分析
分析页面显示主要销售额、订单量和在线商店访客数据。您可以一目了然地看到您商店的业绩 - 涵盖所有销售渠道和任何日期范围。
例如，在分析页面上，您可以执行以下活动：
查看您最近的销售额，并与之前的时间段进行比较
比较销售渠道的业绩
跟踪您的客单价
查看您的访客来自哪个地区或社交媒体来源
监视按时间段显示趋势
控制面板显示了最有价值的指标，可让您深入了解商店的业绩和客户的行为。指标以数字格式显示，在适当的情况下也可以显示为图表。对于所有指标，还可以显示相较于上一个日期范围的百分比变化。
步骤：
PC：
在 Shopify 后台，转到分析。默认情况下，控制面板会显示今天与昨天的数据对比情况。
如果要查看其他日期范围的数据，请点击日期菜单并选择不同的日期范围。您可以选择预设范围（如过去 30 天），也可以通过点击日历上的日期来设置任意自定义范围。
如果要显示与上一期间或上一年度相同日期范围的比较，请选择与之前的日期比较并选择比较值。
点击应用。
可选：如果显示了查看报告链接，则可以点击此链接以查看关于指标的详细信息。并非所有的指标都有报告，并且您需要使用提供了详细的 Shopify 报告的计划。
苹果系统：
在 Shopify 应用中，点击商店。
点击分析。默认情况下，此页面会显示今天的数据及其与昨天数据的对比情况。
如果要查看其他日期范围的数据，请点击日期菜单并选择不同的日期范围。您可以选择预设范围（如过去 30 天），也可以通过点击日历上的日期来设置任意自定义范围。
如果要显示与上一期间或上一年度相同日期范围的比较，请选择与之前的日期比较并选择比较值。
点击应用。
可选：如果显示了查看报告链接，则可以点击此链接以查看关于指标的详细信息。并非所有的指标都有报告，并且您需要使用提供了详细的 Shopify 报告的计划。
安卓系统：
在 Shopify 应用中，点击商店。
点击分析。默认情况下，此页面会显示今天的数据及其与昨天数据的对比情况。
如果要查看其他日期范围的数据，请点击日期菜单并选择不同的日期范围。您可以选择预设范围（如过去 30 天），也可以通过点击日历上的日期来设置任意自定义范围。
如果要显示与上一期间或上一年度相同日期范围的比较，请选择与之前的日期比较并选择比较值。
点击应用。
可选：如果显示了查看报告链接，则可以点击此链接以查看关于指标的详细信息。并非所有的指标都有报告，并且您需要使用提供了详细的 Shopify 报告的计划。
分析页面上显示以下指标：
| 指标 | 针对日期范围的显示内容 |
|---|---|
| 客单价 | 显示所有订单（不包括礼品卡）的平均价值，除以包含至少一种产品（礼品卡除外）的订单总数。订单金额包括退货前的税金、运费和折扣。 该值帮助您了解客户在您的商店中的花销趋势，并能帮助您调整定价策略。 |
| 在线商店订单转化率 | 显示促成订单的流量百分比。此指标仅适用于您的在线商店渠道。 购物者需要先向他们的在线购物车中添加产品，并前往结账页面，才能购买产品。这通常称为转化漏斗，即从上一步到下一步的人数明显地递减：
理想情况下，随着时间的推移，您需要调整您的营销和产品报价，以便更多将产品添加到其购物车的购物者能够实际完成购买。 |
| 在线商店访客数（按照设备类型计算） | 显示您的在线商店的访问次数以及用于访问您商店的设备类型。最常见的设备类型为移动设备、桌面设备和平板电脑。此指标仅适用于您的在线商店渠道。 |
| 在线商店访客数（按照国家地区计算） | 显示您的在线商店的访问次数（按国家/地区排列）。此指标仅适用于您的在线商店渠道。 |
| 在线商店访客数（按照流量来源渠道计算） | 根据访客访问您商店的方式显示在线商店的访问次数。 例如，有人搜索您的商店或直接输入您商店的 URL 时将产生流量。最常见的流量来源是搜索、定向、社交和电子邮件。流量来源有时是无法确定的，所以出现未知流量来源的情况也很常见。此指标仅适用于您的在线商店渠道。 |
| 来自社交来源的网站流量 | 显示来自社交媒体源（例如 Facebook、Instagram、YouTube 或 Twitter）的网站流量。此数据可以帮助您集中精力进行营销。此指标仅适用于您的在线商店渠道。 |
| 回头客率 | 显示在您的商店中多次下订单的客户所占百分比。此比率的计算方法是回头客数量除以客户总数。此比率可帮助您确定现有客户群的稳固程度。 |
| 按 POS 地点显示销售额 | 如果您有多个 POS 地点，则显示每个地点产生的销售额。 |
| 销售额（按照社交渠道计算） | 显示源于社交媒体来源（例如 Facebook 和 YouTube）的销售额。此数据可以帮助您将精力集中在营销工作上。 |
| 按员工显示销售额 | 如果您有多个 POS 地点，则显示每位员工处理的销售额。 |
| 销售额（按流量推荐来源） | 显示来自每个流量来源的销售额。最常见的流量来源是搜索、定向、社交和电子邮件。 |
| 热门登录页面 | 显示客户在您的在线商店上发起访问的特定页面。您可以使用此数据来对这些页面上的文本和号召性内容进行自定义，从而充分利用客户对您网站的第一印象。此指标仅适用于您的在线商店渠道。 登陆页面是根据在唯一访问中被浏览的第一个页面的 URL 决定的。访问将在访客没有进行任何活动的 30 分钟后以及在 UTC 的午夜时结束。 |
| 热销产品（按照销售单位计算） | 显示您商店中最畅销的产品。出于营销和库存目的，了解此信息将十分有用。您也可以将这些产品推荐给新客户或在社交媒体推广中提到它们。 |
| 热门访客渠道（按照访客数计算） | 显示直接从其他网站进入您的在线商店的访问次数。显示前 5 个网站。此指标仅适用于您的在线商店渠道。 不包括以下类型的推荐来源：
|
| 在线商店总流量 | 显示在线商店中的访问次数。此指标仅适用于您的在线商店渠道。 此数字是指在指定的日期范围内您的在线商店上产生了多少不同的流量。还显示了访客数量。一名唯一的访客可能有多次访问。 示例：John 访问了一次您的在线商店，Jane 访问了两次，Jenna 访问了三次。此时访问数为 6，而访客数为 3。 对于许多在线商店，在周末和假日以及开展促销或营销活动期间，访问数可能会有所增减。 |
| 总订单数 | 显示已下单的订单数量。 |
| 总销售额 | 显示按销售渠道排序的销售额。总销售额 = 总销售额 - 折扣 - 退款 + 运费 + 税金。 |
| 营销活动带来的销售额 | 此数据可帮助您了解与您的营销工作相关的流量产生的总销售额。这包括通过 Shopify 后台的“营销”部分以及使用 Urchin Tracking Module (UTM) 参数的外部方法管理的营销宣传和活动。 |
当您打开分析页面时，将看到约 1 分钟内的最新数据。您可以重新打开控制面板或刷新浏览器页面以显示更新的数据。
分析页面上的每日数据可能会在其最初处理并发布后的 48 小时内更新。例如，由于系统在一分钟内计算了流量数据，并且无关的机器人流量可能会包含在该数据中，按时间段显示访问量和按时间段显示在线商店转化情况报告可能会更新。测试可用于确定此类流量是否可运行，可能最多需要 48 小时才能完成。如果这些测试发现无关流量，则系统会从您的报告中删除无关数据。
如果您没有使用在线商店渠道，则不会显示与网站流量相关的指标。同样，如果您没有使用 POS 渠道，则不会显示与这些渠道相关的指标。
控制面板中的数据可能与其他公司的分析和报告工具及服务收集的数据略有不同。对于数据可能出现差异的相关原因，请参阅报告差异。
流量和访客
访问次数和访客数均基于 Cookie。Cookie 是购物者在访问您的在线商店时存储在其设备（如桌面设备或智能手机）上的小型文件。一个 Cookie 标识设备（访客）。另一个 Cookie 跟踪访问时长。
访问将在没有进行任何活动 30 分钟后以及午夜时 (UTC) 结束。由于同一访客可以拥有多个访问，因此访问数通常高于访客数。
自 2017 年 4 月 6 日起，如果您已在某台设备上登录了 Shopify 后台，该设备上的流量不会计为网站流量。
示例：购物者在您的商店中查看产品 20 分钟，然后在 2 小时后又返回商店 10 分钟。此时将报告两次访问和一位访客。如果购物者查看您的商店 5 分钟后离开，然后又在 10 分钟后返回，则将报告一次访问和一位访客。
Shopify商户官网原文详情：
Analytics
The Analytics page shows key sales, orders, and online store visitor data. You can see at a glance how your store is performing—across all of your sales channels, and for any date range.
For example, on the Analytics page you can do the following activities:
check the value of your recent sales and compare them to a previous time period
compare how well your sales channels are performing
track your average order value
see where your visitors are coming from—by region or by social media source
monitor the trends over time
The dashboard shows the most valuable metrics that give you insight into the performance of your store and the behavior of your customers. The metrics are shown in numeric format and also as graphs where appropriate. For all the metrics, the percentage change from the previous date range can also be shown.
Steps:
PC：
From your Shopify admin, go to Analytics. By default, the dashboard shows data for today compared to yesterday.
If you want to see data for another date range, then click the date menu and select a different date range. You can select a preset range, such as Last 30 days, or you can set any custom range by clicking dates on the calendars.
If you want to show comparisons with the previous period or to the same date range from the previous year, then check Compare to previous dates and select a comparison value.
Click Apply.
Optional: If the View report link is shown, then click it to see more details about the metric. Not all metrics have a report, and you need to be on a plan that provides the detailed Shopify reports.
iPhone：
From the Shopify app, tap Store.
Tap Analytics. This page shows data for today, compared to yesterday by default.
If you want to see data for another date range, then click the date menu and select a different date range. You can select a preset range, such as Last 30 days, or you can set any custom range by clicking dates on the calendars.
If you want to show comparisons with the previous period or to the same date range from the previous year, then check Compare to previous dates and select a comparison value.
Click Apply.
Optional: If the View report link is shown, then click it to see more details about the metric. Not all metrics have a report, and you need to be on a plan that provides the detailed Shopify reports.
Android：
From the Shopify app, tap Store.
Tap Analytics. This page shows data for today, compared to yesterday by default.
If you want to see data for another date range, then click the date menu and select a different date range. You can select a preset range, such as Last 30 days, or you can set any custom range by clicking dates on the calendars.
If you want to show comparisons with the previous period or to the same date range from the previous year, then check Compare to previous dates and select a comparison value.
Click Apply.
Optional: If the View report link is shown, then click it to see more details about the metric. Not all metrics have a report, and you need to be on a plan that provides the detailed Shopify reports.
The following metrics are shown on the Analytics page:
Metric What it shows for the date range Average order value Shows the average value of all orders (excluding gift cards), divided by the total number of orders that contained at least one product other than a gift card. Order value includes taxes, shipping, and discounts before returns.
This value helps you know how much customers tend to spend on your store and can help inform your pricing policies.
Online store conversion rate Shows the percentage of sessions that lead to an order. This metric applies to your Online Store channel only.
Shoppers need to add items to their online cart and then go to the checkout before they can purchase a product. This is commonly known as the conversion funnel, and it is typical to see a decrease from one step to the next:
Added to cart: Number and percentage of sessions in which shoppers added one or more items to their shopping carts.
This amount is usually smaller than the total number of shoppers because some shoppers view the products in a store without adding any items to their cart.
Reached checkout: Number and percentage of sessions in which shoppers added one or more items to their shopping cart, proceeded to the checkout, and performed an action (for example, a key press or mouse click).
This amount is usually smaller than the Added to cart amount because some shoppers add items to their cart but don't go to the checkout or don't submit their contact information.
Sessions converted: Number and percentage of sessions in which shoppers added one or more items to their shopping carts, proceeded to the checkout, and then purchased the items.
This amount might not match your order count, because shoppers can make multiple orders within a single session.
This amount is usually smaller than the Reached checkout amount because some shoppers leave the checkout without purchasing anything. Learn more in the topic about abandoned checkouts.
Ideally, and over time, you want to tailor your marketing and product offerings so that a greater percentage of shoppers who add an item to their cart actually carry through with a purchase.
Online store sessions by device type Shows the number of sessions on your online store and what kind of device was used to access your store. The most common device types are mobile, desktop, and tablet. This metric applies to your Online Store channel only.
Online store sessions by location Shows the number of sessions on your online store sorted by country. This metric applies to your Online Store channel only.
Online store sessions by traffic source Shows the number of sessions on your online store based on how the visitors accessed your store.
A session occurs when someone does a search or enters the URL of your store directly, for example. The most common traffic sources are search, direct, social, and email. The traffic source cannot always be determined, so an unknown traffic source is also common. This metric applies to your Online Store channel only.
Online store sessions from social source Shows the number of sessions on your online store originating from social media sources, such as Facebook, Instagram, YouTube, or Twitter. This data can help you focus your marketing efforts. This metric applies to your Online Store channel only.
Repeat customer rate Shows the percentage of your customers who have placed more than one order from your store. The rate is calculated as returning customers divided by total customers. This rate can help you determine how solid your established customer base is.
Sales by POS location If you have point of sale locations, shows the amount of sales that originated from each location.
Sales by social source Shows the amount of sales that originated from social media sources, such as Facebook and YouTube. This data can help you focus your marketing efforts.
Sales by staff If you have point of sale locations, shows the amount of sales that were handled by each staff.
Sales by traffic source Shows the amount of sales that came from each traffic source. The most common traffic sources are search, direct, social, and email.
Top landing pages Shows the specific pages on which your customers started their sessions on your online store. You can use this data to customize the text and call to actions on those pages to capitalize on your customers’ first impression of your site. This metric applies to your Online Store channel only.
A landing page is determined from the URL of the first page viewed in a unique session. A session ends after 30 minutes of no activity by a visitor, and at midnight UTC.
Top products by units sold Shows the top-selling products from your store. This is useful to know for marketing and inventory purposes. You can also recommend these products to new customers or refer to them in social media promotions.
Top referrers by sessions Shows the number of sessions to your online store that came directly from other websites. The top 5 websites are shown. This metric applies to your Online Store channel only.
The following types of referrer sources are not included:
Direct: The customer entered your store's URL into their browser.
Search: The customer clicked your store from a search engine's results page.
Email: The customer clicked a link to your store in an email.
Social: The customer clicked a link on social media.
Total online store sessions Shows the number of sessions on your online store. This metric applies to your Online Store channel only.
The number refers to how many different sessions occurred on your online store within the specified date range. The number of visitors is also shown. A unique visitor might have more than one session.
Example: John visited your online store one time, Jane visited two times, and Jenna visited three times. The number of sessions is 6, and the number of visitors is three.
For many online stores, the number of sessions can rise or fall on weekends and holidays, and on days when promotions or marketing campaigns are occurring.
Total orders Shows the number of orders that were placed.
Total sales Shows the sales amounts, sorted by sales channel. Total sales is equal to gross sales − discounts − returns + shipping + taxes.
Sales attributed to marketing This data helps you understand the total sales value generated by traffic that can be associated with your marketing efforts. This includes marketing campaigns and activities managed through the Marketing section in your Shopify admin and external methods that use Urchin Tracking Module (UTM) parameters.
When you open the Analytics page, the data is up to date, within about 1 minute. You can reopen the dashboard or refresh the browser page to show newer data.
The daily data on your analytics page might update within a 48 hour period after it's initially processed and published. For example, your Sessions over time and Online store conversion over time reports might update because your traffic data is calculated within a minute, and unwanted bot traffic can end up included in the data. Tests to determine this type of traffic are run, and can take up to 48 hours to complete. If these tests find unwanted traffic, then the unwanted data is removed from your reports.
If you don't use the Online Store channel, then the metrics related to online store sessions aren't shown. Similarly, if you don't use the point of sale channel, then those metrics aren't shown.
The data in the dashboard might vary slightly from the data gathered by analytics and reporting tools and services from other companies. For information on why the data can vary, see Report discrepancies.
Sessions and visitors
The number of sessions and the number of visitors are based on cookies. Cookies are small files that are stored on a shopper's device, such as a desktop or smartphone, when they visit your online store. One cookie identifies the device (the visitor). Another cookie keeps track of the length of the session.
A session ends after 30 minutes of no activity, and at midnight UTC. Because the same visitor can have multiple sessions, the number of sessions is usually higher than the number of visitors.
As of April 6, 2017, when you are logged in to the Shopify admin on a device, sessions from that device aren't counted as online store sessions.
Example: A shopper views products on your store for 20 minutes, then returns to your store 2 hours later for another 10 minutes. Two sessions and one visitor are reported. If the shopper instead views your store for 5 minutes, leaves, and returns 10 minutes later, then one session and one visitor are reported.
文章内容来源：Shopify商户官方网站
