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We all geek out over Google Analytics but Shopify is taking off for eCommerce and is another analytics service worth understanding. Some of the key questions that an ecommerce brand might ask include: What sites are referring traffic to your store? Where in the world are your visitors? How did your Black Friday Cyber Monday marketing campaign perform last year? What products are people searching for most? In eCommerce, site owners have a lot of questions about their business, customers and overall marketing efforts. Fortunately, answers to many of these questions can be found in your Shopify reports and analytics. The key is understanding what to do with this data and in this post - The folks at Shopify break down exactly that!

  • JD

    Johnathan Dane

    over 2 years ago #

    I have to admit, I get a bit disappointed when articles only show you how to find data - but rarely do they ever show you how to act on that data. Nice work giving some quick hitters on this, Shanelle :D

    • SM

      Shanelle Mullin

      over 2 years ago #

      Thanks Johnathan! I think analysis is the biggest obstacle for people. Many marketers have spent their lives reporting vs. analyzing.

  • ML

    Mark Lindquist

    over 2 years ago #

    I know this is about Shopify reports/analytics but the 'asking the right questions' section made me curious about your thoughts on the 'ask analytics' feature that GA added a few months ago. I personally haven't made it a part of my analytics review process but figured you might have some thoughts.

    • SM

      Shanelle Mullin

      over 2 years ago #

      I think it's useful, for sure. It brings people away from reporting and closer to analysis, which I like. I see it as a stepping stone to actual analysis.

  • BB

    Brittany Berger

    over 2 years ago #

    LOVE this breakdown of how to find the leaks in your funnel!

  • ZG

    Zach Grove

    over 2 years ago #

    That "top online store searches" report is a gem -- especially for folks who are unfamiliar with Search Console. Another great guide, Shanelle!

    • SM

      Shanelle Mullin

      over 2 years ago #

      Thanks Zach! For sure. Many people combine GA and Shopify analytics, but I think people underestimate how much they can get out of Shopify analytics alone.

  • JS

    James Scherer

    over 2 years ago #

    Shanelle's "tip of the iceberg" point is so damn important! It's so tempting to look at the superficial stuff and neglect to look beneath. Nice one!

    • SM

      Shanelle Mullin

      over 2 years ago #

      Right? Thanks a lot, James. I used to be a "tip of the iceberg" marketer. Worse, I was still the most data-informed person at the company. Yikes. Big learning gap to fill there.

  • TM

    Ty Magnin

    over 2 years ago #

    Cool to see this. Analytics are so important to growth.

  • LT

    Lindy Tolbert

    over 2 years ago #

    Shanelle, this was an excellent piece. Good content is always niche, and just a bunch of random data is useless if you don't know what to do with it! Thanks for the insight.

  • SM

    Shanelle Mullin

    over 2 years ago #

    Ross, thanks so much for sharing this. It might be one of the most in-depth articles I've ever written. A little niche, but hopefully useful.

  • GR

    Gigi Rodgers

    over 2 years ago #

    I LOVE this quote, “Torture data long enough and it’ll confess to anything". -Ronald H. Coase
    This post is AWESOME!
    Looking at the analytics can be a half a days task when you take it seriously (but might as well check off the day imo).
    And yes, it's half a day to a day because I'm googling - "wtf is this acronym? does it matter?..."

    It's something that takes practice (a lot of practice on my end, especially since I don't do it consistently, or daily, as I would like), but a skill obviously worth mastering.

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