Your safety is important to us. If you notice any suspicious emails that appear to come from Shopify, please forward them to safety@shopify.com. Visit the Help Center page on phishing for more information.

Acquisition reports

If you are on the Shopify plan or higher, then you can access reports about your store's visitor acquisition. The reports on acquisition include:

When you open an acquisition report, the data is up to date, give or take a few seconds. You can reopen or refresh the report to show newer data.

Acquisition reports are different from the Sales by traffic referrer source report because acquisition reports do not show converted sales or the amount of orders—just visitors to your website.

For the acquisition and behavior reports, if you try to view detailed visitor data that is older than 90 days, you’ll get a message that asks you to choose a more recent date range. That’s because detailed visitor data is kept for only 90 days.

However, you can view a summary of visitor data in the Visits over time acquisition report for the entire history of your shop.

If you need to access detailed visitor data that is older than 90 days, you can set up and use Google Analytics. To learn more, go to Working with Google Analytics.

Visits, sessions, and visitors

The number of visits (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 visit (session).

A visit (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.

View your acquisition reports

To view your acquisition reports:

  1. In the Acquisition section, click the report that you want to see:
    Reports index acquisition section

In the acquisition reports, you can drill-down based on a specific referrer, campaign, or location to see a further breakdown of where your customers are coming from.

Visits over time

The Visits over time report shows each month's total number of visitors and sessions:

Visits over time report

You can click one of the months to see a drill-down of visitor traffic by day.

Visitors by referrer

The Visitors by referrer report shows you whether your visitors are coming to your store directly, from search, or by a referral.

You can see this information in your Overview dashboard regardless of what Shopify pricing plan you are on, but the Visitors by referrer report gives you more detailed insights:

Visitors by referrer report

You can click one of the referrer sources to see a drill-down of visitor traffic by referrer site.

Visitors by marketing campaign

The Visitors by marketing campaign report shows you the number of visitors during a UTM campaign:

Visitors by marketing campaign report

You can click one of the campaigns to see a drill-down of visitor traffic by marketing campaign term.

Visitors by location

The Visitors by location report shows you the countries from which visitors are accessing your website:

Visitors by location report

You can click one of the countries to see a drill-down of visitor traffic by region.

Want to discuss this page?

Visit the Shopify Community

Ready to start selling online with Shopify?

Try it free