Understanding your analytics

The four metrics

Smiths Guide tracks four types of buyer activity:

• —Listing views — The number of times buyers have opened a specific listing page. This is your top-of-funnel metric — it tells you how many people found and clicked on a listing, whether from search results, a saved search alert email, or a direct link.
• —Profile views — The number of times buyers have visited your jeweller profile page. Buyers often check a profile before deciding whether to make contact. A high profile view count relative to listing views suggests buyers are interested enough to want to know more about you.
• —Call clicks — The number of times buyers have tapped or clicked your phone number to call you. This is a high-intent action — a buyer who clicks to call has made a decision to speak with you. Call clicks are recorded on both listing pages and your profile page.
• —Email clicks — The number of times buyers have tapped or clicked your email address. Like call clicks, this is a high-intent action. Some buyers prefer email to phone — both are tracked separately so you can see which channel your buyers use.

How to read the numbers

The most useful thing to look at is not any individual number but the relationship between them. A listing with many views but very few call or email clicks suggests something is stopping buyers from taking the next step — often price, photos, or missing information. A listing with few views but a high click-through rate is doing its job well; the challenge is getting more eyes on it.

Patterns to watch for:

• —High views, low clicks — The listing is being found but isn't converting. Check the price against comparable pieces, review the photos, and make sure the description answers the questions a buyer would have.
• —Low views overall — The listing isn't being discovered. Check that all the searchable fields are filled in — metal, stone, condition, size, setting. More complete listings match more search filters.
• —Profile views without contact — Buyers are checking you out but not reaching out. Make sure your enquiry phone and email are set, your description is complete, and your opening hours are current.
• —Strong call clicks on a listing — The listing is working well. Consider whether the photos and description are strong enough to support the same approach on other pieces.

What isn't tracked

Analytics only tracks activity on Smiths Guide. If a buyer notes down your number from a listing and calls later, or searches for your shop name directly after visiting your profile, that won't appear in your analytics. The numbers are a floor, not a ceiling.