Analytics

Analytics are on the dashboard home page, covering a date range you choose with a comparison against the previous period.

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The headline figures

Conversion rate is the figure most within your control, since it responds to your storefront, your prices and the payment methods you offer rather than to how much traffic you attract.

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Revenue and estimated profit

Once at least one variant has a cost set, estimated gross profit appears alongside revenue rather than replacing it. Profit is revenue minus what the items sold cost you.

• The Revenue card shows the profit figure next to the change percentage, with the margin in its tooltip
• The Revenue chart draws profit as a second green line, and the gap between the two lines is your cost of goods
• Best Selling Products shows profit under each product’s revenue

Line items with no cost count as free, so the figure reads high while you are still filling costs in. The chart legend shows what share of the period’s revenue has cost data behind it, and the profit line stays dashed until that share reaches 100%. Orders placed before you started tracking costs have none stored. Backfill Costs, under Miscellaneous in storefront settings, applies current variant costs to a date range of up to 90 days at a time. It never changes an order that already has a cost, so running it twice over the same range is safe. The cost data figure in the chart legend links straight to it.

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Breakdowns

Pages shows paths with entry and exit counts, so you can see where people arrive and where they leave. Sources shows referrers and channels, which tells you where your traffic comes from. Environment breaks visits down by browser, operating system and device. A conversion rate that collapses on mobile usually points at a theme problem rather than a demand problem. Location shows visits by country, which is worth checking against the payment methods and currencies you offer.

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UTM tracking

Links tagged with UTM parameters are reported by source, medium, campaign, term and content. Tag the links you post. Adding ?utm_source=discord&utm_campaign=launch identifies which post produced the traffic. Untagged links from the same platform all report as one referrer.

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Reading it alongside orders

Analytics tell you about visits, not money. Two comparisons are worth making regularly:

• Sources against orders. A source sending heavy traffic and no orders is reaching the wrong audience.
• Abandonment against conversion. A healthy visitor count with poor conversion often shows up in abandoned checkouts, which names the step people leave at.

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Next steps