Understanding the data on your Reports page

The Reports page in your store admin shows the statistics of your online store and allows you to gain insight into how your business performs.

The page provides you with in-depth insights into store key metrics: visitors, conversion, orders, accounting, and marketing. Each metric consists of a variety of specific parameters to help you understand what’s going on and the reason behind that.

Visitors data

You can get an overview of your store audience on the Reports → Visitors page in your store admin. Understanding how often people visit your store and whether they tend to come back may help with improving your site design (opens in a new tab) and refining your marketing tactics to attract more visitors.

Metric	Meaning
Total visitors	How many people have visited your website over a specified time period.
Total visits	Visit refers to every person who opened your site in the reporting period. If one person visits your site 5 times, it'll count as 5 visits.
Visit duration	An average time of browsing your site, in minutes.
Visits per visitor	An average number of visits per one person.
Viewed pages	An average number of site pages viewed per visit.
Bounce rate	Percent of short visits. For example, when someone opens a site page and closes it right away.
New vs. returning visitors	Compares the number of people who've visited your site in the past and come back (returned) and those who are seeing it for the first time (new). In case someone opens your store from their browser, and then from their phone (or another browser), it counts as two unique visits.
Visitors by device	Compares how many people open your site from desktop and from mobile.

Conversion data

On the Reports → Conversion page, you can learn how many visitors become your customers, whether people tend to repeat orders in your store, and what device they usually use to place an order. That data may help with recognizing potential friction points in the purchasing process. You can compare the data with other analytics to find growth opportunities for your business.

Metric	Meaning
Visitors to orders	Percent of visitors that placed orders in your store over a specified time period.
New visitors to orders	How many new visitors have placed orders in your store.
Returning visitors to orders	How many returning visitors have placed orders in your store.
Visitor with repeat orders to orders	How many customers (who had made at least 1 purchase in your store) placed orders during the specified period.
Mobile visitors to orders	How many people placed orders from their mobile phone.
Desktop visitors to orders	How many people placed orders from the desktop.

Orders data

On the Reports → Orders page, you can get an overview of your revenue, how many items people usually buy, how many items you sold during a specified period, and more. Once you understand which factors lead to larger orders (for instance, free shipping above a certain spend), you can deploy those tactics to encourage repeat purchases and larger orders.

Metric	Meaning
Orders placed	Total number of all orders placed over a specified time period, including subscriptions (opens in a new tab).
Orders per customer	How many orders each customer places in your store on average.
Items per order	An average number of items per order.
Total items sold	Number of all products that you sold in your store.
Revenue	Total amount of money generated from sales in your store.

Accounting data

On the Reports → Accounting page, you can track your store revenue, expenses, average order value, average revenue per customer and per visitor. Knowing this, you can readjust your financial flows: cut your shipping spendings or offer zero-cost in-store pickup, rethink marketing strategy, change product prices (opens in a new tab), and so on.

Metric	Meaning
Store revenue	Total amount of money your store gets from sales. That does not include refunded or canceled orders.
Average order value	An average total of a single order.
Average revenue per customer	How much money a customer brings you on average.
Average revenue per visitor	How much money a visitor brings you on average.
Total expenses	How much money you spend to generate money from sales.
Taxes	Total amount of taxes charged on all orders in your store.
Shipping expenses	Total of all shipping rates that you specified for your shipping methods, or that are automatically calculated for real-time rates.
Handling fee	If you specify handling fees for your shipping methods, you’ll see the total amount of fees for all orders.
Cost of products sold	Sum of product cost prices that you specified in store settings.

Marketing data

Customers visit your store through various channels, such as advertising links on social media, emails, gift cards, and so on. On the Reports → Marketing page, you can see the most popular sources that bring people to your store. The tracking of sales sources is performed with the help of the UTM tags. Understanding sources of sales helps you to reallocate the advertising budget to the most effective channels.

Metric	Meaning
Sources of sales	Marketing channels that generate sales in your store. That includes Facebook, Instagram (opens in a new tab), TikTok ads, abandoned cart emails (opens in a new tab), gift cards, and so on.
Customers without consent	Number of people who didn’t agree to receive your marketing emails.
Customers with consent	Number of people who gave their permission to receive your marketing emails.

For more in-depth analysis, you can enable Google Analytics to your store →

View other analytics tools you can use in your store → (opens in a new tab)

Sales stats and reports Enabling Google Analytics for your store