Rollout analytics
After you Launch a rollout, the rollout starts collecting analytics. You can click the rollout from the Markets > Rollouts section of your Shopify admin to display analytics about the rollout. The analytics page also displays the rollout's traffic allocations.
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Considerations for rollout analytics
Review the following considerations for your rollout analytics:
- The available metrics for your rollout are determined by the following factors:
- The type of changes in the rollout.
- Whether the rollout had one change only or multiple changes.
- You can't customize the available metrics for your rollout.
- You can't filter results, for example by device or by country.
- Results update a few minutes after each visit, not in real time. Bot traffic isn't counted.
- Rollout analytics measure visitors on your online store, cart, and checkout. Visitors on the other places that a rollout applies to, such as headless storefronts and Shopify POS, aren't included in your rollout's results.
- If you run the same set of changes as a Launch rollout and an Experiment, then the results for the same metrics might differ. This is because each rollout type uses a slightly different algorithm.
- Launches calculate each metric over time based on exposures.
- Experiments calculate the metric through the Experiment pipeline.
- A rollout that contains a discount change reports the same metrics as any other rollout. Discount-specific metrics, such as the revenue or the orders attributed to a discount, aren't available.
- If you activate a discount code in a rollout, then the activation applies only to the visitors who are in the rollout. Eligible visitors can still share that code, so a code that's part of an Experiment can reach visitors outside the group that you're testing.
Learn more about analytics fields and their formulas.
View rollout analytics
You can view analytics for any active or ended rollout.
Steps:
From your Shopify admin, go to Markets > Rollouts.
Click the name of an active or ended rollout.
Review the analytics and traffic allocation details for the rollout.
The available metrics depend on the rollout type and the changes in the rollout.
Traffic allocation
The Traffic allocation setting is the intended percentage of eligible visitors assigned to a rollout. The changes in the rollout determine which markets are eligible. For an Experiment, the Traffic split divides visitors assigned to the rollout between the control and the treatment.
Other active rollouts can affect the rollout's effective traffic, so the configured percentage isn't a guarantee of traffic received. Learn more about traffic allocation for multiple active rollouts.
Rollout session counting
A rollout session is counted when a visitor in the rollout reaches a point where the rollout's changes could apply, such as viewing an affected product. That point depends on the type of change. A counted session doesn't confirm that the visitor viewed or received the change.
For example, a session can be counted in the following situations:
- A customer is assigned to a catalog rollout but doesn't view an affected product, or a more-specific catalog determines the product details displayed to them.
- A customer is assigned to a discount rollout but doesn't qualify for or use the discount.
For an Experiment, results can therefore include treatment sessions where the customer didn't receive the treatment change. When a rollout contains multiple changes, a counted session doesn't confirm that the customer experienced every change.
Session counts don't include visitors on the other channels that a rollout reaches, such as headless storefronts and Shopify POS. Learn more about rollout reach and external channels.
How visitors are assigned
Each visitor is put in a group before the page loads, so the page doesn't flicker between versions. Review how groups work:
- The group is saved in an essential cookie. Visitors stay in the same group when they return, until the cookie expires or is cleared.
- A new browser or device gets a new group, which might be different.
- If you change the traffic split during an Experiment, then only new visitors are affected.
- Visitors get a group even if they don't consent to tracking. Only visitors who consent are counted in results.
- In an Experiment's results, a visitor's sessions count from the first time that their version is displayed to them until the Experiment ends. A later visit counts toward the same version.
- If both versions are displayed to a visitor in the same browser, then that visitor isn't counted in an Experiment's results. A visitor who clears cookies or switches browser or device is counted as a new visitor.
- Your theme and apps can't read a visitor's group.
Available metrics by resource and rollout type
The metrics available for your rollout vary depending on whether your rollout is an Experiment, and the type and number of changes in your rollout. If your rollout contains both theme and checkout and account pages changes, then the metrics for each change type display in separate sections on the rollout analytics page.
Online store theme Launch
Available metrics for a Launch with a theme replacement or main theme edit.
| Term | Definition |
|---|---|
| Gross sales | Equates to product price x quantity (before taxes, shipping, discounts, and sales reversals) for a collection of sales. Pending, canceled, and unpaid orders are included. Test and deleted orders aren't included. |
| Average order value | Equates to gross sales (excluding adjustments) - discounts (excluding adjustments) / number of orders. Adjustments include all edits, exchanges, or returns that are made to an order after it's initially created. |
| Orders | The number of orders that were placed on a given date. |
| Total sales over time | Displays your store's total sales over time. Total sales is equal to net sales + additional fees + duties + shipping charges + taxes. |
| Sessions over time | Displays the number of visitors and sessions over time. |
| Conversion rate over time | Displays the percentage of online store sessions that lead to an order over time. This metric applies to only your Online Store channel. |
| New vs returning customers | The number of customers who placed their first order as compared to the number of customers who placed repeat orders from your store. |
| Bounce rate | Percentage of online store visits that ended after a single pageview. |
| Conversion rate breakdown | The Conversion rate breakdown report lets you visualize the path your visitors take through your store and checkout. Learn more about this report. |
Online store theme Experiment
Available metrics for an Experiment with a theme replacement or main theme edit.
| Term | Definition |
|---|---|
| Conversion rate over time | Displays the percentage of online store sessions that lead to an order over time. This metric applies to only your Online Store channel. |
| Bounce rate | Percentage of online store visits that ended after a single pageview. |
| Reached checkout rate | Online store visits that reached checkout relative to total visits Formula: sessions that reached checkout / sessions |
| Add to cart rate | Online store visits with items added to cart relative to total visits. |
Checkout and accounts Launch
Refer to the following table for available metrics for a Launch with a checkout and accounts configuration replacement.
| Term | Definition |
|---|---|
| Gross sales | Equates to product price x quantity (before taxes, shipping, discounts, and sales reversals) for a collection of sales. Pending, canceled, and unpaid orders are included. Test and deleted orders aren't included. |
| Average order value | Equates to gross sales (excluding adjustments) - discounts (excluding adjustments) / number of orders. Adjustments include all edits, exchanges, or returns that are made to an order after it's initially created. |
| Orders | The number of orders that were placed on a given date. |
| Total sales over time | Displays your store's total sales over time. Total sales is equal to net sales + additional fees + duties + shipping charges + taxes. |
| Conversion rate over time | Displays the percentage of online store sessions that lead to an order over time. This metric applies to only your Online Store channel. |
| Checkout conversion rate | Online store sessions with completed purchases relative to the visits that reached checkout. |
Checkout and accounts Experiment
Available metrics for an Experiment with a checkout and accounts configuration replacement.
| Term | Definition |
|---|---|
| Checkout conversion rate | Online store sessions with completed purchases relative to the visits that reached checkout. |
Combined Launch
Available metrics for a Launch that has both theme and checkout and accounts configuration changes. Metrics are organized into sections based on the resource.
| Section | Term | Definition |
|---|---|---|
| Storefront | Gross sales | Equates to product price x quantity (before taxes, shipping, discounts, and sales reversals) for a collection of sales. Pending, canceled, and unpaid orders are included. Test and deleted orders aren't included. |
| Average order value | Equates to gross sales (excluding adjustments) - discounts (excluding adjustments) / number of orders. Adjustments include all edits, exchanges, or returns that are made to an order after it's initially created. | |
| Orders | The number of orders that were placed on a given date. | |
| Total sales over time | Displays your store's total sales over time. Total sales is equal to net sales + additional fees + duties + shipping charges + taxes. | |
| Sessions over time | Displays the number of visitors and sessions over time. | |
| New vs returning customers | The number of customers who placed their first order as compared to the number of customers who placed repeat orders from your store. | |
| Bounce rate | Percentage of online store visits that ended after a single pageview. | |
| Conversion rate breakdown | The Conversion rate breakdown report lets you visualize the path your visitors take through your store and checkout. Learn more about the conversion rate breakdown report. | |
| Checkout | Checkout conversion rate | Online store sessions with completed purchases relative to the visits that reached checkout. |
Combined Experiment
Available metrics for an Experiment rollout that has both theme and checkout and accounts configuration changes. Metrics are organized into sections based on the resource.
| Section | Term | Definition |
|---|---|---|
| Storefront | Bounce rate | Percentage of online store visits that ended after a single pageview. |
| Reached checkout rate | Online store visits that reached checkout relative to total visits Formula: sessions that reached checkout / sessions | |
| Add to cart rate | Online store visits with items added to cart relative to total visits. | |
| Checkout | Conversion rate over time | Displays the percentage of online store sessions that lead to an order over time. This metric applies to only your Online Store channel. |