Shopify Email analytics
After you send an email campaign, you can view your email performance report to gain insights on how well the email performed, and how it was interacted with. The email performance report uses data directly from your Shopify Store and can help you identify which subscribers have opened the email, performed specific actions, or had the email bounce. You can also create customer segments to view and manage the customers who performed each action.
If you want to track conversions using a third-party analytics platform, such as Google Analytics, then you can use UTM (Urchin Tracking Module) tracking to monitor link clicks from your email campaigns.
Because third-party analytics platforms track conversions using link clicks and Shopify Email uses direct store data, the analytics between both services might not match. Shopify Email's conversion tracking is more accurate than third-party analytics, and it's recommended that you defer to Shopify Email analytics when possible.
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Metrics tracked in your Shopify email performance report
Your email performance report is generated using data from your Shopify store and displays the following metrics:
Performance
The Performance section reports the engagement that recipients have with your emails.
| Metric | Description |
|---|---|
| Emails sent | The total number of emails dispatched from Shopify Email at the time of sending. |
| Open rate | The percentage of successfully delivered emails that registered as opened, out of those who received it. |
| Click rate | The percentage of recipients who clicked on any links within an email, out of those who received it. |
| Sessions | The total number of online store sessions attributed to this email, where a session is a period of continuous activity from a visitor. |
| Delivery rate | The percentage of emails that successfully reached recipients' inboxes, out of the total number of recipients that it was sent to. |
| Bounce rate | The percentage of bounced addresses, out of those who received it. |
| Unsubscribe rate | The percentage of recipients who unsubscribed to your email, out of those who received it. |
| Spam rate | The percentage of spam complaints from a particular email, out of the total number of emails that are delivered to the email providers that provide Shopify with these reports. Also referred to as spam complaint rate. |
Orders
The Orders section uses the Last non-direct click attribution model by default.
| Metric | Description |
|---|---|
| Total orders | The total orders directly attributed to this marketing activity. |
| Total sales | The total sales from this marketing activity, calculated as gross sales minus discounts and returns, plus taxes, duties, and shipping. |
| Average order value | The average value of all orders that are directly attributed to this marketing activity. |
Email conversion funnel
The email conversion funnel measures the number of visitors to your online store for each stage in the conversion path, and can help you understand where customers drop off within the conversion funnel.
| Metric | Description |
|---|---|
| Opens | The number of unique subscribers who registered as opening your email. |
| Unique visitors | The number of unique subscribers who visited your online store after viewing your email. |
| Added to cart | The total number of sessions attributed to your email where a customer added a product to a cart. |
| Orders | The total number of sessions attributed to your email where a customer placed an order. |
Link activity
The link activity metric tracks email recipient engagement with the links to your storefront that you included in your email.
You can view your store's default UTM parameters in your Shopify admin by going to Email > Settings. You can also set custom UTM parameters for an individual campaign when you create a Shopify Email campaign.
View your email performance report
You can view specific metrics for each of your email campaigns from your Shopify admin.
Steps:
- From your Shopify admin, go to Apps > Email.
- In the Overview section, click the email campaign that you want to view the report for.
- Optional: Click View marketing report to review the marketing report for your email campaign.
Choose your email open tracking option
Open tracking reports how many subscribers opened an email that you sent out using Shopify Email. Clicking the metric also displays a list of the recipients who opened the email. A good open rate ranges from 20% to 22%.
Open tracking is activated by default, and gives you an open rate in the report section of each Shopify Email campaign that you send. If you deactivate this feature, then you can't view the open rate metric.
Steps:
- In your Shopify admin, click Settings.
- Click Notifications.
- In the Email marketing section, choose either Optimize open tracking (recommended), Track all email opens, Ask for consent, or Do not track.
- Click Save.
The open tracking options determine how your Shopify store collects analytics for Shopify Email:
- Optimize open tracking (recommended): Shopify collects the open rates for your email marketing campaigns, and helps to maintain your sender reputation. If you want to balance customer data privacy choices with data reporting, then choose this setting.
- Track all email opens: The number of subscribers that open your email marketing campaigns, also known as the open rate, is collected. This setting gives you the most detailed open rate reporting.
- Ask for consent: Subscribers can opt into tracking by clicking Opt in to email open tracking in the footer of your email marketing campaigns. The amount of subscribers that open your emails, known as the open rate, is reported based on subscribers who opt in, combined with overall email engagement, such as link clicks.
- Do not track: Your email open rate isn't reported. Other analytics for your email marketing campaigns, such as the number of clicks from subscribers, are still collected.
If a customer receives an email from you, but visits your store directly using another tab or browser window, or at a later time, instead of clicking a link within the email, then the behavior isn't reflected in your Shopify Email analytics.
UTM tracking for third-party analytics
You can use UTM tracking to track campaign attribution on third-party platforms such as Google Analytics. UTM tracking can help you determine how many users visited your online store by clicking a link in a Shopify Email marketing campaign.
A shop level UTM tracking link is included by default in your Shopify Email settings. You can use the default UTM tracking link that's provided, or you can edit the UTM tracking parameters in your Shopify Email settings.
UTM tracking parameters
Your Shopify Email UTM link includes the following parameters:
| UTM parameter | Default parameter value | Description |
|---|---|---|
| utm_source | shopify_email | Identifies which source sent the traffic to your online store, and is a required parameter. |
| utm_medium | email | Identifies what type of link was used to drive traffic to your online store. |
| utm_campaign | Email name + activity ID | Identifies the specific campaign that a visitor clicked a link to visit your store from. |
Edit your Shopify Email UTM tracking
You can edit your Shopify Email UTM parameters in your Shopify Email settings. Alternatively, you can edit the UTM parameters for an individual email campaign when you create an email marketing activity. Each parameter value must be 100 characters or less.
After you edit your UTM tracking, it applies to new email campaigns that you create, and isn't applied to any existing campaigns or draft emails.
Steps:
From your Shopify admin, click Settings > Apps and sales channels.
Click Email.
Click Open app.
Click Settings.
In the UTM tracking section, update the UTM parameters that you want to change.
Click Save.