Marketing reports

You can use the Marketing reports to see how effective your marketing campaigns are and to learn about your conversions. A conversion occurs when an online store visitor becomes a paying customer.

The marketing reports can help you understand what leads shoppers to your online store and what converts them into paying customers. The reports can show which of your marketing channels are resulting in the highest number of customers and the customers of the highest value, based on their interactions with your online store.

The reports summarize information from all Online Store channel orders. For visit or conversion information about a single order, see Conversion tracking.

View your marketing reports

To view your marketing reports:

  1. In the Marketing section, click Show all:
Marketing section of the Reports page
  1. Click the marketing report that you want to see.

Referrers and interactions

The method that a customer uses to get to your store is called the referrer. A referrer can be a search, or can be a link from an ad, email, or website, for example. By knowing the referrer, you can attribute sales to the referrer that the customer used. This is a standard way of analyzing and attributing sales.

However, a customer can visit your store multiple times and as the result of different referrers, so the referrers are categorized as first interaction or last interaction:

  • The referrer that introduced a customer to your store is categorized under first interaction.

  • The referrer that the customer used just before placing an order is categorized under last interaction.

Example: Ryan clicks on a Facebook ad that takes him to your store for the first time, and he immediately buys one of your products. The referrer is Facebook for both the first interaction and the last interaction. Your ad is given credit for making the sale.

Example: Kiara searches Google and finds a link to your store for a product that she likes. She visits your store several times during the week to browse your other products, and signs up for a newsletter, but she doesn't buy anything. The following week, you send out a MailChimp email marketing offer to her. She clicks the link in the email and places an order. This sale is a last interaction conversion. The first interaction referrer is Google, but MailChimp is the referrer that is given credit for the sale.

Interactions after an order or after 30 days

If a visitor doesn't buy anything within 30 days of a visit, then the first interaction referrer is reset to be whatever the next referrer is.

Similarly, if a visitor places an order, then the next referrer is deemed to be a first interaction for their next order.

Example: Rashida visits your store on August 1 by directly entering the URL for your online store. She revisits the store several times, but doesn't make a purchase. Then, on September 15 (which is more than 30 days after her first visit), she clicks on an ad for your store and places an order. The first and last interaction for this conversion is the ad, not the direct URL.

Common terms in the conversion reports

The marketing reports use the following terms:

Referrer source

Indicates how the customer who placed an order reached your online store. Possible values are:

  • 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.
  • Unknown: The referrer source doesn't fit into one of the above cases.
Referrer name

The name of of the referrer, such as Google, Facebook, or Pinterest.

For direct sources, if the referrer can't be determined, then the name is shown as N/A. This can occur for many reasons, such as the following situations:

  • The user’s web browser has Do Not Track enabled.
  • The referrer data is blocked by a proxy or firewall.
  • A shortened URL was used as the link.
Average order value (first or last interaction

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.

Orders (first or last interaction) Shows the number of orders that were placed depending on the type of interaction.

Canceled, pending, and unpaid orders are included in the reports. Test and deleted orders are not included.

Sales by marketing campaign

The Sales by marketing campaign report shows the sales attributed to your marketing campaigns.

The sales in your Sales by marketing campaign report might not equal those in your other sales reports because it includes only sales that can be attributed to a marketing campaign.

Sales by marketing campaign report

When you open this report, the data is up to date, give or take about 1 minute. You can reopen or refresh the report to show newer data.

The sales reports use several common terms. This report uses the following additional terms:

Marketing campaign name Shows the name that you gave the campaign when you set it up.
Values set by the marketing app used to make the campaign, if applicable:
Marketing event type Shows the format of the campaign. For example, if the campaign target is twitter, then the marketing event type will be either ad or post.

If you didn't use a marketing app from the Shopify App Store to set up the campaign, then this field shows N/A.
Marketing event target Shows the target of the campaign. Some example values are email, facebook_messenger, and twitter.

If you didn't use a marketing app from the Shopify App Store to set up the campaign, then this field shows N/A.

Sales versus payments

Sales reports don't track money moving between you and your customers. When a sale is made, the reports show the value of goods included in the sale, not the amount of money that you've received. Depending on how you've set up your payment methods, you might not receive the actual payment until a later date.

Similarly, when you process a return, the reports show the value of goods that you're receiving, not the amount of money that you're issuing to the customer.

Chargebacks are not included in the sales reports.

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.

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 show newer data.

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.

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.

Conversion by first interaction

The Conversion by first interaction report shows the number of orders that are attributed to first interactions, and the source of the interactions:

Conversion by first interaction report

The report also shows the average order value of the orders, which helps to indicate which referrals are the most effective.

Because of the way that this report is generated, it might not show all the conversions on your store from about the past 24 hours.

Conversion by last interaction

The Conversion by last interaction report shows the number of orders that are attributed to last interactions, and the source of the interactions:

Conversion by last interaction report

The report also shows the average order value of the orders, which helps to indicate which referrals are the most effective.

Because of the way that this report is generated, it might not show all the conversions on your store from about the past 24 hours.

Attribution model comparison

The Attribution model comparison compares the number of orders and average order value between first and last interactions:

Attribution model comparison report

Because of the way that this report is generated, it might not show all the conversions on your store from about the past 24 hours.

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