Measuring marketing performance

On the Marketing page in your Shopify admin, you can learn more about the quality and quantity of the traffic that your marketing campaigns bring to your online store. Reports about online store sessions and cart conversion rates can give you high-level data about the marketing campaigns you create in Shopify. To view the marketing performance data, go to the Marketing page in your Shopify admin.

Performance data

You can see a summary of marketing results on the Marketing page. The summary includes data from the last 30 days, and shows a comparison to the previous 30 day period. It includes the following metrics:

  • Online store sessions - The total number of sessions in your online store during the 30-day period (a session is a period of continuous visitor activity).
  • Sales from marketing - The total number of sales that can be attributed to online store traffic that came from marketing campaigns created in Shopify and any third-party marketing sources that share data with Shopify.
  • Orders from marketing - The total number of orders that can be attributed to online store traffic that came from marketing campaigns created in Shopify and any third-party marketing sources that share data with Shopify.
  • Ad spend on marketing - The total amount spent on marketing campaigns created in Shopify and any third-party marketing sources that share data with Shopify.

Learn more about understanding the marketing activity reports for campaigns created in Shopify.

Traffic insights

In your Overview section on your Marketing page, clicking on Online store sessions shows more detailed information about your online store traffic:

  • Online store traffic over time - All sessions from the 30 day period, compared to all sessions from the previous 30 day period.
  • Online store conversion - The percentage of online store sessions that resulted in an order. Also shows the total number of sessions that converted and that didn’t convert.
  • Top traffic sources - The online sources that brought the most sessions to the online store in the 30 day period.
  • Top sales sources - The online sources that brought the sessions that resulted in the highest total sales to the online store in the 30 day period.
  • Top traffic locations - The geographic locations associated with the highest online store sessions during the 30 day period.

Some of the online store traffic insights also link to reports that contain more data. There are three reports accessible from the traffic insights:

Top traffic sources report

Shows the online store’s top traffic sources by total number of sessions, orders, order value, or conversion rate. Order value includes taxes and shipping but, unlike total sales, excludes returns.

The Top traffic sources report includes the following columns:

  • Traffic source - The website or service a customer used to reach your website.
  • Conversion rate - The percentage of sessions that resulted in an order.
  • Orders - The total number of orders that resulted from sessions from each traffic source.
  • Order value - The total value of any orders that resulted from sessions from each traffic source. Order value includes taxes and shipping but, unlike total sales, excludes returns.
  • Sessions - The total number of sessions on your online store from each traffic source.

Top traffic locations report

Shows the online store’s top geographic locations by total number of sessions, orders, order value, or conversion rate. Order value includes taxes and shipping but, unlike total sales, excludes returns.

The Top traffic locations report includes the following columns:

  • Location - The geographical location a customer was in when they visited your website.
  • Conversion rate - The percentage of sessions that resulted in an order.
  • Orders - The total number of orders that resulted from sessions from each traffic source.
  • Order value - The total value of any orders that resulted from sessions from each traffic source. Order value includes taxes and shipping but, unlike total sales, excludes returns.
  • Sessions - The total number of sessions on your online store from each traffic source.

Online store conversion report

Shows how customers shop in your online store. The report shows the number of sessions that reach each stage in the conversion funnel, from landing on your website, to adding a product to the cart, to reaching or completing the checkout. This report also includes a diagram that visually shows the sessions through the stages of conversion.

The Online store conversion report includes the following columns:

  • Conversion step - The step in the conversion funnel that a visitor reached.
  • Sessions - The total number of sessions on your online store that reached each step.

When you sort Sessions by ascending or descending value in the Online store conversion report, only the traffic sources are sorted within each reporting category. The reporting categories, such as All traffic or Added to cart, don’t rearrange based on their totals.

For example, suppose you have traffic from Facebook and DuckDuckGo. If you sort the report by Sessions, then only the order of Facebook and DuckDuckGo will change within each reporting category.

For information about the marketing reports in the Analytics section, see Marketing reports. If you want to view reports on the results of your marketing campaigns that use third-party marketing apps, then see Marketing activity reports.

Viewing sales and sessions attributed to marketing campaigns

Under the summary of marketing results, you can see a breakdown of the sales and sessions attributed to each campaign that you created in Shopify. The breakdown includes data from the last 90 days, so it might show different data than the summary, which includes data only from the last 30 days.

View a conversion report for a marketing activity that you created in Shopify

You can view a conversion report on each marketing activity in a campaign that you created in Shopify. The report includes data from the last 30 days.

Sessions and sales attributed to marketing activities that you created in Shopify are based on the last-clicked interaction. For example, if a customer last clicked a Facebook ad that you created in Shopify before placing an order, the sale is attributed to the marketing campaign activity that represents the Facebook ad in Shopify.

Learn more about understanding the marketing activity reports for campaigns created in Shopify.

Steps:

  1. From your Shopify admin, go to Marketing.
  2. Click the name of a marketing campaign to view the marketing activities that you created in Shopify for that campaign.
  3. Hover over a marketing activity, and then click View report.

Understanding the marketing activity reports for campaigns created in Shopify

Reports available from the Marketing page show data about the interactions that can be attributed to the marketing campaigns and activities that you created in Shopify. You can use the reports to understand the effectiveness of your marketing campaigns.

The reports include data about a few results of the marketing activities that you created in Shopify:

  • Sessions: Number of sessions from your marketing activity. A session is a period of continuous activity from a visitor. Includes new and returning visitors.
  • Orders: Number of orders placed.
  • Sales from marketing activities. Includes gross sales, shipping, and taxes. Excludes discounts and returns.
  • Ad spend: Amount of money spent on the marketing activity.
  • Visits: Includes new and returning visitors.
  • Impressions: Number of times the marketing activity is viewed.
  • Conversion rate: Number of orders as a percentage of total visits to your store.
  • Top products by units sold: Shows which products have sold the most.
  • Discounts shared: Shows the discount code that a customer used.
  • Sales by location: Number of sales that originated from each country.
  • Sessions by location: Number of sessions for your marketing activity from each country. Often higher than "Sales by location" because not every session results in a sale.
  • First time vs. returning customers: Compares the number of customers who visited for the first time to the number who visited more than once.

Discrepancies in report data for marketing activities created in Shopify

When you create a marketing activity in Shopify, and then view both Shopify reports and the related third-party reports, you might notice some differences. This is because of the differences in how Shopify and third parties attribute interactions and sales, and also because of delays in syncing data.

For example, if you create a Facebook ad in Shopify, and then view the conversion report for the activity in Shopify as well the data in Facebook for the same ad, then the two reports might show different results.

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.

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