Oct 22, 2021

Ecommerce Marketing Analytics Launch

Apteo's new marketing analytics feature helps Shopify store owners identify which of their marketing efforts are working best.

Shanif Dhanani

Marketing attribution has always been a thorny issue for every store owner. It's not always easy to know how your customers are finding you, much less what your highest value channels are, or which channels lead to the most retained customers. Shopify store owners get some help from Shopify's built in conversion information, but that data is hard to aggregate and analyze.

Today, we're excited to announce that we've rolled out a new page on our Analytics module to help store owners understand their best marketing channels. The new page will help store owners understand not only where their sales are coming from, but what their highest value channels are, and which of them lead to repeat customers.

Interpreting UTM params

Like with all of our other analytics pages, all of your store's analytics will come through without you needing to make any new changes or connect any new integrations. Our system pulls in your existing order data from Shopify, which provides information about where your customers came from when they have this data available. Our system analyzes, aggregates, and interprets this data to make it easy for you to see trends in your marketing efforts.

Because we rely on this data to be available from your ecommerce platform, for now, this page will only be available for stores that use Shopify. It's also important to note that for many stores, the majority of orders will not have conversion data, and Apteo's system will group those orders into an "Other" category. However, when data is available, it's extremely helpful to see how this data breaks down for your store.

When a customer makes an order on your Shopify store, Shopify will track them by using the utm parameters that were present when they came to the first page in their session. Shopify then provides these UTM parameters to Apteo. Because these parameters are optimized for inclusion in URLs, they're not always the easiest to read. In addition, there are frequently inconsistencies between parameters set from different campaigns.

To make your life easier, our system will clean up these parameters and group them intelligently so you can get a clean and comprehensive view of where your customers are coming from. In general (though not always), we map the utm_medium parameter to Channels and we map the utm_source parameter to Sources. We group sources together by channel to make it easier for you to evaluate how different marketing strategies are working for your store. You can always see the raw aggregations for your marketing analytics by unselecting the filter for interpreting raw UTM params at the top of the page.

Key metrics

For each section, we'll provide some key metrics to help you deeply understand your marketing efforts. The following list provides an overview of the metrics that you'll get:

  • Total Sales Driven: total sales value for each channel or source in the selected timeframe
  • AOV For Orders: the average order value for orders placed by customers who came in through the selected channel or source in the selected timeframe
  • Avg. CLV (Across All Time) - the average customer lifetime value (predicted by our A.I.) for the customers who came in through the listed channel or source in the selected timeframe
  • New Customers Acquired - the number of new customers from each channel in the provided timeframe
  • New Sales Driven - total sales from new customers acquired from a channel or source in the provided timeframe
  • Customers Acquired That Made A Repeat Purchase - the number of customers that were acquired from the channel or source that then went on to make another purchase in the selected timeframe
  • Repeat Purchases Driven - the number of repeat purchases made by customers in the channel or source in the selected timeframe
  • Repeat Sales Driven - total sales driven by repeat purchases from this channel or source in the selected timeframe

Get started

Marketing analytics, like all of our analytics, are free to use for any user. To get them for your store, simply sign up for a free account at or install our Shopify app. After a bit of time, your data will be loaded and you'll be able to see how your marketing efforts are driving your sales.

About the author
Shanif Dhanani
Co-Founder and CEO, Apteo

Shanif Dhanani is the co-founder & CEO of Apteo. Prior to Apteo, Shanif was a data scientist and software engineer at Twitter, and prior to that he was the lead engineer and head of analytics at TapCommerce, a NYC-based ad tech startup acquired by Twitter. He has a passion for all things data and analytics, loves adventure traveling, and generally loves living in New York City.