What does the Analytics dashboard measure?
A definition of every card on the Summary tab, including what counts as a view, a conversion and revenue.
The Summary tab is the first thing you see on the Analytics page. It has three KPI cards at the top, then Revenue Over Time, then Top Performing Funnels. This article explains what each one counts. Every figure covers the date range picked in the page header (see How do I choose a date range?), except Top Performing Funnels, which has its own selector.
What counts as a view
A view counts checkouts, not products. A checkout offer that shows four products to one buyer counts as one view, not four. If the same checkout sees two different funnels, each funnel counts it once.
Pre-purchase (checkout) views only count checkouts that went on to become an order. A buyer who saw your checkout offer and then left without paying doesn't add a view. This keeps the conversion rate from being dragged down by abandoned checkouts.
The KPI cards
| Card | What it counts |
|---|---|
| Total Conversions | Offers accepted in the range, at every step: checkout offers, all post-purchase steps (Upsell #1, Upsell #2, Downsell) and Thank You page offers. Each accepted product counts once. |
| Total Views | Pre-purchase views plus views of the first post-purchase upsell. Views of Upsell #2, the Downsell and Thank You page offers are not included. |
| Conversion Rate | Total Conversions ÷ Total Views × 100, to one decimal place. |
Total Conversions includes acceptances from later steps (Upsell #2, Downsell and the Thank You page), but Total Views only counts pre-purchase and first-upsell views. So this Conversion Rate is higher than the rate for any single step. For a step-by-step rate, use the Checkout and Funnel tabs.
The % change badges
Each KPI card shows a green or red badge with a percentage, followed by text such as "From previous 30 days".
- The badge compares the selected range with the period of the same length straight before it. For a custom range of 1–6 November, the comparison is 26–31 October, and the text reads "From previous 6 days".
- It's a relative change, rounded to a whole percent. If the conversion rate goes from 2.0% to 3.0%, the badge shows 50%, not 1%.
- If the earlier period has nothing to compare against (zero views, for example), the badge shows 0%.
More on reading these badges: Why does a percentage change look wrong?
Revenue Over Time
This chart shows upsell revenue over the selected range. Above it are four revenue cards. Click a card to focus the chart on that source.
| Card | What it includes |
|---|---|
| Total Revenue | The sum of the three cards below. |
| Checkout | Revenue from offers accepted in checkout (pre-purchase). |
| Post-Purchase | Revenue from Upsell #1, Upsell #2 and Downsell offers accepted after payment. |
| Thank You Page | Revenue from offers accepted on the Thank You page. |
The card amounts are rounded to whole currency units. Revenue is the amount the buyer paid for the upsell item only, not the whole order.
- Checkout revenue is recorded when Shopify creates the order.
- Post-purchase and Thank You page revenue are taken from the order lines Shopify records.
Top Performing Funnels
This section has its own date selector (Today, 7 Days, 1 Month, 3 Months; 1 Month is the default) and three buttons: Post-Purchase, Pre-Purchase and TY Page Offer.
- Top Funnels and Top Upsells rank your funnels and offered products by revenue.
- Per Product Conversion Rates lists each offered product's conversion rate at each step, with "conversions of views" underneath, plus its total revenue across the steps shown.
The header date range has no effect on this section.
Rounding and freshness
- Rates are shown to one decimal place and badges to whole percents, so small changes can look like no change.
- Figures are cached for about five minutes. The refresh button next to the date picker fetches most of them again straight away. See What does 'Today' mean?