This episode challenges common ecommerce data analysis practices by urging store owners to look beyond surface-level metrics like total revenue or ROAS. It emphasizes the critical importance of understanding profitability at the order, customer, and item level, and how this granular data should drive strategic decisions in marketing, website design, and product merchandising. By asking the right questions of their data, businesses can identify true profit drivers and optimize for sustainable growth.
Key takeaways
Calculate net and gross profitability for every order to identify high-value segments and avoid wasting resources on unprofitable sales, even if they generate revenue.
Analyze customer profitability, not just revenue. Customers who only buy during sales might be unprofitable long-term; adjust marketing and retention strategies accordingly.
Set item-specific ROAS targets in ad campaigns (Meta, Google Ads) based on the true profitability and margin of each product, rather than using a blanket ROAS across all products.
Investigate landing page performance by tracking what users actually purchase after landing on a specific product page, as this informs website UX, merchandising, and overall user journey optimization.
Evaluate channel performance by looking beyond last-click attribution to understand integrated customer journeys and the true impact of different marketing channels across touchpoints.
Most ecommerce brands are collecting data… but asking the wrong questions.In this episode of the Winning With Shopify podcast, Nick shares 5 powerful questions every Shopify brand should be asking their data to improve profitability, marketing performance, and customer growth.Recorded live from SubSummit in Kansas City, this episode covers the hidden insights many brands completely miss — including order profitability, customer profitability, landing page behaviour, and channel performance.You’ll learn:Why revenue alone is misleadingHow to identify your most profitable customersWhy ROAS targets shouldn’t be the same for every productHow landing pages influence purchasing behaviouWhat channels are actually driving profitable growthIf you run a Shopify store, manage ecommerce marketing, or want to scale smarter using data, this episode is packed with actionable insights.Subscribe for more Shopify growth tips, ecommerce strategies, and marketing insights.Follow us on socials: https://www.instagram.com/winningwithshopifypodcast/https://www.tiktok.com/@winningwithshopifyhttps://www.youtube.com/@winningwithshopify Join our n
What does this episode say about analytics & attribution?
Calculate net and gross profitability for every order to identify high-value segments and avoid wasting resources on unprofitable sales, even if they generate revenue.
What does this episode say about paid acquisition?
Analyze customer profitability, not just revenue. Customers who only buy during sales might be unprofitable long-term; adjust marketing and retention strategies accordingly.
What does this episode say about conversion & cro?
Set item-specific ROAS targets in ad campaigns (Meta, Google Ads) based on the true profitability and margin of each product, rather than using a blanket ROAS across all products.
What does this episode say about customer retention?
Investigate landing page performance by tracking what users actually purchase after landing on a specific product page, as this informs website UX, merchandising, and overall user journey optimization.
What does this episode say about analytics & attribution?
Evaluate channel performance by looking beyond last-click attribution to understand integrated customer journeys and the true impact of different marketing channels across touchpoints.
