Online store dashboard

The online store dashboard contains some key metrics, which help you see at a glance how your online store is performing.

Online store dashboard

You can use the information in the dashboard for many purposes. For example, you can:

  • monitor your recent sales
  • refine your marketing strategy, depending on where visitors are coming from
  • forecast sales, based on past product sale trends
  • focus your product direction, depending on what your top-selling products are.

The data in the dashboard might vary slightly from the data gathered by other analytics and reporting tools and services. For information on why the data can vary, see Report discrepancies.

To access your online store dashboard:

  1. If you want to see data for another time period, then click the Last 7 days menu and choose a different time period. You can select a different preset range, such as Last 30 days, or you can set any custom range by clicking dates on the calendars.

    The time period reverts to the last 7 days range when you log out of the Shopify admin.

The following metrics are shown in the online store dashboard:

Metric Definition
Total sales The sales are shown by amount and by order count. Total sales is equal to gross sales − discounts − returns + shipping + taxes.
Visitors

The total number of visitors refers to how many times your online store was visited, including one-time visits and repeat visits.

The unique number of visitors refers to how many different people visited your store, regardless how many times they each visited.

Example: John visited your online store 1 time, Jane visited 2 times, and Jenna visited 3 times. The total number of visitors is 6, and the unique number of visitors is 3.

For many online stores, the number of visitors can rise or fall on weekends and holidays, and on days when promotions or marketing campaigns are occurring.

Conversions

Shows the number and percentage of visitors that added items to their cart, proceeded to the checkout, and actually purchased a product. This is commonly known as the conversion funnel, and it is typical to see a decrease from one stage to the next:

  • Added to cart: Number and percentage of online store visitors who added one or more items to their shopping carts.

    This amount is usually smaller than the total number of visitors because some visitors view the products in a store without adding any items to their cart.

  • Reached checkout: Number and percentage of online store visitors who added one or more items to their shopping carts and then proceeded to the checkout.

    This amount is usually smaller than the Added to cart amount because some visitors add items to their cart but never go to the checkout.

  • Purchased: Number and percentage of online store visitors who added one or more items to their shopping carts, proceeded to the checkout, and then actually paid for the items in the online store.

    This amount is usually smaller than the Reached checkout amount because some visitors leave the checkout without purchasing anything. Learn more in the topic about abandoned checkouts.

Ideally, and over time, you want to tailor your marketing and product offerings so that a greater percentage of visitors who add an item to their cart actually carry through with a purchase.

Top products Shows the top-selling products from your online store. This is useful to know, for example, for marketing and inventory purposes.
Top countries Shows the top countries from which you had visitors to your online store. The data is based on an IP address algorithm, which determines the most likely country in which a visitor is located.
Top device types Shows the device that visitors used to visit your online store. Common devices include a desktop computer, mobile device, and tablet.
Top browsers Shows which browsers most of your customers are using. You can use this data to customize your online store theme, optimizing your content for certain browser types.
Traffic referrer sources
  • Direct: Number of visitors who entered your store’s URL directly
  • Email: Number of visits that originated from links in emails
  • Referrals: Number of visits that originated from links in other websites
  • Search: Number of visits that came from the result of a web search, such as from Google or Bing
  • Social: Number of visits that originated from social platforms
Social referrers Lists the number of visits to your store that originated from social platforms, such as Facebook and Pinterest. This data can help you focus your marketing efforts.
Top referrers Lists the number of visits to your online store that came directly from other websites.
Top search terms If customers find your store by doing a web search, then this area shows the search terms they used. This data is no longer shared by most search engines, so the information shown here might not be thorough.
Top landing pages

Shows the specific pages on which your customers started their visits to your online store. You can use this data to customize the text and call to actions in your online store to capitalize on your customers’ first impression of your site.

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.

Marketing campaigns If you have set up any link tracking campaigns that use Urchin Tracking Module (UTM) parameters, then the number of sessions that came from these campaigns is shown here.

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