interesting stat but it’s not super accurate.
The listings column shows how many, and which ones of your listings were the ones that appeared in search for the keyword on that line of the chart.
To see the listings, click on the number and a window with each listing will open up.
You’ll be able to see where the keywords were in the listing’s title and tags that ended up making it match the search query.
In this section you can also see the average position the listings were found in, so that’s a little useful, but unless you track that outside of search analytics you won’t be able to save the information.
You also can’t select a listing and see the keywords that were associated with it through the beta. For that, you need to go to each individual listing, but that won’t show you the search position either.
Visits per impression
If you select the visits per impression column, you’ll be able to see the percentage of impressions in search that ended up with the customer clicking through to your shop.
Selecting the orders column will give you information about how many orders resulted from the keyword being clicked.
Average order value
This tells you the average value of the orders that were placed after the customer found you through Etsy search.
This is an AOV based on the keyword itself, so you should pay attention to these to see which types of keywords convert best in your shop.
How to organize your data table.
To select the columns that you want to appear in your Search Analytics table, click on”filter columns” at the top of the table and check the columns that you want to see. You don’t need to use all of the columns, so if you do want to use the data you’ll need to decide which pieces of data are the best for your purposes.
You can also sort the columns by clicking on the name of the column. This will flip them to either largest to smallest, or A-Z vs. Z-A.
If you want to reset the chart to the unfiltered view, refresh the page and it will go back to the default view.
How to use the data in Etsy Search Analytics beta.
The most effective use of the information in the search beta is to look at the keywords that you’re being found for in order to get ideas for keywords. You can also check to see which keywords are bringing you the most orders and revenue, then use those to create new listings, or just add them to different listings.
Unfortunately, the fact that you can’t cross-reference the listings with the keywords list makes it difficult to see which keywords were used for a single listing unless you go to the stats for that listing.
Even then, some of the data points aren’t included, so it’s a little awkward.
If I was going to use this data set, I would basically take a look at the keywords and see if anything odd jumped out at me.
I’d be looking to see if the keywords that I thought were important to my shop actually were, and how many sales came through one-time long tail keyword searches vs. short tail searches.
I’d also be looking for keywords that I didn’t have in many listings, but that were bringing me traffic and sales, and put those in more listings.
I don’t use Etsy Search Analytics very much because it’s not the best system and it’s difficult to pull a lot of useful information out of it. It’s good to go in there every now and then just out of curiosity though, even if you don’t use a lot of the information!
- Etsy Stats Part 1- Where To Find Them
- Etsy Stats Part 2: What’s Included
- Etsy Stats Part 3: How To Use Them
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