Marketplaces Analytics
Balance Your Two-Sided Funnel
Understand both sides of your marketplace - buyers and sellers, supply and demand.
Marketplaces are complex. You need to optimize two funnels simultaneously while understanding how they interact. KISSmetrics helps you track buyer and seller journeys separately, identify liquidity issues, and grow both sides of your platform.
TRUSTED BY LEADING COMPANIES
Challenges Marketplaces Teams Face
Sound familiar? You're not alone - and there's a better way.
Chicken-and-Egg Problem
Need sellers to attract buyers and buyers to attract sellers. Understand which side to prioritize.
Two Separate Funnels
Buyers and sellers have different journeys. Track and optimize each one independently.
Match Rate & Liquidity
Listings without buyers or buyers without options kill marketplaces. Identify liquidity gaps.
Cross-Side Effects
Changes on one side affect the other. Understand the ripple effects of your decisions.
Metrics That Matter for Marketplaces
Track the KPIs that actually drive your business.
Buyer Conversion
from search to purchase
Track the buyer journey to transaction
Seller Activation
from signup to listing
Measure how quickly sellers create their first listing
Match Rate
by category
Track what % of listings result in transactions
Repeat Transaction Rate
for both sides
Measure how often users come back
How Marketplaces Teams Use KISSmetrics
Real use cases that drive real results.
Optimize Buyer Journey
Track the path from search to purchase and identify conversion blockers.
→ Higher transaction rates from existing traffic
Accelerate Seller Activation
Analyze the seller onboarding flow and reduce time to first listing.
→ More active supply on your marketplace
Identify Liquidity Gaps
See which categories have imbalanced supply and demand.
→ Targeted growth efforts where they're needed most
Drive Repeat Transactions
Analyze what makes buyers and sellers come back for more.
→ Higher lifetime value on both sides of the marketplace
Marketplaces Analytics Dashboard
Interactive demo showcasing marketplaces-specific dashboards, funnels, and reports tailored to your industry.
Powerful Features for Marketplaces
Every feature you need to understand and grow your marketplaces business.
Dual Funnel Tracking
Track buyer and seller journeys separately with dedicated funnels for each.
Learn about Funnel ReportTwo-Sided Cohort Analysis
Analyze retention patterns for buyers and sellers independently.
Learn about Cohort ReportTransaction Revenue Attribution
Connect revenue to acquisition sources for both sides of the marketplace.
Learn about Revenue ReportBuyer & Seller Populations
Build separate segments for different user types and lifecycle stages.
Learn about PopulationsPath to Transaction
Discover the most common paths that lead to successful transactions.
Learn about Path ReportCustom Marketplace Metrics
Build custom analyses with Power Report for complex marketplace KPIs.
Learn about Power ReportQuestions KISSmetrics Answers
If you're asking these questions, we can help.
Where do buyers drop off before completing a transaction?
How quickly do new sellers create their first listing?
Which categories have the best match rates?
What predicts whether a buyer will make a repeat purchase?
How do changes in seller experience affect buyer behavior?
“We found that sellers who completed their profile within 48 hours had 2x the match rate. Adding profile completion prompts increased early engagement by 60%.”
Amanda Rodriguez
Head of Growth, Online Marketplace
Frequently Asked Questions
Common questions about marketplaces analytics
How do you track analytics for a two-sided marketplace?
KISSmetrics lets you track buyer and seller journeys as separate funnels while connecting them through transaction events. You can analyze each side independently with dedicated cohort and funnel reports, then measure how changes on one side affect the other.
What marketplace metrics should I track?
Key marketplace metrics include buyer conversion rate, seller activation rate, match rate by category, time to first listing, repeat transaction rate, and liquidity metrics. KISSmetrics tracks all of these at the individual user level for both sides of the marketplace.
Can KISSmetrics help improve marketplace liquidity?
Yes. By analyzing match rates and transaction patterns by category, geography, or user segment, KISSmetrics identifies where supply-demand imbalances exist. This data helps you target growth efforts where they will have the most impact on marketplace health.
How does KISSmetrics handle different user types on a marketplace?
KISSmetrics supports user properties that distinguish buyers from sellers (or users who are both). You can build separate populations, funnels, and cohort analyses for each user type while still tracking cross-side interactions.
What integrations does KISSmetrics offer for marketplaces?
KISSmetrics integrates with payment processors, CRM tools, email platforms, and marketing tools. The REST API supports custom data flows, and Zapier connectivity enables integration with hundreds of additional services.
Ready to grow your marketplaces business?
Free to start. 1-hour onboarding call included.