Analytics & Reporting

Track listing performance, seller metrics, and customer service standards with 4 powerful analytics tools

The eBay MCP Server provides analytics and reporting capabilities through the Analytics API, offering 4 specialized tools to monitor listing traffic, seller performance standards, and customer service metrics.

Overview

eBay’s Analytics API helps you understand how your listings perform, track your seller standards compliance, and monitor customer service quality. These insights enable data-driven decisions to improve sales and maintain good seller standing.

Analytics Coverage:

1. Traffic Reports: Listing views, clicks, conversion rates
2. Seller Standards: Performance evaluation and compliance
3. Customer Service Metrics: Response times and satisfaction

Core Capabilities

Traffic Reports

Track listing impressions, clicks, and sales

Seller Standards

Monitor performance evaluation scores

Customer Service

Measure response times and quality

Historical Data

Access performance trends over time

Traffic Reports

Monitor how buyers discover and interact with your listings across eBay.

Understanding Traffic Metrics

Key Metrics

• IMPRESSION: Number of times listing appeared in search
• CLICK_THROUGH_RATE: Percentage of impressions that resulted in clicks
• LISTING_VIEWS: Number of times listing page was viewed
• SALES_CONVERSION_RATE: Percentage of views that resulted in sales
• TRANSACTION: Number of completed sales

Generating Traffic Reports

1. Request Traffic Report

   {
     "dimension": "LISTING",
     "filter": "listingIds:{123456789012|123456789013}",
     "metric": "CLICK_THROUGH_RATE,IMPRESSION,LISTING_VIEWS,SALES_CONVERSION_RATE",
     "sort": "-LISTING_VIEWS"
   }
   

   Parameters:

   • dimension - How to group data (LISTING, DAY, etc.)
   • filter - Which listings/dates to include
   • metric - Which metrics to retrieve
   • sort - Sort order (prefix with - for descending)

   Tool: ebay_get_traffic_report

2. Analyze Report Data

   Typical Response:

   {
     "records": [
       {
         "dimension": {
           "dimensionKey": "LISTING",
           "dimensionValues": [
             {
               "name": "listingId",
               "value": "123456789012"
             }
           ]
         },
         "metrics": [
           {
             "name": "IMPRESSION",
             "value": "1250"
           },
           {
             "name": "CLICK_THROUGH_RATE",
             "value": "3.2"
           },
           {
             "name": "LISTING_VIEWS",
             "value": "40"
           },
           {
             "name": "SALES_CONVERSION_RATE",
             "value": "12.5"
           },
           {
             "name": "TRANSACTION",
             "value": "5"
           }
         ]
       }
     ]
   }
   

Common Traffic Report Scenarios

Top Performing Listings

Identify your best sellers:

{
  "dimension": "LISTING",
  "filter": "lastAccessDate:[2025-01-01T00:00:00.000Z..2025-01-31T23:59:59.999Z]",
  "metric": "TRANSACTION,SALES_CONVERSION_RATE,LISTING_VIEWS",
  "sort": "-TRANSACTION"
}

Analysis: Look for listings with high transaction counts and conversion rates to identify successful products.

Traffic Trends Over Time

Track daily performance:

{
  "dimension": "DAY",
  "filter": "listingIds:{123456789012}",
  "metric": "IMPRESSION,LISTING_VIEWS,TRANSACTION",
  "sort": "DAY"
}

Analysis: Identify traffic patterns, seasonal trends, and campaign impact.

Low Conversion Listings

Find underperforming listings:

{
  "dimension": "LISTING",
  "filter": "lastAccessDate:[2025-01-01T00:00:00.000Z..2025-01-31T23:59:59.999Z]",
  "metric": "LISTING_VIEWS,SALES_CONVERSION_RATE",
  "sort": "SALES_CONVERSION_RATE"
}

Analysis: Listings with many views but low conversion may need better photos, descriptions, or pricing.

Click-Through Rate Analysis

Optimize search visibility:

{
  "dimension": "LISTING",
  "filter": "lastAccessDate:[2025-01-01T00:00:00.000Z..2025-01-31T23:59:59.999Z]",
  "metric": "IMPRESSION,CLICK_THROUGH_RATE",
  "sort": "CLICK_THROUGH_RATE"
}

Analysis: Low CTR despite high impressions suggests title or thumbnail optimization needed.

Seller Standards Profiles

Monitor your seller performance evaluation and compliance with eBay’s seller standards.

Understanding Seller Standards

eBay evaluates sellers based on:

• Defect Rate: Late shipments, canceled orders, returns
• Customer Satisfaction: Positive feedback, detailed ratings
• Shipping Performance: On-time delivery rates
• Case Closure Rate: How disputes are resolved

Important: Maintaining good seller standards is critical. Below Standard status can result in search placement降低, increased fees, or account suspension.

Checking Seller Standards

1. Get All Standards Profiles

   {}  // No parameters required
   

   Tool: ebay_find_seller_standards_profiles

   Returns: All evaluation cycles and programs

2. Get Specific Profile

   {
     "program": "CUSTOMER_SERVICE",
     "cycle": "CURRENT"
   }
   

   Programs:

   • CUSTOMER_SERVICE - Overall seller performance
   • SELLER_LEVEL_PLUS - Top-rated seller program

   Cycles:

   • CURRENT - Current evaluation period
   • PREVIOUS - Last completed evaluation
   • PROJECTED - Forecasted next evaluation

   Tool: ebay_get_seller_standards_profile

Interpreting Standards Data

Standard Performance Levels

Above Standard:

• Exceeds performance requirements
• Eligible for search benefits and lower fees
• May qualify for Top Rated Seller status

Standard:

• Meets performance requirements
• Good standing with no penalties

Below Standard:

• Does not meet requirements
• May face search placement降低
• Higher fees may apply
• Risk of account restrictions

Action Required:

• Immediate intervention needed
• Significant performance issues
• Account at risk of suspension

Example Response

{
  "program": "CUSTOMER_SERVICE",
  "cycle": "CURRENT",
  "status": "ABOVE_STANDARD",
  "evaluationDate": "2025-02-01T00:00:00.000Z",
  "metrics": [
    {
      "name": "DEFECT_RATE",
      "value": "0.8",
      "benchmark": "2.0"
    },
    {
      "name": "LATE_SHIPMENT_RATE",
      "value": "1.2",
      "benchmark": "3.0"
    },
    {
      "name": "CASES_NOT_RESOLVED",
      "value": "5",
      "benchmark": "10"
    }
  ]
}

Customer Service Metrics

Track your customer service quality and response performance.

Available Metrics

Response Time

Average time to respond to buyer messages

Resolution Rate

Percentage of inquiries resolved satisfactorily

Message Volume

Number of customer service contacts

Satisfaction Score

Buyer ratings of support quality

Retrieving Customer Service Metrics

{
  "customerServiceMetricType": "RESPONSE_TIME",
  "evaluationType": "CURRENT",
  "evaluationMarketplaceId": "EBAY_US"
}

Metric Types:

• RESPONSE_TIME - How quickly you respond
• RESOLUTION_RATE - How effectively you resolve issues
• INQUIRY_VOLUME - Number of customer contacts
• SATISFACTION_SCORE - Overall customer satisfaction

Evaluation Types:

• CURRENT - Current period
• PREVIOUS - Last completed period
• PROJECTED - Forecasted score

Tool: ebay_get_customer_service_metric

Best Practice: Aim to respond to all buyer messages within 24 hours. Fast response times improve customer satisfaction and seller standards scores.

Analytics Best Practices

1. Monitor Regularly

   • Check traffic reports weekly
   • Review seller standards monthly
   • Track customer service metrics daily
2. Act on Insights

   Low CTR? Improve titles and thumbnails

   High views, low sales? Review pricing and descriptions

   Below standard? Focus on shipping speed and communication

3. Compare Periods

   Track performance over time:

   • Week over week growth
   • Month over month trends
   • Year over year comparison
4. Set Performance Goals

   • Target conversion rate improvements
   • Aim for Above Standard status
   • Reduce response time targets

Common Use Cases

Weekly Performance Review

Recommended workflow:

1. Get traffic report for past 7 days
2. Identify top and bottom performers
3. Check seller standards status
4. Review customer service metrics
5. Make data-driven adjustments

New Listing Analysis

First 30 days after listing:

1. Track daily impressions and views
2. Monitor conversion rates
3. Compare to similar listings
4. Optimize based on performance

Campaign Performance Tracking

During promotional campaigns:

1. Get baseline traffic before campaign
2. Monitor daily during campaign
3. Calculate ROI post-campaign
4. Identify most effective promotions

Seller Standards Improvement

If below standard:

1. Check current standards profile
2. Identify problem areas
3. Review customer service metrics
4. Implement corrective actions
5. Monitor projected status

Tool Reference

Traffic Reports (1 tool)

• ebay_get_traffic_report - Retrieve listing traffic and performance data

Seller Standards (2 tools)

• ebay_find_seller_standards_profiles - List all standards profiles
• ebay_get_seller_standards_profile - Get specific profile details

Customer Service (1 tool)

• ebay_get_customer_service_metric - Retrieve customer service metrics

Understanding the Data

When Data Updates

• Traffic Reports: Updated daily (previous day’s data available by 8am PT)
• Seller Standards: Evaluated monthly, typically on the 20th
• Customer Service: Updated daily with rolling averages

Data Retention

• Traffic Reports: 2 years of historical data
• Seller Standards: Current and 12 previous evaluation cycles
• Customer Service: 90 days of detailed metrics

Marketplace Differences

Different marketplaces may have:

• Different seller standard thresholds
• Different metric availability
• Different update schedules

Always specify the correct marketplaceId in your requests.

Next Steps

Marketing Campaigns

Use insights to optimize campaigns

Best Practices Guide

Learn optimization strategies

Analytics API Reference

Complete API documentation

Account Management

Manage seller account settings

Rate Limits

User Tokens: 10,000-50,000 requests/day

Recommendation: Analytics data updates daily, so once-daily retrieval is typically sufficient

See Rate Limits for detailed information.