Behavior reports
Behavior reports help you understand your customers' shopping behavior. These reports can provide insights to your business about how to do the following activities:
- market your products better online and offline
- upsell to your best target audience
- create promotional pricing and product bundles
- increase your average order total.
For example, if your online store has a theme that has a search bar, then you can review what terms your visitors are using to search for products in your store in the Searches by search query report. You can also review the search terms that don't give any results in the Searches with no results report.
You can use the data in the behavior reports to increase sales by arranging your store so that customers can find what they're looking for, and that in the process they're encouraged to make additional purchases.
On this page
- View your behavior reports
- Conversion rate breakdown
- Conversion rate over time
- Web Performance
- Product recommendation conversions over time
- Product recommendations with low engagement
- Searches by search query
- Searches with no clicks
- Searches with no results
- Search conversions over time
- Sessions by landing page
- Sessions by device
View your behavior reports
You can filter your Reports list to display only Behavior reports.
Steps:
Desktop
From your Shopify admin, go to Analytics > Reports.
Click the Category filter.
Click Behavior to filter the reports to display only Behavior reports.
iPhone
- From the Shopify app, tap the … button, and then tap Analytics.
- Tap Reports.
- Tap the filter icon, and then tap Category.
- Tap Behavior to filter the reports to display only Behavior reports.
- Tap < Filter by and then X to navigate back to the filtered Reports list.
Android
- From the Shopify app, tap the ☰ button, and then tap Analytics.
- Tap Reports.
- Tap the filter icon, and then tap Category.
- Tap Behavior to filter the reports to display only Behavior reports.
- Tap ← and then X to navigate back to the filtered Reports list.
Conversion rate breakdown
The Conversion rate breakdown report lets you visualize the path your visitors take through your store and checkout.
The conversion rate for each step is calculated as the number of sessions for a step divided by the number of total sessions. For example, the Reached checkout step is calculated as sessions that reached checkout divided by total sessions.
Funnel visualization
By default, the Conversion rate breakdown report displays a funnel chart visualization. The funnel chart supports the following metrics in order:
- All sessions
- Sessions with cart additions
- Sessions that reached checkout
- Sessions that completed checkout
Any additional metrics that you add to the report won't display in the funnel visualization.
You can activate and deactivate the Open Funnel toggle to switch the visualization between the following types of funnels:
| Funnel type | Description |
|---|---|
| Open | Includes sessions where visitors enter the funnel at any path and perform steps in any sequence. For example, a visitor might directly reach the checkout page without having added items to the cart. This session is included in the Reached checkout step, even when they skipped the previous steps. |
| Closed | Includes sessions only where visitors complete all steps in sequential order. For example, for a session to count in the Completed checkout step, the user must first add items to the cart, then proceed to the checkout page, and finally complete the checkout, all in that exact order. If they skip any step or do them out of sequence, then the session isn't counted in the subsequent steps. You can float your cursor over each step of the closed funnel to display specific conversion rates in a tooltip, including the Reached this step and Dropped off rates. |
Conversion rate over time
The Conversion rate over time report displays the percentage of online store visitors that make a purchase over a selected period of time.
The following columns are in the Conversion rate over time report:
| Column | Description |
|---|---|
| Time grouping | The time grouping you've selected, such as day, week, or month. |
| Sessions | The total number of sessions on your online store. |
| Sessions with cart additions | The total number of sessions where a customer added a product to a cart. |
| Sessions that reached checkout | The total number of sessions where there was user input (for example, a key press or mouse click) during checkout. |
| Sessions that completed checkout | The total number of sessions where a customer purchased a product. |
| Conversion rate | The percentage of sessions that resulted in a purchase. |
This information can help you understand how well your store is converting sessions into sales.
When you open this report, the data is up to date, give or take a few seconds. You can reopen or refresh the report to include newer data.
You can compare data from different date ranges in this report.
Your daily report might update within a 48 hour period after it's initially processed and published. This happens 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.
Example: Using the conversion rate over time report to make business decisions
Sarah has a sporting goods store. A lot of people visit her online store, but she isn't getting many sales yet.
From her Shopify admin, Sarah clicks Analytics > Reports. On the Behavior card, under the Reports heading, she clicks Conversion rate over time. She clicks the Group by drop-down menu, and groups her conversion rate report by Month.
Sarah discovers that her online store conversion rate last month was 5%, meaning 5% of people who visited her online store that month ended up purchasing a product. Over the next month, Sarah reorganizes her collections and launches a new discount code to see changes to her conversion rate, using the Conversion rate over time report to monitor her progress.
Web Performance
Optimizing your online store web performance can improve the shopping experience for your customers, make your store more discoverable, and increase conversion. You can learn how your store performs against industry standards and other Shopify stores similar to yours by viewing your Web Performance report.
To learn more about this report, refer to Web Performance dashboard and reports.
Product recommendation conversions over time
If you use product recommendations from Shopify on the product pages of your online store, then the Product recommendation conversions over time report indicates how effective those recommendations are over a selected period of time. This information can help you understand how well your store is converting product recommendations into sales.
The following columns are in the Product recommendation conversions over time report:
| Column | Description |
|---|---|
| Day | The day that the customer interaction occurred. |
| Sessions | The number of sessions where customers viewed product recommendations on a product page. |
| Sessions with clicks | The number of sessions where a product page was viewed by a customer after clicking a product recommendation. |
| Sessions with add-to-carts | The number of sessions where a recommended product was added to the cart by a customer after clicking a product recommendation in the session. |
| Sessions with purchases | The number of sessions where a product was purchased by a customer after adding it to the cart following a click on a product recommendation within the session. |
| Click rate | The percentage of sessions with product recommendations that resulted in a click on a product recommendation. |
| Add-to-cart rate | The percentage of sessions with product recommendations that resulted in a product recommendation added to cart. |
| Purchase rate | The percentage of sessions with product recommendations that resulted in the purchase of a product recommendation. |
The data is similar to a funnel: the number of sessions is always greater than or equal to the number of clicks, the number of clicks is always greater than or equal to the number added to cart, and the number added to cart is always greater than or equal to the number of purchases.
The report doesn't include data for products that are added to the cart or purchased by using a Buy Button or a third-party app.
You can group the data by day, week, or month. You can also compare data from different date ranges.
Because of the way that recommendations are tracked, this report might not display all the recommendation engagement on your store from the past 24 hours.
Product recommendations with low engagement
The Product recommendations with low engagement report displays the top selling products of the last 30 days that have recommendations with a click rate below average.
| Column | Description |
|---|---|
| Product title | The title of the product. |
| Product type | The type of the product. |
| Recommendation click rate | The percentage of sessions with product recommendations that resulted in a customer clicking a product recommendation. |
| Difference from average click rate | The difference between the Recommendation click rate and the average click rate. |
The information in this report can help you understand which products your customers are viewing the most that have a below average click rate for the recommended products that are displayed. You can consider customizing the recommendations for these products in the Search & Discovery app.
The report includes data in the last 30 days and will change daily. Because of the way that recommendations are tracked, this report might not include data on your store from the past 24 hours.
Searches by search query
The Searches by search query report displays a breakdown of the search terms that your customers used to search for a product in your online store.
| Column | Description |
|---|---|
| Search term | The term that the customer used to search your store. |
| Number of searches | The number of sessions where customers searched your store with that term. |
This information can help you understand specific words that customers are using when they're looking for something in your store. You can consider whether adjusting your product titles and descriptions will help your customers to find what they're looking for quickly.
Because of the way that searches are tracked, this report might not display all the searches on your store from the past 12 hours.
Searches with no clicks
The Searches with no clicks report displays a list of the search terms with results that didn't receive any clicks from the customers searching your store.
The following columns are in the Searches with no clicks report:
| Column | Description |
|---|---|
| Search term | The term that the customer used to search your store. |
| Number of searches | The number of sessions where customers searched your store with that term. |
This information can help you understand the specific words that customers use to search your store when they don't click any results. You can then consider whether adjusting your product titles and descriptions will help your customers to find what they're looking for quickly. You can also customize your store's search results in the Search & Discovery app.
Because of the way that searches are tracked, this report might not display all the searches on your store from the past 12 hours.
The report includes data starting from September 2, 2022.
Searches with no results
The Top online store searches with no results report displays a breakdown of the search terms that your customers used to search for a product in your store that didn't give them any results.
The following columns are in the Searches with no results report:
| Column | Description |
|---|---|
| Search term | The term that the customer used to search your store. |
| Number of searches | The number of sessions where customers searched your store with that term. |
This information can help you understand the specific words that customers are using when they're looking for something in your store. You can consider whether adjusting your product titles and descriptions will help your customers to find what they're looking for quickly. You can also customize your store's search results in the Search & Discovery app.
Because of the way that searches are tracked, this report might not display all the searches on your store from the past 12 hours.
Search conversions over time
If you use Shopify's storefront search, then the Search conversions over time report indicates how effective storefront search is over a selected period of time. This information can help you understand how well your store is converting searches into sales.
The following columns are in the Search conversions over time report:
| Column | Description |
|---|---|
| Day | The day when the customer interaction occurred. |
| Sessions | The number of sessions where customers searched. |
| Sessions with clicks | The number of sessions where a product page was viewed by a customer after clicking a product that displayed in search results. |
| Sessions with add-to-carts | The number of sessions where a product was added to the cart by a customer after clicking a product that displayed in search results within a session. |
| Sessions with purchases | The number of sessions where a product that appeared in search results was purchased by a customer after clicking the product in search results and adding it to the cart within a session. |
| Click rate | The percentage of search sessions that resulted in a click to view a product. |
| Add-to-cart rate | The percentage of search sessions that resulted in a product added to cart. |
| Purchase rate | The percentage of search sessions that converted into purchases. |
The data is similar to a funnel: the number of sessions is greater than or equal to the number of clicks, the number of clicks is always greater than or equal to the number added to cart, and the number added to cart is always greater than or equal to the number of purchases.
You can group the data by day, week, or month. You can also compare data from different date ranges.
The report doesn't include data for products that are added to the cart or purchased by using a Buy Button or a third-party app.
Because of the way that searches are tracked, this report might not display all the searches on your store from the past 12 hours.
Sessions by landing page
The Sessions by landing page report displays which page sessions on your store users start on.
You can review this breakdown from your Analytics page.
When you open this report, the data is up to date, give or take a few seconds. You can reopen or refresh the report to include newer data.
Sessions by device
The Sessions by device report displays the type of devices used to access your website.
You can review this breakdown from your Analytics page.
When you open this report, the data is up to date, give or take a few seconds. You can reopen or refresh the report to include newer data.