Analyse your Brand Home and follower growth
This guide will show you how to navigate the Brand Home Insights dashboard to track your brand's performance, traffic and follower growth.
Watch the demo
This video shows you how to evaluate your Brand Home performance and follower growth. Below this demo, you'll find a guide on the topics discussed and timestamps - this will allow you to skip to the part that interests you most.
Timestamps
Scorecard deep dive 00:27
Brand Home traffic 05:51
Category links performance 09:03
Followers insights 13:53
Brand Home performance
Access your Brand Homes CMS account.
Open the dashboard in multiple different ways:Either directly from the top navigation bar or, open the Collections or Brand Home tab and click Insights dashboard in the upper-right side of the screen.
Once the Insights dashboard opens navigate to the filters to refine your data:
Filter | Description |
|---|---|
Country | Use the country filter to see the performance of your brand in different markets. You can select one or more countries. |
Platform | Filter the data by platform, either app or web. |
Target gender | Refine the data based on the target audience's gender. |
Brand followership type | This filter is crucial for understanding how different user groups interact with your Brand Home. |
Follower | A user who is logged in and follows your brand. |
Non-categorised | A user who is not logged in, so their follower status is unknown. |
Registered non-follower | A user who is logged in but does not follow your brand. |
Time frame | The time frame filter allows you to select a specific date range. For a long-term view of your brand's growth, select at least a one-year period. |
Analyse the scorecard
The scorecard provides a quick overview of your brand's performance based on key performance indicators (KPIs).
Key performance indicator (KPI) | Description |
|---|---|
Unique visitors vs. brand home visits | A single unique visitor can generate multiple visits. This distinction helps you understand how many visits visitors generate on your page. |
Category links clicks | Shows the number of clicks on category links within your Brand Home. |
Collection views | Represents the total number of views on your collections within the Brand Home. |
View-based CTR | This is the click-through rate, a ratio of Collection clicks to Collection views, indicating how engaging your Collections are. |
Brand home traffic
Key performance indicator (KPI) | Description |
|---|---|
Performance over time | This graph compares the daily number of users (unique customers) and visits to your brand home over the selected time frame. |
Market performance | This graph displays the number of users and visits for your brand, broken down by country. |
Traffic source split | This section shows where your Brand Home traffic is coming from. Zalando fashion store: Traffic from the search bar on the Zalando website or app. Direct: Users who have your brand home's URL saved as a bookmark or who typed the URL directly into their browser. |
Category and Collection performance
Category links
This section displays a graph and a table showing the performance of your category links.
The graph shows the trend of category links clicks and category links clicks per user. Focus on the long-term trend rather than daily fluctuations to see how your categories are performing overall.
The table below the graph ranks your category links by the number of clicks, allowing you to see which categories are the most successful.
Brand Collection
This table ranks your top 5 Collections based on different metrics.
The first column is ranked by total views.
The second column is ranked by total clicks.
The third column is ranked by Average daily CTR (click-through rate). A high CTR indicates a Collection is highly relevant and engaging to the customer. For example, a Collection with a high CTR is performing well because it is driving more clicks relative to its views.
Brand follower growth
Open the Brand Home tab and then click the Insights dashboard button on the right side of the screen.
Once the Insights dashboard opens, click on the Followers tab.
Filter the follower data by country and fashion preference (e.g., men or women) to dive deeper into the insights.
Analyse follower growth over time
The top graph shows the total number of followers over time, split by gender. You can see the total number of followers you started with and how the number has grown until now.
The bottom graph shows new followers versus new unfollowers on a daily basis. Ideally, the new followers should consistently outpace the unfollowers.
View sub-brand performance
The table at the bottom of the page provides a detailed view of follower metrics for each sub-brand, including total followers, new followers and new unfollowers.
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