Overview dashboard

The Overview dashboard 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.

Overview dashboard

For example, in the Overview dashboard 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 is also shown.

To view your Overview dashboard:

  1. 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.

  2. 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 in the Overview dashboard:

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 visits 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:

  • Added to cart: Number and percentage of visits in which shoppers added one or more items to their shopping carts.

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

  • Reached checkout: Number and percentage of visits in which shoppers added one or more items to their shopping carts, proceeded to the checkout, and submitted their contact information, such as their name, address, and so on.

    This amount is usually smaller than the Added to cart amount because some shoppers add items to their cart but don't go to the checkout or don't submit their contact information.

  • Purchased: Number and percentage of visits in which shoppers added one or more items to their shopping carts, proceeded to the checkout, and then actually purchased the items.

    This amount is usually smaller than the Reached checkout amount because some shoppers 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 shoppers who add an item to their cart actually carry through with a purchase.

Online store visits by device type

Shows the number of visits to 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 visits by location

Shows the number of visits to your online store sorted by country. This metric applies to your Online Store channel only.

Online store visits by traffic source

Shows the number of visits to your online store based on how the visitors accessed your store.

A visit 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 visits from social source

Shows the number of visits to 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.

Repeat 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 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 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 visits to 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 visits

Shows the number of visits 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:

  • Direct: The customer entered your store's URL into their browser.
  • Search: The customer clicked your store from a search engine's results page.
  • Email: The customer clicked a link to your store in an email.
  • Social: The customer clicked a link on social media.

Total online store visits

Shows the number of visits to your online store. This metric applies to your Online Store channel only.

The number refers to how many different visits 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 visit.

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

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

Total orders

Shows the number of orders that were placed.

Total sales

Shows the sales amounts, sorted by sales channel. Total sales is equal to gross sales − discounts − returns + shipping + taxes.

Total sales attributed to marketing campaigns

If you have set up any link tracking campaigns that use Urchin Tracking Module (UTM) parameters, then this shows the total sales that came from these campaigns.

This data helps you know the value that you are getting from your marketing campaigns, and which ones to repeat.

When you open the Overview dashboard, the data is up to date, within about 1 minute. You can reopen the dashboard or refresh the browser page to show newer data.

If you don't use the Online Store channel, then the metrics related to online store visits 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.

Visits and visitors

The number of visits 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 visit.

A visit, which is also called a session, ends after 30 minutes of no activity, and at midnight UTC. Because the same visitor can make multiple visits, the number of visits is usually higher than the number of visitors.

Example: A shopper views products on your store for 20 minutes, then returns to your store 2 hours later for another 10 minutes. 2 visits and 1 visitor are reported. If the shopper instead views your store for 5 minutes, leaves, and returns 10 minutes later, then 1 visit and 1 visitor are reported.

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