[Background of the problem]
Learning to read and analyze data is a necessary knowledge and ability for sellers. Analyzing data from AliExpress Express is helpful for understanding yourself. In the novice stage, Liu Jing should actively master the analysis and application of these data, which is conducive to subsequent adjustments and optimizations.
[Preparation required]
Complete the listing of store products and understand the relevant regulations of AliExpress Express
[Operation skills]
Click on the “Data Report” in the background of AliExpress Express to see the effect statistical analysis report provided for the overall marketing status of the account. There are 3 types of data reports in the background of AliExpress Express: account report, product report, and keyword report.
View account report. The account report analyzes the click volume and expenditure of the account in the past month or 7 days. The exported data is based on time, and can also be viewed according to the plan type and plan filter.
View product report. Through the horizontal comparison of the promoted products, observe which products have the most clicks and how much they cost. The exported data is based on the product dimension. You can see the data of all products in the past five months, including exposure, clicks, click-through rate, cost and average click cost. For example, after sorting the data of the past 7 days by clicks, find the first product and compare it with the product you want to promote. If it is not the main product, you need to continue to improve it.
Check the keyword report to observe which keywords have clicks, whether the words with more clicks are strongly related to the product, etc. When sellers promote products, whether they can get sufficient exposure depends on keywords, so you need to understand the data effect of keywords, including the number of keywords, exposure, clicks, cost and other core indicators, and then confirm the next optimization direction.
How to use data reports. For example, a seller recently found that the store traffic soared suddenly and wanted to find the reason for the surge in traffic. How should he use the data report? First, check the account report, find the time point of the surge, and then check the corresponding product report. Find the product name with a high click ratio through sorting. This is the product that brings the most clicks. See if this product is the main product and make corresponding adjustments according to the situation. Open the keyword report and select the same time period, then check which keywords the main traffic comes from, whether they are the main keywords of the above products, how well they match, and whether the average click cost exceeds the industry level or your own tolerance level. Adjust and optimize the products and keywords based on these situations and conversion conditions. If you find that although the product is the main recommendation, the keywords with the highest click rate that match it are relatively broad, and the average click cost is too high, and the conversion rate is low, you should make adjustments immediately.