Shopify Analytics 2026: Step-by-Step Every Report Guide

Q: Does Shopify do Analytics?

Yes, Shopify provides built-in analytics to track sales, customer behavior, and store performance. However, it lacks real-time profit tracking , requiring third-party tools like TrueProfit for accurate financial insights.

Q: What is the difference between Google Analytics and Shopify Analytics?

Shopify Analytics tracks store sales and orders, while Google Analytics provides website traffic insights and customer behavior tracking. Using both together gives a complete picture of store performance.

Q: How do I analyze my Shopify store?

Check Shopify Analytics for sales and traffic trends. Use Google Analytics for in-depth audience tracking. Track real-time profit with TrueProfit to measure actual earnings. Monitor key metrics like conversion rates and ROAS to optimize growth.

Q: How do I view insights on Shopify?

Go to Shopify Admin → Analytics for reports on sales, traffic, and customer behavior. However, Shopify doesn’t track net profit , so tools like TrueProfit help monitor COGS, ad spend, and real profitability.

Q: How much does Shopify Analytics cost?

Shopify Analytics is free with all plans , but advanced reports require higher tiers : Basic Shopify ($39/month): Limited reports Shopify Plan ($105/month): Full sales reports Advanced Shopify ($399/month): Custom reports

Q: How accurate are Shopify Analytics?

Shopify Analytics is accurate for sales data but may differ from other platforms due to session tracking differences and delayed updates. It also doesn’t track net profit , making a tool like TrueProfit essential for real-time financial accuracy.

Q: Is Shopify session accurate?

Shopify tracks sessions differently, resetting after 30 minutes of inactivity , and ad blockers may prevent tracking. For real-time insights, TrueProfit consolidates data across multiple sources, ensuring a precise view of store performance.

Written by:

Leah Tran|Last updated: September 23, 2026

Shopify Analytics is an essential tool for store owners, providing insights into sales, customer behavior, and overall performance. It helps you see where your revenue is coming from and which products drive the most sales. However, while it’s great for tracking sales, Shopify Analytics falls short on showing your net profit - your true financial health.

In this guide, we’ll walk you through the key reports available on Shopify, explain their benefits and limitations, and reveal how you can overcome these gaps.

In this blog:

1. Understanding Shopify Analytics: Key Features & How to Access Them
2. The Limitations of Shopify Analytics
3. Why Tracking Net Profit Matters for Shopify Stores
4. Turn Shopify Data Into Real Profit Clarity
5. Shopify Analytics FAQs

Understanding Shopify Analytics: Key Features & How to Access Them

Shopify Analytics provides essential reports to help you monitor sales, traffic, and customer behavior. However, many store owners struggle to find and interpret the right data. This guide will walk you through where to find Shopify’s key analytics reports and what they reveal about your store’s performance.

Overview Dashboard: Get a Quick Store Summary

The Overview Dashboard provides a high-level snapshot of your store’s performance. This dashboard gives a real-time snapshot of your store’s health, allowing you to spot trends and make data-driven decisions quickly.

How to View the Overview Dashboard in Shopify Analytics?

Log in to your Shopify Admin.
Click on "Analytics" in the left-hand menu.
Select "Dashboard" to see key Shopify metrics such as:
- Total Sales & Orders – Your store’s total revenue and the number of purchases made.
- Conversion Rate – The percentage of visitors who completed a purchase.
- Average Order Value (AOV) – The average amount spent per transaction.
- Top Products & Traffic Sources – Your best-selling items and where your visitors come from.

Acquisition Reports: See Where Your Customers Come From

Shopify’s Acquisition Reports help you track how customers find your store. This data helps optimize your marketing spend by focusing on high-performing channels and improving weak ones.

How to Access Acquisition Reports on Shopify Analytics?

In the Shopify Admin, go to "Analytics" > "Reports".
Scroll down to the Acquisition Reports section.
Choose from reports like:
- Traffic Sources – Breakdown of visitors from organic search, paid ads, social media, and direct traffic.
- First-Time vs. Returning Customers – Identify whether you’re attracting new buyers or retaining existing ones.
- Sessions by Location & Device – See where your audience is based and if they shop on mobile or desktop.

Sales Reports: Analyze Revenue Trends

Sales Reports provide insights into revenue performance over time. Tracking sales trends helps you adjust pricing strategies, optimize inventory, and plan seasonal promotions.

How to Access Sales Reports in Shopify Analytics?

Sales by Product & Collection – Identify top-performing products and collections.

In Shopify Admin, go to "Analytics" > "Reports".

Scroll down to Sales Reports and select one of the following:

Gross Sales vs. Net Sales – Understand your actual revenue after discounts and refunds.

Discounts & Refunds – Track how much revenue is lost to promotions and returns.

Financial Reports: Shopify’s Revenue Breakdown

Shopify’s Financial Reports help you track earnings and expenses, butthey don’t show net profit.

Shopify doesn’t track net profit, meaning you don’t see your actual earnings after deducting ad spend, product costs, and operational expenses. This is especially crucial for dropshippers; check how dropshippers can calculate profit margin.

How to Access Financial Reports in Shopify Analytics?

Go to "Analytics" > "Reports" in Shopify Admin.
Scroll to Financial Reports and select:
- Gross Sales & Adjustments – Total revenue before deductions.
- Taxes & Shipping Costs – Breakdown of costs related to transactions.
- Total Revenue After Fees – What you earn after Shopify's fees.

Customer Reports: Understand Retention & Loyalty

Customer reports provide insights into buyer behavior and retention. Understanding customer retention helps you improve loyalty programs, email marketing, and personalized promotions.

How to Access Customer Reports in Shopify Analytics?

Customer Locations – See where your most valuable customers come from.

In Shopify Admin, go to "Analytics" > "Reports".

Scroll down to Customer Reports and select from:

Customer Lifetime Value (CLV) – Predict long-term revenue from a single customer.

Repeat Purchase Rate – Measure how many buyers return for another purchase.

The Limitations of Shopify Analytics

While Shopify Analytics provides valuable insights, it has major gaps when it comes to tracking your actual profit. Most of its reports focus on revenue, but revenue alone doesn’t tell you whether your store is truly making money. Here’s why Shopify Analytics falls short:

1. No Net Profit Calculation

Shopify Analytics does not automatically factor in the following expenses. Without these, you’re only seeing your gross revenue, not your true profit after all costs.

Cost of Goods Sold (COGS) – The cost of producing or sourcing your products.
Ad Spend – Your marketing costs from Facebook, Google, TikTok, etc.
Transaction Fees – Shopify and payment gateway fees.
Shipping & Fulfillment Costs – Carrier fees, packaging, and warehousing.
Custom Expenses – Any additional business costs (apps, salaries, subscriptions).

2. Limited Access to Financial Reports

Profit Reports are only available on Shopify’s higher-tier plans (Shopify plan and above, starting at $105/month). If you're on Shopify Basic, you won’t have access to these reports.

Even if you upgrade, Shopify still won’t calculate your net profit in real-time, you’ll have to do it manually.

3. Data Is Not Updated in Real-Time

Shopify’s reports are static and often show data for specific time periods rather than live, up-to-the-minute insights. For fast-moving eCommerce businesses, waiting for reports can lead to delayed decisions and missed opportunities.

Why Tracking Net Profit Matters for Shopify Stores

Many Shopify store owners focus on revenue growth, but revenue alone doesn’t mean your business is profitable. If you're only looking at gross sales, you might think you're doing well, until unexpected costs eat into your margins.

1. Profit vs. Revenue

Let’s say your store generates $50,000 in monthly sales. That number sounds impressive, but once you deduct expenses like product costs, ad spend, transaction fees, and shipping, your actual profit could be much lower or even negative.

This is why tracking your net profit not just revenue is essential for making smart business decisions, cutting unnecessary costs, and scaling effectively. To learn more, check out our article on the differences between profit and revenue.

2. Key profitability metrics you need to track

Net Profit (after deducting all costs).
Ad Spend & POAS (actual profit return on ad investment).
COGS & Custom Costs (product, shipping, and operational expenses).
Refunds & Chargebacks (hidden costs eating into profit).

Turn Shopify Data Into Real Profit Clarity

Shopify Analytics gives you valuable insights into sales and customer behavior but it doesn’t show your real net profit. And without knowing your true bottom line, it’s hard to scale with confidence.

That’s where TrueProfit comes in.

TrueProfit is the #1 net profit analytics solution for Shopify, helping store owners see exactly how much they’re making after all costs in real time.

With TrueProfit, you can:

Track real net profit automatically (not just revenue)
See profit by product, order, and day
Sync COGS, ad spend, shipping, and Shopify fees in one dashboard
Add custom expenses for full financial visibility
Make faster decisions with live profit data

Used alongside Shopify Analytics, TrueProfit turns surface-level metrics into actionable profit clarity so you can stop guessing and start growing profitably.

Shopify Analytics FAQs

Does Shopify do Analytics?

Yes, Shopify provides built-in analytics to track sales, customer behavior, and store performance. However, it lacks real-time profit tracking, requiring third-party tools like TrueProfit for accurate financial insights.

What is the difference between Google Analytics and Shopify Analytics?

Shopify Analytics tracks store sales and orders, while Google Analytics provides website traffic insights and customer behavior tracking. Using both together gives a complete picture of store performance.

How do I analyze my Shopify store?

Check Shopify Analytics for sales and traffic trends.
Use Google Analytics for in-depth audience tracking.
Track real-time profit with TrueProfit to measure actual earnings.
Monitor key metrics like conversion rates and ROAS to optimize growth.

How do I view insights on Shopify?

Go to Shopify Admin → Analytics for reports on sales, traffic, and customer behavior. However, Shopify doesn’t track net profit, so tools like TrueProfit help monitor COGS, ad spend, and real profitability.

How much does Shopify Analytics cost?

Shopify Analytics is free with all plans, but advanced reports require higher tiers:

Basic Shopify ($39/month): Limited reports
Shopify Plan ($105/month): Full sales reports
Advanced Shopify ($399/month): Custom reports

How accurate are Shopify Analytics?

Shopify Analytics is accurate for sales data but may differ from other platforms due to session tracking differences and delayed updates. It also doesn’t track net profit, making a tool like TrueProfit essential for real-time financial accuracy.

Is there a better tool than Shopify Analytics?

For eCommerce profitability tracking, TrueProfit is better, as Google Analytics doesn’t track real-time net profit, ad spend, or COGS.

Is Shopify session accurate?

Shopify tracks sessions differently, resetting after 30 minutes of inactivity, and ad blockers may prevent tracking. For real-time insights, TrueProfit consolidates data across multiple sources, ensuring a precise view of store performance.

Leah Tran

Content Executive at TrueProfit & eCommerce Content Specialist

Leah Tran

Content Executive at TrueProfit & eCommerce Content Specialist

Leah Tran is a Content Specialist at TrueProfit, where she crafts SEO-driven and data-backed content to help eCommerce merchants understand their true profitability. With a strong background in content writing, research, and editorial content, she focuses on making complex financial and business concepts clear, engaging, and actionable for Shopify merchants.

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