Marketing campaign reports in Shopify
You can see an overview of how effective the marketing campaigns that you create in Shopify. You can also view reports about specific marketing campaigns. To view the marketing campaign data, go to the Marketing page in the admin.
For information about the more in-depth 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.
Marketing campaign data
You can see a summary of marketing results on the Marketing page. The summary includes data from the last 30 days, and and displays a few of the results of the marketing campaigns that you created in Shopify:
- Ad spend
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.
- From your Shopify admin, go to Marketing.
- Click the name of a marketing campaign to view the marketing activities that you created in Shopify for that campaign.
- 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.