Is your e-commerce VTEX? Then don't miss out on the solution developed by the team at Pareto which will revolutionize the way you view your paid media data: the Dashboard integrating VTEX with the main online media platforms.
What is the E-commerce Dashboard?
It is a Dashboard in Google Data Studio integrated with VTEX and media platforms such as Google Ads e Facebook Adsas well as Google Analytics. By unifying these platforms, you have a view of segmented revenue, investment and ROAS for each channel.
Take a look at the demonstration video of the Dashboard integrated with VTEX, and we'll give you more details below.
Advantages of having a Dashboard integrated with VTEX
By unifying these platforms, you will have a view of invoiced revenue, investment and ROAS (Return On Advertising Spend) segmented by channel. You can also see this data segmented by specific campaigns.
As the data is brought to the Dashboard via the VTEX API, it is possible to split the results by product or product category. Another interesting insight is provided by the Location view: how about finding out which city or even which neighborhood brings the greatest return to your e-commerce in a quick and visual way?
With this information always at hand, your company's strategies can be planned more precisely by understanding the performance of products and locations. It's possible to match your ideal persona to the purchasing power of each neighborhood, for example.
Finally, you will be able to monitor the status of orders placed on your e-commerce site. You'll be able to see unpaid invoices, allowing your sales team to identify them and contact you to facilitate the checkout process.
Dashboard pages for E-commerce
Find out what information is available on the pages of our VTEX Dashboard.
Management page
The first page of the Dashboard is Management. Here you will have a macro view of your business situation. It features a section with the Big Numbers, i.e. the most important KPIs for monitoring an e-commerce business.
Main KPIs, Payment Methods and Locations
Highlights include invoiced revenue VTEXallowing you to track the amount actually received in that period. But we also have a graphical view of the revenue captured via Google Analytics, showing the order approval rate.
Another section shows the sum of the amount invested in paid media, with data from all the advertising platforms on which your company has campaigns: Google Ads, Facebook Ads, Twitter, Bing, among others.
With this data, we present the total ROAS figure . This is one of the most important metrics, as it is through it that we see the overall result of the e-commerce.
Other relevant information on this first page of the Dashboard is: a comparison of the amount approved versus raised; the overall conversion rate, the number of orders approved and the average ticket approved.
A large time chartin which you can choose any of the metrics mentioned to analyze that period. Choose between a day, week or month view, according to your needs.
Another very interesting graph refers to the breakdown of sales by payment method (card and boleto). The approval rate for each is shown, providing interesting insights into the behavior of your audience.
On this first page, you can see a summary map of the locations your e-commerce serves and the results obtained by each one. We'll have a specific tab to go into this regional performance in more depth.
Channel view
The last section of this Management Page shows consolidated performance by Pareto Source. In other words, we categorize the channel that brought in that purchase and this result is consolidated to make it easier to monitor.
Unlike what is seen in Google Analytics' Source/Media, where the data is very dissipated between channels depending on the UTM, here we do a treatment to unify and better understand the results. For example, investment in all social media (Facebook, Instagram, Twitter, etc.) will appear in the Social Ads line.
All the relevant metrics are segmented by Pareto Source, enabling a comparative view between them. It also provides a history of each metric's share of sales.
Product Category and Region Pages
On the Product Category Pagethe main filters are already available for selection: product name, category and even the coupon that was used in the transaction. All this information is available in the table, the time graph and the treemap breakdown.
Now, on the Regions Pageyou can now see the results by state, city and even neighborhood. An expandable geographical map is displayed which is integrated with Google Maps.
This way, we can zoom in on the desired region and see the performance of places of interest, such as neighborhoods and specific ZIP codes. Have you ever thought about seeing your company's average ticket in a particular street? A great insight for understanding the buyer profile, or even for planning physical store openings in potential regions and carrying out offline actions in these locations.
Paid Media Page
On this page, we bring you the results more focused on the paid media in which your company invests. Note that we are now talking about revenue captured in Google Analytics (not invoiced) or the conversion value recorded on advertising platforms such as Google Ads and Facebook Ads.
All the relevant metrics for analyzing campaigns will be on the paid media page, which are available in a table. In addition to the conversion value, we will have the conversions themselves, impressions, clicks, conversion rate, among others.
The interesting thing is to analyze your invoiced ROAS on the first management page and then go deeper to understand the revenue captured by platform on this Dashboard page.
If you want to see the results of just one ad platform, such as Facebook, just click on the corresponding table row. This will automatically update all the graphical elements to match that selection.
Daily Performance Page
Now we're bringing you direct data from VTEX again. You can follow your e-commerce results day by day, in a table view, containing the main relevant metrics. If you prefer, you can change the table view to weekly results.
This table allows close monitoring of marketing and promotions practiced by your company. By having the consolidated result per day, with revenue and investment, you can quickly see the evolution of the specific action.
Finally, a bar graph shows the data on approved revenue, as well as purchases that are still being processed. As soon as a boleto is paid, for example, the color of the bar in this graph will change automatically.
Client page
This is the last page of the Dashboard integrated with VTEX. It works almost like a CRM for your e-commerce, displaying your customers' data.
You can select one of these buyers by filtering in the initial table, and thus see all the details of their orders. Imagine how interesting it would be to find out if your customers are buying repeatedly, and even what the average window is between one purchase and the next!
Contacts are integrated with WhatsApp, allowing your sales team to easily send a message to a particular customer. This makes it possible to increase the number of approved orders.
With our Dashboard you can integrate your VTEX e-commerce data with the main paid media platforms, such as Google Ads and Facebook Ads. As well as Google Analytics, giving you a macro view of results.
On different pages, you have a complete analysis for monitoring your company's digital results with valuable insights for the strategic planning of your e-commerce. Fake a free demo to see the functionalities in practice.
