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.

Choose an attribution model

The attribution model decides which visit gets the credit for an order when the customer came to the store more than once before buying. Pick it in the Model dropdown; hover the info icon next to it for a reminder of each rule.

A visit is direct when the customer typed the address, used a bookmark, or came back to a page of your store they already had open.

First Click credits the first visit in the order’s journey. If it was direct, the last visit gets the credit.
Last Click (default) credits the last visit in the order’s journey. If it was direct, the first visit gets the credit.
Last Non-Direct Click credits the last visit in the order’s journey that wasn’t direct: an ad, search, social, email or referral link. Your store’s own marketing reports use this model by default, so pick it when comparing this dashboard with them.

Example: a customer first arrives from a paid social ad and a week later returns from a search ad and buys. Last Click reports the order under the search campaign; First Click reports it under the social ad. If the customer had come back directly a third time before buying, Last Click would credit the first visit, while Last Non-Direct Click would still credit the search ad. For unusually long journeys the model looks at the most recent fifty visits. Channel totals therefore differ between models. A visit without campaign tags is reported under Other unless one of your channel rules matches its referring site. The choice is remembered for your account.

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.

When your plan does not include Shopify Insights

Revenue and order totals stay available on every plan, so you can always check how the store is doing even after a Shopify Insights trial ends. For example, you can compare last week’s revenue with the week before without upgrading.

Without Shopify Insights, the Dashboard shows the store and period selectors, Total Revenue and Total Orders with their change from the previous period of the same length, and a small trend chart. The minimum order total saved for your workspace still applies, so the numbers match what the full Dashboard showed. Select the order count to open those orders.

Channel breakdowns, charts, expenses, return on investment, and exports need a plan with Shopify Insights. Use Go to Billing on the locked notice to change your plan.

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.

A source’s rules form a base rule where every field must match and several values for one field are alternatives. Add an OR group when a different combination should count as the same source; the order then matches when the base rule or any group holds, and the base rule keeps working as before. Rules can match campaign parameters, the referring site, referral and discount codes, and the store’s own classification of the visit. Shopify source is where the store saw the visit come from, such as google, facebook, direct or a referring domain. Shopify source type is the kind of marketing behind it, such as ad or retargeting, and it lets a rule recognise a paid visit even when the link carried no campaign tags.

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.

A brand-new order can take up to about 40 minutes to show its channel: the store finishes recording the customer’s visits first, and the dashboard picks the order up on its next refresh. Until then the order is counted under Other.

Only revenue and orders are shown

Your plan does not include Shopify Insights, or its trial has ended. The totals are still correct for the selected store and period; open Billing to get channel analytics back.

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.