Analytics & dashboard

How the command center is arranged

Home is ordered for decisions, not decoration: performance KPIs first, then the Merchant Action Center, sales and live activity, operations health, recent orders and top products, and finally growth opportunities. Urgent payment, fulfillment, or inventory work therefore appears before exploratory charts.

Related tools are grouped by workflow in the sidebar: Sales contains orders, subscriptions, B2B, and customers; Catalog contains products and the full inventory workspace; Growth contains marketing, reviews, and analytics; Store contains the online store, markets, and shipping; and Manage contains apps, launch readiness, support, and settings. Open a parent item to see its focused sub-tools.

Date ranges

Every number on the dashboard responds to the date-range picker in the top-right corner:

• Today, Yesterday, Last 7 days, Last 30 days (the default).
• This month and Last month — full calendar months.
• Custom — pick any two dates from the calendar inputs that appear.

Switching ranges re-runs sales, profit, sessions, conversion, acquisition, and product figures. Operational alerts, launch status, recent orders, and low stock stay current because they are action queues rather than period reports.

What each card shows

• Gross sales is merchandise before discounts, tax, and shipping. Net sales subtracts discounts and refunded merchandise. Tax and shipping are shown separately and never mislabelled as product revenue.
• Gross profit is net sales minus cost of goods sold. New orders use the cost recorded when the order was placed; a visible coverage notice identifies older lines that must use today's cost as an estimate.
• Orders, average order value, refund rate, returning customer rate, and storefront conversion all compare with the immediately preceding period of equal length.

Storefront conversion funnel

Analytics → Overview follows anonymous sessions through five real stages: session, product view, add to cart, checkout reached, and completed order. Conversion rate is completed-order sessions divided by sessions that started in the selected period. A session continues across tabs and rotates after 30 minutes of inactivity.

Add-to-cart, checkout, and completed-order milestones are written only after the commerce API accepts the underlying action. They are not totals claimed by browser JavaScript, and event IDs prevent a retry from inflating the funnel.

Acquisition and device reports

• Acquisition sources uses UTM source/medium/campaign when present, then an external referrer hostname, and finally “direct”. It shows sessions, completed orders, and conversion rate per source.
• Device mix groups sessions into mobile, desktop, tablet, or other. The full user-agent string is not retained.
• Analytics → Reports includes direct links to the conversion funnel and acquisition report alongside sales, orders, inventory, and customer reports.

Analytics privacy

Historical analytics stores a SHA-256 hash of a random anonymous session key, path without its query string, referrer hostname (not the full URL), UTM labels, coarse device type, and country code. It never stores the visitor's raw IP address, full referrer URL, email, or raw user-agent string. Analytics begins only after the visitor allows that purpose in the privacy center. Do Not Track disables the anonymous session even if an older saved choice allowed it; Global Privacy Control opts out of marketing/data sharing. Historical sessions are automatically removed after 13 months.

Sales over time

A daily revenue chart across the selected range, plus:

• Top selling products — ranked by revenue within the same range.
• Orders by status — a lifetime breakdown (paid, fulfilled, cancelled, refunded, pending).

Live active visitors

A real-time map of who's browsing your storefront right now, grouped by city. Every consented open storefront tab pings the platform every ~25 seconds while visible; that ping resolves to an approximate city from the visitor's IP address and refreshes a marker that expires automatically about 90 seconds after their last ping — so the map always reflects genuinely active visitors, not a stale snapshot. It updates on its own every 30 seconds without needing a page refresh. The IP is used in memory for the approximate city lookup and is not stored in the live presence record.

Recent orders & low stock

Two lifetime (not period-filtered) widgets: your five most recent orders, and the five variants running lowest on stock — both link straight through to their full pages.