The Five Shopify Reports Worth Checking Every Week

Shopify's analytics section is large and most of it is noise for weekly purposes. Five reports, ten minutes, once a week, will catch nearly everything worth catching.

1. Conversion funnel over time

Analytics → Conversion rate breakdown, viewed as a trend.

You want the four stages — sessions, added to cart, reached checkout, converted — plotted week over week, not as a single number.

What you are looking for is a change in shape. Total conversion drifting down while add-to-cart holds steady means something broke downstream — a payment method, a shipping rate, a checkout script. That is a same-day fix, and it is invisible if you only watch the headline rate.

2. Sessions by landing page

Analytics → Sessions by landing page.

Two things here. First, which pages people arrive on, which is rarely the homepage and is often a product page you have never optimised.

Second, conversion rate per landing page. A page with 3,000 sessions and a 0.4% conversion rate is a specific, findable problem. Averages hide it completely.

Sort by sessions, look at the top ten, and ask why the weakest one is weak.

3. Top online store searches

Analytics → Top online store searches, and searches with no results.

The first list is your customers describing your products in their own vocabulary. If those words are not in your titles, tags, and filters, that is free work waiting.

The no-results list is better still. Every entry is a product you should stock, a product you do stock under a different name, or a spelling your search cannot handle. It is the shortest list of high-value fixes you will find anywhere in the admin.

4. Products by sell-through and by view-to-buy

Analytics → Product reports.

The number to watch is not units sold — it is the ratio of product page views to purchases, per product.

• High views, low purchases — the page is failing, or the price is wrong, or the photography oversells. A fixable problem on a product people already want.
• Low views, high conversion — a product that converts well and nobody can find. A merchandising and navigation problem, and usually the fastest win in the report.

That second pattern is the one most stores are sitting on without knowing.

5. Returning customer rate

Analytics → Returning customer rate, plus first-time vs returning revenue.

This is the health check that traffic and conversion metrics do not give you. A store with a rising conversion rate and a falling returning customer rate is buying growth and losing the base — which works until acquisition costs rise.

Watch it monthly rather than weekly; the signal is slow.

The weekly routine

Ten minutes, same time each week:

1. Funnel shape — anything broken?
2. Landing pages — any high-traffic page underperforming?
3. Search — any no-results entries worth acting on?
4. Products — anything converting well that nobody sees?
5. Returning rate (monthly) — is the base growing?

Write down anything that changed and what you did about it. The log matters more than the individual readings, because it turns a dashboard into a record of cause and effect.

What not to do weekly

Do not compare this week to last week and react. Ecommerce weeks are noisy — a bank holiday, a paid campaign ending, a stockout, an influencer post. Look at a rolling four-week trend for anything you plan to act on, and reserve the week-over-week view for spotting breakage.

The exception is the funnel shape. A sudden change there usually means something is broken, and broken things are worth reacting to immediately.