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Viewing order conversion summary

The conversion summary gives an overview of a customer's previous visits and behavior leading up to a purchase from your store. The conversion summary displays on the order details page and includes an overview of the following details:

  • The customer's total number of orders from your store.
  • The customer's total visits to your store in the last 30 days.
  • The origin of the customer's first visit to your store.

When available, you can also click View conversion details for additional conversion details for that customer:

  • The total number of visits the customer has made to your store.
  • The number of days between the first visit and the most recent visit.
  • An overview of customer activity, including visits between the first and most recent visit.

Depending on the conversion details available for an order, the conversion summary might include a shorter summary or no conversion summary at all. Learn more about orders with limited conversion details and orders where no conversion summary is available.

The conversion summary on an order details page is specific to the customer who made that order. If you want to view conversion information for your Online Store sales channel overall, then use the online store conversion report.

On this page

View an order's conversion summary

  1. From your Shopify admin, go to Orders.

  2. Click an order number to view its information. On the order page, there is a section called Conversion summary.

  3. To view conversion details, click View conversion details.

Limited conversion summary details

When a full conversion summary isn't available, the order can still display limited conversion details based on order attribution. These orders include a shorter summary in place of the full conversion summary, with the following details:

  • The customer's order numbering. For example: This is their 1st order.
  • The source or referrer that brought the customer to your store, if available. For example: chatgpt.com.
  • The landing page where the customer arrived before placing the order, if available. For example: /products/example-product.

A limited conversion summary doesn't include the timeline of visits or the View conversion details option, because full visit data isn't available for the order. This often happens when full customer journey tracking isn't available, such as on headless storefronts or when cookies were blocked, but order-level attribution data can still indicate how the customer reached your store.

No conversion summary available

Sometimes there isn't enough information to display any conversion details for an order. In these cases, the Conversion summary section on the order details page is empty.

The following are possible reasons for an empty conversion summary:

  • Apps and private browsers are preventing cookie tracking, and no source or landing page was captured for the order.
  • The order was originally a draft order.
  • The order didn't come from your Online Store or Hydrogen sales channels, and no source or landing page is associated with the order.

View a customer's visit details

When viewing an order's conversion details, you can drill down to the visit details by clicking View full sessions next to the customer's activity.

The customer's visit details can include:

Session referral

The session referral section provides a general overview of where your customer was referred from, which page they landed on, the date and time of their visit, and the referral code, if present.

App details

If the order is a referral from a marketing campaign using a marketing app, then it will display in this section.

UTM parameters

UTM parameters are tags that you can add to the end of a URL that you can send to your customers (for example, https://www.yourstorename.com/**?utm_source=emailcampaign**). When a customer clicks the link, the tags are sent back to Google Analytics for tracking and reporting purposes.

Some marketing apps come with pre-set parameters. If you're using Google Ads, then you can automatically add UTM parameters to your URLs or you can set custom parameters using a URL builder.