How do I use the Conversions menu in Hotmart Analytics?

Hotmart Analytics is a tool designed to help you deeply understand your audience's behavior and the effectiveness of your sales strategies. 

Within the tool, the Conversions menu plays a vital role: it allows you to identify which campaigns are driving real results and how your promotional links are performing.

In this article, you will learn how to navigate this section, understand different attribution models, and discover how to analyze specific data from your Hotmart Product Page and the Marketplace.

How do I access and use the Conversions menu filters? 

To start analyzing your sales and campaign impact, first access the Analytics interface within the Hotmart platform. 

The Conversions menu lists the parameters you’ve added to your links, providing a detailed view of where your buyers are coming from. 

Follow these steps to run your first analysis: 

• Log in to your account at app.hotmart.com.
• In the left-side menu, select Sales, then Sales Management, and click Analytics.
• Once the Hotmart Analytics page opens, click the Conversions tab in the top menu.
• In the selection field, choose the Product you want to analyze.
• Define the Attribution Model that best fits your strategy:
  • First click: This model attributes the conversion to the first campaign the user interacted with.
  • Last click: Here, the conversion is attributed to the last interaction the user had before completing the purchase.
• Select the Campaign Parameters (such as tag src, utm_source, utm_medium, etc.) that you want to view in the report.
• Click Apply to load the data.

What do the sales and user indicators mean? 

After applying the filters, Analytics will display four main indicators. These help you distinguish general traffic from traffic directly influenced by your tracked campaigns: :

1. Total Sales in the Period: The total volume of sales made, regardless of whether they were tracked via parameters.
2. Impacted Sales: Only the sales that had at least one interaction tracked by the campaign parameters you defined.
3. Unique Users: The total number of people who accessed your pages during the selected period.
4. Impacted Users: Users who accessed your pages through links containing tracking parameters.

Note: These numbers are automatically recalculated whenever you change the product or the attribution model in the top filters. 

Can I see Product Page and Marketplace information in Hotmart Analytics? 

If you use the Hotmart Product Page or have your product listed in the Marketplace, you can track the specific performance of these channels directly in the Conversions menu.

Follow these steps to view this data:

1. In the Conversions menu, select the desired product.
2. In the Campaign Parameters field, select the TAG SCK option.
3. Click Apply.

The report will show the following details: 

• HOTMART_PRODUCT_PAGE: Data on users, sales, and conversions originating from your Hotmart Product Page.
• HOTMART_SITE: Performance data from when your product is found and purchased directly through the Hotmart Marketplace.