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Analytics

Analytics is where you look at what happened after you sent.

The section opens on a page of cards, one per screen underneath it, each with one live number. A card whose number could not be worked out says so rather than showing a zero it never measured.

Not counted yet

Each card's number covers the last 30 days, the same period its screen opens on, and says so. Metrics is the exception: it counts the metrics your store tracks, not anything over a period. Every screen but Metrics lets you choose another period; see Choosing a period below.

Choosing a period

Every Analytics page except Metrics has the same choice at the top: the last 7, 30 or 90 days, All time, or Custom. Dates are your store's dates, in your store's time zone, so a day here is the same day as in your Shopify admin.

The Performance page in a sample store, with the period choice at the top marked: Last 7 days, Last 30 days, Last 90 days, All time and Custom
The period choice, at the top of Performance.

Custom shows two dates, From and To; choose Apply to see that period, or Cancel to keep the one you had. Both days are included, and the page counts from the start of the first to the end of the second. A range cannot end after today.

Most numbers show their change against the period of the same length just before the one you chose. All time has no period before it, so it shows no change.

Over a long period a chart groups its points by week or by month instead of by day, so it stays readable.

Counting a long period takes longer. If some numbers take too long, the page says so and leaves them blank rather than showing a number it did not finish; a shorter period counts faster.

The period you choose is part of the page's address, so a bookmark or a shared link opens on the same period. The cards on the Analytics page always cover the last 30 days.

Performance

Performance shows what your email did, from the first send to the order. Choose the period at the top; every number on the page covers it.

The tiles. Sent, delivered, opened, clicked, orders after a click, order value, unsubscribed and bounced. Beside most of them is the change against the period of the same length just before this one — a percentage for a count, points for a rate. When the period before had nothing in it, no change is shown at all, rather than an endless percentage.

A rate waits for 100 deliveries. Below that, a tile says:

Not enough yet for a rate

Three opens out of four emails is not a 75% open rate; it is three people. The number itself is still shown.

Opens and clicks count people. Apple Mail opens email by itself to protect the reader's privacy, and email security systems open email and follow its links before anyone reads it; neither is counted in Opened or Clicked. When there are any, the total with them in it shows beside the number as "in all", and in the campaign and automation tables, where they change the rate, the rate with them in it shows under it. The open rate is out of your marketing emails delivered: a transactional email, such as a shipping update, is never tracked for opens, so it would only pull the rate down.

Orders after a click counts the orders placed in the period that followed a click in one of your emails or a tap in one of your texts — a campaign or an automation — within 5 days, or were paid with a discount code one of your email campaigns handed out. Each order counts once. A click in a transactional email, such as a carrier's tracking link, never counts toward an order. Order value is those orders' total, before refunds. If the count takes too long, the tile says so instead of showing a number:

We could not count this just now.

See How an order is counted below.

Unsubscribed is not counted on this page yet, and the tile says so.

The chart draws the chosen tile — Sent, Delivered or Bounced — day by day, with a dot on each day a campaign went out and the names of the biggest ones above it, as many as fit without overlapping. Over a long period it draws each week or each month instead, without the dots.

Top campaigns reads the newest 200 campaigns in the period. When more than 200 went out, the count above the table is still the full count, and the note under it says the five were chosen from the newest 200.

Top campaigns are the campaigns that went out in the period, most orders first. A campaign's orders here are everything it has earned since it was sent, so the tile above, which counts orders placed in the period, is not the sum of this table. Top automations are your live automations, busiest first, with what they sent in the period and the orders they earned in it. In both tables a rate under 100 deliveries says "Not enough yet", and a campaign whose orders have not been counted yet says "Pending"; a note under the table says what each one means.

How an order is counted

An order counts for an email or a text when the person who placed it clicked a link in that email, or tapped a link in that text, in the 5 days before the order, or paid with a discount code an email campaign handed out. Campaigns and automations follow the same rule.

Each order counts once. When someone clicked several of your emails or tapped links in your texts before ordering, the order goes to the last one. A discount code from one of your email campaigns comes first: an order paid with a code an email campaign handed out counts for that campaign, even if they clicked or tapped something else afterwards.

Opens never count, because some inboxes open email on the reader's behalf. Back-in-stock emails are counted on their own screen, not here. A tap on a link in a text counts the same way as a click on an email, and the last click or tap before the order gets it. A discount code a text handed out does not count an order yet.

Order value is the order's total before refunds and cancellations.

When the numbers appear. A campaign's orders are usually counted within minutes of it being sent, then every hour for 10 days and every day until it is 90 days old. After that the number stays as it was last counted. A campaign whose orders were never counted is counted, whatever its age, unless counting it takes too long; then opening its report counts it. Opening its report always counts them again on the spot. An automation's orders are counted for the period you are looking at, All time included, each time you open the page.

Deliverability shows your bounce and spam rates against the lines that matter — keep bounces under 2% and spam reports under 0.05% — your sending domain, and where your warm-up stands. See deliverability opens the whole page for the same period. For what those lines mean, see Sending reputation.

Not sent at the foot of the page is one line: how many messages were stopped in the period and the commonest reason, with a door to the page that explains them.

Text messages

Choose Text messages at the top of Performance to see what your texts did and what they cost, over the same period. A text counts in the period it was sent. Your choice stays in the page's address, so going back returns to it.

The tiles. Sent, delivered, could not be delivered, waiting on the carrier, message parts, estimated cost, replied STOP and clicked. Delivered, could not be delivered and waiting on the carrier add up to sent.

Message parts are the parts you pay for, from texts that were delivered. A long text is sent in parts. Sign-up codes and the reply to STOP are on us and add no parts. A text still waiting on the carrier has no parts yet.

Estimated cost is those parts times your rate per part, plus any texts with an image or contact card at their own rate, before taxes. Your bill in Shopify is the record. A store on the Free plan, or one that is not billed, sees "Your store is not billed." instead of a cost.

Replied STOP counts people who replied STOP in the period and have not texted START since. A reply does not say which text it answers, so it is shown for the store, not per message.

Clicked counts texts with a counted link that somebody tapped, out of the delivered texts with a counted link. A link preview that loads on its own is not a tap. A link is counted once your text link address is set up on Settings → Domain. A message whose texts had no counted link — sent before then, or with no link — says:

Not counted yet

By message lists each campaign and automation that sent a text in the period. Sign-up codes, replies and confirmations share one row. Texts the app did not send at all are on Not sent. If your store has not set up text messages, the page says so and links to Settings → Text messages.

Your first week

When your store was connected within the last 14 days and you have never sent a campaign, the top of the page shows what is done and what comes next: your sending domain, your welcome series, your warm-up and your first campaign. It goes away on its own once a campaign has been sent. Any other store with nothing sent yet sees the page's ordinary empty cards.

Campaigns & automations

Campaigns & automations puts every campaign and automation side by side, for the period you choose. Choose Campaigns or Automations at the top.

Campaigns

Each row is a campaign that finished sending in the period, email or text, with the campaigns that led to the most orders first. Choose Email or Text to see one channel. A text campaign carries a speech-bubble mark and the words "Text message" under its name.

Sent is what went out. Delivered counts the people the email provider confirmed, including anyone who later marked it as spam, because their copy arrived. While nothing has come back about a campaign yet, it shows a dash rather than a zero. Opened and Clicked are people, not events: someone who opens the same email five times counts once. An open or click a machine made, such as Apple Mail opening the email by itself, is not counted in them; where those change a rate, the rate with them in it shows beside it as "in all", on the tiles and in each row.

A rate waits for 100 deliveries. Below that, the table says "Not enough yet", because a rate over a handful of emails moves too much to mean anything.

Orders after a click counts the orders each email campaign has earned: placed within 5 days of a click in the email, or paid with a discount code the email handed out, each order once. Order value is the order's total before refunds and cancellations. A campaign whose orders have not been counted yet says "Pending"; that is usually only for the first few minutes after it is sent.

A text's taps, and its orders after a tap, are on its own campaign report.

Not sent is how many messages the campaign stopped before sending. Choose the number to see who, and why, on the Not sent page.

When more than 200 campaigns went out in the period, the newest 200 are listed, and the tiles say they add up those 200.

Automations

Each row is a live or paused automation, with what it sent in the period, its open rate, its click rate, and its Orders with their value under the count. Both rates are out of the emails it delivered, because a text has no opens. Open a row to see each of its steps for the same period, with each email step's own orders; an email step that earned none shows 0. A text step shows a dash for opens and clicks. Its orders are shown like an email step's, and count in the automation's Orders.

The Orders after a click tile above the list adds up every automation's orders in the period. An order counts for one email or text only, so an order a campaign earned is not counted again here. It includes automations you have since deleted, which are no longer in the list; a line under the tile says so when it happens. If the count takes too long, the tile and the rows say so instead of showing zeros.

Export

Export saves the rows on screen as a spreadsheet file (CSV), named for the period. It holds one line per campaign or automation with its numbers, and no profiles: no names, addresses or phone numbers. A number that was not counted is an empty cell, never a zero.

Form performance

Form performance shows who saw your forms, who signed up, and who was new. Choose the period at the top; every number on the page covers it. On a busy store a long period can take too long to count; the page then says so in one sentence rather than showing a number it did not finish.

Shown counts each time a form opens, including for visitors your store does not know yet. A visitor who opens a form on three separate visits counts three times. Beside it is the change against the period of the same length just before this one, shown only when that period had something to compare. All time has nothing before it, so it shows no change.

Submitted counts people, not button presses. A person who answers two steps of one form counts once for that form. Somebody who submits two different forms counts once on each, so the total at the top can be a little higher than the number of different people.

The rate is submitted divided by shown, and it waits until a form has been shown 100 times. Below that it says:

Not enough yet

New profiles counts the people a form brought you for the first time: their profile was created by that form's submission. Email consent given and Text consent given count the people who gave you permission through the form, one number for email and one for text messages.

These three count confirmed addresses only. An address typed into a form is checked before it counts anywhere in the app, and one that could not be confirmed is held aside rather than counted. These numbers follow the same rule, so they can be lower than Submitted.

By form lists every live form, and any other form that was shown in the period. A paused, draft or archived form carries its status beside its name. Choose Steps on a row to see that form from the moment it opened to the moment it was submitted: how many saw the first step, how many reached each later step, how many submitted, and, for a form that asks for a phone number, how many typed the code they were texted. The steps show where people stopped.

Back-in-stock forms are not on this page; they have their own report under Content → Back in stock.

Deliverability

Deliverability shows how the large inboxes are likely to see your email, worked out from what we measure ourselves. Choose the period at the top.

The status at the top is one sentence: your store is sending normally, one rate is close to its line, one is over it, not enough has been sent to tell, or campaign email has stopped for now while your warm-up waits for recent sends to settle. When it has stopped, the reason is the one Settings → Email gives, and the banner says what the stop is based on — your last few days of sending — so rates over a longer period can still read healthy beside it.

Bounces and marked spam. Keep bounces under 2% and spam reports under 0.05% of what was delivered. Over the line for a week, your sending may be held until it settles. Each chart draws a 7-day rolling rate: for every day, the rate over that day and the six before it, against the line. One spam report on a quiet day does not send the line soaring, and a day is drawn only when its week holds 100 or more deliveries. Over a long period the chart draws each week's or each month's own rate instead, and one with fewer than 100 deliveries is a gap in the line, never a zero. The number on the card is the whole period's rate, and it too waits for 100 deliveries. Until then it says:

Not enough yet

Your sending domain. One row per record, and what each one does:

Until you set up your own domain, your email is sent from our shared one, and the card says so.

Warm-up. Each day of your warm-up is a bar: the dashed outline is that day's number, and the filled bar is what your store sent. When a day's number is far above anything you sent, it is drawn at the top of the chart and the note under it says so.

By inbox. Gmail, Apple iCloud, Yahoo and AOL, Outlook and Hotmail, and everything else, each with its share of your deliveries and its own open, bounce and spam rates. The inbox is read from each address's domain, not its mail server, so an address at a company domain is in "Everything else" even if one of the large providers handles its mail. The open rate counts people, with the rate in all under it where the two differ. Apple Mail opens most email by itself to protect the reader's privacy, so Apple's people rate looks low. An inbox with fewer than 100 deliveries says "Not enough yet". The open rate is out of the marketing emails an inbox received: a transactional email is never tracked for opens, so an inbox that received only transactional email shows a dash for opens.

Addresses we will never email again. The total, how many joined in the period, and why: they bounced, they marked your email as spam, or you deleted them with "Never let these addresses back" ticked. This list protects your sending. It is kept even when a profile is deleted, and nothing on this page can undo it. The one way back is for an address that bounced: an owner can release it once, from its profile. An address that marked your email as spam is never emailed again.

What nobody can see. Whether an email landed in the inbox or the spam folder. Nobody can see that without access to the reader's mailbox, so the page shows only what we measure. For why the lines matter, see Sending reputation.

Not sent

Every message stopped before it reached somebody, and why, grouped into four: consent, protecting your sending, address problems, and your store and the message. Most of them are the app keeping a promise for you, and the page says which few are yours to act on. See Not sent for the whole page.

Metrics

Everything trackable to a profile: what your store reports, what your storefront reports, what you send through the app yourself, and what your own sending records. The number counts the metrics your store has, and the screen behind it lets you chart any one of them and read the events underneath.