Connecting Advertising Platforms with Shoptet: The Key to More Effective Marketing

This article focuses on the main benefits of connecting advertising platforms with Shoptet. It describes the basic procedure for connecting the data and gives tips on best practice for tracking conversions and optimising advertising campaigns using the connected Shoptet data.

At a time when competition in the online environment keeps increasing, it is essential to make the most efficient use of the available tools and data. One of the most effective ways to improve the performance of your online campaigns and increase sales is to connect marketing and advertising platforms with the Shoptet system.

Marketing data on its own provides a sufficiently complete overview of campaign performance and lets marketers optimise campaigns very well. At a certain point, however, marketers find themselves in a situation where they need to look a little further, so-called "around the corner". This imaginary corner is formed by the data from Shoptet (or similar systems), which allows a more detailed analysis of conversions. A marketer can then go beyond the number of conversions and their value and also analyse the products sold, the margin and much more.

Main Benefits of Connecting Advertising and Marketing Platforms with Shoptet

Connecting advertising platforms with Shoptet brings several major advantages:

1. A comprehensive overview of customers: The integration makes it possible to collect and analyse customer data from various sources, which ensures a better understanding of their buying behaviour. This can lead to more personalised and more effective marketing campaigns.
2. Improved return on investment (ROI): Thanks to better targeting and optimisation of advertising campaigns, a higher ROI can be achieved, because the ads will be more relevant to the target group.
3. Personalised remarketing campaigns: Thanks to the connection you can use data on customer behaviour on the website to create precisely targeted remarketing campaigns. For example, you can target customers who added products to the basket but did not complete the purchase. This way you can better motivate customers to come back and complete their order.
4. Automated bidding: Based on the performance of individual products and campaigns, you can automate bid adjustments in advertising platforms. They will then be as closely aligned as possible with your business goals, such as achieving a certain ROI or CPA.
5. Improved inventory management: The connection makes it possible to track which products sell most through advertising campaigns and thus to optimise stock levels. This way you can make sure you always have enough of the best-selling goods. At the same time you minimise stocks of the products that sell more slowly.
6. Easier tracking of the performance of multiple channels: The connection makes it possible to consolidate data from various advertising channels in one place, which simplifies analysis and reporting. You can better understand which channel or campaign brings the best results and optimise your strategy accordingly.
7. Better control over marketing spend: When you have access to integrated data, you can track more precisely how your marketing resources are used and what performance they bring. This lets you manage your budget better and invest where it is most effective.

Basic Procedure for Connecting These Systems

There are several ways to connect data from Shoptet and advertising platforms. In this article we describe the procedure we use ourselves, which has also been proven with our customers over time. For connecting data we use the Keboola platform, the APIs of advertising platforms, the URL feed from Shoptet, a data warehouse (most often BigQuery) and a visualisation tool – in our case Looker Studio.

• What will we download and from where?: First of all we answer this question. The answer gives us a list of the platforms we want to download data from, and we can study their API documentation in more detail. We also clarify what information we want to download from these systems – for example the number of clicks, costs, impressions and so on.
• Keboola: Once we know which platforms we want to connect with Shoptet, we move on to connecting the data itself. This takes place in Keboola, a tool that works with APIs. For each advertising platform and for Shoptet we set up components in Keboola and download the required data.
• Data preparation: Next the data needs to be adjusted and unified. As a rule we rename columns, make various other related adjustments to the data according to the documentation and prepare the ground for the subsequent joining of the data. In some cases we also add web data so that we can join the data better.
• Joining the data: The point of joining the data is to identify a specific order from Shoptet and, based on its parameters, link it to a specific campaign. The website is often used as a crutch for this, since it is possible to track the order number and the source of the user's visit there.
• Visualisation: We visualise the resulting data in the required form. The result is usually a visualisation that offers a view of the campaigns and their statistics enriched with Shoptet data, for example margin, specific products sold and so on.

How to Best Set Up Conversion Tracking

How the Connection Affects the Optimisation of Advertising Campaigns

Connecting Shoptet with advertising platforms allows more precise campaign optimisation thanks to a better understanding of the data. Thanks to the integration you can:

1. Target the right audience better: Analyse which groups of users buy most often and adjust your advertising strategies accordingly.
2. Optimise the budget: Tracking return on investment (ROI) allows more precise allocation of the budget to the best-performing campaigns.
3. Test and iterate: Thanks to the connection you get access to detailed data that allows you to test different strategies and iterate based on real results.

Which Metrics and Data Are Key for Analysing Success

• Conversion rate: A metric that shows how many website visitors performed the desired action, e.g. a purchase.
• Return on investment (ROI): Measures the profit from campaigns compared with the costs incurred.
• Cost per acquisition (CPA): Shows the average cost of acquiring one customer or conversion.
• Customer lifetime value (CLV): The value a customer brings over the whole relationship with the company, which can influence decisions about campaign budgets.
• Bounce rate: Measures the percentage of visitors who leave the website after viewing a single page, which can indicate ineffective targeting or low content quality.
• Advertising cost of sales (ACOS): Expresses the percentage that costs make up of profit.

Connecting advertising platforms with the Shoptet system offers a huge potential for improving the performance of your online campaigns. Correct integration and setup make it possible to obtain valuable data that you can use to optimise strategies and improve return on investment. The key to success is detailed tracking of metrics and constant optimisation based on real results.