Shopify Reporting Guide: How to Get the Most Out of Built-In Shopify Reports

Author's avatar Reporting Apr 1, 2022 21 minutes read

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    Peter Caputa

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    If you’re a Shopify store owner, managing your online store can be complicated. There’s lots of data about your store’s performance that can help you improve the way it runs. And Shopify reports can help you navigate through that data and learn how your customers are arriving at your site, what they’re interested in buying, how much they’re spending, and more.

    If you don’t use these reports (or don’t realize the benefits of using them in the first place), you are leaving money on the table. That’s why, in this guide, we’ll show you how to unlock the power of Shopify reports for your business by walking you through the top features.

    Let’s roll the blog!


    What Are Shopify Reports?

    Shopify reports are a collection of meaningful data for your store that you can use to improve its performance. They’re gathered and presented to you by Shopify each time a customer interacts with your store. At first glance, Shopify reports may look like a spreadsheet filled with charts and numbers, but there is more that meets the eye.

    Shopify reports are based on the action-driven approach to business analysis. Shopify offers you broad insight into your business and provides you with information that would help you make business decisions that could positively your store’s performance.

    Related: 15 Shopify Integrations to Supercharge Your Store

    Where Can You Find Shopify Reports?

    Once you have created your Shopify account head to the analytics section of your dashboard. All Shopify reports are located under the Analytics section of your shop admin: Analytics –> Reports.

    Shopify analytics

    Related: Shopify Guide: Best Shopify Features, Metrics & Tips for Dashboards & Reporting

    Overview of Shopify Reports

    Whether you’re a new online store owner or have been in this business for years, you will find Shopify reports incredibly useful. Shopify reports give you valuable data and insights about your products and customers, which will allow you to make informed decisions about your marketing campaigns, product design, sales strategy, and more.

    Shopify Acquisition Reports

    Acquisition reports in Shopify give you insight into your traffic sources, acquisition, and sales performance. Shopify acquisition reports are available for sessions over a specific period, or for a specific referrer and location.

    Shopify Acquisition Reports

    Shopify Behavior Reports

    Shopify Behavior Reports allow you to analyze key metrics tied to the performance of your store and its visitors. Analyzing behavior reports can help you boost your conversion rate, and give you insights on how to optimize your checkout process.

    Here are the specific reports available within Shopify behavior reports:

    • Online store conversion over time
    • Online store speed
    • Product recommendation conversions over time
    • Top online store searches
    • Top online store searches with no results
    • Sessions by landing page
    • Sessions by device
    • Online overall store cart analysis
    Shopify Behavior Reports

    Visitors by Landing Page Report On Shopify

    Visitor by landing page report on Shopify shows where visitors land first once they visit your store. This report is especially useful to marketers as it gives some insight into your current content marketing and SEO strategy.

    shopify session by landing page report

    Shopify Marketing Reports

    Shopify marketing reports can help you track and measure your marketing efforts. The reports tell you how much of your sales are attributed to specific channels or particular campaigns. You can compare how much traffic flows into your store from different channels, and much more.

    Within these marketing reports you have the following reports available:

    • Sessions attributed to marketing
    • Sales attributed to marketing
    • Conversion by first interaction
    • Conversion by last interaction
    • Attribution model comparison
    • First interaction
    • Last interaction
    Shopify marketing reports

    With these reports, you can measure the effectiveness of your marketing campaigns, understand how successful they are, and what you need to do to improve performance.

    To measure both, ecommerce and website metrics (eg. from Google Analytics) along with Shopify, use our robust marketing reporting software.

    Shopify Finances Reports

    You can think of Shopify Finances Reports as your financial statements. They offer a comprehensive overview of the income and expenses on your orders and give you more insight into your sales and money flow.

    Reports available within Shopify finances are:

    • Total sales
    • Taxes
    • Tips
    • Payments
    shopify finances reports

    The core financial metrics we recommend you to track within these reports are total sales and net sales.

    • Total sales = gross sales – discounts – returns + taxes + shipping
    • Net sales = gross sales – discounts – returns

    The most important Shopify finances report is the Shopify finance summary, where you can see your sales, payments, liabilities, and actual profit. A separate report for each one of the items is available.

    shopify finances summary

    Shopify Sales Tax Reports

    As an online seller, tax is a big part of your business. It’s also something you may not know all that much about. Good thing is that sales taxes on Shopify stores are paid when you sell or post a product or service, depending on your business setup. In the US, Canada, and EU, you need to specify the rates that apply to each location as well as charge the customer.

    If you notice in the Analytics –> Reports –> Finances summary –> Taxes report, there’s a column named ‘Amount’. This is the total amount of sales tax you’ve paid during the reporting period. You can use this to create segmented reports.

    Shopify sales tax reports

    Credit Card Reports On Shopify

    Credit card report on Shopify is a good way to know your transactions, who paid, and how much they paid. The report has also information such as your average order value and the average number of days it takes to get paid. You can view this report in two different places: Settings –> Payments –> Payment Providers, then View Payouts.

    shopify payouts

    If you accept payments through several providers, go to Reports –> Finance –> Finances Summary, to see the breakdown.

    shopify multiple gateways

    Shopify Profit Reports

    The profit reports on Shopify are a great way to keep track of your profit. Shopify Profit Report is created to help you measure your gross and net profits by product, product variant, and point of sale location. These reports will help you analyze and keep track of daily, weekly, or monthly changes in your profit margin.

    shopify profit reports

    Do you want to find out which products are the most profitable? When you add or edit a product, Shopify automatically calculates your profit and profit margin for it. You just enter the Cost per item, and Shopify does all the rest.

    Shopify Sales Reports

    In Shopify, there are 11 sales reports that indicate how well your store is performing. These reports can help you determine if sales are going up or down and other key metrics like how often customers are returning to your store or where they’re coming from. Sales reports are often overlooked, but they’re useful in tracking sales performance and spotting trends.

    shopify sales reports

    Shopify Total Sales Reports

    Total Sales is a Shopify report that gives you a complete picture of your online business’s sales. This report shows you how much money came into your Shopify account from all sources: sales, refunds, discounts, and more. Shopify uses the term ‘total sales’ to describe this unambiguous number.

    The total sales report can be found under Finances reports –> Sales –> Total Sales.

    shopify sales reports

    Historic Sales Reports from Shopify

    One of the most important aspects of running a business is being able to analyze your business’ growth trends over time. If you want to know past sales, there is an easy way of getting it: The Historic Sales Report.

    shopify total sales

    Shopify Retail Sales Reports

    Shopify retail reports show you how your business is doing offline. However, note that this report is only available if you activated a Point of Sale as a sales channel on your store.

    shopify retail sales

    Shopify Inventory Reports

    Are you monitoring your inventory carefully? Shopify inventory reports help you keep track of the remaining inventory and give you insights into what sells and what doesn’t. Each report has its own unique features, but most of them give you sales insights, such as:

    • Percent of inventory sold
    • ABC analysis by product
    • Average inventory sold per day
    • Month-end inventory snapshot
    • Month-end inventory value
    shopify inventory reports

    Shopify PoS Reports

    Shopify PoS reports offer a lot of useful insights about daily sales, stats related to net sales, average order values, top products, and more.

    Shopify Order Reports

    Shopify order reports help you analyze the volume of orders placed, shipped, delivered, or returned. The information available within these reports include:

    • Orders over time
    • Product orders and returns
    • Fulfillment over time
    • Fulfillment, shipping, and delivery times
    shopify order reports

    Shopify Shipping Reports

    Given Shopify’s limited shipping functionality, it’s up to you to determine where you want to store your shipping data. But you can get shipping insights from other reports we’ve already discussed. The best way to calculate shipping expenses is by exporting orders from a selected period as a .csv file and then uploading them into your favorite tool, such as Excel.

    shopify shipping reports

    You also have an overview of the shipping total right from the Reports dashboard on Shopify. Navigate to Finances Summary –> Total sales, and select the desired period.

    shopify shipping report

    Shopify Product Reports

    Shopify doesn’t offer a standalone products report, but it can give you insights about individual products.

    Navigate to Product –> All products, and click on the product you want to analyze. Find Insights and click on View Details.

    A menu will pop up with this information:

    • Sales over the last 90 days
    • Channels that these sales were attributed to
    • The split between new and returning customers

    You can learn more from the other actual reports.

    shopify product details

    Shopify Reports On Sales by Product Type

    The standard reports are sufficient for most businesses and the product-specific report will allow you to gather information about sales by product type. For even deeper analysis, you can create a custom report.

    Navigate to Analytics –> Reports and create a custom report by clicking the green button in the top-right corner. Select Sales over time as Report template. On the next screen, choose Product type from the dropdown menu, and type in the desired query.

    shopify custom sales report

    Shopify Reports On Products Refunded

    It’s very useful to have a report that lists all of your refunded products. You can use it for identifying the reasons for refunds, doing an inventory check, and so on. Follow the steps as in the previous one to create a custom report. Click Manage filters, and set up the criteria as in the screenshot:

    shopify refunded reports

    Shopify Accounting Reports

    One of the most common questions that we get asked is “How do I generate accounting reports in Shopify?” The answer is – you don’t. Shopify does not offer separate account reports for bookkeeping entries. However, it does have a built-in feature called Reports, which allows you to create reports on sales and refunds breakdown, taxes collected, and so on. You can create custom reports for specific time periods, like this one below:

    shopify create custom report

    Shopify KPI Reports

    Shopify reporting is already very powerful and insightful. You don’t need to do any of the calculations yourself — tracking the KPIs of your store is as simple as exporting the data into your favorite spreadsheets tool.

    When applied to Shopify companies, KPIs are used to assess overall progress against strategic objectives, as well as gauge the performance of individuals within an organization. The main difference between KPIs and metrics is that while metrics are used to monitor and measure the status of a business process over time, KPIs are used to evaluate and compare the performance of different businesses.

    Most KPIs have thresholds that can trigger an action. For example, if your conversion rate falls below 2% for two weeks in a row, you might want to consider taking action.

    How to Analyze Data from Shopify Reports

    Shopify reports have everything you need to analyze data from your store. Within the reports section, you’ll find a variety of different reports that you can use to analyze your store. There are some very basic eCommerce reports that will give you valuable insights into your business, and then there are other more advanced reports that can help you dig deep and uncover new insights or answer questions you didn’t know you had.

    What’s great is that all of Shopify’s built-in reporting tools are easy to understand, so you don’t have to worry about missing out on critical information or being overwhelmed by what it all means. By analyzing data from Shopify Reports you can discover:

    • Meaningful business insights.
    • Problem areas you aren’t aware of.
    • Fixes to improve your overall user experience (UX) and conversion rate.

    Consider this easy process to get you going:

    • Start looking for problem areas on your site. Break your store, to find something that’s not working as expected.
    • Write them down along with concerns, questions, etc.
    • Turn to your analytics to confirm them.
    • Get answers.

    For example, we suggest starting with an overview dashboard before going deeply into data.

    Shopify Overview dashboard

    When you’re looking for meaningful information, you have to know what questions to ask about your data before you start analyzing it. Here are some that might help you get started:

    • What’s the average order value of visitors who come from Facebook?
    • What’s the average order value of visitors who come from organic search?
    • How does cart abandonment change based on visitor location?
    • Are customers in one area more likely to abandon their cart compared to another area?
    • If I remove all visitors from organic search and retarget them with Facebook ads, what would my expected order value be?

    Now let’s go to analyzing specific report categories:

    Analyzing Acquisition Reports

    Acquisition reports in Google Analytics or any other analytics software are not the same as Shopify acquisition reports. The Acquisition reports show you the number of visits, visitors, and sales you got from each source.

    Visits over time report

    This report shows the number of visitors and sessions during the specified time period. Find it under Acquisition in the Reports overview:

    Acquisition reports in shopify

    From here, you can play around by clicking the data table’s column headers to sort ascending or descending. Or dig deeper by choosing the default time period, like comparing the last 90 days to the 90 days prior, and so on.

    Visitors by referrer report

    This Shopify report shows the number of visitors & sessions referred by source. It’s located at Acquisition in the Reports overview as well.

    Visitors by referrer report

    As you can see, in this case, Google search is the most popular referral source.

    The referral source is broken out by referral name. Use the column header sorting to end up with something like this:

    Visitors by referrer sorted report

    Now, as you can see Facebook is the top social referral source.

    This report provides you with a simple visits overtime report. You know who is visiting your site and how often, but you also know where they’re coming from. This is a valuable insight for further decisions regarding where to invest your money.

    Visitors by location report

    This Shopify report shows the number of visitors and sessions from various countries. It’s report is located at Acquisition in the Reports overview as well.

    Visitors by location report

    If you know which countries people are accessing your store from, you can use these to run ads more efficiently. Additionally, maybe you want to put some ad spend on a country that has potential.

    Analyzing Behavior Reports

    Shopify behavior reports focus on your visitors’ actions (behavior).

    Top online store searches report

    Shows the search terms your visitors use when looking throughout your site:

    This report is located at “Behavior” in the “Reports” overview:

    Shopify Behavior reports

    This report can help you to figure out:

    • Voice of customer – How your customers think of and describe the products you sell by specific queries.
    • Product popularity – Search frequency shows product popularity.
    • UX confusion – Consider whether your navigation is clear and easy-to-use.

    Top online store searches with no results report

    As the name indicates, this report shows popular search terms that return no results. It’s located at “Behavior” in the “Reports” overview as well:

    Top online store searches with no results

    You can use this report to understand the following:

    • Product demand – Relevancy between keywords research and product demand. If visitors are searching for relevant keywords, but those keywords don’t match your products, consider adding them to your product descriptions, popular blog posts, landing pages, etc.
    • Product labeling – Use these queries in your relevant product titles, descriptions, etc. You’ll improve search results significantly.
    • Product hierarchy – If you have a relevant product to match the popular query, but no results are being returned, move the product up the visual hierarchy.

    Visitors by landing page report

    This report shows the pages visitors first arrive to your store on. It’s located at “Behavior” in the “Reports” overview as well:

    Visitors by landing page

    This allows you to see at a glance where you’re appearing in search engine results, and which landing pages drive the most traffic from search engines. If you’re not seeing your business on page one of Google, this report can help you identify opportunities for optimization and acquisition.

    Visitors by device

    This report shows device types being used to access your store. It’s located at “Behavior” in the “Reports” overview as well:

    Visitors by device

    This report can help you with:

    • Ad targeting – Using the data above, you can target mobile / tablet / desktop users more precisely.
    • UX differs – Responsive UX design is a major factor when comparing different devices.
    • Separate testing – Test and experiment until you optimize for best results.

    Analyzing Marketing Reports

    Shopify’s built-in reports can help you understand the success of your marketing campaigns. They can tell you how well your recent marketing efforts are doing and where you might want to make changes.

    Visitors by marketing campaign

    This report shows the number of visitors generated by a UTM marketing campaign. It’s located at “Marketing” in the “Reports” overview.

    Visitors by marketing campaign

    UTM parameters are added information to links that provide a wide view of marketing efforts.

    You’ll see the following parameters most often:

    • Source (utm_source)–  This helps to define a site the link is placed on. For example, utm_source=shopify or utm_source=blog.
    • Medium (utm_medium) – This defines the marketing action. For example, utm_medium=paid.
    • Campaign (utm_campaign) – This defines the specific campaign you’re running. For example, utm_campaign=bdam or utm_campaign=march22.

    Understanding Columns and Filters

    Filters are a great way to narrow your results to the key information you’re looking for.

    For example, if you want to see what percentage of your sales are coming from mobile devices, you can type “is” into the operator box and then “Mobile” into the values box. Shopify will then give you the results that fall into that specific category.

    Find a “Manage filters” button at the top left of your data tables:

    Shopify manage filters

    Some reports offer additional filtering options, like the search bar reports:

    Shopify search filters

    But filters aren’t the only tool available to you in reports.

    You can also use columns to add or remove data points from a report, which is useful when you have too much data to make sense of at once (e.g. adding the number of orders you made per day). Columns allow you to add and remove specific numbers from your report, like adding an extra column for a number of orders per day or changing a graph into a table.

    By clicking the “Edit columns” you’ll see a dropdown menu with available columns:

    Shopify Edit columns

    Some reports offer additional columns options, like the search bar reports:

    Shopify search columns

    In the example of visitors by device report, we added some filters and columns additionally.

    Segmented visitors by device report

    One filter isolates mobile and one isolates visitors using iOS. The final data table shows information about mobile iOS users.

    One column shows the version of iOS, one shows how long the average session duration is, and one shows the number of checkouts.

    Free Shopify Report Templates

    As you saw throughout this guide – data is power. This concept has never been more true than it is with Shopify reporting. The ability to turn data into information and knowledge can be the difference between growing a business and forgetting what you sell.

    Databox has free Shopify report templates to help merchants get the most out of built-in Shopify reports. Let’s take a closer look at a few examples

    Shopify Store Overview Dashboard

    This free Shopify Store Overview Dashboard template can help you get a quick overview of the performance of your online store. Metrics cover everything from gross sales, orders, shopping cart overview, to top products sales, total customers, and more.

    Shopify Store Overview Dashboard Template

    Online Sales Overview Dashboard

    This free Online Sales Overview Dashboard template below will help you get the most out of Shopify’s built-in sales reports as well as Facebook Ads, Google Analytics, and other e-commerce analytics tools. Additionally, the dashboard includes a graph that shows the performance of your sales including audience overview, shopping cart overview, and average order value.

    Shopify + Facebook Ads + Google Analytics (Online Sales overview) Dashboard Template

    Shopify Conversion & Loyalty Analytics Dashboard

    In this free Shopify Conversion & Loyalty Analytics Dashboard template, you’ll find key metrics such as sales, revenue, and e-commerce conversions. You can also see how your team is performing against goals and identify areas where you need to make improvements.

    Shopify Conversion & Loyalty Analytics Dashboard Template

    Automate Shopify Reporting with Databox

    The best way to get the most out of Shopify reporting is to automate it — and the best way to do that is with Databox. Automating the data collection process ensures that no data is ever missed, and it frees up your time for other more important things, like focusing on your product and growing your overall business.


    The first step to getting the most out of Shopify reporting is not what you might think.

    Rather than trying to remember or go back to check the reports in your eCommerce dashboard, you can automate Shopify reporting and improve your online store monitoring with data visualization. Once you set up ecommerce reporting software like Databox, you can track conversion rates, engagement, and performance trends at a glance. The visualizations are automatically updated as new information is collected. This results in a continuous, data-driven approach to improving and optimizing your store.

    Sign up for free and see how fast your online business will improve.

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    Article by
    Djordje Cvijovic

    Grew up as a Copywriter. Evolved into the Content creator. Somewhere in between, I fell in love with numbers that can portray the world as well as words or pictures. A naive thinker who believes that the creative economy is the most powerful force in the world!

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