Shopify Audiences reporting

You can use the information in the reports to track the impact of Shopify Audiences on your business. Use the information in the reports to help you to optimize the performance of your ad campaigns. The data for the reports is based on UTC time and is updated daily.

Accessing Shopify Audiences reports

You can access the overview report and detailed reports in the Shopify Audiences app.

Access the Shopify Audiences overview report

  1. From your Shopify admin, click Settings > Apps and sales channels.

  2. From the Apps and sales channels page, click Shopify Audiences.

  3. Click Open app.

  4. Click Overview.

  5. Optional: Click the date picker to select a different date range.

  6. Optional: Click Compare to previous period to compare the information from the selected date range to information from the previous period.

Access a detailed report for an audience

  1. From your Shopify admin, click Settings > Apps and sales channels.

  2. From the Apps and sales channels page, click Shopify Audiences.

  3. Click Open app.

  4. Click Overview.

  5. Click on the audience that you want to view the detailed report for.

  6. Optional: Click the date picker to select a different date range.

  7. Optional: To view the number of unrelated orders that are excluded from the audiences orders and sales metrics, hover over Orders and then click See more.

  8. Optional: To view orders that overlap with other audiences, click Other audiences in the Resolved overlap section.

Types of Shopify Audiences reports

The following reports are available for Shopify Audiences:

  • An overview report to help you understand the overall impact of Shopify Audiences on your business.
  • A Detailed report to help you understand the impact of each audience on your business.

Shopify Audiences overview report

The overview report contains the total number of orders and the total sales attributed to exported audiences for the selected date range.

The metrics in the report overview are defined as the following.

Shopify Audiences report overview definition
Metric Definition
Total Orders The total number of orders made by customers from all audiences, including archived audiences. The total orders for each audience is shown in the audience list.
Total Sales The total amount of sales from orders made by customers from all audiences. Total sales for each audience is shown in the audience list.

The total sales value is calculated using the following formula: Total sales = gross sales (excluding gift card sales) - discounts - monetary returns + taxes + shipping charges

Shopify Audiences detailed reports

The following key metrics are available to measure the performance of each of your audiences:

  • Orders
  • Sales
  • Average order value
  • New customers
  • Top products sold

Any order overlap is resolved when the order is placed. If an order is placed by a customer who is in more than one audience, then the order and sales amount are divided equally between each audience. For example, if a customer is in 4 audiences and places one order, then each audience will be attributed one quarter of the order and sales amount.

The metrics in the detailed report are defined as the following.

Shopify Audiences details report metric definitions
Metric Definition
Orders The estimated number of orders placed by customers that are in the selected audience. Orders are included if they are placed while an ad campaign is running, and up to 7 days after the campaign ends.
Sales The estimated amount of sales from order made by customers that are in the selected audience. Sales are included if they are placed while an ad campaign is running, and up to 7 days after the campaign ends.

The sales value is calculated using the following formula: Sales = gross sales (excluding gift card sales) - discounts - monetary returns + taxes + shipping charges
Average order value The amount of sales divided by the number of orders placed by customers that are in the selected audience. Sales and orders are included if they are placed while an ad campaign is running, and up to 7 days after the campaign ends.
New customers The estimated number of new customers to your store that are in the selected audience.
Top products sold The products most purchased by customers that are in the selected audience.

Order attribution

A unique attribution model is used to provide performance reporting on your ad campaigns that use exported audiences. Audience performance is tracked by matching the customer email address from orders on your store to the email addresses of buyers in exported audiences that might have purchased your products after being served an ad. To avoid the typical limitations of ad tracking, such as cross-device tracking, reports don't use a view-through or click-through attribution model.

An order is attributed to an audience when a buyer that's in the exported list places an order while ads using that audience list are running, and up to 7 days after the ad campaign ends.

If an order is placed by a buyer who's in an exported audience, but the buyer didn't likely place the order as a result of seeing your ad, then the order isn't attributed to an audience. These orders are referred to as unrelated orders and can be accessed in the detailed reports. Unrelated orders are calculated through statistical sampling to provide an estimate on the number of orders that buyers in an audience would likely have placed without targeting that audience in an ad campaign.

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