What Are Marketplace Analytics?
Posted: Tue Sep 23, 2025 4:42 pm
In 2020 and 2021, we witnessed the single greatest acceleration of the use of e-commerce in our history. As a result, the way people buy and the way brands transact changed in many ways, and it’s not likely to go back. With this new glut of activity, and with multiple parties often needed to complete one transaction, marketplace analytics have become a necessity for success in branding and marketing.
Although online marketplaces facilitate a grenada telemarketing database vast centralized supply and demand platform, there is still a need to improve cooperation and functionality among parties. Each e-commerce marketplace has its own unique dynamics and a useful and effective analytics regime can mean the difference between success and failureBelow I’ve curated everything you need to know about measuring the performance of online marketplaces.
Financial Metrics
There are two primary financial metrics to measure when analyzing marketplaces: sales and ad spend. Measuring these elements can help a marketplace chart a feasible growth course.
Sales metrics, put simply, represent the multiplication of the sales price by the number of units sold on the platform. Ad spend, on the other hand, refers to budget spent on either digital and non-digital ads. For marketplaces, the ad spend metric is always digital. For a more robust insight into the cost, however, marketing teams may also consider non-digital ad spending.
It’s never necessary to evaluate sales and ad spend daily, monthly reports will do. As indicators for your company’s path, however, you can adjust them as often as you like, daily or even hourly (if you so choose), in order to find the sweet spot.
Marketing Metrics
Marketing metrics are designed to help brands in the marketplace understand the landscape and make actionable plans for growth. Here are marketing metrics every business needs to prioritize.
Return on Advertising Spend (ROAS)
This metric is more of a subset of return on investment (ROI). ROI is different from ROAS because the ‘investment’ in this context most likely involves budgets beyond just advertising, including elements like taxes and shipping costs. ROAS is specific to ad spend alone.
It’s an important metric because it allows your company to analyze the results generated from your investment in ads. For ROAS to be a useful measure usually depends on the brand’s target market, ad type, and products.
Although the ROAS concept itself isn’t actionable, it’s effective in giving context to the overall marketing efficiency of your brand.
Although online marketplaces facilitate a grenada telemarketing database vast centralized supply and demand platform, there is still a need to improve cooperation and functionality among parties. Each e-commerce marketplace has its own unique dynamics and a useful and effective analytics regime can mean the difference between success and failureBelow I’ve curated everything you need to know about measuring the performance of online marketplaces.
Financial Metrics
There are two primary financial metrics to measure when analyzing marketplaces: sales and ad spend. Measuring these elements can help a marketplace chart a feasible growth course.
Sales metrics, put simply, represent the multiplication of the sales price by the number of units sold on the platform. Ad spend, on the other hand, refers to budget spent on either digital and non-digital ads. For marketplaces, the ad spend metric is always digital. For a more robust insight into the cost, however, marketing teams may also consider non-digital ad spending.
It’s never necessary to evaluate sales and ad spend daily, monthly reports will do. As indicators for your company’s path, however, you can adjust them as often as you like, daily or even hourly (if you so choose), in order to find the sweet spot.
Marketing Metrics
Marketing metrics are designed to help brands in the marketplace understand the landscape and make actionable plans for growth. Here are marketing metrics every business needs to prioritize.
Return on Advertising Spend (ROAS)
This metric is more of a subset of return on investment (ROI). ROI is different from ROAS because the ‘investment’ in this context most likely involves budgets beyond just advertising, including elements like taxes and shipping costs. ROAS is specific to ad spend alone.
It’s an important metric because it allows your company to analyze the results generated from your investment in ads. For ROAS to be a useful measure usually depends on the brand’s target market, ad type, and products.
Although the ROAS concept itself isn’t actionable, it’s effective in giving context to the overall marketing efficiency of your brand.