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:

  • 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 Legacy 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 Legacy 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 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.

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 nameNew report nameMigrated 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 productABC product analysis
Acceptance rateAcceptance rate
Average inventory sold per dayInventory sold daily by product
Average order value over timeAverage order value over time
Cost of goods soldCost of goods sold by order
Customers by locationCustomers by location
Customers by predicted spend tierPredicted spend tiers
Customers over timeNew vs returning customers over time
Days of inventory remainingInventory remaining per product
DiscountsDiscounts by order
First-time vs returning customer salesNew vs returning customer sales
Fraudulent chargeback rateChargeback rate (fraud)
Fraudulent chargeback valueChargeback amount (fraud)
Fulfillment over timeOrders fulfilled over time
Fulfillment, shipping, and delivery timesOrder to delivery speed
Gift card salesNet sales from gift cards
Gift cards balanceOutstanding gift card balance
Gross payments by monthPayments received
Gross profitGross profit by order
Gross salesGross sales by order
High risk orders rateHigh risk orders rate
Month-end inventory snapshotMonth-end inventory snapshot
Month-end inventory valueMonth-end inventory value
Net salesNet sales by order
Net sales with costNet sales with cost by order
Net sales without costNet sales without cost by order
One-time customersOne time customers
Online store cart analysisItems bought together
Online store conversion over timeConversion rate over time
Orders canceled due to fraudCanceled due to fraud
Orders over timeOrders over time
Overall chargeback rateChargeback rate
Payment by typePayments by method
PaymentsPayments by provider
Percent of inventory soldProducts by percentage sold
Product orders and returnsOrders and returns by product
Product recommendation conversions over timeProduct recommendation conversions over time
Profit by Point of Sale locationGross profit by POS location
Profit by productGross profit by product
Profit by product variant SKUGross profit by product variant
Retail sales by Point of Sale locationTotal sales by POS location
Retail sales by productPOS total sales by product
Retail sales by product typePOS total sales by product type
Retail sales by product variant SKUPOS total sales by product variant
Retail sales by product vendorPOS total sales by vendor
Retail sales by staff at registerPOS staff sales total
Retail sales by staff at register (daily)POS staff daily sales total
Retail sales by staff attributed to salePOS total sales by staff member
Returning customersReturning customers
ReturnsTotal returns by order
Sales attributed to marketingSales attributed to marketing
Sales by billing locationTotal sales by billing location
Sales by channelTotal sales by sales channel
Sales by checkout currencyTotal sales by currency
Sales by customer nameTotal sales by customer
Sales by discountSales by discount codes
Sales by discountSales by discount codes from apps
Sales by productTotal sales by product
Sales by product variant SKUTotal sales by product variant
Sales by product vendorTotal sales by vendor
Sales by traffic referrerTotal sales by referrer
Sales over timeTotal sales over time
Search conversions over timeSearch conversions over time
Sell-through rate by productProducts by sell-through rate
Sessions attributed to marketingSessions attributed to marketing
Sessions by deviceSessions by device type
Sessions by landing pageSessions by landing page
Sessions by locationSessions by location
Sessions by referrerSessions by referrer
Sessions over timeSessions over time
ShippingShipping by order
Shipping labelsShipping labels
Shipping labels over timeShipping labels over time
Shop Campaigns impressionsShop Campaigns impressions
Shop Campaigns performanceShop Campaigns performance
Shop channel product impressionsShop channel product impressions
Shop Pay performanceShop Pay performance
Shop Store performanceShop Store performance
SummarySummary
TipsTips by staff member
Top online store searchesTop online store searches
Top online store searches with no clicksTop online store searches with no clicks
Top online store searches with no resultsTop online store searches with no results
Top products with low recommendation click rateTop products with low recommendation click rate
Total salesTotal sales breakdown
Web performanceWeb 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.

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