Understanding Analytics
Track your performance, understand your audience, and optimize with data.
On this page
Key Metrics Explained
Your seller dashboard shows several key metrics. Here's what each one means and why it matters:
| Metric | What It Measures | Why It Matters |
|---|---|---|
| Views | Times your product page was loaded | Shows how much traffic your listings get |
| Conversion Rate | Percentage of views that become purchases | Indicates how compelling your listing is |
| Revenue | Total earnings before fees | Your top-line income |
| Net Earnings | Revenue minus all fees | What actually hits your bank account |
| Top Referrers | Where your traffic comes from | Helps you focus marketing efforts |
A good conversion rate for educational resources is 3-8%. If your views are high but conversions are low, your listing may need better descriptions, previews, or pricing. If views are low, focus on SEO and marketing.
UTM Tracking
UTM parameters let you track which marketing channels drive the most traffic and sales. Add them to any link you share:
schoolhousestock.com/products/your-resource/?utm_source=pinterest&utm_medium=pin&utm_campaign=spring-sale
- utm_source — Where the traffic is coming from (pinterest, facebook, instagram, email)
- utm_medium — The type of link (pin, post, story, newsletter)
- utm_campaign — Your campaign name (spring-sale, back-to-school, new-release)
In your Dashboard analytics, you'll see traffic and sales broken down by UTM source, so you know exactly which Pinterest board or Facebook post is driving real revenue.
A/B Testing
Not sure which title or cover image converts better? Our A/B testing feature lets you find out with data instead of guessing.
Set up a test
In your product editor, click "A/B Test." You can set an alternative title, alternative cover image, or both.
We split the traffic
Half your visitors see version A (original), half see version B (alternative). This runs automatically — you don't need to do anything.
Check results and pick a winner
After enough traffic (usually a few hundred views), check which version has a higher conversion rate. Click "Use Winner" to make the winning version permanent.
Tip
Test one thing at a time. If you change both the title and the cover image, you won't know which change made the difference. Start with the cover image — it usually has the biggest impact on conversions.
Payout Reports
Your Dashboard provides detailed payout reports that break down your earnings by month. You can:
- See total revenue, fees, and net earnings for any time period
- View earnings per product to identify your best sellers
- Export a CSV file for your accountant or tax records
- See Club royalty earnings separately from direct sales
- Track refunds and their impact on your net earnings
For tax purposes, Stripe also provides 1099 forms (for US sellers earning over $600/year) directly through their dashboard. See Payments & Payouts for more details.