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.
On this page
Limitations to the new Analytics
Currently, the new Shopify Analytics contains the following limitations:
- Benchmarks are unavailable in the new Analytics.
- The new Shopify Analytics is currently view-only on mobile devices.
- 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-Torontoinstead of justToronto. 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 may 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.
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. Some default reports are also still temporarily using the previous analytics framework, meaning they can't yet be edited using the new configuration panel and visualizations.
Additionally, the Online store cart analysis report in the previous analytics experience has been replaced entirely by a new report: Items bought together. Learn more about the new Items bought together report.
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.
| Previous report name | New report name | Migrated to new Analytics? |
|---|---|---|
| - | Returning customer rate over time | ✔ |
| - | RFM customer analysis | ✔ |
| - | RFM customer list | ✔ |
| - | New vs returning customers | ✔ |
| - | Bundle total sales over time | ✔ |
| - | Total sales by bundle | ✔ |
| - | Total sales by bundle component | ✔ |
| - | Bundle component and product comparison | ✔ |
| 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 method | ✘ |
| Payments | Payments by provider | ✘ |
| 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 | ✘ |
| Shipping labels over time | Shipping labels over time | ✘ |
| Shop Campaigns impressions | Shop Campaigns impressions | ✘ |
| Shop Campaigns performance | Shop Campaigns performance | ✘ |
| Shop channel product impressions | Shop channel product impressions | ✘ |
| Shop Pay performance | Shop Pay performance | ✘ |
| Shop Store performance | Shop Store performance | ✘ |
| Summary | Summary | ✘ |
| Tips | Tips by staff member | ✔ |
| Top online store searches | Top online store searches | ✘ |
| Top online store searches with no clicks | Top online store searches with no clicks | ✘ |
| Top online store searches with no results | Top online store searches with no results | ✘ |
| Top products with low recommendation click rate | Top products with low recommendation click rate | ✘ |
| Total sales | Total sales by order | ✔ |
| Web performance | Web performance | ✘ |
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.