KISSmetrics Accelerator
One side of your marketplace lagging? We track both funnels and find the liquidity gaps.
See the Accelerator
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 since 2008 by teams at these companies and many more
Sound familiar?
The challenges Marketplaces teams keep hitting.
If even one of these is your daily reality, you are not alone, and there is a better way to run it.
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.
What to measure
The metrics that actually move marketplaces.
Track the KPIs that drive the business, not vanity numbers.
In practice
How Marketplaces teams use KISSmetrics.
Real use cases that turn into 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
What you get
Everything you need, in one platform.
The features to understand and grow your marketplaces business.
Dual Funnel Tracking
Track buyer and seller journeys separately with dedicated funnels for each.
Funnel ReportTwo‑Sided Cohort Analysis
Analyze retention patterns for buyers and sellers independently.
Cohort ReportTransaction Revenue Attribution
Connect revenue to acquisition sources for both sides of the marketplace.
Revenue ReportBuyer & Seller Populations
Build separate segments for different user types and lifecycle stages.
PopulationsCustom Marketplace Metrics
Build custom analyses with Power Report for complex marketplace KPIs.
Power ReportThe questions we help you answer.
If you are asking these, you are exactly who we built this for.
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%.”
Insider resources
Go deeper on marketplaces strategy.
Hand-picked guides our team uses with top marketplaces teams.
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?
7-day free trial. 1-hour onboarding call included.