Shopify Analytics: How to Make Data-Driven Decisions

Shopify Analytics provides the data you need to understand your store's performance and make informed decisions. Rather than guessing what's working, you can use concrete metrics to identify opportunities, fix problems, and grow your business strategically.

Understanding Shopify Analytics

Shopify's built-in analytics dashboard gives you visibility into every aspect of your store's performance. From basic traffic numbers to detailed customer behavior patterns, this data helps you answer critical questions:

• Where are my visitors coming from?
• Which products are selling and which aren't?
• What's my customer acquisition cost?
• Where are customers dropping off in the purchase process?

Key Metrics to Track

Traffic Metrics

Understand how visitors find your store:

• Sessions: Total visits to your store
• Unique visitors: Number of individual people visiting
• Traffic sources: Where visitors come from (organic search, paid ads, social, direct)
• Bounce rate: Percentage of visitors who leave after viewing one page

Sales Metrics

Track your revenue performance:

• Total sales: Gross revenue over a period
• Average order value (AOV): Revenue divided by number of orders
• Conversion rate: Percentage of visitors who make a purchase
• Sales by product: Which items drive the most revenue

Customer Metrics

Understand your customer base:

• New vs. returning customers: Customer acquisition vs. retention
• Customer lifetime value (CLV): Total revenue expected from a customer
• Customer acquisition cost (CAC): Cost to acquire a new customer
• Purchase frequency: How often customers buy

Accessing Shopify Reports

Navigate to Analytics in your Shopify admin to access these reports:

Overview Dashboard

Your at-a-glance performance summary showing key metrics, trends, and comparisons to previous periods.

Live View

Real-time activity on your store—useful during sales events or marketing campaigns.

Reports Library

Detailed reports organized by category:

• Sales reports: Revenue, orders, products, discounts
• Customer reports: Customer cohorts, retention, geography
• Marketing reports: Campaign performance, attribution
• Behavior reports: Search terms, top landing pages

Note: Some advanced reports require Shopify plans above Basic.

Using Analytics to Improve Collections

Analytics data can directly inform your collection strategy:

Identify Top-Performing Collections

Review which collection pages drive the most traffic and sales. Double down on what works by:

• Adding more products to successful collections
• Promoting high-performing collections more prominently
• Creating similar collections based on winning formulas

Fix Underperforming Collections

For collections with low engagement:

• Review collection naming for clarity and SEO
• Check if products are relevant to the collection theme
• Improve collection descriptions and images
• Consider merging or removing low-value collections

Conversion Funnel Analysis

Track where customers drop off in the purchase process:

1. Sessions: How many people visit your store
2. Product views: How many view product pages
3. Add to cart: How many add items to cart
4. Checkout initiated: How many start checkout
5. Purchases: How many complete orders

Each step has a drop-off rate. Focus improvement efforts on steps with the highest abandonment.

Common Conversion Issues

• High bounce rate: Landing pages may not match visitor expectations
• Low add-to-cart: Product pages may need better images, descriptions, or pricing
• Cart abandonment: Shipping costs, checkout friction, or trust issues

Testing Changes with Analytics

Shopify doesn't include a built-in A/B testing tool, but you can use analytics to measure the impact of changes:

1. Record your current metrics in Analytics > Overview (conversion rate, AOV, sessions)
2. Make one change at a time (new collection layout, different product images, updated descriptions)
3. Wait at least two weeks to gather enough data
4. Compare the period after your change to the same-length period before

For true split testing, third-party apps like Google Optimize (discontinued — alternatives include VWO, Convert, or Neat A/B Testing from the Shopify App Store) let you show different page versions to different visitors and measure which converts better.

Integrating Google Analytics

For deeper insights, connect Google Analytics 4 to your store:

• User behavior flow: See exactly how visitors navigate your site
• Enhanced e-commerce: Detailed product and shopping behavior
• Custom events: Track specific interactions important to your business
• Audience insights: Demographics, interests, and device usage

Building a Data Review Routine

Consistent analysis beats occasional deep dives:

Daily (5 minutes)

• Check Analytics > Overview for today's sales total and sessions
• Glance at Live View if running a promotion or ad campaign

Weekly (30 minutes)

• Compare this week's conversion rate to last week in Analytics > Overview
• Check Analytics > Reports > Sales by product for underperformers
• Review Marketing > Campaigns to see which ads are driving actual purchases, not just clicks

Monthly (1-2 hours)

• Pull Customers > Segments to check returning customer rate
• Review Analytics > Reports > Sessions by landing page to find pages with high traffic but low conversion
• Export sales data to a spreadsheet and compare month-over-month trends for your top 20 products
• Check Google Search Console for keyword ranking changes (connect it via Online Store > Preferences)

Conclusion

Shopify Analytics replaces guesswork with informed decision-making. By regularly reviewing your data and acting on insights, you can continuously improve your store's performance. Focus on metrics that directly impact revenue, and use data to guide every major decision.

Want to improve collection performance based on your analytics insights? Try AWSM Collections for data-driven collection management.

Related Resources

• Shopify Help: Analytics and Reports
• Shopify Collection Analytics
• How to Organize Shopify Collections