Marketing activity reports for integrated marketing apps
If you use apps for your marketing, then the marketing activity reports can give you insight into how well your marketing is doing.
The marketing activity reports give detailed analytics on conversions, such as the conversion rate, average order value, top products sold, and more. The reports give you the information that you need to follow and measure the success of your marketing activities that use services such as Google Smart Shopping campaigns and Facebook Ads.
The results shown in the reports depend on the type of campaigns you're creating in Shopify. For example, if you're running ads, then you see information specific to ads such as ad spend, impressions, and clicks. If you're posting to Facebook, then you won't see any information about ad spend.
If you're creating marketing activities using an app other than Google Shopping or Facebook Marketing, your reports are listed under Marketing created outside of Shopify, below the list of marketing activities that you created in Shopify. To learn more about the third-party apps that you can use to create marketing outside of Shopify, see the works with Shopify marketing collection on the Shopify App Store. For details on setting up your marketing activities with third-party apps, see the documentation for the app.
Marketing activity reports show only the last 30 days so that the most up-to-date information is available.
When you get an order that's attributed to a marketing activity, you can view the conversion details from the order details page.
View marketing activity reports
In your Shopify admin, go to Marketing.
Click a campaign name.
Hover over a campaign activity, and then click View report.
Data in the marketing activity reports
By analyzing your reports, you can determine the success of your marketing activities in driving conversions. The data can also help show which activities are effective at driving traffic compared to sales volume. You can also get insight into who your marketing programs are popular with.
Values begin to appear in the reports within a few minutes of any customer activity.
The following data is shown in the reports:
- Average order value: Includes taxes, shipping, and discounts. Excludes gift cards.
- Average pages viewed: Total pageviews divided by marketing activity visits.
- Average session duration: Total visit time in minutes divided by marketing activity visits.
- Conversion rate: Number of orders as a percentage of total visits to your store.
- Discounts shared: Shows the discount code that a customer used.
- First time vs. returning customers: Compares the number of customers who visited for the first time to the number who visited more than once.
- Orders: Number of orders placed.
- Sales: Total sales from all marketing activities. Includes gross sales, shipping, and taxes. Excludes discounts and returns.
- Sales by location: Number of sales that originated from each country.
- Top products by units sold: Shows which products have sold the most.
- Sessions: Number of sessions from your marketing activity. A session is a period of continuous activity from a visitor. Includes new and returning visitors.
- Sessions by location: Number of sessions for your marketing activity from each country. Often higher than "Sales by location" because not every visit results in a sale.
Discrepancies in report data for marketing apps outside Shopify
When you're using a marketing app outside Shopify, you might see some differences between the reports in Shopify for that app and the external reports provided by the app.
Discrepancies in attribution
You might see discrepancies in sales and order data between your Shopify marketing activity reports and the reports available from the marketing app or the third-party platform where you created the marketing activity.
For example, if you're running an email campaign and a Google Shopping campaign at the same time, then in cases where a customer clicks on both your email and your Google Shopping ad they can each record a separate conversion. But the Shopify marketing activity report attributes the sale only to the source of the ad that was clicked most recently within the past 30 days.
Discrepancies in ad spend
You might see discrepancies between the ad spend data in your Shopify marketing activity reports versus reports available externally for the same service. For example, you might see a $10.00 ad spend for a Facebook campaign on your Shopify activity report, but see a $13.00 spend for the same campaign in Facebook Ad Manager. The ad spend amount for marketing apps can take up to 24 hours to sync to Shopify, so the delay causes the discrepancy. Your spending limits are controlled by the ad service, so the delay won't cause you to spend more than budgeted.