Updates from the previous analytics experience

Some information has been updated in the new Shopify Analytics, including how some data is displayed and adjustments to some report names. The information in this page covers what changes you can expect in the new Analytics.

Limitations to the new Analytics

Currently, the new Shopify Analytics contains the following limitations:

Some default Shopify reports and analytics on other pages in the Shopify admin still use the previous analytics framework. These reports will be migrated to the new Analytics framework at a later date.
Historical data for sessions-based metrics go back only to October 1, 2022. Data prior to that date isn't available for sessions-based metrics. The following metrics have been impacted:
- Add to cart rate
- Bounce rate
- Bounces
- Checkout conversion rate
- Completed checkout rate
- Conversion rate (online store)
- Online store visitors
- Pageviews
- Pageviews per session
- Reached checkout rate
- Session duration
- Sessions
- Sessions that completed checkout
- Sessions that reached checkout
- Sessions with cart additions

Content in the New and Previous custom reports tabs

Many default Shopify reports are available using the new Shopify Analytics, and are available in the New tab of the Reports list in the Shopify admin. These new reports use the same report categories, such as Acquisition, Sessions, and Sales.

Currently, some reports still use the previous analytics framework and are also included in the New tab of the Reports list in the Shopify admin. If a report is still using the previous analytics framework, then you won't be able to customize the report using the features of the new Analytics, such as customizing the report with the configuration panel or selecting a visualization. Learn more about which reports are still using the previous analytics framework.

The Previous custom reports tab contains all your existing custom reports which also use the previous analytics framework. You can migrate eligible custom reports over to the new Analytics framework using the custom reports migration tool. To create new custom reports using the new Analytics framework, you must create a new data exploration.

Changes to the way data is displayed

There have been some general changes to the way some key data displays in the new Shopify Analytics:

The previous analytics default to using a product's title, variant title, SKU, and vendor at the time of sale. The new Analytics default to using a product's current title, variant title, SKU, and vendor. This can lead to some apparent discrepancies between previous and new reports broken down by these dimensions, especially when looking at older historical data. Consider using the new Product title at time of sale field when you want to compare some data from the previous analytics experience for a closer match. Finance reports continue to use the Product title at time of sale and Product variant title at time of sale.
In the new Analytics, customer location fields have been updated such that a customer is associated with all their known addresses, not just their "default" or most recently used address. In addition, customer locations are now formatted as standardized location names, for example, CA-ON-Toronto instead of just Toronto. This is similar to how locations are formatted in the customer segmentation tool. Learn more about formatting customer location fields with customer_countries, customer_regions, and customer_cities.
In the new Analytics, search and product recommendation reports have been corrected such that their timestamp fields are all converted to your shop's timezone. This might lead to some apparent discrepancies with the metrics presented in the previous analytics reports, but the underlying data remains the same.
In the new Analytics, you can use the new Is B2B order label as a dimension or filter to display data related to B2B sales. Learn more about creating reports for B2B sales.
In the new analytics, payments metrics have been renamed to make them clearer. If you had a custom payments report with the Total payments field, this is now called Net payments. If you had a custom payments report with the Net payments field, this is now called Net payments excluding gift cards. The new names reflect the metric definitions more clearly.

Changes to Report names and frameworks

In order to more accurately describe the content of each default Shopify report, some reports in the new Shopify Analytics have been renamed.

The following reports have been renamed or deprecated because they were duplicative of newer, improved reports:

The Online store cart analysis report in the previous Shopify analytics has been replaced by a new report: Items bought together. Learn more about the new Items bought together report.
The Conversion by last interaction report, Conversion by first interaction report, and Attribution model comparison report are deprecated. To track conversion by different attribution models, use the Marketing top channel performance report.
The Top referrers by sessions card on the Analytics overview dashboard is deprecated. To see this data on your Analytics overview dashboard, add the card called Sessions by referrer. You can configure the Sessions by referrer report to analyze online store sessions by various referrer attributes.

Refer to the following table to determine if a report is now using a new title, as well as whether the report is now using the new Analytics framework.

Table containing the list of previous report names, the new report name in the new Analytics, and whether or not the report has migrated to the new Analytics.
Previous report name	New report name	Migrated to new Analytics?
ABC analysis by product	ABC product analysis	✔
Acceptance rate	Acceptance rate	✔
Average inventory sold per day	Inventory sold daily by product	✔
Average order value over time	Average order value over time	✔
Cost of goods sold	Cost of goods sold by order	✔
Customers by location	Customers by location	✔
Customers by predicted spend tier	Predicted spend tiers	✔
Customers over time	New vs returning customers over time	✔
Days of inventory remaining	Inventory remaining per product	✔
Discounts	Discounts by order	✔
First-time vs returning customer sales	New vs returning customer sales	✔
Fraudulent chargeback rate	Chargeback rate (fraud)	✘
Fraudulent chargeback value	Chargeback amount (fraud)	✔
Fulfillment over time	Orders fulfilled over time	✔
Fulfillment, shipping, and delivery times	Order to delivery speed	✔
Gift card sales	Net sales from gift cards	✔
Gift cards balance	Outstanding gift card balance	✔
Gross payments by month	Payments received	✔
Gross profit	Gross profit by order	✔
Gross sales	Gross sales by order	✔
High risk orders rate	High risk orders rate	✔
Month-end inventory snapshot	Month-end inventory snapshot	✔
Month-end inventory value	Month-end inventory value	✔
Net sales	Net sales by order	✔
Net sales with cost	Net sales with cost by order	✔
Net sales without cost	Net sales without cost by order	✔
One-time customers	One time customers	✔
Online store cart analysis	Items bought together	✔
Online store conversion over time	Conversion rate over time	✔
Orders canceled due to fraud	Canceled due to fraud	✔
Orders over time	Orders over time	✔
Overall chargeback rate	Chargeback rate	✔
Payment by type	Payments by order	✔
Payments	Payments by gateway	✔
Percent of inventory sold	Products by percentage sold	✔
Product orders and returns	Orders and returns by product	✔
Product recommendation conversions over time	Product recommendation conversions over time	✔
Profit by Point of Sale location	Gross profit by POS location	✔
Profit by product	Gross profit by product	✔
Profit by product variant SKU	Gross profit by product variant	✔
Retail sales by Point of Sale location	Total sales by POS location	✔
Retail sales by product	POS total sales by product	✔
Retail sales by product type	POS total sales by product type	✔
Retail sales by product variant SKU	POS total sales by product variant	✔
Retail sales by product vendor	POS total sales by vendor	✔
Retail sales by staff at register	POS staff sales total	✔
Retail sales by staff at register (daily)	POS staff daily sales total	✔
Retail sales by staff attributed to sale	POS total sales by staff member	✔
Returning customers	Returning customers	✔
Returns	Total returns by order	✔
Sales attributed to marketing	Sales attributed to marketing	✔
Sales by billing location	Total sales by billing location	✔
Sales by channel	Total sales by sales channel	✔
Sales by checkout currency	Total sales by currency	✔
Sales by customer name	Total sales by customer	✔
Sales by discount	Sales by discount codes	✔
Sales by discount	Sales by discount codes from apps	✔
Sales by product	Total sales by product	✔
Sales by product variant SKU	Total sales by product variant	✔
Sales by product vendor	Total sales by vendor	✔
Sales by traffic referrer	Total sales by referrer	✔
Sales over time	Total sales over time	✔
Search conversions over time	Search conversions over time	✔
Sell-through rate by product	Products by sell-through rate	✔
Sessions attributed to marketing	Sessions attributed to marketing	✔
Sessions by device	Sessions by device type	✔
Sessions by landing page	Sessions by landing page	✔
Sessions by location	Sessions by location	✔
Sessions by referrer	Sessions by referrer	✔
Sessions over time	Sessions over time	✔
Shipping	Shipping by order	✔
Shipping labels	Shipping labels by order	✔
Shipping labels over time	Shipping labels over time	✔
Shop Campaigns impressions	Shop Campaigns impressions	✔
Shop Campaigns performance	Shop Campaigns performance	✔
Shop channel orders	Shop orders by payment type	✔
Shop channel product impressions	Shop channel product impressions	✔
Shop channel sales	Shop payments by type	✔
Shop Pay performance	Shop Pay payments	✔
Shop Store performance	Shop channel orders	✔
Summary	Finance Summary	✔
Taxes	Taxes	✔
Tips	Tips by staff member	✔
Top online store searches	Searches by search query	✔
Top online store searches with no clicks	Searches with no clicks	✔
Top online store searches with no results	Searches with no results	✔
Top products with low recommendation click rate	Product recommendations with low engagement	✔
Total sales	Total sales by order	✔
Web performance	Web performance	✘

There are also a number of net-new reports that are available in the following categories:

Table containing the list of the net-new reports in the new Analytics.
Category	New report title
Acquisition	Visitors over time
Behavior	Bounce rate over time Checkout conversion rate over time Conversion rate breakdown Customer behavior Online store search conversion Shop Campaign ROAS
Customers	New customer sales over time New customers over time New vs returning customers Returning customer rate over time RFM customer analysis RFM customer list
Finances	Gross profit breakdown Payouts over time Store credit transactions
Orders	Items ordered over time Items returned by product Items returned over time Order to fulfillment time Orders delivered over time Return rate over time
Sales	Average order quantity over time Bundle item versus non-bundle sales Bundle total sales over time Items sold by referrer Net sales by sales channel Net sales over time POS staff orders total Total returns over time Total sales by bundle Total sales by bundle component

Changes to some events and metrics

With the new Shopify Analytics, we've improved our data platform to offer better, more reliable data. As a result, we've changed the way we track the following events:

In the new Analytics, metrics derived from these events will reflect these changes. This update results in more accurate reporting in the default Shopify reports and any new data explorations you create that use these metrics.

The following metrics have been impacted:

Add to cart rate
Bounce rate
Bounces
Checkout conversion rate
Completed checkout rate
Conversion rate (online store)
Online store visitors
Pageviews
Pageviews per session
Reached checkout rate
Session duration
Sessions
Sessions that completed checkout
Sessions that reached checkout
Sessions with cart additions

Any reports and dashboards containing these metrics might show shifts in data around the time we launched the new Analytics platform.

Changes to how we count when a checkout has started

We've made changes to how we count when a customer has reached checkout. This new, improved methodology allows us to measure more consistently across all shops. We've backfilled your data using this new methodology to October 2022 to give you a stable baseline for historical comparison.

Previously, we counted a customer as reaching checkout when they took an action in the checkout, such as proceeding to the next page, entering a discount code, gift card, etc. We require these input actions in order to give you clean reliable data that filters out bot activity. Our new methodology has expanded the signals we use to filter out bot activity, and will count the total number of sessions where the checkout started loading through one of the following pathways:

the storefront cart
a checkout permalink
shared checkout web URL
cart checkout URL
the cart API
the checkout API (now deprecated and will no longer be available as of April 1, 2025)

This count includes only sessions in which your customer consented to cookies and isn't using ad blockers. It doesn't include draft order invoices, order edit invoices, exchanges, or transactions made through the Shopify POS.

The new methodology is more comprehensive than the previous one, meaning that it may count a higher number of checkout_started events. The following metrics are calculated using this event, and may shift as a result of this change:

Checkout conversion rate (may go down)
Reached checkout rate (may go up)
Sessions that reached checkout (may go up)

Enhancements to referrer parsing

In the new Shopify Analytics, the precision of referrer parsing is improved for better traffic source identification. Enhancements include recognizing social media and app sources more effectively, providing you with clearer insights into your visitor pathways.

Consistent timestamps in search and product recommendation reports

In the new Analytics, search and product recommendation reports have been corrected such that their timestamp fields are all converted to your shop's timezone. This may lead to some apparent discrepancies with the metrics presented in the previous analytics reports, but the underlying data remains the same.

Changes to the Live View's active carts metric

In the new Analytics, we've improved the way we track customer behavior, including how many customers currently visiting your online store have added products to the cart. As a result, the Live View Active carts metric might display a lower number than expected, based on your previous analytics experience. This is due to our more accurate and reliable data platform, and is expected behavior.

More accurate discount attribution in discount reports

In the new Analytics, discount reports have been corrected such that each discount code or name is associated only with the portion of its order's sales that it contributed to, for example, the specific product(s) or shipping costs to which the discount code was applied. In the previous discount reports, each discount code or name was associated with its entire order's sales. This might lead to some apparent discrepancies with the metrics presented in the previous discount reports.

More accurate inventory tracking in inventory reports

In the new Analytics, inventory reports have benefited from a number of improvements to their underlying data model, resulting in more accurate tracking of inventory items over time and better alignment with related metrics in our sales reports. This might lead to some apparent discrepancies with the metrics presented in the previous inventory reports.