New Insight into User Frequency Values

123 We added two new values to the Transaction Download Report in June that allow partners to identify the type of eBay buyers they are attracting and also see the earnings for each transaction. These new values are called “User Frequency ID” and “Earnings”.

“User Frequency ID” (previously an unused field) gives insight into three types of eBay users:

  1. 

Users who haven’t bought anything from eBay in the past 12 months (new and reactivated)
  2. Users who buy on eBay infrequently
  3. Users who buy on eBay frequently

In rows where the field “Event Types” displayed “Winning Bid (Revenue)”, the “User Frequency ID” field now displays a 1, 2, or 3, corresponding to the three categories above. In rows where the field “Event Types” displayed something other than “Winning Bid (Revenue)”, the “User Frequency ID” field shows as blank.

“Earnings” (previously an unused field) shows publisher earnings for each transaction.

User frequency is not related to CRU (Confirmed Registered User) or ACRU (Active Confirmed Registered User). CRUs and ACRUs are generated when a new user creates an account at eBay, but type 1 user will have made a Winning Bid or BIN.

Why is this important? As we messaged back in April, driving new, reactivated and infrequent users (types 1 and 2) is very valuable to eBay. Under our new pricing model, partners are rewarded a 200% earnings bonus for transactions from users identified as type 1, on top of their base earnings. For example, while a more frequent eBay customer may generate $10 in publisher earnings for a purchase, a type 1 will generate 3X that amount, or $30 in publisher earnings.

Many of our partners have asked why we’ve distinguished infrequent versus frequent users. Providing partners with this metric gives insight into segments of traffic they are driving, and in the future, ePN may provide additional incentives for infrequent users. Having deep historical data will help partners make the most of such an opportunity.

Why Am I Seeing Negative Transactions?

Questions

As you are aware, eBay Partner Network launched new pricing on October 1st. With this change came greater transparency in terms of payments and earnings. Since the launch, many of you have asked about the negative transactions in your reports.

Like any store online or offline, customers sometimes return goods. But as a marketplace, eBay has its own variables that can affect the final value of a purchase or eBay’s selling fees. For example (this list is not exhaustive):

  • Sellers receive discounts and/or promotions which impacts their final fee
  • Delays in calculating final value fees due to Unpaid items (the transaction goes through but there are issues with receiving the payment)

Previously all these actions were included and aggregated within the algorithm to define your EPC, which could be seen as an adjustment in column D – “Amount” of your Transaction Download Report.

As ePN now runs a transparent revenue share model, we have added an additional column, column U – “Earnings.” This allows you to see every transaction that has been made along with the seller fees (Column D) and of course, your earnings per transaction (Column U).

Now, let’s look at an example of a day with negative earnings and see how that can happen. Below you see the report of a publisher who usually has positive daily earnings. But as you can see, on October 12th they had negative earnings:

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1

You can find out more about the details of your daily earnings by looking at the Transaction Download Report. On this day, the publisher had 14 transactions recorded, but two of them were actually reversals of previous transactions:

2

These reversals correct earnings amounts that had been attributed to the publisher a few days earlier. Since then, these transactions and their associated seller fees have been lowered or reversed because of returned goods or unpaid items, which is why the publisher earnings for these two transactions are being lowered or reversed as well.

If you search the Transactions Download Report further, it shows how these two transactions and their associated earnings were originally attributed to the publisher 7 days earlier:

3

We hope that you have found this blog post useful. If you have any further questions, please do not hesitate to contact our Customer Support Team.

Optimizing with the Transaction Download Report

Hand drawing a game strategy eBay Partner Network provides a wealth of information through our reporting interface. The Summary Reports allow you to view data in a number of different ways and even dynamically create graphs against two different axes. Reports can be viewed across various timeframes by campaign, tool or program, and even by traffic type (mobile vs. classic). Summary Reports include valuable data to help you track Key Performance Indicators (KPIs) and answer fundamental questions like:

Impressions to Clicks (Click-Through Rate): Are my users interested in what I’m promoting?

Click to Bid/BIN and Bid/BIN to Winning Bid/BIN: Are the items I’m promoting converting into activity for which I’ll be paid?

WBR/GMB:  Which sales are generating the most revenue for eBay, and in turn, for me?

However, if you aren’t already using it, the Transaction Download Report provides complete details of all of the transactions your traffic has generated for any program within the eBay Partner Network. Under our new pricing model, the Transaction Download Report can help optimize your traffic and earnings more than ever before.

Partners are paid a percentage of revenue based on the category of an item that was purchased and earn a bonus if that user is new or reactivated (no purchases in the past 12 months), and the inclusion of earnings by transaction and User Frequency Value allows partners to understand exactly what segments of traffic are most profitable.

An essential step to understanding this data is to create segments. Both the Campaign ID and Custom ID parameters allow you to create a limitless number of segments to help understand how to best optimize. Download the report into a program like Microsoft Excel, and you can sort or create a pivot table to analyze segments at a more granular level.

How can I reconcile my Transaction Download and my Summary Report?

Unlike Summary Reports, the Transaction Download Report is based on the date the transaction is posted to this report, rather than the date the transaction occurred. This ensures the reports downloaded are final for the posting date range specified in the report filters. Transactions are typically posted one day after the transaction date, but ePN can also make corrections to a transaction after its original posting date.

What are the negative amounts that are posted in the Transaction Download Report?

ePN can post daily corrections to previously credited Winning Bid (Revenue) transactions. These corrections can be positive or negative amounts that adjust the revenue and earnings associated with the original transaction to accurately reflect the amount of revenue that eBay receives. All information for these Winning Bid (Revenue) corrections will be identical to the original event other than the Posting Date and Amount columns. Examples of credits or debits to your account include the buyer returning the item to a seller, Unpaid Items (UPI), Seller Credits or delayed Final Value Fee revenue.

What details are included in the Transaction Download Report?

The following fields are included in the Transaction Download Report:

Field name Definition
Event Date The date the event, or transaction, occurred.
Posting Date Date that the transaction posts to the Transaction Download Report. Events typically post the day following the event date.
Event Type Name of the event or transaction. For example: Bid, BIN, ACRU, or Winning Bid (Revenue).
Amount The amount in this column represents various things, depending upon the context of the transaction in the row.

  • Winning Bid - The amount of eBay Revenue associated with the winning bid.
  • Number (count) of Sales - The total number of transactions, such as ACRUs, first bids, or BINs.
  • Half.com - The total sale amount.

Note: This column is not the earnings for a transaction.

Program ID Numeric identifier for the Program where the transaction occurred. For example, the eBay UK Program ID is 15. To identify the Program, use the value in the Program Name field.
Program Name Name of the Program for associated with the transaction — for example, eBay FR or eBay US.
Campaign ID The Campaign ID for the Campaign that drove the transaction.
Campaign Name Name of the Campaign that drove the transaction.
Tool ID The Tool ID for the tool that drove the transaction. For example, the Link Generator is Tool ID 10001, the eBay Dynamic Listing_120x600 Banner is Tool ID 56006.
Tool Name The name of the tool that drove the transaction.
Custom ID Custom ID associated with the transaction. The primary purpose of the Custom ID is for tracking in the Transaction Download Report.
Click Timestamp The date and time of the click that drove the transaction.
eBay Item ID A unique identifier for an item listing on eBay.
Leaf Category ID The lowest-level, or most specific, eBay category associated with transaction.
eBay Quantity Sold The number of items sold in the transaction.
eBay Total Sale Amount The total sale amount of the transaction (GMB)
Item Site ID The site ID for the site where the item was purchased.
Meta Category ID The top level, or most general, category that is associated to the transaction.
Unique Transaction ID A unique Transaction ID you can use to track each transaction individually, as well as any associated actions taken against this specific transaction, such as a credit.
User Frequency ID The types of eBay buyers being attracted, in terms of three categories:   (1 = New/Reactivated, 2 = Infrequent, 3 = Frequent)
Earnings The amount earned from a transaction.
Traffic Type This column indicates the type of device the traffic converted on

  • Mobile - This transaction converted on a Mobile device.
  • Classic - This transaction converted on a PC.
Item Name Name of the eBay item associated with the transaction.

 

 

Optimizing Using Tracking Parameters

Keyboard_Typing All traffic is not created equal and the ePN platform offers different tracking parameters that allow partners to optimize traffic at a very granular level. In particular, two parameters can provide very meaningful insight and below are a few different examples of how publisher can utilize them:

Campaign ID

Campaign ID is a required parameter but some partners underutilize it as a segmentation tool. Similar to how advertisers structure their search campaigns, we recommend partners utilize the Campaign ID field to create the organizational structure you need to optimize your account. There are a number of different ways to organize Campaigns, such as by category, site pages or placements, keyword groupings, or various websites.

Once you’ve established the Campaigns and created links, you’re able to run a Campaign Report, which will return all of the metrics you need to optimize, including earnings. This report will provide insights into what Campaigns are performing well and what campaigns need further optimization.

Click images to enlarge

Campaign Report Blog

Custom ID

The Custom ID field provides a more granular view at the transactional level. This open form field will hold up to 256 alphanumeric characters. You can use Custom IDs to track your traffic within a campaign or across multiple campaigns. For example, you might have a Campaign ID to identify the traffic from a particular website, but use a Custom ID to track traffic that comes specifically from the homepage. Unique Custom IDs can be associated with each individual click, providing an extremely rich data set to help understand behavioral patterns. In particular, partners can begin to track specific user purchase behavior, so you’re able to target and segment the users, based on previous purchase history.

The Transaction Download Report provides you with transactional level data and includes both Campaign ID & Custom ID. The report will help you optimize the quality of the traffic being driven to eBay, and provides visibility into the different Campaigns driving new customers. The Custom ID will also appear in the Transaction Download Report and will provide transparency into which transactions are driving the highest earnings and in turn, your best rate of return.

TDR

Below are two examples of how to integrate these tracking parameters:

  • You operate a coupons and deals website and actively promote the best deals on the hottest products across many different categories. In an effort to optimize at the category level, you create campaigns based on the different eBay categories, such as Electronics, Fashion, or Toys. Each time you create a new link you will want to assign the link to the appropriate campaign. By structuring your campaigns in this manner, you will be able to run reports that show which categories perform best, based on key performance indicators like earnings and conversion. To take it one step further, you can create Custom ID’s that identify the specific deal you’re promoting. The combined Campaign & Custom ID data will provide the full picture of the category that performs well with deals and how the specific deal performed for your user base.
  • You actively manage a number of different blogs that focus on how to buy and sell doll heads. The blogs are managed in a single account so you could create a different campaign for each website you operate in order to segment them. This campaign structure allows you to understand performance on each site through your single ePN account. Additionally, you can use the Custom ID field to classify unique segments, such as site placement, or unique item identifiers like brand or seller. Through the Transaction Download Report, you’ll be able to see how the various items perform across the different blogs.

We hope that you’ll experiment with these capabilities to see if they can help you better understand your traffic and allow you to optimize accordingly. Please feel free to post your questions or feedback in the comments below.

 

eBay Continues to Evolve the Customer Shopping Experience

Man holding tablet computer in cafe. Close up A new way to shop on eBay has arrived. eBay is introducing a new series of features designed to evolve the shopping experience for our customers and for the world. We wanted our publishers to be well informed of these changes.

We have created new ways to find inspiration and a more immersive way to explore the eBay marketplace. The enhancements offer a new paradigm in commerce. They don’t merely make eBay simpler and more intuitive; they elevate our customers’ experience with the world’s largest marketplace from search to discovery. This means shopping for the things we need and love no longer starts with “how do I find…?” but rather “how did they know I needed…?”

With the introduction of eBay’s feed earlier this year, we created a tailored shopping experience that’s completely controlled and customized by eBay users. Items are pulled from our global selection of more than 400 million listings, based on the interests a user chooses. We’re evolving that personalized shopping experience by introducing new features including:

  • Collections—groups of products that have been handpicked from eBay’s more than 450 million products by expert curators, eBay members, and sellers
  • Curators—top trendsetters across a variety of interest areas, who create beautiful collections on eBay to help easily connect shoppers with items they’ll love
  • Follow—a simple, one-click way for users to personalize their feed by following the collections, curators, eBay members, and interests that inspire them
  • Profiles—a customizable page for members to share information about themselves, the collections they’ve created, and the interests, collections, and people they follow
  • eBay Today—a new page on eBay that helps shoppers easily discover the very best collections of items on eBay, selected daily by our Chief Curator

These features have been specifically designed to enhance and inspire the eBay shopping experience, helping shoppers explore and discover products they’re passionate about on eBay every day. The more people or collections of products a user chooses to follow, the more personal and dynamic their feed becomes.

Publishers on ePN can also create their own collections and direct users to the more relevant, fun and engaging experience. As users transition from search mode to discovery, the more compelling your collection is, the higher the chances will be that users will discover something that they love through your collection.

We encourage you to try out the new eBay experience and start creating your own collections to appeal to your users today.

Clarification on eBay Forum and Blog Policies

searchGoogle As many of you know, eBay has a set of policies that govern the company forum. When these policies are violated, an eBay moderator may edit or delete the post at their discretion. Additionally, to date we’ve published everything that has been posted in the ePN blog comments. Going forward, we will approve content that provides constructive feedback, asks a pertinent question or otherwise propels the discussion forward.

We will continue to publish both positive and negative comments that meet this goal of keeping the blog relevant and useful to those seeking information. We want the blog to be a resource for our partners to find the information they need to succeed, and appreciate your continued feedback.

An Update on Pricing from Brian Marcus

Brian565Blog Since the launch of the new pricing model, we’ve been listening to your comments and feedback. We recognize that with any type of change, people are impacted on a very human level. We understand some of the concerns that have been raised and we want to respond to your questions.

Our team reads every thread in the forums and every comment on our blog. And we place incredibly high value on your feedback, which we have used to update a running list of Frequently Asked Questions that will be updated on an ongoing basis.

Above all, we want to reiterate that eBay truly cares about this channel and understands the importance of investing in our partners. There has been speculation that the goal of the new pricing model is to cut costs. We want to assure you that, in fact, total partner earnings since launch have not changed. Furthermore, our plan is to invest even more in the program in 2014. While we understand that some publishers are currently making less under the new model, we want to be clear that our long-term intention is to strengthen the program as a whole. Today, we want to help you grow alongside the program through transparent data, useful best practices, and helpful tools.

Over the next few weeks, we'll be sharing a series of blog posts geared toward helping you earn the most under the new pricing model. We believe that the business practices we lay out will help you increase your earnings.

We encourage you to continue sharing your constructive feedback aimed at improving the program with us and the community. If you have specific questions about your account, please contact our Customer Support team, who will respond directly to you.

We thank you for your continued participation.

Hot Deals for a Cool Yule

holidays Although it seems like we just bid the last holiday season adieu, we’re rapidly dashing toward the most wonderful time of the year. With Black Friday and Cyber Monday less than two months away, it’s never too early to start thinking about your holiday strategies.

Proactive shoppers are already beginning to look for gifts to help celebrate with their loved ones. Holiday shopping is a great time for you to appeal to new and infrequent eBay buyers, so get into the holiday spirit of things by helping your audience find what they’re looking for on eBay.

ePN’s Seller Information page contains many great holiday resources. For starters, if you are thinking of casting a wider net by getting into selling for the first time this year, there are some helpful tips to help you get started, including advice on how to best price items, as well as information on adding Best Offer to Fixed Price listings, offering free shipping and including unique product identifiers with listings.

Over in the Hot Products section, you’ll find some of the top selling items of 2013 split out by category. Not surprisingly, the iPhone 5S already looks to be on fire in the Cell Phones and Accessories Category, with other popular items including the Big Hugs Elmo in Toys and Ray-Ban Aviator Sunglasses in Clothing, Shoes and Accessories. New tablets are also hot, with the Samsung Chromebook, iPad 4 and Nexus 7 rounding out the top three.

Finally, stay tuned to find even more great eBay deals to be announced soon, with a flurry of Deals Frenzies to be revealed as we get closer to the holidays. For more insight and resources, visit the eBay Hot Products page.

Publisher Stories: VigLink

VigLink565 In a recent eBay Partner Network survey, many of our partners told us how fond they were of our Publisher Stories series. It seems that sharing common experiences and working toward continued growth and success is universal among publishers on our network. With that in mind, we’re excited to share the story of VigLink.

VigLink maximizes earnings for tens of thousands of publishers and works with more than 30,000 merchants, processing billions of page views and over three hundred million clicks every month.

Recently we sat down with Founder & CEO, Oliver Roup, to talk about how they work with ePN, the value of the true enthusiast customer and where he thinks the opportunities are in affiliate marketing.

We want to thank Oliver and his team for assisting us with this segment and sharing their story. We wish VigLink continued success through the rest of this year and into 2014!

Category Breakdown and Clarification on New Pricing Rate Card

Since we announced our new pricing and the corresponding category rate card, there have been some questions around where some items align under our most popular categories. The following is a sample list from the new pricing rate card:

Collectibles

  • Toys & Hobbies
  • Sports Memorabilia, Cards & Fan Shop
  • Stamps
  • Coins & Paper Money
  • Pottery & Glass
  • Antiques
  • Art
  • Dolls & Bears
  • Entertainment Memorabilia

Fashion

  • Clothing, Shoes & Accessories
  • Jewelry & Watches
  • Health & Beauty

Home & Garden

  • Home, Furniture & DIY
  • Crafts
  • Baby
  • Pet Supplies
  • Garden & Patio
  • Home Appliances

Lifestyle

  • Sporting Goods
  • Musical Instruments
  • Tickets & Experiences
  • Gift Cards & Coupons
  • Holidays & Travel

This is not an exhaustive list, but should give you an idea of how the most popular categories break down under our new pricing. Please feel free to leave your questions below and we’ll do our best to get you an answer.