The Analytics page shows key sales, orders, and online store visitor data. You can see at a glance how your store is performing—across all of your sales channels, and for any date range.
For example, on the Analytics page you can do the following activities:
- check the value of your recent sales and compare them to a previous time period
- compare how well your sales channels are performing
- track your average order value
- see where your visitors are coming from—by region or by social media source
- monitor the trends over time
The dashboard shows the most valuable metrics that give you insight into the performance of your store and the behavior of your customers. The metrics are shown in numeric format and also as graphs where appropriate. For all the metrics, the percentage change from the previous date range can also be shown.
- From your Shopify admin, go to Analytics. By default, the dashboard shows data for today compared to yesterday.
From the Shopify app, tap Store.
Tap Analytics. This page shows data for today, compared to yesterday by default.
- From the Shopify app, tap Store.
- Tap Analytics. This page shows data for today, compared to yesterday by default.
If you want to see data for another date range, then click the date menu and select a different date range. You can select a preset range, such as Last 30 days, or you can set any custom range by clicking dates on the calendars.
If you want to show comparisons with the previous period or to the same date range from the previous year, then check Compare to previous dates and select a comparison value.
Optional: If the View report link is shown, then click it to see more details about the metric. Not all metrics have a report, and you need to be on a plan that provides the detailed Shopify reports.
The following metrics are shown on the Analytics page:
|Metric||What it shows for the date range|
|Average order value||
Shows the average value of all orders (excluding gift cards), divided by the total number of orders that contained at least one product other than a gift card. Order value includes taxes, shipping, and discounts before returns.
This value helps you know how much customers tend to spend on your store and can help inform your pricing policies.
|Online store conversion rate||
Shows the percentage of sessions that lead to an order. This metric applies to your Online Store channel only.
Shoppers need to add items to their online cart and then go to the checkout before they can purchase a product. This is commonly known as the conversion funnel, and it is typical to see a decrease from one step to the next:
|Online store sessions by device type||
Shows the number of sessions on your online store and what kind of device was used to access your store. The most common device types are mobile, desktop, and tablet. This metric applies to your Online Store channel only.
|Online store sessions by location||
Shows the number of sessions on your online store sorted by country. This metric applies to your Online Store channel only.
|Online store sessions by traffic source||
Shows the number of sessions on your online store based on how the visitors accessed your store.
A session occurs when someone does a search or enters the URL of your store directly, for example. The most common traffic sources are search, direct, social, and email. The traffic source cannot always be determined, so an unknown traffic source is also common. This metric applies to your Online Store channel only.
|Online store sessions from social source||
Shows the number of sessions on your online store originating from social media sources, such as Facebook, Instagram, YouTube, or Twitter. This data can help you focus your marketing efforts. This metric applies to your Online Store channel only.
|Returning customer rate||
Shows the percentage of your customers who have placed more than one order from your store. The rate is calculated as returning customers divided by total customers. This rate can help you determine how solid your established customer base is.
|Sales by POS location||
If you have point of sale locations, shows the amount of sales that originated from each location.
|Sales by social source||
Shows the amount of sales that originated from social media sources, such as Facebook and YouTube. This data can help you focus your marketing efforts.
|Sales by staff||
If you have point of sale locations, shows the amount of sales that were handled by each staff.
|Sales by traffic source||
Shows the amount of sales that came from each traffic source. The most common traffic sources are search, direct, social, and email.
|Top landing pages||
Shows the specific pages on which your customers started their sessions on your online store. You can use this data to customize the text and call to actions on those pages to capitalize on your customers’ first impression of your site. This metric applies to your Online Store channel only.
A landing page is determined from the URL of the first page viewed in a unique session. A session ends after 30 minutes of no activity by a visitor, and at midnight UTC.
|Top products by units sold||
Shows the top-selling products from your store. This is useful to know for marketing and inventory purposes. You can also recommend these products to new customers or refer to them in social media promotions.
|Top referrers by sessions||
Shows the number of sessions to your online store that came directly from other websites. The top 5 websites are shown. This metric applies to your Online Store channel only.
The following types of referrer sources are not included:
|Total online store sessions||
Shows the number of sessions on your online store. This metric applies to your Online Store channel only.
The number refers to how many different sessions occurred on your online store within the specified date range. The number of visitors is also shown. A unique visitor might have more than one session.
Example: John visited your online store one time, Jane visited two times, and Jenna visited three times. The number of sessions is 6, and the number of visitors is three.
For many online stores, the number of sessions can rise or fall on weekends and holidays, and on days when promotions or marketing campaigns are occurring.
Shows the number of orders that were placed.
Shows the sales amounts, sorted by sales channel. Total sales is equal to gross sales − discounts − returns + shipping + taxes.
|Sales attributed to marketing||
This data helps you understand the total sales value generated by traffic that can be associated with your marketing efforts. This includes marketing campaigns and activities managed through the Marketing section in your Shopify admin and external methods that use Urchin Tracking Module (UTM) parameters.
When you open the Analytics page, the data is up to date, within about 1 minute. You can reopen the dashboard or refresh the browser page to show newer data.
The daily data on your analytics page might update within a 48 hour period after it's initially processed and published. For example, your Sessions over time and Online store conversion over time reports might update because your traffic data is calculated within a minute, and unwanted bot traffic can end up included in the data. Tests to determine this type of traffic are run, and can take up to 48 hours to complete. If these tests find unwanted traffic, then the unwanted data is removed from your reports.
If you don't use the Online Store channel, then the metrics related to online store sessions aren't shown. Similarly, if you don't use the point of sale channel, then those metrics aren't shown.
The data in the dashboard might vary slightly from the data gathered by analytics and reporting tools and services from other companies. For information on why the data can vary, see Report discrepancies.
Sessions and visitors
The number of sessions and the number of visitors are based on cookies. Cookies are small files that are stored on a shopper's device, such as a desktop or smartphone, when they visit your online store. One cookie identifies the device (the visitor). Another cookie keeps track of the length of the session.
A session ends after 30 minutes of no activity, and at midnight UTC. Because the same visitor can have multiple sessions, the number of sessions is usually higher than the number of visitors.
As of April 6, 2017, when you are logged in to the Shopify admin on a device, sessions from that device aren't counted as online store sessions.
Example: A shopper views products on your store for 20 minutes, then returns to your store 2 hours later for another 10 minutes. Two sessions and one visitor are reported. If the shopper instead views your store for 5 minutes, leaves, and returns 10 minutes later, then one session and one visitor are reported.