Shopify has a lot of reports. Most store owners look at a few headline numbers and ignore the rest. But inside those reports are the insights that explain why your store is growing — or why it is not. This guide identifies the most important Shopify reports, explains what each one tells you, and tells you how often to review them.
Where to Find Shopify Reports
In your Shopify Admin, go to Analytics, then Reports. Reports are organised into categories: Sales, Acquisition, Customers, Behaviour, and Inventory. The reports available depend on your Shopify plan — Basic has limited reports, while Advanced and Plus have access to the full suite. You can also build custom reports on Advanced and Plus plans.
Daily Reports to Check
These reports give you a quick pulse check on store health:
- Overview dashboard: Total sales, sessions, conversion rate, and average order value for today vs the previous period. A quick 60-second check each morning.
- Live view: Shows active visitors right now. Useful during a sale or product launch to see real-time traffic surges.
Weekly Reports to Check
| Report | What to Look For |
|---|---|
| Sales over time | Week-on-week trend, any unusual spikes or drops |
| Top products by revenue | Are your bestsellers still performing? Any rising products? |
| Sessions by referrer | Which channels drove the most traffic this week |
| Conversion rate by landing page | Which pages convert visitors into buyers |
Monthly Reports to Check
Monthly reports reveal trends that are invisible in day-to-day noise:
- Customer retention cohort: What percentage of customers from previous months are still buying? (Available on Shopify Advanced.)
- Average order value trend: Is AOV increasing or decreasing over time? A falling AOV might indicate discount overuse or a change in your product mix.
- New vs. returning customers: What percentage of your revenue comes from new customers vs. existing ones? Healthy stores see growing returning customer share over time.
- Inventory turnover: Which products are selling and which are just taking up warehouse space? Use the ABC inventory report to identify your A-tier (top sellers) and C-tier (slow movers).
Quarterly Reports to Check
Quarterly reviews are for strategic decisions, not daily management:
- Sales by product variant: Are certain sizes or colours significantly outselling others? Adjust your purchasing accordingly.
- Customer geographic distribution: Where are your customers? Are there regions or countries showing organic growth that you should target more deliberately?
- Abandoned checkouts report: What is your checkout abandonment rate? Is it improving or worsening? What is the average value of abandoned orders?
If you want help interpreting your Shopify reports and turning the data into a growth action plan, the OneOnic team works with Shopify merchants on analytics and strategy.
Frequently Asked Questions
Which Shopify plan do I need to access all reports?
Shopify Basic includes a limited set of reports — mainly sales and order summaries. Shopify’s standard plan ($79/month) adds more analytics. Advanced Shopify ($299/month) unlocks the full reports suite including customer cohort analysis, custom report builder, and predictive analytics. Shopify Plus includes everything in Advanced plus additional enterprise features.
Can I export Shopify reports to Excel or Google Sheets?
Yes. Most Shopify reports have an Export button that downloads a CSV file. You can open this in Excel or import it into Google Sheets. For automated reporting, apps like Data Export Reports can schedule regular exports directly to your email or Google Sheets automatically.
Why is my Shopify conversion rate low even though traffic is high?
High traffic with low conversion usually means one or more of: low-quality traffic (visitors who are not your target customer), a product-page problem (poor images, inadequate description, no reviews), a trust issue (new store with no social proof), or a pricing problem. Use the Conversion rate by landing page report to identify which specific pages are underperforming, then investigate those pages with heatmap data to understand why.
Ready to Build a High-Converting Shopify Store?
OneOnic builds Shopify stores for growing Indian brands — from design and development to ongoing growth strategy. Our team has launched 100+ stores across fashion, food, wellness, electronics, and more.
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