The Analytics Dashboard

Once you've started accruing sales, you'll want to learn more about who your customers are and where they came from to help you reach out in the right places. We've designed our analytics platform to make it easy to understand and act on the data that actually matters.

Terms to know:

Conversion rate

When a customer buys your product they're considered to have "converted" from being a prospective buyer to a customer.

Your "conversion rate" is the number of people who viewed your product over the number of people who actually bought it. If 10 people view your product and 5 end up buying it, your conversion rate would be 50%.

Direct Sales

This will show up in your Analytics page as Direct, Email, IM, but this is, unfortunately, not the entire story. Here's a direct guide to the things that can mean "Direct," so you aren't misdirected:

  • Mobile devices or apps
  • Email
  • Twitter clients (Tweetdeck, Hootsuite, bit.ly, etc.)
  • Instant messengers (Skype, Gchat, etc.)


Diving into the data

Selecting products

By default, data for all of your products is shown in the analytics dashboard, allowing you to get an overview of all of your Gumroad products at a glance.

If you'd like to dig deeper into the sales of a particular product (or group of product), you can select the products you'd like to view by clicking on the link next to the revenue total labeled 'All products'.

You can toggle data for any product you wish. The link name will update to reflect the products chosen.

Selecting the date range

By default, analytics shows data from the past month, however it's often necessary to view sales data over a longer period. From the date picker in the top right you can access any range of data you'd like to view, going back to your first sale.

The data in the sales chart, referrer list, and sales map will be updated to reflect the period you choose.

Sales chart

Sales data for the period you've selected is shown as a bar graph. Each bar represents a single day. The light grey section of the bar represent the number of views.

A line graph of sales volume in is overlaid on top to give you a sense of sales volume relative to your views.

Hover on any day to see more information about the sales, views and absolute sales value in dollars.

Locations

To help you learn about your audience we show the approximate location of your customers on the world map based on the IP of the purchase. If sales have been made in a country, the country will appear green on the map. Countries with high sales volume will appear as dark green.

You can hover on any country with sales to view the number of views, sales, and the absolute sales amount in dollars.

If you're in the U.S., we also allow you to select a US state map to further break down your sales. This map can be viewed by using the drop down above the map.

At this time we only show state-specific sales in the United States.

Referrers

A referrer is the original source of a visit to your product. If you share a link to your product on Twitter and a customer follows the link to your product page, the referrer would be Twitter. Similarly, if someone searches for your product on Google and then visits your product page, the referrer would be Google.

All referrers to the slected product are showin in the referrers list. The number of views, purchases and conversion percentage, as well as the absolute dollar amount of sales for each referrer are shown here. You can sort this list by any of these metrics.


Google Analytics

You can get even more data on conversion rates for each of your Gumroad products with Google Analytics.

Enter your Google Analytics Property ID into the "Advanced" section of your Gumroad Settings to start tracking conversion events. For each product, we currently send three events: a product page view, a "I want this!" button click, and a purchase.

You'll be able to see the conversion events in Google Analytics by clicking on "All Web Site Data." From there, on the left sidebar, click on "Content," click on "Events," and then click on "Overview" to get the following page:

Product events are listed under an event category named by that product's shortlink. Choose "Event Action" as the Primary Dimension to see more details about how far customers got in a given product's purchase flow.

For purchase events, we also pass in the 'Value' of the event (the sale price) in the unit of the product's currency (for example, '100' for a $1 sale).

Cross Domain Tracking

You can now link your website with Gumroad to see a seamless flow of events. This allows you to analyze and track how users are moving from your website to your Gumroad product and eventually to a successful purchase. You will need to follow the directions here to set it up on your website. Make sure to add 'gumroad.com' when you setuplinker:autoLink. In your Gumroad settings, add the URLs that direct traffic to Gumroad in the Google Analytics Primary Domains field. You can add multiple URLs separated by a comma. For example, if your two websites are www.example1.com and www.example2.com, you would enter 'example1.com, example2.com'. There is no need to include the preceding 'www.'

Facebook Pixel Conversion Tracking

Gain insight into the return of investment of your Facebook Ads by integrating your conversion pixel with Gumroad.

In Facebook, create a Pixel ID for Checkouts. Now enter your Facebook Pixel ID into the Settings menu, and Update account details to begin tracking your conversion rates. We send back value and currency information on each sale, so you can track exactly the value of each conversion.

The status of your Conversion ID will be Unverified until someone actually clicks your product link on Facebook and buys your product. If you run a test purchase of the product through Facebook, this will verify and activate the pixel.

Learn more about Facebook Conversion Pixels at Facebook's dedicated page.

Other Conversion Tracking

If you are using Twitter Ads, Google Adwords, or any other conversion tracking service, we still have your back. Just paste your Conversion Tracking Image URL into your Settings page, and you'll be able to start tracking all sales conversions. You can paste more than one URL as long as each is on its own line. For security reasons, we do not currently support third party javascript on our website, so we are only concerned with the no-script portion of your conversion tracking code.

Some services allow you to include the value and/or currency of the conversion. We can enter those values for you if you add $VALUE and $CURRENCY in the URL. For example, if the URL reads:
https://www.example.com/tracking?value=0.0¤cy=USD&noscript=1

You can edit it to read:
https://www.example.com/tracking?value=$VALUE¤cy=$CURRENCY&noscript=1

This allows us to post the actual values of each conversion to better aid you in your cost analysis.

NOTE: All conversion URL's need to be prefaced with https:// before being pasted into your Settings menu.

For example, if you use Google Adwords, here's what your Google Tracking code will look like. We only need the highlighted section from you:

And here is the code you would enter from Twitter Ads tracking:

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