Marketing analytics
Analytics > Marketing shows how your marketing turns into visits, orders and sales. It is split into four tabs: Summary, Orders, Promotions and Customers. The page heading is Marketing analytics.
The page needs the marketing analytics staff permission. Many figures and charts depend on your plan: locked ones show a blurred value or an upgrade card. See Read figures that are locked by your plan.
Open marketing analytics
Go to Analytics > Marketing. The page opens on the Summary tab.
The green boxes mark the path: the main menu tab, Analytics, then Marketing.Sample data from a demo store. Pick a period in the date field. It opens on the last 90 days and applies to every tab.
Switch tabs to see orders, promotions or customer behavior.
Each tab starts with a Stats card of figures. Hover the information icon beside a figure for its definition.
Change the chart frequency
Charts that track a value over time, such as Sales value over time, have a list above them to group the data by Days, Months or Years. They open on Days. Pick Months or Years to see a long range, such as a full year, without a crowded chart.
Rank the top tables
The Top products, Top customers and Top cities tables have tabs to rank rows by count or by value. In Top products, you can also pick with product variants to list each variant separately, or without product variants to group variants under their product. Click a product or customer to open it in a new tab.
Summary tab
The Summary tab gives a quick read of the period.
| Figure | What it measures |
|---|---|
| Total sales | Value of all orders, including shipping fees and taxes, excluding cancelled orders. |
| Number of orders | Number of orders, excluding cancelled orders. |
| Sessions | Number of visits to your store. |
| Customers | Customers who placed at least one order. |
Charts and tables on the tab:
| Card | What it shows |
|---|---|
| Sales value over time | Sales for each day, month or year. |
| Orders over time | Number of orders for each day, month or year. |
| Customers location | Customers by city and country, as a bar chart. Beyond 20 places, the rest are grouped in Others. |
| Customer funnel | Visits at each step: Visit, View product, Add product to cart, Order confirmed and Purchase done, with the percentage of the previous step that reached each one. |
| Top products | Best-selling products by Total sold quantity or Total sales value. |
| Top customers | Customers with the highest purchases, by Number of orders or Total sales. |
| Top cities | Cities with the most orders or sales, by Number of orders or Total sales. |
Orders tab
The Orders tab looks at order size and frequency.
| Figure | What it measures |
|---|---|
| Total sales | Value of all orders, including shipping fees and taxes, excluding cancelled orders. |
| Number of orders | Number of orders, excluding cancelled orders. |
| Average cart value | Total sales divided by the number of orders, excluding cancelled orders. |
| Average sales per customer | Total order value divided by the number of customers. |
| Average orders per customer | Number of orders divided by the number of customers. |
| Orders CTR | Visits that turned into orders, divided by all visits, as a percentage. |
| Average products per order | Number of products sold divided by the number of orders, excluding cancelled orders. |
Below the figures:
Sales value over time and Orders over time charts.
Marketplace analytics: pick a platform in Select marketplace (or All) to see Total marketplace orders and Total marketplace sales for orders that came from sales platforms connected to your store. Both exclude cancelled orders, and sales include shipping fees and taxes. If no orders came from a marketplace, the card shows Nothing to show here yet. See Marketplaces.
Sales per inventory location: Number of orders and Total sales for each of your inventory locations.
Promotions tab
The Promotions tab measures your coupons and automatic discounts.
| Figure | What it measures |
|---|---|
| Number of discount codes | Coupons you created, including deleted ones. |
| Number of customers using discount codes | Customers who used a coupon in an order. |
| Number of orders from discount codes | Orders that used a coupon, excluding cancelled orders. |
| Total discount code order sales | Value of orders that used a coupon, excluding cancelled orders. |
| Total sales from automated discounts | Value of orders that received an automatic discount, excluding cancelled orders. |
Below the figures:
Number of orders per every automated discount: a pie chart of how many orders each automatic discount applied to.
Discount code results: a table of your coupons with Coupon, Number of orders, Total order value and Total discount value. Use the tabs above it to rank coupons by Orders, Total order value or Total discount value.
Customers tab
The Customers tab follows visitors from their first visit to their order, including abandoned carts.
| Figure | What it measures |
|---|---|
| Sessions | Number of visits to your store. |
| Customers | Customers who placed at least one order. |
| Orders CTR | Visits that turned into orders, divided by all visits. |
| Return customers rate | Orders from returning customers as a share of all orders in the period. |
| Number of abandoned carts | Carts left at any step without completing the order. |
| Total value of abandoned carts | Value of the carts abandoned in the period. |
| Abandoned carts that converted to sales orders | Value of abandoned carts that later became orders. |
Charts on the tab:
| Chart | What it shows |
|---|---|
| Customers location | Customers by city and country. |
| Customer funnel | Visits at each step from visiting your store to ordering. |
| Visit sources | Where your visitors came from. Sources under 5% are grouped in Others. |
| Sales channel | Share of sales from each sales channel. |
| Visits over time | Number of visits for each day, month or year. |
| Cart abandonment stage | The checkout step at which carts were abandoned, as a funnel. |
| Abandoned cart sales over time | Value of orders recovered from abandoned carts over time. |
| Abandoned cart conversion rate | Share of abandoned carts recovered over time, as a percentage. |
The tab ends with the Top products, Top customers and Top cities tables.
If many carts are abandoned at the same step, check that step in your checkout, and send reminders to customers who left their carts. See Abandoned carts and Abandoned cart messages.
Export the marketing page
Open the tab you want, then click Export to print the page or save it as a PDF file from your browser's print window. See Export an analytics page.
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