eCommerce 360 Manual

Introduction

In a world where everyone is constantly bombarded with information, we wanted to make things a little less complicated for you when it comes to measuring health and success of your eCommerce site.  

Here at Bridgeline, we created the eCommerce360 dashboard - a prescriptive dashboard that was built to provide you with an at-a-glance view of your site’s most important metrics, perform health checks, surface potential arising issues, and offer solutions.  

For any eCommerce site’s revenue, growth is the key. eCommerce360 dashboard does the legwork for you and offers actionable recommendations to help you drive that revenue up.

Setting up the dashboard takes less than a minute, so get started now!

Getting Started

The eCommerce360 dashboard integrates with Amazon Cognito for handling authentication, authorization, and user management. This strategic integration provides for common identity management standards including OpenID Connect, OAuth 2.0, and SAML 2.0. Advanced security features of Amazon Cognito help to protect your data from unauthorized access to the accounts.

Create New Account

To Create New Account

1. Go to https://e360.bridgeline.com/home and click on ‘Create Account'

2. Enter your website’s domain and click on ‘Link Domain’.

Note: your website’s domain should be in the following format: example.com

3. The next step is to Sign Up

4. You can sign in with your social media accounts (Google or Facebook)

A] Continue with Google – This takes you to ‘Sign in with Google page.’ Here you can choose your Google Analytics account and follow the steps to ‘Sign In.’

B] Continue with Facebook – This takes you to ‘Log into Facebook page.’ Here you can choose your Facebook account and follow the steps to ‘Sign In.’

Or  

C] Sign up to create a new account - Fill in your email, Given name, Family name, create a strong Password, and click ‘Sign up’

A verification code will be sent to the email address provided at the time of Sign in. Please check the inbox of the email address provided at the time of Sign in.  

If you do not see an email with the verification code, please check your spam folder.

Enter the verification code from the email and click on ‘Confirm Account.’ You can click on ‘Resend it’ if you did not receive the verification code.

Already Have an Account? Sign In to See the Latest Activity!

Returning Users can Sign in for dashboard application here.

The eCommerce360 Dashboard can only be accessed only with a valid username and password. Depending on the sign in option used at the time of creating the account, you can login either by using your social media account or sign in with your email and password that was previously used to set up the account.

Frequently Asked Questions

How do I reset my password?

This depends on the sign in option used when creating the account. If you had previously used email and password, then click on the ‘Forgot your password?’ link and follow the steps to reset your password.

If you had previously logged in with ‘Google or Facebook,’ click on the social media links to reset your password.

Facebook

Google

Dashboard

The eCommerce360 Dashboard provides an at-a-glance view and health check of your site’s most important metrics and key performance indicators (KPIs). For an eCommerce site, those indicators are:  

  • Revenue
  • Traffic
  • Conversions
  • Average Order Value (AOV)

The eCommerce360 Dashboard is divided into several parts.  

Left-hand Navigation:

Use our left-hand vertical navigation to browse the various key performance metrics in depth.

Recommendations:

At the very top, we have the Quick Link button that displays our Recommendations that will help to drive the success of your site.

Reporting Timeframe:

We provide a few default reporting timeframe options for you to choose from to view performance graphs.

Revenue

The Revenue graph shows the total transactional revenue or income generated by the sale of products or services related to the company's primary operations during the selected reporting period.

The transactional revenue reported here is effectively the net revenue. Subtotal price is the revenue collected after discounts but before shipping and taxes.

Notes

  • Currency – all sales are shown in USD ($)  
  • The graph also shows the trends for Orders and Sales for the selected reporting period.

Traffic

Traffic is the total number of sessions for the selected reporting period.  

Note

A user session is a record of interactions a user performs when visiting your website. A session begins when a user visits a page on your website. The end of session is considered either after 30 minutes of user inactivity, or when the user leaves the site.

Conversions

The eCommerce360 conversion rate shows the average number of transactions in a session.

For example, if your site receives 300 visitors in a month and has 50 sales, the conversion rate would be 17%

Conversion rates differ based on industry, region, device used for shopping, and many other factors. Check out our Recommendations to see what the recommended benchmark is for your site.

Average Order Value

Average Order Value (AOV) is one of the main eCommerce KPI’s that measures the average total amount of every order placed with a business. Monitoring your AOV helps inform businesses on the performance of their marketing and pricing strategies and better plan future campaigns.  

Notes

  • AOV here is using the net revenue number and not the net profit.

Top Selling Products

The Top-Selling products table shows sales revenue from the most popular products or services that were sold in enormous quantities for a selected reporting period. This table also shows the number of orders that included these products.

Revenue

Revenue Overview

Revenue is the total transactional income generated by the sale of products/services during the selected reporting period.

The transactional revenue reported here is effectively the net revenue. Subtotal price is the revenue collected after discounts but before shipping and taxes.

Notes

  • Currency – all sales are shown in USD ($)
  • The graph also shows the trends for Sales for the selected reporting period.

Revenue per Device Type

*** Hovering over the pie chart will display revenue per device type  

Revenue per Device Type is tracking what percentage of your customers are using the various device types (Desktop, Mobile, or Tablet) to place orders in each reporting period.

How does this help?

Tracking this data helps you:  

  • Understand which devices your customers use for shopping the most
  • Work on optimizing your site’s UX for different devices
  • Effectively build marketing campaigns and tailor them based on device usage
  • Analyze user behaviors and predict future preferences or interests

Maintaining consistent experience across various devices and platforms is very important for any website in today's market.

Customer Metrics

1. Number of Customers – Total number of new vs returning customers for the selected reporting period.

2. Orders - This metric tracks the number of orders placed for the selected reporting period.

3. Items Purchased – Total count of products/services purchased by your customers.

4. Revenue - Revenue that new and existing customers brought for the selected reporting period (excluding shipping and tax).

5. Average Order Value - AOV is the average dollar amount spent each time a customer places an order.

6. Average Items Purchased – An average number of items or services each customer new/returning customers bought per purchase.

7. Revenue per User - Revenue per user shows the average revenue a company generated from new vs returning customers. This is calculated based on the total sale revenue (excluding shipping and tax) of the transaction for new/existing users divided by the total number of new/existing users.

8. Revenue per Session – Revenue Per Session is the average amount of money generated by every unique session or visit to your website (excluding shipping and tax).

Notes

  • New Customers are the people who have never visited your site through any of the channels  
  • Returning Customers are people who have visited or purchased from your site before
  • In order to avoid inflating metrics, $0 revenue orders are not counted for calculations

How does this help?

New Customers help Revenue Growth and brand expansion. They are equally as important as Returning Customers, who tell you how successful your marketing campaigns are and how powerful your brand is by spending their dollars with you and staying loyal. We are tracking these customer metrics on the Revenue screen for New vs Returning Customers to see how your revenue stream differs for these two groups and how each of them contributes to the overall revenue picture.

Revenue per Acquisition Channel

Revenue per acquisition channel tracks the traffic channels through which users were acquired. It is extracted from users' first session. Traffic channel is computed based on the default channel grouping rules at the time of user acquisition.

Common Acquisition Channel Groupings

1. Organic Search – This traffic came to your site through a search engine such as Google, Bing, etc. This is an important channel to watch for SEO optimization purposes.

2. Display – This traffic came to your site by clicking on an ad that you ran on another website. Ex: Banner ads, promo materials posted in Blogs, and image ads on news sites are common generators of this traffic.

3. Direct – This traffic had your site URL and used that to browse your site.

4. Referral – This is traffic that is generated from a backlink from another website to your site.

5. Paid Search – Traffic shown in this channel comes from your paid search ads that appear in the search results.

6. Social – These are users who find your website’s page through an associated social media account.

7. Email – Users who clicked on links in an email campaign.

8. Other – Traffic that comes from miscellaneous sources not classified above.

9. Custom – If you have set up any custom acquisition channels within Google Analytics, they will be displayed on the eCommerce 360 dashboard as well.  

How does this help?

This data helps to:  

  • Identify the investment areas to maintain your brand. For example, not having a presence on any social media platform can look suspicious, outdated, and could hurt business.
  • Determining where to invest for acquisition, focusing on the areas that have the biggest impact to help identify channels with the best ROI (Return on Investment), and using them to run campaigns.  

Revenue per Country

*** Hovering over the pie chart will display revenue per device type

Transactional Revenue from the total sales for the reporting period per Country.

Notes

  • Users' country, is determined by their IP addresses or Geographical IDs.
  • Here we are grouping countries based on the geographical location of the traffic that is generating this revenue. For example, here most of the traffic is from USA, hence rest of the world is shown as Others.

Traffic

Traffic

The traffic graph shows the total number of sessions for the selected reporting timeframe. This graph will help to quickly determine sudden spikes/drops in traffic.

Note

A user session is a record of interactions a user performs when visiting your website. A session begins when a user visits a page on your website. The end of session is considered either after 30 minutes of user inactivity, or when the user leaves the site.

Traffic per Device Type

Traffic per device type shows the total number of sessions captured over a weekday per device type (Desktop, Tablet and Mobile).

How this helps:

  • Understand which devices shoulder most of your site’s traffic
  • Provides segments for performance testing  
  • Analyze user behavior and predict future preferences or interests

Top Countries

The Top Countries table shows the top 10 countries from where your customers placed orders that generated the transaction revenue for your eCommerce site for the selected reporting period.

How does this help?

Understanding geographical market segmentation helps to better plan future campaigns to further grow revenue.

Homepage SEO Score

The score is a snapshot analysis of the key factors that impact the search engine optimization and usability of a particular website or webpage.

A website’s score is based on 3 main factors:

  • Accessibility: Can search engines and humans visit your site and properly load your pages?
  • Readability: How easily can search engines properly interpret the content on your pages, the context surrounding it, and its relevance to a particular topic?
  • Quality: Does your website provide a good user experience for human visitors?

This analysis is presented on a 100-point scale.

Conversions

Conversions Overview

The eCommerce360 conversion rate is the average number of transactions in a session.

For example, if your site receives 300 visitors in a month and has 50 sales, the conversion rate would be 17%.

Conversion rates differ based on industry, region, device used for shopping, and many other factors. Check out our Recommendations to see what the recommended benchmark is for your site.

Conversions per Device Type

The eCommerce360 Conversion Rate per Device Type graph shows the average number of transactions in a session per device type (Desktop, Mobile, and Tablet) per acquisition channel. Knowing which channel converts the best on your site will help you decide where to invest your dollars to acquire more customers and lower customer acquisition costs.

Conversions per Acquisition Channel

The eCommerce360 conversion rate breaks down your traffic by source. With these reports, you can see which of your campaigns are contributing toward your goal conversions or which campaigns are causing users to bounce to help you understand where to focus your efforts and increase the conversion rate.

Common Acquisition Channel Groupings

1. Organic Search – This traffic came to your site through a search engine such as Google, Bing, etc. This is an important channel to watch for SEO optimization purposes.

2. Display – This traffic came to your site by clicking on an ad that you ran on another website. Ex: Banner ads, promo materials posted in Blogs, and image ads on news sites are common generators of this traffic.

3. Direct – This traffic had your site URL and used that to browse your site.

4. Referral – This is traffic that is generated from a backlink from another website to your site.

5. Paid Search – Traffic shown in this channel comes from your paid search ads that appear in the search results.

6. Social – These are users who find your website’s page through an associated social media account.

7. Email – Users who clicked on links in an email campaign.

8. Other – Traffic that comes from miscellaneous sources not classified above.

9. Custom – If you have set up any custom acquisition channels within Google Analytics, they will be displayed on the eCommerce 360 dashboard as well

How does this help?

This data helps identify the investment areas to maintain your brand. For example, not having a presence on any social media platform can look suspicious, outdated, and could hurt business.  

This also helps in determining where to invest for acquisition. Focusing on the areas that have the biggest impact helps identify channels with the best ROI (Return on Investment) so you can use them to run campaigns.  

Average Order Value

Average Order Value Overview

Average Order Value (AOV) is one of the main eCommerce KPI’s that measures the average total amount of every order placed with a business. Monitoring your AOV helps inform businesses on the performance of their marketing and pricing strategies and better plan future campaigns.

Average Order Value per Device Type

Average Order Value (AOV) per Device Type graph shows the average dollar amount spent each time a customer places an order on a website per device type.  

AOV has a direct correlation to your revenue growth. Increasing your AOV is one of the best and most effective ways to grow overall Revenue. Tracking AOV also helps to monitor customer purchasing patterns.

Average Order Value per Country

Average Order Value (AOV) per country shows where your top AOV dollars come from geographically. This helps you to identify which countries most of your revenue is generated from and helps to expand the acquisition channels to increase your customer base in a country.

Settings

Account Integrations

Linking your Google Analytics account is needed in order to pull the data into the eCommerce 360 dashboard. Please see detailed instructions on how to link your account below:

Linking the ‘Google Analytics account’

1. On Settings tab please click on ‘Sign in with Google’

2. Please fill in the credentials to connect with your Google Analytics account email address and password and click ‘Next’

3. Please select the option to ‘See and download your Google Analytics data’ and click ‘Continue’ to complete the process of linking the Google Analytics account

4. After the linking process is complete, you will be redirected back to the Settings screen

Unlinking and Re-linking the ‘Google Analytics account’

1. Login into eCommerce360 dashboard -> Go to Settings Tab -> Account Integrations -> Click ‘Unlink Google Account’ as shown in the below screenshot and follow the steps to re-link the account.

Enhanced Ecommerce

Enhanced Ecommerce offers insights about your customer’s shopping behaviors, merchandising success, economic performance, product attribution, and much more. Enabling Enhanced Ecommerce is strongly recommended so you can gather more data about your site visitors and get the full benefit out of the eCommerce 360 dashboard.

Enabling this Enhanced eCommerce tracking is easy – click here to view step-by-step instructions or contact your system administrator for assistance.

Frequently Asked Questions

What type of access does the eCommerce 360 dashboard need?

The eCommerce 360 dashboard needs read-only access to your Google Analytics account to pull in data and use it for reporting.

Why should I connect to my Google Analytics Account?

Connecting your GA account to the eCommerce 360 dashboard will provide us with read-only access to your data. This data can then be used to compare with industry benchmarks, provide recommendations based on our analysis, etc.

What GA versions are supported by the eCommerce 360 dashboard?

The eCommerce 360 dashboard is currently compatible with Universal Analytics. We will be supporting Google Analytics 4 version in subsequent releases as well.

What is the underlying data the eCommerce 360 dashboard uses?

Our dashboard is currently powered primarily by Google Analytics data, but other data points will be introduced in the future as well.

Settings

Account Integrations

Linking your Google Analytics account is needed in order to pull the data into the eCommerce 360 dashboard. Please see detailed instructions on how to link your account below:

Linking the ‘Google Analytics account’

1. On Settings tab please click on ‘Sign in with Google’

2. Please fill in the credentials to connect with your Google Analytics account email address and password and click ‘Next’

3. Please select the option to ‘See and download your Google Analytics data’ and click ‘Continue’ to complete the process of linking the Google Analytics account

4. After the linking process is complete, you will be redirected back to the Settings screen

Unlinking and Re-linking the ‘Google Analytics account’

1. Login into eCommerce360 dashboard -> Go to Settings Tab -> Account Integrations -> Click ‘Unlink Google Account’ as shown in the below screenshot and follow the steps to re-link the account.

Enhanced Ecommerce

Enhanced Ecommerce offers insights about your customer’s shopping behaviors, merchandising success, economic performance, product attribution, and much more. Enabling Enhanced Ecommerce is strongly recommended so you can gather more data about your site visitors and get the full benefit out of the eCommerce 360 dashboard.

Enabling this Enhanced eCommerce tracking is easy – click here to view step-by-step instructions or contact your system administrator for assistance.

Frequently Asked Questions

What type of access does the eCommerce 360 dashboard need?

The eCommerce 360 dashboard needs read-only access to your Google Analytics account to pull in data and use it for reporting.

Why should I connect to my Google Analytics Account?

Connecting your GA account to the eCommerce 360 dashboard will provide us with read-only access to your data. This data can then be used to compare with industry benchmarks, provide recommendations based on our analysis, etc.

What GA versions are supported by the eCommerce 360 dashboard?

The eCommerce 360 dashboard is currently compatible with Universal Analytics. We will be supporting Google Analytics 4 version in subsequent releases as well.

What is the underlying data the eCommerce 360 dashboard uses?

Our dashboard is currently powered primarily by Google Analytics data, but other data points will be introduced in the future as well.