How to use the e-commerce dashboard?

Please note: the e-commerce dashboard is only available with a Plus and Professional subscription.

The e-commerce dashboard displays performance statistics of your linked e-commerce store(s). You can use this dashboard to view insights and recommendations related to the growth of your business.

This article covers the following topics:

Please note: The e-commerce dashboard is only available to MailBlue customers using a Deep Data integration with BigCommerce, Shopify, WooCommerce, or another Deep Data web store integration.

 

Access to the e-commerce dashboard

To access the e-commerce dashboard, log in to your MailBlue account. This will open the general 'Marketing' dashboard. By clicking on 'E-Commerce', the e-commerce dashboard will open.

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The e-commerce dashboard will display performance statistics of your linked web store(s). The filters on the right can be used to display insights from a specific web store or time period.

 

Information on the e-commerce dashboard

The e-commerce dashboard displays the following information:

 

Recommendations for you

The 'Recommendations for you' section shows recommendations for actions you can take directly in your account. These recommendations help you improve customer intentions, awareness, purchase rate, loyalty, and engagement.

These recommendations include:

  • Activating an 'abandoned cart' automation
  • Installing site tracking
  • Integrating with 'Facebook Audience'
  • Saving a segment of contacts who make one purchase
  • Saving a segment of contacts who make more than one purchase

For each recommendation, you can click on the call-to-action (to take immediate action) or click on 'learn how'.

By clicking on the 'X' in the top right corner of the recommendation, you can remove that specific recommendation from your dashboard.

By clicking on the arrows above the recommendations, you can hide the recommendations.

 

The customer journey

The customer journey visualises all activities that contacts undertake within a specific time period. This data is only collected and displayed for individuals who are included as contacts in your MailBlue account. Purchases are only shown when a person makes a purchase in your linked web store.

The selection shows four phases of the customer journey:

  • Awareness - visit to your web store ('Awareness')
  • Intent - products added to the shopping cart ('Intent')
  • Purchase - purchase of a product ('Purchase')
  • Loyalty - making repeated purchases ('Loyalty')

Each phase consists of statistics and graphs. Each statistic shows where your company stands based on benchmarks.

Below the graphs, you will find the following statistics:

  • Cart abandonment rate ('Cart abandonment rate')
  • Conversion rate ('Conversion rate')
  • Repeat purchase rate ('Repeat purchase rate')

These statistics indicate where your company stands based on industry benchmarks.

 

E-commerce performance

In the E-commerce performance section, you will find important statistics, revenue over time, and specific content that has contributed to business results.

- Key performance statistics

The top of the E-commerce performance section displays three key performance statistics.

  • Total marketing revenue ('Total marketing revenue')
  • Average open rate ('Average open rate')
  • Average click rate ('Average click rate')

These statistics show where your company stands based on industry benchmarks.

 

- Marketing revenue over time graph

This graph displays all revenue from campaigns and automation emails.

You can use this graph to understand where your marketing efforts have generated the most revenue and where they are less relevant.

You can also hover over a specific time to view more details, such as total marketing revenue and the breakdown between campaigns and automations.

 

- Valuable content (ActiveCampaign content)*

*MailBlue is an official reseller of ActiveCampaign. 

This table contains content with (among other things) the following information:

  • Name ('Name')
  • Marketing type ('Marketing type')
  • Last Sent Date ('Last Sent Date')
  • Open rate ('Open rate')
  • Click rate ('Click rate')
  • Revenue ('Revenue')

The information displayed depends on:

  • The time period selected at the top of the overview
  • Any specific time selected in the Marketing revenue over time graph

E-commerce revenue explained

All revenue tracked in the e-commerce dashboard comes from a Deep Data integration. This includes BigCommerce, Shopify, and WooCommerce. Revenue from third-party Deep Data e-commerce integrations is also displayed here.

These statistics show orders from each e-commerce store linked to your MailBlue account.

For Shopify users: discounts originating from a campaign and used in an order, are excluded from the displayed revenue amount.

For WooCommerce and BigCommerce users: discounts are not excluded from the displayed revenue amount.

 

How revenue is calculated

In order to display and track revenue from the linked e-commerce webshop for all purchases, certain conditions must be met:

  • The purchase(s) must be made within 7 days after a campaign or automation email is sent.
  • The purchase must be made by a contact who has received your email (campaign or automation email). The email must be used to make the purchase, for example by clicking on a link.
  • The purchase must be made in a connected e-commerce webshop.

Please note: Shipping costs and VAT are not included.

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