Overview
The Tracking Analytics feature provides comprehensive insights into your shipment performance, customer engagement with the tracking page, and the effectiveness of tracking notifications. This powerful analytics suite helps merchants understand their post-purchase customer journey and optimize their shipping operations for better customer experience and increased revenue.
Best Practices
Regular Monitoring: Check analytics weekly to identify trends and issues early.
Carrier Optimization: Review carrier performance monthly to optimize shipping partnerships.
Content Strategy: Update marketing assets based on click performance data.
Customer Communication: Adjust notification frequency and content based on engagement metrics.
This analytics suite transforms your tracking experience from a cost center into a revenue-generating touchpoint while providing operational insights to improve customer satisfaction.
Accessing Tracking Analytics
Navigate to Analytics in your Shipment Guard dashboard and select from three analytics modules:
Tracking Overview - Shipment performance and carrier analytics
Tracking Page - Customer engagement and conversion metrics
Tracking Notifications - Email and SMS notification performance
Tracking Overview Analytics
This page is divided into several sections, each one is broken down below with a brief explanation and it's purpose for your business:
Section 1: 4 Mini Charts
• Total Shipments
What it does: Counts unique tracking codes processed during the selected time period
Purpose: Provides a baseline metric for shipment volume to measure overall business activity
• Top Carrier
What it does: Identifies which shipping carrier (UPS, FedEx, etc.) handled the most shipments
Purpose: Helps your brand understand shipping partnerships and carrier dependencies
• Top Shipping Method
What it does: Shows the most popular shipping speed/service selected by customers
Purpose: Reveals customer preferences for shipping speed vs. cost, informing future shipping options
• Delivery Rate
What it does: Calculates percentage of shipments successfully delivered (delivered shipments ÷ total shipments)
Purpose: Measures overall shipping success rate and identifies potential delivery issues
Section 2: Main Chart
• Shipments Over Time
What it does: Displays shipment volume trends based on ship dates across the selected timeframe
Purpose: Identifies seasonal patterns, growth trends, and shipping volume fluctuations
Section 3: Split Charts (side by side)
• Shipments by Status
What it does: Breaks down current tracking statuses (in transit, delivered, exception, etc.) for all shipments
Purpose: Identifies potential shipping issues and helps prioritize customer service efforts
• Shipments by Destination
What it does: Shows geographic distribution of shipments by destination country
Purpose: Reveals market reach and helps identify international shipping performance
• Shipments by Carrier
What it does: Compares shipment volume across different carriers when multiple are used
Purpose: Enables carrier performance comparison and shipping strategy optimization
• Shipments by Carrier Service
What it does: Details shipping method usage (ground, express, overnight, etc.) across all carriers
Purpose: Shows customer service preferences and helps optimize shipping option offerings
Section 4: Performance Table
• Carrier Performance Comparison
What it does: Compares delivery rates, total shipments, and delivered shipments across carriers
Purpose: Identifies which carriers provide the most reliable service to optimize shipping partnerships
Tracking Page Analytics
Section 1: 4 Mini Charts
• Unique Visitors
What it does: Counts distinct users (by IP address) who accessed the tracking page
Purpose: Measures customer engagement with the tracking experience
• Clicks
What it does: Tracks total interactions with marketing assets and product recommendations on tracking pages
Purpose: Measures engagement with upselling and cross-selling opportunities
• Attributed Orders
What it does: Counts new orders originating from tracking page interactions (marketing assets or product clicks)
Purpose: Demonstrates the revenue-generating potential of the tracking page experience
• Attributed Revenue
What it does: Calculates total revenue from orders attributed to tracking page interactions
Purpose: Quantifies the financial impact of tracking page optimization efforts
Section 2: Main Chart
• Unique Visitors and Clicks Over Time
What it does: Shows trends in tracking page engagement with toggle between visitors and clicks
Purpose: Identifies engagement patterns and helps measure the impact of page optimizations
Section 3: Split Charts (side by side)
• Attributed Orders Over Time
What it does: Displays conversion trends from tracking page visits to new orders (daily/weekly/monthly views)
Purpose: Measures the tracking page's effectiveness as a revenue driver over time
• Attributed Revenue Over Time
What it does: Shows revenue generation trends from tracking page attributed orders
Purpose: Tracks the financial performance of tracking page optimization efforts
Section 4: Performance Tables
• Marketing Asset Performance
What it does: Tracks individual click counts for each marketing asset image displayed on tracking pages
Purpose: Identifies which promotional content drives the most engagement
• Product Recommendation Performance
What it does: Measures clicks on recommended products shown on tracking pages
Purpose: Reveals which product suggestions resonate most with customers
Tracking Notifications Analytics
Email Performance
• Email Volume Metrics
What it does: Tracks total emails sent and unique email addresses reached
Purpose: Measures the scale and reach of email tracking notifications
• Email Funnel Analysis
What it does: Shows progression from emails sent → delivered → opened → clicked with conversion percentages
Purpose: Identifies bottlenecks in email engagement and opportunities for improvement
SMS Performance
• SMS Volume Metrics
What it does: Tracks total SMS messages sent and unique phone numbers reached
Purpose: Measures the scale and reach of SMS tracking communications
• SMS Funnel Analysis
What it does: Shows progression from SMS sent → delivered → engagement metrics
Purpose: Evaluates SMS notification effectiveness compared to email
Section 1: Main Chart
• Attributed Orders and Revenue Over Time
What it does: Displays revenue and order trends attributed to notification clicks (email vs. SMS toggle)
Purpose: Measures which notification channel drives more customer re-engagement and purchases