Shopify Metrics: Which Ones to Track + Ways to Improve

As a Shopify store owner, you must know data helps pave the road to better conversions. 

But which Shopify metrics should you track?

Here’s a list of the most important Shopify metrics to track so you’ll always know how your store is performing.

How to view the Shopify dashboard?  

The Shopify analytics page is regularly updated with the data within about 1 minute. 

If you need to see new data, you can reopen the dashboard or refresh the browser page.

The daily data on your analytics page might update within 48 hours after it's initially processed and published. 

For example, your sessions over time and online store conversion over time reports might update because your traffic data is calculated within a minute, and unwanted bot traffic can end up included in the data. 

Tests to determine this type of traffic are run and can take up to 48 hours to complete. 

If these tests find unwanted traffic, then the unwanted data is removed from your reports.

19 Key Shopify Metrics Every eCommerce Owner Must Track

Let's get started!

1. Average order value

Littledata surveyed 2,794 stores and found the average average order value was US$ 101.

The average order value (AOV) is a key metric for any Shopify store. This Shopify metric gets you answers to questions around the value of your orders: How much customers spend each time they buy? Are the bundles, upsells, and tiered discounts working?

It represents the average amount of money that each customer spends on their order. 

The AOV can be used to track sales performance, identify trends, and make pricing decisions.

The AOV can vary significantly from one store to another. 

Some factors that can affect the average order value include:

• Product category: The AOV for a store that sells high-priced items will be higher than the AOV for a store that sells low-priced items.
• Customer demographics: The AOV for a store with a high-income customer base will be higher than the AOV for a store with a low-income customer base.
• Marketing and sales strategies: The AOV for a store that uses effective marketing and sales strategies will be higher than the AOV for a store that does not.

Keep in mind – Don’t consider AOV in isolation.

You should also consider other metrics, such as conversion rate and customer lifetime value when making decisions about your store’s business goals.

Is this metric available on the Shopify analytics page?

Yes.

Shopify's analytics or reports often provide AOV directly. Look for sections or reports that detail sales metrics, order values, or average transaction amounts.

Recommended reading: How To Improve Average Order Value On Shopify: 22 Brilliant Ideas

2. Online store conversion rate

What does Shopify’s conversion rate metrics help you find? Answers to nuances like: Are there too many steps before shoppers reach checkout? Are product pages doing their job? Are customers just waiting for a discount?

A Shopify survey does show the average conversion rate is around 1.3%.

It’s important to understand that a "good" or “ideal” conversion rate depends on the industry, business goals, traffic channel, and audience demographics, among other factors.

Littledata surveyed over 3000+ stores and found the following data: 

• average mobile conversion rate was 1.0%,  
• average desktop conversion rate was 1.9%.

a. Add to cart rate 

This Shopify metric refers to the number and percentage of sessions in which shoppers added one or more items to their shopping carts.

This amount is usually smaller than the total number of shoppers because some shoppers view the products in a store without adding to cart.

Littledata found the average add-to-cart rate was around 5.1%.

Is this metric available on the Shopify analytics page?

Yes.

b. Reached checkout

The reached checkout rate is a Shopify metric that refers to the number and percentage of sessions in which shoppers added one or more items to their shopping cart, proceeded to the checkout, and performed an action (for example, a key press or mouse click).

This number is usually smaller than the add-to-cart rate metric because some shoppers add items to their cart but don't go to the checkout or don't submit their contact information.

Is this metric available on the Shopify analytics page?

Yes.

c. Cart abandonment rate

Cart abandonment rate is a metric that measures the percentage of online shoppers who add items to their cart but then fail to complete the checkout process. 

It’s calculated by dividing the number of abandoned carts by the total number of carts created.

A high cart abandonment rate can indicate a number of problems, such as:

Extra costs (55%)

Account is required (34%)

Long checkouts (26%)

Unclear pricing (21%)

Don't trust the site (17%)

To reduce your Shopify cart abandonment rate, you can:

• Improve your shopping experience by making it easier to find what you're looking for, and by providing clear and concise information about your products and shipping policies.
• Offer free shipping or reduced shipping rates.
• Build trust with your customers by providing a secure checkout process and by offering a clear return policy.
• Use effective marketing to attract and convert shoppers.

Is this metric available on the Shopify analytics page?

Yes.

Shopify's analytics or reports might provide insights into checkout behavior and abandonment rates directly.

Look for sections or reports that detail the checkout funnel or abandonment metrics.

d. Sessions that completed checkout

The “sessions that completed checkout” report in Shopify records the number (and percentage) of sessions that recorded a completed payment to reach the order confirmation page.

Remember: Shopify doesn’t stitch the checkout process into a funnel – it only shows the total number of sessions that completed checkout (not unique visitors).

This metric is usually the smallest, but the drop off shouldn’t be more than 60% – according to Littedata, more than 45% of shoppers drop off on mobile.

This can mean:

- no mobile payment options

- your payment gateway fails

- way too many form fields

- discounts don’t auto-apply

Use the ‘Checkout conversion rate over time' Shopify report to:

• Create a funnel out of sessions with ‘add-to-cart’ to ‘reached checkout’ to ‘completed checkout’ – this’ll help you understand which step loses the biggest drops (further filter by device for a better understanding)
• Find data about whether the number of completed checkouts wildly differs from the total number of sales (because one session can have multiple orders, or payments can get stuck in processing even when no order is created, but Shopify shows the session has a ‘completed checkout’)

If many sessions reach checkout but don’t finish, test form fields, payment options, and auto-applied coupon codes.

Is this metric available in the Shopify store analytics dashboard?

Yes. Available under the checkout behavior reports on the Shopify analytics dashboard.

Also read: Your Shopify Store Has Traffic But No Sales? 23 Possible Causes (& Solutions)

3. Sessions converted

This Shopify metric shows the overall quality of your site’s traffic and helps you answer things like: Do certain locations convert better? Do people coming in from Instagram just window shop?

Littledata surveyed 5000+ Shopify stores and found average sessions per user to be around 1.4.

This means, most stores see a high bounce rate as well.

a. Online store sessions by device type

This Shopify metric displays the number of sessions on your online store and what kind of device was used to access your store. 

The most common device types are mobile, desktop, and tablet. 

Data shows:

• average pages per session on mobile was 2.3
• average pages per session on desktop was 3.0

Is this metric available on the Shopify analytics page?

Yes.

b. Online store sessions by location

This Shopify metric displays the number of sessions on your online store sorted by country. 

Through this data, you can tweak your marketing campaigns for more conversions.  

Is this metric available on the Shopify analytics page?

Yes.

c. Online store sessions by traffic source

This Shopify metric displays the number of sessions on your online store based on how the visitors accessed your store.

A session occurs when someone does a search or enters the URL of your store directly, for example.

The most common traffic sources are search, direct, social, and email. 

The traffic source cannot always be determined, so an unknown traffic source is also common. This metric applies to your Online Store channel only.

Is this metric available on the Shopify analytics page?

Yes.

d. Online store sessions from social source

This Shopify metric displays the number of sessions on your online store originating from social media sources.

These sources can be Facebook, Instagram, YouTube, or Twitter. This data can help you focus your marketing efforts. 

Is this metric available on the Shopify analytics page?

Yes

4. Returning customer rate

Returning customer rate is a metric that measures the percentage of customers who make a second purchase from your store. 

It’s calculated by dividing the number of repeat customers by the total number of customers. 

A high returning customer rate indicates that a retailer is doing a good job of retaining customers and providing them with a positive shopping experience.

Or, in simple terms, this Shopify metric shows how strong your retention game is: Are customers coming back? Or are you stuck in acquisition mode?

Here are some tips for improving your returning customer rate in Shopify:

• Offer a great customer experience: Make sure your products are of high quality, your customer service is excellent, and your prices are competitive.
• Make it easy for customers to shop: Make sure your website is easy to navigate and your checkout process is quick and easy.
• Offer incentives for repeat customers: Offer discounts, free shipping, or other incentives to encourage customers to return to your store.

Is this metric available on the Shopify analytics page?

Yes. 

On the Shopify analytics page, look for reports or sections that provide insights into customer behavior and retention. 

Shopify also offers specific metrics or reports related to customer retention and repeat purchases.

5. Sales by traffic source

The ‘sales by traffic source’ metric tracks the total sales generated by each traffic source. It connects the dots between traffic and revenue and answers: Which sources drive actual sales, not just visits?

It’s a valuable metric for understanding where your customers are coming from and how you can optimize your marketing efforts.

Once you have this information, you can divide the total sales by the number of sessions from each traffic source to get the average sales per session. 

This will give you a good idea of which traffic sources are most profitable.

You can also use this metric to compare the performance of different traffic sources over time. 

This can help you identify which sources are becoming more or less effective, and make adjustments to your marketing strategy accordingly.

For instance, if you see that your organic traffic is generating more sales than paid traffic, you may want to focus more of your marketing efforts on SEO and content marketing.

On the other hand, if you see that your paid traffic is generating a lot of sessions but few sales, you may need to improve your landing pages or ad copy.

Is this metric available on the Shopify analytics page?

Yes. 

On your Shopify admin panel, navigate to the "Analytics" or "Reports" section. Look for a report that details sales performance by traffic source or acquisition channel. Also known as the “Total Sales by Referrer” report.

6. Top landing pages

The ‘Top landing pages’ report in Shopify reveals your best-performing entry points: Which pages hook visitors instantly? Which ones need to be scrapped?

You can further segment this Shopify report to identify which pages get the most traction from search engine results, from ads, or from within internal links.

Here are some tips to improve your landing page conversion rates:

• Make sure your landing pages are relevant to your target audience.
• Use clear and concise language.
• Use high-quality images and videos.
• Make sure your landing pages are mobile-friendly.
• Offer a clear call to action.

Is this metric available on the Shopify analytics page?

Yes. 

To find your top landing pages, you can use the Shopify Analytics dashboard. In the "Traffic Sources" report, click on the "Landing Pages" tab.

This will show you a list of all of your landing pages, ranked by traffic.

Remember – A landing page is determined from the URL of the first page viewed in a unique session.

A session ends after 30 minutes of no activity by a visitor and at midnight UTC.

We recommend you to read: Why Is Your Conversion Rate Low: Possible Causes + Solutions

7. Top products by units sold

The "Top Products by Units Sold" metric in Shopify allows you to identify your best-selling products in your Shopify store, in terms of quantity. It also answers: What’s your core hero product? What’s constantly in demand?

This metric helps also you understand customer preferences, popular items, and can guide inventory management and marketing strategies.

Is this metric available on the Shopify analytics page?

Yes. 

Within the Shopify analytics section, you can explore reports related to product performance, sales, or inventory.

Look specifically for reports that showcase units sold per product.

Shopify offers detailed reports that display the performance of individual products. Check for metrics related to the quantity of units sold for each product.

8. Top referrers by sessions

The "Top Referrers by Sessions" metric refers to the sources that drive the most traffic or sessions to your Shopify store. Or, simply put, this metric answers: Who’s sending you valuable traffic? Are emails pulling weight?

The metric showcases which external websites, platforms, or channels are generating the highest number of visits or sessions, leading shoppers to land on your Shopify store.

Is this metric available on the Shopify analytics page?

Yes.

Within the analytics section, you can find reports that categorize incoming traffic by sources such as direct traffic, search engines, social media platforms, external websites, etc. 

Look for metrics or reports related to "Referral Traffic" or "Traffic Sources" to identify top referrers.

However, in the following types of referrer, certain sources are not included:

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.

9. Total orders

A total orders metric is when you measure the total number of orders placed on a Shopify store in a given time period. You can use this Shopify metric to know: Is order volume over time going up? Does a particular period get a boost in orders?

This metric can be used to track the growth of a store, identify trends in customer behavior, and make informed decisions about marketing and product development.

To calculate the Shopify Total Orders metric, you can use the following formula:

Total Orders = Number of Orders in Time Period

For example, if you have a store with 100 orders in the past month, your Shopify Total Orders metric would be 100.

Here are some ways you can use the Shopify Total Orders metric:

• Track the growth of your store.
• Identify trends in customer behavior (a good related Shopify report to use here would be the “orders over time” report).
• Make informed decisions about marketing and product development.
• Set goals for your store.

Is this metric available on the Shopify analytics page?

Yes. However, you can’t filter or edit most order analytics reports in Shopify. 

⚠ Caution: Shopify treats any edits to an existing order as a new order. So, your best bet is to set alerts every time shoppers request an edit.

10. Customer cohort analysis

Don’t be alarmed by the technical term. 

Customer cohort analysis is how stores track customer retention and buying habits.

It groups loyal customers based on when they made their first purchase. It simply answers: Are first-time buyers turning into loyal customers? How long do they stick around?

You can group customers based on shared characteristics or behaviors to analyze their purchasing patterns and behaviors over time. 

Customer purchase data, including date of purchase, order value, and customer lifetime value (LTV).

You can create cohorts of customers based on their date of first purchase. 

Shopify will then track their purchase behavior over time, such as the number of orders they place, the average order value, and their LTV.

Here’s how you can help improve your customer retention rate in Shopify:

• Offer a great shopping experience
• Provide excellent customer service
• Personalize your marketing
• Offer rewards and incentives
• Stay up-to-date on the latest trends
• Use social media to connect with your customers
• Offer a mobile-friendly experience
• Secure your website
• Use a reliable shipping partner
• Offer a clear and easy-to-use returns policy

Is this metric available on the Shopify analytics page?

Yes. You can also use this analysis to calculate the churn rate on Shopify.

11. Sales by channel

This Shopify report breaks down performance across channels – and helps you answer: Are online and in-store in sync? Is your marketplace presence growing? Are influencers worth the investment?

Shopify allows stores to sell through various channels. 

Sales channels refer to the different platforms or avenues through which merchants can sell their products. 

Here are the common Shopify sales points by channels:

Direct

• Online store
• Offline store
• Marketplace

Partner

• Affiliate marketing
• Dropshipping
• Wholesale

Other

• Referrals
• Contests
• Promotions

Is this metric available on the Shopify analytics page?

Yes. The analytics page displays the total sales value associated with each of your active sales channels.

12. Search conversion

Displays the percentage of online store searches that resulted in orders, out of the total number of online store searches made.

Search conversion is a metric that measures the percentage of customers who click on a search result and then complete a purchase. 

Search conversion = the number of completed purchases / the number of search results clicked on.

This metric helps you understand how effective your search engine is at driving sales. It answers: Are trending products easy to find? Is your search experience relevant?

If your search conversion rate is low, it means that customers are not finding what they are looking for or that they are not clicking on the results that are most relevant to them.

Here are some tips to help you rank higher on Shopify:

• Optimize your website for SEO by using relevant keywords throughout your website, including in your product titles, descriptions, and meta tags. Make sure your website is structured logically, with clear categories and product collections. Use internal linking to help users navigate between pages and find relevant content.
• Encourage customers to leave reviews of your products, which can help improve your website's SEO and provide valuable social proof.
• Provide excellent customer service, with fast response times and helpful information. This can help build trust and credibility with potential buyers and increase the likelihood of Shopify's average repeat purchase rate.
• Use available Shopify apps that can help you improve your Shopify website's SEO, user experience, and conversion rates. Consider using apps like SEO Image Optimizer or Product Reviews to help optimize your website.
• Pay attention to customer feedback and use it to make improvements to your website. This can help improve user experience and increase the likelihood of Shopify's average repeat purchase.

Is this metric available on the Shopify analytics page?

Yes. It’s viewable as a behavior report under “Search Conversion Over Time”, where you can essentially view (as a funnel) how people go from search to conversions. 

What you can check here are: click, add to cart, and purchase rate for sessions launched from searches. You can also collate and compare the data to group by day/month/date ranges.

Remember: The funnel data for search conversions in Shopify can take 12 hours to update.

13. Top online store searches

Also known as “searches by search query” – top online store searches are the most popular searches that people make on your Shopify stores. This Shopify report helps you figure out: What kind of keywords shoppers actually use over certain time periods? How many words do people use to search? Which product names show up?

Top online store searches can be used: 

• gauge consumer interest in different products and identify trends. 
• target advertising campaigns and improve the user experience on online stores.
• improve the user experience on online stores by making it easier for customers to find what they are looking for

Keep in mind – Top online store searches can vary depending on the time of year, the current events, and the demographics of the online store's customers. 

For example, during the holiday season, top online store searches might include gifts, decorations, and toys. 

During a major sporting event, top online store searches might include tickets, jerseys, and merchandise.

Is this metric available on the Shopify analytics page?

Yes

a. Searches with no results

This Shopify metric shows the number of searches that show no results. 

A high number of searches with no results indicates that your store’s products aren’t optimized to include actual keywords shoppers use. 

Use this metric to:

• Identify gaps in your product offerings or content.
• Optimize product tags and descriptions to ensure items are searchable.
• Implement synonyms in your search settings to capture varied search terms.

Is this metric available on Shopify analytics?

Yes. 

Navigate to Analytics > Reports > Behavior > Searches with no results (you will also show search terms that yielded no results over the past 30 days).

b. Searches with no clicks

This Shopify metric tracks sessions that do show some results, but no actions. Meaning there’s a misalignment between the query and displayed results. 

It suggests that the results aren’t appealing or relevant to the customer's intent, indicating potential issues with product titles, images, or descriptions.

How to use this Shopify metric:

• Review product listings for clarity and appeal.
• Update alt images, file names on product images
• Use AI apps to create an “intelli search bar”

Is this metric available on Shopify analytics?

Yes. Under the behavior report in Shopify Analytics.

14. Returns

The return metrics in Shopify tell you how much of what you sell comes back, and basically help you figure out: What products actually underperform post-purchase? Do returns peak or stay the same across the year?

a. Return rate

The average return rate for eCommerce is typically 20% to 30%. 

There are several factors that can affect Shopify return rates, including:

• Product type: Some product types are more likely to be returned than others. For example, clothing and electronics have higher return rates than home goods.
• Price: The price of a product can also affect its return rate. Higher-priced products are more likely to be returned than lower-priced products.
• Customer satisfaction: If customers are not satisfied with their purchase, they are more likely to return it.
• Return policy: The return policy of a store can also affect its return rate. Stores with lenient return policies are more likely to have higher return rates.

How can you reduce my Shopify return rate?

Here’s how to reduce your Shopify return rate, including:

• Offering a good product: Make sure that your products are high-quality and meet the expectations of your customers.
• Having a clear and concise return policy: Make sure that your return policy is easy to understand and that it clearly outlines the steps that customers need to take to return a product.
• Providing excellent customer service: Make sure that your customers are happy with their experience with your store. This can help to reduce the likelihood of them returning a product.

Is this metric available on the Shopify analytics page?

Not directly. 

You have to use the “Orders and returns by product” report in Shopify (also extremely helpful to figure out which products are your best sellers).

Filter the ‘Total sales by product’ report to get your ‘returns rate by product’ report, in your selected date range. 

Pro Tip: The resulting report will display each returned product's title, the returned quantity, the value of the returns, the total tax applied to the returned products, and the total sales number. Since the report deals only with returns, the total sales number for each product will be negative.

b. Top returned products

On Shopify, top returned products are those products that have been returned the most frequently by customers. 

These products can be identified by looking at the return rate for each product. 

There are a number of reasons why a product might be returned. Some common reasons include:

• The product is defective.
• The product is not as described.
• The product does not fit.
• The customer changed their mind.

If a product is returned, the merchant is responsible for refunding the customer.

The merchant may also be responsible for paying for the shipping costs of the return.

Top returned products can be a valuable source of information for merchants. 

Identifying these products can help stores to take steps to reduce the number of returns. This can lead to increased customer satisfaction and profitability.

Is this metric available on the Shopify analytics page?

Yes. From the “Orders and Returns by Product” report – or you can use the fraud metric in your Shopify dashboard called “Return rate over time.”

c. Return rate over time

A fraud metric, you can use the “returns over time” Shopify metric to figure out if returns drop or not, over time (shows historical trends in return rate as well).

Consider using this Shopify metric to:

• understand which products usually face problems.
• follow up for feedback and check if potential fraud.
• run a check on your product page to see if the value proposition is accurately clear.

Track it over weeks/months/quarters and use this Shopify metric to check:

• if the product quality is improving or slipping,
• if recent launches are causing spikes,
• or if policy tweaks are backfiring.

Is this metric available on Shopify analytics?

Yes.

15. Gross sales

Shopify gross sales are the total amount of money generated by online sales. It gives you a top-line view of revenue before deductions and answers: Are promotions working? Are you trending upward month over month?

It includes the value of all purchased items before adding fees or other adjustments, such as taxes, shipping, discounts, or returns. Includes all sales channels.

It’s calculated by adding up the total amount of revenue from all online sales.

Is this metric available on the Shopify analytics page?

You can use the retail sales reports to see information about your customers' point-of-sale orders based on criteria such as product, SKU, or staff.

16. Total Sales

The total sales metric in Shopify measures the total value of all orders placed on your store, including taxes and shipping costs. It helps you understand: How much do you make after discounts and returns?

This metric is a good indicator of the overall health of your business and can be used to track your progress over time.

How is total sales calculated:

Total sales = Gross sales − discounts − returns + shipping + taxes.

Is this metric available on the Shopify analytics page?

Yes.

To find your total sales, go to the Reports tab in your Shopify admin and select the Sales report.

You can then filter the report by date range to see your total sales for a specific period of time.

a. Sales by discount 

The Sales by discount or the Sales by discount code report in Shopify shows you which discount codes (manual or automatic) drive the most revenue in your store.

This report groups sales by discount name, – which helps you answer things like: How often is a particular discount code applied? Are discounts converting into actual revenue or just eroding margins?

A couple of things to know:

• The sales value includes the entire order total, not just the discounted item.
• If multiple discounts were applied to a single order, that same order appears more than once in the report — one entry per discount.
• Your data only goes back to May 1, 2017 and can take 12–72 hours to show up in this Shopify report.

Knowing which discounts drive the most sales (and at what cost) helps you fine-tune your promotional strategy — especially during campaigns like BFCM, product launches, or clearance runs.

Is this metric available on the Shopify analytics page?

Yes. Go to: Analytics → Reports → Sales by discount

b. Sales by product

This report (earlier known as “total sales by product”) shows how much revenue each product brings in — minus shipping.

It helps you identify your best sellers and compare sales trends across SKUs.

A few caveats:

• Shipping is excluded in this Shopify metric, because it’s applied at the order level (orders can have multiple shipments of different products).
• Only product level tax is shown on product reports.

This report is perfect for spotting product performance patterns, understanding where your revenue is coming from, and planning inventory or bundles accordingly.

Is this metric available on the Shopify analytics page?

Yes. 

17. Shopify product metrics

Product-level insights help answer the big questions around inventory: What’s selling fast? What’s sitting too long? What’s bringing in most of the revenue?

These Shopify metrics help optimize your merchandising, stock management, and pricing strategy.

a. Sell-Through Rate / Products by Sell-Through Rate

Sell-through rate (STR) measures what percentage of your inventory was sold within a defined period — usually a month.

It’s one of the most effective ways to spot fast-moving SKUs, adjust reorder timing, and minimize unsold stock that ties up capital.

Formula: Sell-through rate (%) = (Units sold ÷ Starting inventory) × 100

Let’s say you started the month with 100 units of a product and sold 80 — that’s an STR of 80%.

High STR = highly in-demand, reorder ASAP.
Low STR = your inventory’s getting inventory, consider bundling or discounting.

Is this metric available on the Shopify analytics page?

Yes.

Pro tip: Cross-check with the Inventory sold daily by product report to understand how consistently a product sells.

b. Products by percentage sold

This Shopify inventory report is an extension of STR — showing the percentage of received inventory sold during a period. Tells you which variants sold

It’s useful for daily or weekly check-ins, especially during promotional cycles or high-volume sales seasons.

Example: If you received 200 units of a new product and sold 150 in the first week, that’s a 75% sell-through within 7 days.

Is this metric available on the Shopify analytics page?

Yes. Go to:  Analytics → Reports → Inventory → View "Products by percentage sold"

c. Month-end inventory snapshot & Inventory sold daily by product

Month-end inventory gives you a snapshot of remaining stock at the close of each month for the last 3 years— crucial for accounting and forecasting. You can also  use the month-end inventory value report to get an idea of the value of your monthly inventory.

Inventory sold daily by product helps identify sales velocity — whether items sell steadily or in bursts.

This can reveal patterns like:

• Seasonal spikes (e.g. weekends, holidays).
• Consistent winners vs. one-time hits.
• Inventory that’s moving too slowly.

Use these Shopify metrics to:

• Spot stockouts before they happen.
• Align inventory with marketing campaigns (think out-of-stock and pre-order campaigns).
• Track the effects of flash sales or influencer collaborations on sales.

Is this metric available on the Shopify analytics page?

Yes. Go to:  Analytics → Reports → Inventory sold daily by product / Month-end inventory snapshot

d. Inventory value (ABC analysis by product)

How valuable is your inventory – and how much of it is actually moving?

The ‘Month-end inventory value’ Shopify report gives you the total value of all your stock. But if you want to know which products are really pulling their weight, the ‘ABC analysis by product’ Shopify report goes a step further.

It ranks products based on how much revenue they bring in – and what they’re costing you. 

Here’s how this Shopify report classifies inventory value:

• A-class: top ~80% of revenue (your top sellers).
• B-class: next ~15%.
• C-class: final ~5% (slow-selling stock).

Use this Shopify metric report to:

• Prioritize A-class for fast restocking and your marketing budget.
• Discount C-class to clear shelf space.
• Allocate marketing budget based on product performance.
• Focus promotions on B products to move them into A.
• Reduce reordering of C products.

In short, this Shopify report helps you figure out which items are worth doubling down on and which ones have turned into slow-selling inventory.

Is this metric available on the Shopify analytics page?

No, but it is available over the older versions of Shopify Analytics under the “Previous custom reports” – or you can download your Shopify data manually.

f. Product recommendation conversions over time

This Shopify product analytics metric shows the percentage of your total sales that were influenced by product recommendations — typically through "You may also like" widgets or "Frequently bought together" sections.

It's a key signal of how well your cross-sell and upsell strategies are performing.

Why this Shopify metric matters: Shopify stores using smart recommendations can increase AOV by 10–30%, especially when personalized. You’ll want to monitor this metric over time to see if recommendation performance is improving – or plateauing.

Is this metric available on the Shopify analytics page?
Yes. Under Shopify’s behavior reports.

The actual data of what’s bought together is also available under the Items bought together report, under Order reports

These reports show:

• Conversion lift from recommendation sections.
• Which products are frequently co-purchased.
• Performance of "bought together" bundles.

18. RFM customer analysis

The RFM customer analysis report helps Shopify merchants identify and segment high-value customer groups without doing the manual work of downloading data. This Shopify customer analytics report tells you: Who are your best customers? What does your average purchase cycle look like?

RFM stands for Recency, Frequency, and Monetary value — a scoring system that helps group customers based on:

• Recency: How recently a customer made a purchase.
• Frequency: How often they purchase.
• Monetary: How much they spend.

Where you can use this Shopify report:

• Identify your highest-value customers.
• Predict lifetime value (CLV) and nudge repeat purchases.
• Personalize retention and winback campaigns.

Some factors that influence RFM scoring:

• Average purchase cycle of your product.
• Time since last order – for example, 30+ days might indicate churn for some brands.

Is this report available in Shopify analytics?

Yes. Analytics → Reports → Customer behavior → RFM analysis.

19. Predicted spend tiers

“How much will shoppers go on to spend?” – is exactly what this report predicts. Shopify’s predictive analytics report groups customers into ‘High’, ‘Medium’, and ‘Low’ spenders, based on:

• Past order values and frequency.
• Time since last purchase.
• Purchase of high-intent products (like bundles, subscriptions).

You can use this Shopify report in sync with your RFM analysis report to tailor your messaging and strategy by CLTV (customer lifetime value) – for example:

• High spenders: priority support, loyalty access, higher-tier email flows.
• Medium spenders: nurture sequences, limited-time offers.
• Low spenders: new product discovery, browse abandonment emails.

Is this report available in Shopify analytics?

Yes. Customers → All Customers → Filter by “Predicted Spend Tier”

Frequently Asked Questions about Shopify Metrics

1. How do I increase the conversion rate of my Shopify store?

As a Shopify store owner, your everyday life must be filled with terms like “conversion rates” and “conversion rate optimization”.

Here are some ways to improve Shopify conversion rates:

• Optimize your product pages.
• Improve your product listings.
• Optimize your checkout process.
• Offer free shipping.
• Run promotions and discounts.
• Improve your customer service.
• Collect customer feedback.
• Use social media.
• Optimize your website for mobile.
• Use a conversion rate optimization (CRO) tool.

2. How do I analyze Shopify Analytics?

To analyze your Shopify Analytics data, you can use the following tools:

• Shopify Analytics dashboard: The Shopify Analytics dashboard provides a high-level overview of your store's performance, including metrics such as sales, traffic, and conversions.
• Shopify Analytics reports: Shopify Analytics offers a variety of reports that you can use to dig deeper into your data. These reports include reports on sales, traffic, customers, products, and more.
• Shopify Analytics API: The Shopify Analytics API allows you to access your data programmatically. This can be useful if you want to create custom reports or dashboards, or if you want to integrate Shopify Analytics with other applications.

Here are some tips for analyzing your Shopify Analytics data:

• Set goals: Before you start analyzing your data, it's important to set goals. What do you want to achieve with your store? Once you know your goals, you can focus your analysis on the metrics that are most important to you.
• Use filters: Shopify Analytics allows you to filter your data by date, time, product, customer, and more. This can be helpful for identifying trends and patterns in your data.
• Create reports: Shopify Analytics offers a variety of pre-built reports that you can use to analyze your data. You can also create custom reports to meet your specific needs.
• Use the API: If you need to access your data programmatically, you can use the Shopify Analytics API. This can be useful if you want to create custom reports or dashboards, or if you want to integrate Shopify Analytics with other applications.

For more information on analyzing Shopify Analytics data, please refer to the Shopify Analytics documentation.

3. Is Shopify Analytics better than Google Analytics?

Shopify Analytics and Google Analytics are both popular website analytics platforms, but there are some key differences between the two.

Shopify Analytics

Pros:

• Easy to set up and use.
• Integrated with Shopify platform.
• Provides insights into customer behavior.
• Offers a variety of reports and dashboards.

Cons:

• Limited features compared to Google Analytics.
• Not as customizable.
• Not as comprehensive as Google Analytics.

Google Analytics

Pros:

• More comprehensive than Shopify Analytics.
• More customizable.
• More features.
• More accurate data.

Cons:

• More difficult to set up and use.
• Not integrated with Shopify platform.
• Not as easy to use as Shopify Analytics.
• Overall, Shopify Analytics is a good option for small businesses that are just getting started with website analytics. 

It’s easy to set up and use, and it provides insights into customer behavior. 

However, if you need more comprehensive analytics or if you want to integrate your analytics with your Shopify platform, then Google Analytics is a better option.

4. What’s the difference between ‘Sessions’ and ‘Visitors’ in Shopify?

Visitors = unique people who visit your store (Shopify has separate cookies for tracking visitors and sessions)

Sessions = measures the no. of visits, expires when shoppers go continuously inactive for 30 minutes or the clock turns 00:00 midnight.

👉 Example: If one person visits your store three times in a day, Shopify will count 1 visitor and 3 sessions. But if one of those visits starts at 11:59 UTC and ends 10 minutes later, it’ll be counted as two sessions. 

You’ll often see sessions being higher than visitors — and that’s totally normal. However, your Shopify data won’t match with GA4’s data. 

Here’s why: GA4 can track on-site events even without cookies, while Shopify relies heavily on cookie-based tracking. So, even something as simple as a page refresh or someone rejecting cookies can throw Shopify’s numbers off and inflate sessions.

5. How often should I check my eCommerce metrics?

It depends on the metric – and whether it’s a leading or lagging indicator for your store, here’s what we mean:

Leading metrics predict what’s coming next (e.g., site activity).

Lagging metrics confirm what already happened (e.g., revenue results).

Early Lagging / Deeper Leading Shopify Metrics(Check Weekly → Monthly)

• Abandoned Cart Rate.
• Reached Checkout vs. Completed Checkout.
• Sell-Through Rate.
• Orders and Returns Over Time.
• Searches with No Results.

Why weekly? You need enough data to smooth out day-to-day noise but still catch emerging trends.

Lagging Shopify Metrics (Check Monthly → Quarterly)

• Customer Lifetime Value (CLV) / Predicted Spend Tiers.
• Return Rate Over Time.
• Inventory Performance / Inventory sold daily by product.
• Repeat Purchase Rate.
• Average Order Value (AOV) / Sales over time.

Why monthly? These metrics need a full cycle of data to reveal meaningful shifts in customer behavior.

Pro tip: Set Shopify email alerts or dashboard widgets for key leading metrics (e.g., sessions drop >10%, add-to-cart rate dip >5%). That way, you only dig in when something’s actually broken – which will help keep your focus on the metrics that matter, at the right time.

6. How to track bounce rate in Shopify?

Open up your Shopify dashboard to access the “Sessions over time” report under “Acquisition” Shopify metrics – and the “Bounce rate over time” report under Shopify’s behavior category reports. Collate the data to accurately track your bounce rate in Shopify. However, we would also recommend checking other store visitation metrics like “average session duration” and the “pages viewed per session” metric in GA4. 

Please note: Average session duration and pages viewed per session aren’t directly available on Shopify store analytics. 

Also read: 16 Proven Ways To Reduce Shopify Bounce Rate

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