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Ecommerce Analytics

Ecommerce Analytics is a set of tools for reporting visitor metrics, identifying order trends, shaping merchandising strategies, and helping maximize the efficacy of your marketing campaigns. This means you have a comprehensive, end-to-end view of customer engagement and revenue across all of your marketing channels available in one place. By understanding your store’s performance, you will save time, resources and money.

Ecommerce Analytics is available on all newly created stores by default. Note that Ecommerce Analytics will not be enabled if you have chosen to disable analytics cookies. Disabling analytics cookies will switch on Classic Analytics, which is a basic analytics suite that collects data in compliance with GDPR.


Ecommerce Analytics Reports

  • Store Overview Report — Access a comprehensive view of your entire business across all key metrics, view of your purchase funnel, abandoned carts, top products and sales by marketing channels.
  • Real Time Report — Keep track of revenue, orders and on-site visitors second-by-second. Monitor in real-time the effects of any email campaign or new offer launched across social media channels.
  • Merchandising Report — Keep track of sales by products, all the way down to the SKU level.
  • Marketing Report — Access all of your marketing activity in one place, detailed down to each email campaign you send.
  • Orders Report — View all orders in your business in detail with one-click access to the various aspects of each individual order.
  • Customers Report — View your progress in bringing new versus repeat customers to your business. Click through to view all purchase behavior of any customer across their lifetime with your business.
  • Purchase Funnel Report — Understand the shopping behavior of visitors to your site. Determine if people are getting stuck at various stages of the shopping experience.
  • Abandoned Cart Report — Find the products that people are most often leaving in their shopping carts so you can A/B test with different product images, descriptions and prices.
  • Abandoned Cart Recovery Report — View the details of successfully converted abandoned carts and the total value of the sales that have been saved.
  • In-Store Search Report — Uncover what your shoppers are looking for and tailor their experience when using your in-store search functionality.
  • Sales Tax Report — Keep track of which orders had taxes applied to them, the jurisdiction of those taxes, and the rate that was applied.
  • Ecommerce Insights — This premium offering, which is sold separately, analyzes your store data and makes suggestions for improving your conversion rate and customer loyalty.

What Can Data Help Me Do?

Here are just a few things Ecommerce Analytics can help you do:

  • Access customer, marketing and merchandising performances all on one dashboard. This means you spend less time with your data, and more time putting its intelligence to use.
  • Measure merchandising performance down to the SKU level. You can track an item’s performance down to the variant, and even use calendar date ranges to see if time of year impacts your sales.
  • Discover and take action with customer segments. By uncovering things like your biggest spenders or what marketing channels bring you the highest valued customers, you can optimize your marketing campaigns to attract even more revenue.

What Orders Are Included?

Orders from the following origins are included in Ecommerce Analytics Reports. Note that non-storefront orders will NOT be included in the Purchase Funnel Report.

Eligible Order Statuses

Orders with the following statuses will be included in Analytics reports. Note that archived orders will not be included.

  • Awaiting Fulfillment
  • Awaiting Shipment
  • Awaiting Pickup
  • Completed
  • Shipped
  • Partially Shipped
  • Partially Refunded

Analytics reports do not count orders that are in the following statuses:

  • Pending
  • Awaiting Payment
  • Cancelled
  • Declined
  • Refunded
  • Disputed
  • Verification Required

Analytics not tracking? If you've changed your order status labels, know that analytics will continue to track orders based on their original label. For example, renaming the "Pending" status to "Completed" would still count as "Pending" for analytics. See Troubleshooting | Ecommerce Analytics for additional troubleshooting steps and common questions.



The majority of Analytics reports will update in near real time (less than 60 seconds). This includes:

A timestamp at the bottom of each report (except Real Time, Abandoned Cart Recovery, In-Store Search and Sales Tax Report) displays the last time the data was updated. The time zone can be changed by editing the date settings.

Analytics Report Timestamp


Date Range Selector and Comparison

Each report (except Real Time) includes a date range selector to display data from a particular time period. There are a number of preset date ranges you can choose from.

Date Range

You can toggle on the NRF  calendar, a 5-4-5 week calendar used by the National Retail Federation. Learn more about the NRF Calendar.

If you prefer, you can select a custom date range by clicking on Custom and selecting your dates from the calendar.

Custom Date Range

You can also compare your report to another date range. For example, you could compare the Revenue chart from the current month to date with the previous month within the same time period. When comparing, your current period will be marked in purple and your new period will be in orange. Each individual metric will display both the selected date range and the percentage change over the previous period.

You can choose any of the following comparison periods:

  • Previous period (which uses the same preset or custom date you've already selected)
  • Previous year
  • Custom range


Some reports include graphs which will present extra data when hovering your mouse over a point on the graph.



Exporting Reports

You may find it useful to export your Ecommerce Analytics data to a spreadsheet to transfer the data to an accounting or customer management application. The data tables in the following reports can be exported to a CSV file:

Exporting Your Report

1. Select the date range for the data table you want to export.

Date selector

2. Click the Download CSV button at the top right of your data table.

Download CSV button

3. You will see a message that the export is getting generated.

Export Report pop up

4. The notification icon will update when the report is ready for download.

Export is ready icon

5. Click the notification icon once it indicates that your report is ready. Then click on the green download file, and you will be prompted to save the CSV to your computer.

Download file button



With the exception of the Ecommerce Insights report, Ecommerce Analytics reports are available to all stores, regardless of plan. By default, only store owners can see the Ecommerce Analytics reports. To allow other users to see them, you can edit the users to give them access. Select the permissions located at the bottom of the "Sales Manager Permissions" list; each report is an individual permission.

Analytics Permissions



Is store credit accounted for in analytics?

No. The order total and revenue metrics only track the amount paid for by the customer. Store credit is also not considered a discount so will not be displayed in the Discounts column. However, store credit is an exportable field and can be included in an order export. See Exporting Orders for more information.

Why does an order show as unattributed?

Unattributed means we weren't able to attribute the order to a specific marketing channel. See the Marketing Report for a complete breakdown of each channel.

What are the differences between Ecommerce Analytics and Google Analytics?

The key differences are in the type of information each tool provides, how the information is presented, and the level of detail to which merchants can drill down. See Ecommerce Analytics vs Google Analytics to learn more.

What are the differences between Ecommerce Analytics and Store Performance?

The dashboard Store Performance report and the Ecommerce Analytics reports are calculated differently. The Store Performance report reads directly from the primary orders database while Ecommerce Analytics uses a unique analytics database. See Store Performance Report for more information.

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