Use the Analytics tabs

Analytics goes deeper than Home. It has four tabs: Revenue, Retention, Deliverability and Activity. Open Email & SMS, then Reports, then Analytics.

#Change the period

The Revenue tab has a period picker at the top right: 7 days, 30 days, 90 days and 1 year. It starts on 30 days. The period carries over when you switch to the Retention tab. The Deliverability and Activity tabs have no period.

#Revenue tab

If your store is not connected, the tab says Connect your store to see this and links to Connect your store. Once it is connected you see:

• Four tiles: Revenue (everything your shop took), Orders (cancelled orders are not counted), New customers (people who bought for the first time ever) and Average order. Each compares with the previous period of the same length.
• Revenue, day by day with two shaded areas, your whole store and from email. Hover over a day to read both.
• New and returning splits revenue into From new customers and From returning customers. An order is "new" when it is that person's first ever. If some orders cannot be tied to anybody on your list, a third row, Not matched to a person, shows them. Every figure is net of refunds.
• What email earned shows Revenue from email and Share of everything you took. The card says an order counts as email's when the buyer clicked an email in the click window you set. Opens never count. See what's earning → opens Home.
• Popular products lists your ten best sellers by money, with Units, Revenue and Share. A partial refund lowers the order but not the product line, because your shop tells us the amount refunded and not which item it came off.
• Where the orders came from groups orders by the utm_source tag on the visit. Orders with no tag are left out of the table and counted in the note under it, not shown as "direct". If your store has never sent a source, the card tells you to add utm_source to the links in your ads and posts.

#Retention tab

Retention is about who bought and who came back.

• Total customers, All-time revenue and Customer lifetime value at the top. Lifetime value is what one customer has been worth on average since day one.
• How often people buy puts everybody on your list in one of four groups: Leads (on your list, never bought), One-time customers (bought once), Repeat customers (bought 2 to 4 times) and Loyal customers (bought 5 times or more). A cancelled or fully refunded order does not make somebody a customer.
• Cohorts group customers by their first order and follow them ever since. Press Months, Products, Coupons or Sources to choose how to group. The columns are Customers, Revenue, Came back (the share who bought at least twice), Average order and Lifetime value. A customer whose first order did not carry the grouping is left out, and a note says how many.

#Deliverability tab

It shows How your mail is landing in brief and links to Reputation for the full picture.

#Activity tab

Activity lists everything your shop sends us, which helps when revenue looks wrong.

1. Open the Activity tab.

2. Read the table Everything your shop sends us. Columns are Event, What it is for, 24 hours, 7 days, 30 days and Last one. A chip never arrived marks events we expect and have not had. Is anything broken? opens your store connection.

3. Click an event name to see a per-day bar chart for 30 days and a newest-first list. Press Show what arrived on a row to read the raw detail. Use filter by email to find one person.

4. A box titled Send yourself a test one gives a command you run from your own computer, to prove the connection works.

Under What each one means, you can tell us which of your shop's events count as a Purchase, Cart, Product view or Signup. Most shops never touch this. A shop that names its orders something unusual would otherwise show $0 while its own admin shows real money.

Press Change on a row, tick every event that means that role, add other names under Something else your shop sends, and press Save. Only people who can edit settings see Change.

#Export to CSV

Some tables have an Export CSV button:

• Popular products and Where the orders came from on the Revenue tab. The export uses the period you chose.
• How often people buy and Cohorts on the Retention tab.

The file downloads with a date in its name. The messages list has its own export. See "See every message you've sent".

#If it didn't work

• Everything shows $0. Your store may not be connected, or its order event is named something we don't count. Check the Activity tab and What each one means.
• Popular products is empty. Nothing sold, or the orders arrived with no line items.
• Share of everything you took is a dash. Your store took nothing in the period.
• No Export CSV button. The table is empty. The button appears when there are rows.