Rollout analytics
After you launch a rollout, the rollout starts collecting analytics. You can click the rollout from the Rollouts section of your Shopify admin to display analytics about the rollout. The analytics page also displays the rollout's traffic allocations.
On this page
Considerations for rollout analytics
Review the following considerations for your rollout analytics:
- The metrics available for your rollout are determined by the following factors:
- The type of changes in the rollout.
- Whether the rollout had one change only or multiple changes.
- You can't customize the available metrics for your rollout.
- If you run the same set of changes as a launch rollout and an experiment, then the results might differ between the same metrics. This is because each rollout type uses a slightly different algorithm.
- Launches calculate each metric over time based on exposures.
- Experiments calculate the metric through the experiment pipeline.
- If you choose to launch a rollout immediately, then no analytics are collected for the rollout.
Learn more about analytics fields and their formulas.
Traffic allocation
The eligible visitors for a rollout are determined by the following rollout configuration details:
- The launch reach percentage of visitors the rollout applies to.
- The markets the rollout applies to.
- Whether the rollout is a launch or an experiment.
If the rollout is an experiment, then the traffic split percentage for the experiment applies to the total eligible visitors for the rollout. For example, if you set the launch reach to 50%, and set the percentage of eligible visitors to 50%, then the percentage of eligible visitors for the experiment is 50% of the launch reach's total eligible visitors.
Available metrics by resource and rollout type
The metrics available for your rollout vary depending on whether your rollout is an experiment, and the type and number of changes in your rollout. If your rollout contains both theme and checkout and account pages changes, then the metrics for each change type display in separate sections on the rollout analytics page.
Online store theme launch
Available metrics for a launch with a theme replacement or main theme edit.
| Term | Definition |
|---|---|
| Gross sales | Equates to product price x quantity (before taxes, shipping, discounts, and sales reversals) for a collection of sales. Pending, canceled, and unpaid orders are included. Test and deleted orders aren't included. |
| Average order value | Equates to gross sales (excluding adjustments) - discounts (excluding adjustments) / number of orders. Adjustments include all edits, exchanges, or returns that are made to an order after it's initially created. |
| Orders | The number of orders that were placed on a given date. |
| Total sales over time | Displays your store's total sales over time. Total sales is equal to net sales + additional fees + duties + shipping charges + taxes. |
| Sessions over time | Displays the number of visitors and sessions over time. |
| Conversion rate over time | Displays the percentage of online store sessions that lead to an order over time. This metric applies to only your Online Store channel. |
| New vs returning customers | The number of customers who placed their first order as compared to the number of customers who placed repeat orders from your store. |
| Bounce rate | Percentage of online store visits that ended after a single pageview. |
| Conversion rate breakdown | The Conversion rate breakdown report lets you visualize the path your visitors take through your store and checkout. Learn more about this report. |
Online store theme experiment
Available metrics for an experiment with a theme replacement or main theme edit.
| Term | Definition |
|---|---|
| Conversion rate over time | Displays the percentage of online store sessions that lead to an order over time. This metric applies to only your Online Store channel. |
| Bounce rate | Percentage of online store visits that ended after a single pageview. |
| Reached checkout rate | Online store visits that reached checkout relative to total visits Formula: sessions that reached checkout / sessions |
| Added to cart rate | Online store visits with items added to cart relative to total visits. |
Checkout and accounts launch
Available metrics for an launch with a checkout and accounts configuration replacement.
| Term | Definition |
|---|---|
| Gross sales | Equates to product price x quantity (before taxes, shipping, discounts, and sales reversals) for a collection of sales. Pending, canceled, and unpaid orders are included. Test and deleted orders aren't included. |
| Average order value | Equates to gross sales (excluding adjustments) - discounts (excluding adjustments) / number of orders. Adjustments include all edits, exchanges, or returns that are made to an order after it's initially created. |
| Orders | The number of orders that were placed on a given date. |
| Total sales over time | Displays your store's total sales over time. Total sales is equal to net sales + additional fees + duties + shipping charges + taxes. |
| Conversion rate over time | Displays the percentage of online store sessions that lead to an order over time. This metric applies to only your Online Store channel. |
| Checkout conversion rate | Online store sessions with completed purchases relative to the visits that reached checkout. |
Checkout and accounts experiment
Available metrics for an experiment with a checkout and accounts configuration replacement.
| Term | Definition |
|---|---|
| Checkout conversion rate | Online store sessions with completed purchases relative to the visits that reached checkout. |
Combined launch
Available metrics for a launch that has both theme and checkout and accounts configuration changes. Metrics are organized into sections based on the resource.
| Section | Term | Definition |
|---|---|---|
| Storefront | Gross sales | Equates to product price x quantity (before taxes, shipping, discounts, and sales reversals) for a collection of sales. Pending, canceled, and unpaid orders are included. Test and deleted orders aren't included. |
| Average order value | Equates to gross sales (excluding adjustments) - discounts (excluding adjustments) / number of orders. Adjustments include all edits, exchanges, or returns that are made to an order after it's initially created. | |
| Orders | The number of orders that were placed on a given date. | |
| Total sales over time | Displays your store's total sales over time. Total sales is equal to net sales + additional fees + duties + shipping charges + taxes. | |
| Sessions over time | Displays the number of visitors and sessions over time. | |
| New vs returning customers | The number of customers who placed their first order as compared to the number of customers who placed repeat orders from your store. | |
| Bounce rate | Percentage of online store visits that ended after a single pageview. | |
| Conversion rate breakdown | The Conversion rate breakdown report lets you visualize the path your visitors take through your store and checkout. Learn more about this report. | |
| Checkout | Checkout conversion rate | Online store sessions with completed purchases relative to the visits that reached checkout. |
Combined experiment
Available metrics for an experiment rollout that has both theme and checkout and accounts configuration changes. Metrics are organized into sections based on the resource.
| Section | Term | Definition |
|---|---|---|
| Storefront | Bounce rate | Percentage of online store visits that ended after a single pageview. |
| Reached checkout rate | Online store visits that reached checkout relative to total visits Formula: sessions that reached checkout / sessions | |
| Add to cart rate | Online store visits with items added to cart relative to total visits. | |
| Checkout | Conversion rate over time | Displays the percentage of online store sessions that lead to an order over time. This metric applies to only your Online Store channel. |