This article introduces highlights and key features of livestream analytics. From this article, you will learn how to understand and use your livestream data.

Highlights

• See a minute-by-minute performance breakdown of your livestreams and know what drove the most impact.
• See the impact pinning products have on your bottom-line revenue, and look for fluctuations.
• Gain insight into the key drivers that led a viewer to purchase to ensure better livestreaming performance.
• Download all your product data to analyze the performance and optimize future livestreams.

Gain insight into your livestream viewers.The new livestream analytics and livestream details pages is a part of Data Compass in LIVE Manager. The livestream analytics page displays data on today's livestreams and historical livestreams. Once a livestream ends, you can go to the livestream details page to review the livestream and find out factors that impacted revenue, viewers, and conversion.On this page, you'll also see how well the shop or products you've chosen match your viewer profile. This helps you determine how you can improve your livestreams and optimize your product strategy. To see this data, please go to LIVE Manager > Data Compass > Livestream analytics

Use livestream analytics

Replay livestreams and look for trends

Play the livestream back to analyze when transactions happen, the number of people who entered and left and at which point of your livestream, audience engagement, follower growth, product clicks, and orders. Analyze the data and see how it changes over time throughout your livestream.Analyze the correlation of these metrics with what happened and what was said during the livestream.

Analyze the conversion funnel and traffic of your livestream

Understand how viewers are converted to buyers at each stage of the user journey: from initial livestream impressions to entering the livestream, having an initial product impression, clicking the product, and purchasing.Check at which stage in the funnel you lose your potential buyers to see where you need to improve.You'll also see how trends differ for ad traffic (paid traffic) and organic traffic (free traffic).

Download and analyze product data

You can download impression, click, transaction and conversion data for products added to your livestreams to analyse how each product performs.Identify products with the highest revenue or best conversion potential.

Analyze your audience

Check the composition of your viewers and buyers by age, gender, region, and purchasing power as well as category and product preferences. This helps you better match your products/categories with your viewers and buyers.

Key features

LIVE summary

Content

Viewers

Product analysis

User profile

How do I use the data?

Analyze transaction trends

See key metrics that indicate the performance of transactions during your livestream such as revenue, items sold, buyers, average price, orders, created orders, and GPM.See when these metrics are high, and identify key factors which may have contributed to increasing these metrics, such as something you said or a product you showed. This insight may help improve your future livestreams.

Analyze traffic performance

See key metrics that indicate more viewers are entering to your LIVE room. The metrics include average viewers, PCU, viewers, and views.See where the viewers come from and which tactics help you drive more viewers. For example, if a lot of viewers come from your short videos, it may indicate that short videos help drive traffic.

Analyze interaction rates

See how much audiences are interacting with you during your livestream by looking at new followers, average viewing duration, likes, comments, and interaction rate.Find out when interaction rates are the highest, and rewatch your livestream at that moment to see what contributed to that interaction. So, you can replicate it in future livestreams.See the impact of this interaction on other metrics such as traffic and transactions.

Analyze product metrics

See which products perform well in your livestream and other underperforming products.Check metrics such as product impression, product clicks, CTR, and C_O.Use your user profile to see if you can find any similarities between your buyers and the high-performing products in your livestream. This can help you with future product selection.

Analyse audience insight

(1) Review the data under User Profile and look for users' category preferences. This data tells you your viewers' and buyers' preferred categories in the past 30 days. This way, you can decide which products to promote in your next livestream.(2) Review the data under User Profile and look for users' video preferences. This indicates your viewers' and buyers' preferred video categories. This way, you can improve your video creation techniques.