Shopify Dashboard
The Shopify Dashboard helps you understand which marketing channels are associated with orders and how their performance changes over time. Use it to decide where to investigate growth or wasted spend, compare periods, and open the order activity behind a surprising result.
Navigation: Open Shopify → Dashboard.
Select the reporting context
At the top of the page:
- choose the store;
- choose the reporting period;
- enable a comparison period when needed;
- choose the available attribution view;
- optionally set a minimum order total to exclude very small orders;
- apply product filters if you want to focus on part of the catalog.
Always confirm these controls before comparing a dashboard with another report.
Read the summary
The summary answers the first business question—“How did the selected store and period perform?”—before you investigate individual channels. Summary cards show measures such as total revenue, orders, marketing expense, and return on investment for the selected context. Missing expense information can make expense-based measures unavailable or incomplete.
Use the cards for orientation, then review the channel table for the underlying breakdown.
Use the dashboard views
- Table View shows detailed channel rows and supports drill-down.
- Bar Chart compares revenue and expense by channel.
- Line Chart shows order or performance trends over time.
- Pie Chart shows the distribution across channels.
- Product Sales focuses on product-level activity when available.
Charts are alternative views of the selected reporting context; switching tabs does not create new data.
Explore channel details
Channel details help explain why a channel has its reported result and which orders contributed to it. Select a channel to inspect available source details, campaign information, landing information, expenses, and related order activity. Labels and available fields depend on the order data received from the store.
An order can appear as direct, unknown, or another fallback channel when its journey does not contain enough recognized information.
Configure channel matching
Channel matching turns inconsistent campaign and source labels into stable business categories, so reports remain understandable across campaigns. Authorized users can open channel configuration to define how incoming source information is grouped. Keep rules specific and ordered because an order can match the first applicable channel.
After changing channel rules, review a known sample of orders before relying on the new grouping. Preserve historical meaning when renaming or archiving channels.
Manage influencers and expenses
Where available, use the channel details to maintain influencer codes and marketing expenses. Archive an item when you want to preserve historical reporting but stop future matching. Delete only when you understand the effect described in the confirmation dialog.
Troubleshoot the Dashboard
No attribution data appears
Confirm the store, date range, minimum order total, and product filters. Try a wider period and wait for initial order synchronization.
Totals differ from Orders
Check timezone, date range, attribution filters, minimum order total, product filters, refunds, and whether the comparison includes the same store and order states.
A channel is unexpected
Open the channel or order details and inspect the visible journey information. Then review channel matching rules and aliases with an authorized teammate.