The Analytics API provides key information about an individual seller’s business performance through two reports:
- The Traffic Report
- The Seller Standard Profiles Report
Understanding the health of your business is crucial to maintaining your current business level and to growing your business to new heights. The methods in the Analytics API generate reports that give you insights in how buyers engage with your listings (the get TrafficReport method) and whether or not you are meeting buyers’ expectations (the getSellerStandardsProfile and findSellerStandardProfiles methods).
Some metrics support reporting changes over time and can have multiple years of available data to work with. This can let you understand seasonal changes in sales or other time based analysis. Refer to the Analytics API Reference for the supported time ranges for those metrics.
This overview covers the following Seller Analytics API topics:
The following are the Analytics API's main objects:
- Traffic Report
- dimensionKeys - the report's aggregation method, for example, days
- metrics - the report's type of data, for example, total listing page views
- records - the report's individual records, bucketed by dimensionKeys
- Seller Standards Profile
- program - marketplace region where a seller conducts business
- cycle - current or projected evaluation cycle
Business use cases
The following are some of the high-level use cases for the Analytics API:
- Track buyer engagement with a seller's top listings
- Benchmark buyer behavior on your listings over the past 2 years
- Understand the impact of change on buyer engagement
- Correlate eBay standards performance to buyer engagement
- Monitor your eBay standards performance
Some listings may generate the majority of your sales, by volume or by profit. It's important to know if links to these listings are showing up on eBay as often as you expect, or if buyers are starting to view or purchase those items less often than previous periods.
You can compare buyer behavior on your listings over the past 2 years. This can help you understand when particular items are more likely to sell, or the information can let you know that interest in an item has declined steadily over time. For the latter, you might want to run a promotion to either try to revitalize sales or close out your inventory of the item.
Changes to listings can impact buyer engagement. For example, you can check to see if a marketing campaign has successfully led to more item views and sale conversions.
You can correlate your eBay standards performance to engagement with your listings. For example, if you recently earned Top Rated Seller status, buyers may view and purchase your items more frequently due to the knowledge that you'll provide excellent customer service.
Sellers can monitor their sales performance and evaluate the customer-service areas they can focus on to maintain or improve their evaluation. For example, you can focus on standards criteria in which you are not performing in the Top Rated Seller level.
More detailed reports on the various metrics can be found on the Seller Standards Dashboard. You may want to add these US program links to your dashboard.
Analytics API requirements and restrictions
The getTrafficReport method retrieves data for listings created only on the US, UK, German, and Australian marketplaces. Use this method for up to a few thousand listings per day; it is not intended to return daily metrics for all your listings. We hope to increase this rate limit In the future.
For the findSellerStandardsProfiles and getSellerStandardsProfile methods, the program, metrics, cycle, and threshold response fields are subject to change. Please code your applications to gracefully handle any such changes.