Analytics for Your Integration Marketplace

Kelly Sarabyn

Many companies do not have marketing analytics for their in-app marketplace and even fewer share these analytics with their partners. Adding these analytics can drive more revenue and improve retention. 

Pandium now offers these analytics as part of our white-labeled marketplace. Customers can now view analytics for their marketplace and share this data with their partners if they choose to.

Let’s take a look at what kind of analytics you can see and how you can use these analytics to drive more revenue.

On your Integration page, you can easily see all the integrations in your marketplace, how many customers have installed each one and how much activity there has been. This can be useful for assessing which integrations are most popular with customers. If you want to dive into more analytics, though, you can click on Site Metrics.

This overview screen will appear for your integration marketplace and for any integrations you have embedded inside a partner’s marketplace.

On the right, you can set the time frame for when you want to see analytics. Views of your marketplace will give you a good sense of how many customers are interested in and interacting with your integration marketplace. 

Tracking this over time can tell you how engaged your customers are with your marketplace and integrations. If they aren’t, you may need to improve your marketing information or the quality of your integrations.

Related Content: How to Track the ROI of SaaS Integrations

Bounce rate can also flag whether your marketing materials or integration quality needs improving. If people are checking out your marketplace but then just leaving quickly, you need to improve what you’re offering or how you’re describing it.

The number of visitors can let you know how widespread the interest in integrations are. If you have only a few visitors, then you might want to do outreach to other customers to find out why they aren’t visiting.

Down below, you can get even more detail. You can see which pages your customers have visited. This can be useful for ascertaining customer interest in particular integrations. It can also give you some insight into how often customers are looking at their settings, scheduling, and installed integrations pages. 

Page views are good for flagging when customers are viewing the tile page for a Beta or Coming Soon integration. This is valuable in ascertaining customer interest in particular integrations and can help prioritize your integration roadmap and investment.

Another use of page views is identifying when customers are frequently viewing a page but not installing. This likely means the integration is missing a key functionality or that the marketing description is confusing.

“Events” drill down even more deeply into how your customers are interacting with your integration marketplace and integrations.

The default Events that are shown are View, Sync, Configure, Delete, Schedule, Install and Connect.

These events show the customer and integration. For example, if you display the “Install” events for the last 30 days, it will show which customers installed which integrations. This is useful for tracking integration growth over time as well as comparing customer interest in different integrations.

Similarly, excessive “Delete” events can flag when an integration is offering a poor customer experience, and cases where customer support might need to reach out to help.

Related Content: Tactics for Scaling Partner Marketing and Attribution Tracking

Events can also be used to identify customers who viewed a particular integration but did not install. This can be key to increasing integration adoption, as follow up can assist in any issues with installation or uncover needed configuration changes to the integration itself.

If it complies with your data policies and agreements, you can also share this list of customers with your partners, as it may be their integration or they may be invested in increasing adoption. Salesforce, for example, offers this information to their technology partners.

Excessive “Configure,” “Schedule” and “Sync” events from particular customers or for particular integrations can also flag an issue with the integration or marketplace materials and necessitate help from customer support. 

This data can also be suitable for sharing with partners as they may also be providing support for the integration or own the build.

To see all these elements in action, watch our product video:

Why You Need Analytics For Your Integration Marketplace

To summarize, here are the ways you can drive substantial revenue and business value by implementing marketplace analytics (which come out of the box if you use Pandium for your marketplace infrastructure).

  1. Analyze views of “Coming Soon” integrations to assess depth of customer interest; look at Event “Views” to assess which integrations strategic customers are most interested in
  2. Analyze “Views” and “Installs” overtime to show customer interest in the marketplace and integrations
  3. Analyze Event “Installs” to determine which integrations are most popular and which are growing an install base most quickly
  4. Cross “Views” with “Installs” to create a list of customers who viewed an app’s page but did not install and share this lead list with relevant partners
  5. Pull customer install data to analyze the impact of integration usage on retention and contract value
  1. Analyze views, bounce rate, time on pages compared to installs to assess whether marketing materials are clear and compelling enough
  2. Analyze excessive configurations and connection page views to see if additional directions are needed
  1. Analyze views of “Coming Soon” integrations to assess depth of customer interest; look at Event Views to assess which integrations strategic customers are most interested in
  2. Analyze Event “Installs” to determine which integrations are most popular and which are growing an install base most quickly
  3. Cross “Views” with “Installs,” track “Deletes,” and excessive “Configure” or “Sync” events  to identify potential integrations that need to be improved in their functionality
Customer Support
  1. Proactively reach out to customers with excessive “Configure,” “Schedule” and “Sync” events
  2. Proactively reach out to customers who viewed an integration multiple times but did not install

These are only some of the ways you can leverage marketplace analytics to drive value for your customers and partners. As a Pandium customer, these analytics now come with your white labeled marketplace. Request a demo to learn more and see it in action.

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