Shopify Boosts Analytics with New Marketing Events API

When new business owners ask which eCommerce platforms they should consider, SquareSpace and Shopify are at the top of my list. That's why I found this recent announcement so exciting. The company recently held their annual Unite developer conference in San Francisco, where they made a number of announcements including the release of their Marketing Events API.

If you run a business on Shopify, you are most likely incorporating apps to increase your site's effectiveness and drive more sales. Oftentimes these apps help support specific marketing campaigns. 

When you're running a marketing campaign, understanding that campaign's performance is critical to ensure you're not wasting time or resources. These campaigns may include anything from an email promotion, a Facebook ad, podcast giveaway, blog collaboration or retargeting ad.

Why the Shopify Marketing Events API Matters

Analyzing campaign performance has historically been tricky for Shopify owners. You may have found a plug-in app that promised to increase traffic, decrease cart abandonment or drive sales, but truly analyzing the results of specific campaigns within the apps was difficult.

Previously, owners had to incorporate UTM Parameters and track through Google Analytics. The new Marketing Events API release allows the developers creating your favorite Shopify apps to analyze and display your campaign results inside Shopify, minimizing your work behind the scenes.

...50 percent of stores on the platform have marketing apps installed, and those that track marketing using UTM codes are 10 times more successful than those that don’t.
— TechCrunch

What Does This Mean for Me?

This new announcement means that exciting updates are heading your way! There are a few things you can do while you wait for your favorite apps to make the most of the new API and give you access to new analytics. 

  1. If you're fuzzy on the details of analytics for eCommerce, do some research. Even a basic understanding will help. This article is a helpful place to start.
  2. Make sure you have built out your Shopify store with appropriate apps that will help you save time and grow sales. There are a few lists to get you started below.
  3. Set up a well-planned marketing campaign so you can be prepared to start tracking, analyzing and improving your efforts. 

Let this new access to campaign metrics inside your Shopify backend serve as an encouragement and gentle nudge to dig deeper into your marketing campaigns. Go beyond the superficial metrics of where your traffic is coming from and really analyze which efforts are making the most impact.

Track, analyze, adjust and repeat! With each adjustment you'll grow in efficiency, creativity and valuable connection.

Additional Resources

If you're a developer or someone who really wants to dig deep into Shopify's new development tools, this video from Unite offers a nice overview: