One of the things I love most about Etsy is that it’s so comprehensive when it comes to tracking just about everything in your business. My shop stats, marketing, and finances are all in one place without any coding or plugins, and Etsy manages it all for me. Shop stats are super easy to navigate through and provide a variety of information about visitor activity, how shoppers found you, and other incredibly helpful insights.

By exploring your Etsy shop stats, you can learn more about what’s working in your wedding stationery business or creative business and what’s not.

Today, I’m giving you the full, inside scoop of my Etsy shop stats. I hope you’re able to learn so much more about Etsy on the backend from this post.

Metrics Overview

When you log in to Etsy, you can access your stats by clicking “Shop Manager”, then select “Stats”. The first section you’ll see is your metrics overview.

You can view details about each of the following by selecting a metric. Here’s what each metric represents:

Visits: The number of people who looked at your shop or listings

Orders: The total number of orders sold in your shop (not the number of items sold)

Conversion Rate: The percentage of visitors to your shop that make an order. This is calculated as Conversion Rate = Number of Orders / Number of Visits. Ideally, your conversion rate should be between 2% - 5%.

Revenue: The total sales of all your orders, minus your shipping and tax costs

Use the dropdown at the top of the page to select the time period you want to see stats for. Because of updates made by Etsy a few years ago, only shop stats from November 2017 to the present are available. Toggle on “Compare to previous period” to see your data compared to the previous year, if you’ve been open for more than a year.

How Shoppers Found You

The next section is one of my favorite things about Etsy–it allows me to see how I’m acquiring traffic and which marketing efforts are paying off the most. You can find out more about these metrics here, but I’ve also included summary points below.

There is one major flaw in Etsy’s metrics. Traffic generated through the “Etsy app & other Etsy pages” are all lumped in together. That means your Etsy ad performance as well as your Etsy search ranking are all lumped together. It doesn’t paint a clear picture of how well your products are ranking in Etsy search or how well your ads are performing overall. And it really skews the metrics because, according to Etsy, “More than 50 percent of traffic to Etsy comes from mobile devices.”

In a dream world, Etsy search stats would include how well listings perform on a mobile device and the desktop. It really shouldn’t be separated out. The same goes for your Etsy ads. In a dream world, your Etsy ad performance would include both the Etsy app and the desktop so you can see how well you’re doing overall. Etsy could then use “Other Etsy pages” as a new metric, showing how well your products perform on the homepage, Editor’s Picks, etc.

How many visits Etsy brought

Look at this section to see how well your listings are performing on Etsy. As I mentioned, because Etsy search does not include people who found your shop on the Etsy app, your results are a little bit skewed. However, if your listings are performing well on the Etsy app, then it’s highly likely they’re performing well in Etsy search, too.

Etsy app & other Etsy pages: Visits from people browsing the Etsy App or on pages on Etsy.com (excluding Etsy search). App pages include visits to your listing or shop through any page of the App, from Etsy search, favorites and Etsy Ads clicked in the app. Other pages on Etsy.com include category pages, the home page, Editors' Pics, favorites, forums, and more.

Etsy search: Visits from people searching on Etsy. This doesn’t include Etsy Ads promoted in Etsy search or search traffic in the Etsy app. You can also see what search terms people are using to find your listings.

Etsy marketing & SEO: Visits from traffic through Offsite Ads on Google and Bing or search engine optimization to drive more traffic to your shop from external channels.

How many visits you brought

See how effective your marketing and social media efforts have been by exploring the number of visits you brought. As I mentioned previously, the performance of your Etsy ads only correlate to how well they’re performing on the desktop, not the app. So, again, results don’t provide a clear picture of how successful your ads are.

Direct & other traffic: Visits from people who typed your shop URL into their browser, bookmarked your page, clicked a link in an email, instant message, blog, news article, or any other website that sent traffic to your shop.

Social media: Visits from Instagram, Facebook, Pinterest and other social media websites through your personal accounts, organic sharing on social media, and Offsite Ads on Instagram, Facebook, and Pinterest.

Etsy Ads: Visits from ads in search results on Etsy.com. This doesn't include visits from Etsy Ads on the Etsy app or Offsite Ads. All app activity is included in the “Etsy app and other Etsy pages” traffic source.

explore in-depth

By clicking on a metric–for example, Direct & other traffic–you can view even more details about how shoppers found you. My favorite part of this section is your “Traffic source breakdown”.

This tells where you’ve been featured online. Here’s what it looks like:

Another great stat to take a peek at is Etsy search. Scroll all the way down to the bottom and you’ll find a gold mine of keyword ideas.

This is what it looks like:

Traffic and sales driven by Off-site Ads

Another–almost hidden–metric you can view is Traffic and sales driven by Off-site Ads. Off-site Ads are how Etsy promotes our products off of their website in places like Google, Facebook, Instagram, Pinterest, etc. You only pay when you make a sale from these ads—a 12% or 15% advertising fee.

To view details, click on “Orders from Offsite Ads”.

I have never made a sale through Off-site Ads in my main Etsy shop, Betty Lu Paperie. But I have made a sale through Off-site Ads in my second Etsy store, a wedding invitation template shop.

Here’s what it looks like:

Listing Views

Next, you can explore the popularity of all of your listings, including expired or sold out listings.

I personally only like to see the performance of “active listings” only, as this is most relevant. You can click on a metric to order your listings. For example, if you click “views”, stats will be ordered from the most listing views to the least listing views.

Views: Listing views are updated in real-time. What’s the difference between visit and views? Visits represent the number of people who looked at your shop or listings. Views tell you the total times people looked at each of your listings. For example, if one shopper landed on your listing through search, then viewed five other listings, this would count as one visit and six listing views.

Favorites: How many people have favorited an item.

Orders: How many orders have come from one listing.

Revenue: How much revenue each listing has generated.

Listing Stats for Each Item

For an even more in-depth look, click on each individual listing to see how well it has performed over time.

There are so many details you an explore here, but one area I want to point out is “search terms”. This is another sneaky little spot you can find amazing keywords for listings.

It looks like this:

One last thing…

I’ve found Etsy Shop Stats to be extremely helpful and easy-to-use for tracking visitor activity and learning how well your marketing efforts are working. It’s so nice to have all of these metrics in one place, especially when you’re trying to figure out what’s working and what’s not working in your business.