The Analytics API provides key information about an individual seller’s business performance.
Understanding business health is crucial whether a seller wishes to maintain steady business or grow to new heights. The API enables sellers to understand how their buyers are engaging with their listings (Get Traffic Report call) and whether sellers are meeting their buyers’ expectations (Get Seller Standards Profile calls).
Informing on how a seller’s business health changes over time, such as understanding seasonal trends in traffic flow, multiple years of data is available for some metrics. Refer to each API document to understand supported time ranges for reports.
The following lists the main objects of the Performance API.
- Traffic Report
- dimensionKeys - aggregation method for the report, such as days
- metrics - ype of data for the report, such as total listing page views
- records - individual records of the report, bucketed by dimensionKeys
- Seller Standards Profile
program - marketplace region where a seller conducts business
cycle - current or projected evaluation cycle
Business use cases
This section outlines the high-level use cases addressed by this API:
- Track buyer engagement with their top listings
- Benchmark buyer behavior on their listings over the past 2 years
- Understand the impact on buyer engagement
- Correlate eBay standards performance to buyer engagement
- Monitor their eBay standards performance
Help sellers track buyer engagement with their top listings. For listings that generate the majority of a seller’s sales, it is important to know when links to the listing aren’t showing up on eBay as often as before, or if buyers are viewing or purchasing the item less frequently.
Help sellers compare buyer behavior on their listings over the past 2 years. Understanding when buyers have more interest on listings could help explain why sales could be performing better or worse over different time periods. For example, if you notice that buyer interest in an item is declining steadily over time you could decide to move this inventory more quickly by running a promotion.
Help sellers understand the impact on buyer engagement after they make changes to particular listings. For example, if you ran a marketing campaign on some of your items you can check to see if more buyers have since viewed or purchased these items.
Help sellers correlate their eBay standards performance to how buyers engage with their listings. For example, if you recently earned Top Rated Seller status, you may notice that buyers view or purchase your items more often due to the increased trust in the excellent customer service that you will provide them.
A seller can monitor their performance and see what areas of customer service they should focus on to maintain or improve their evaluation. For example, if you are performing in the Top Rated Seller level for all standards criteria but one, you can focus your efforts on that area.
More detailed reports on each of the metrics can be found on the Seller Standards Dashboard. Here are some of the links for the US program that you may want to add to your dashboard.
The Traffic Report call should only be used to retrieve metrics for up to a few thousand listings per day. If you have more listings on the site, it is not meant to return metrics for all listings every day. In the future there may be a way to get metrics for all your data, but that is not supported at this moment. You can retrieve data for listings created on the US, UK, Germany, or Australia marketplaces.
For the Standards Seller Profiles calls, the programs, metrics, cycles and thresholds and subject to change. Please thoughtfully code your application so it will gracefully handle these changes.