Open Analytics in Store Admin or the mobile app. Choose Overview, Sales, Geography, Funnels, Costs & levies, or Customers, then select a date range and sales channel.
Dates and comparisons
Report days follow the timezone in Settings > General. Yesterday is a completed day. Today and ranges ending today are still growing. Compare completed periods when you need a fair comparison of whole days.
In Overview and Sales, Compare with lets you choose the previous period or previous year. A period ending today is compared up to the matching local time: Today at 12:30 compares with yesterday up to 12:30, not the whole day. Open the comparison summary to see both exact date ranges.
Previous year uses the corresponding calendar dates one year earlier. February 29 compares with February 28 when the earlier year has no leap day. To compare complete days, choose Yesterday or a custom range ending before today.
A dash for percentage change means the earlier value is zero, so a percentage comparison is unavailable. Changes use the size of the earlier value even when it is negative. An increase describes direction, not whether the result is better: higher refunds or cancellations are still increases.
Sales are grouped by the date the order was created. A later payment, order edit, cancellation or refund can change that earlier period's totals. Test orders are excluded. Imported orders count when they qualify as sales.
Activity and sales
Session starts counts the starts recorded during the selected dates. Active sessions counts sessions with any activity in those dates, including sessions that began earlier. A session is not a unique person. Open How sessions are counted in Overview for a reminder.
Views per active session divides page views by active sessions. A session active on several dates appears in each date, so adding daily active-session counts can exceed the count for the whole period.
Browsing figures describe recorded storefront activity. Repeated actions can produce several events in one session. Sessions with a cart addition counts each active session once; cart sessions with a checkout counts sessions that had both actions during the selected period.
Orders / sessions compares recognized orders with recorded session starts. It is not the percentage of individual visitors who bought: orders can include imports and other channels, and browsing activity depends on consent and tracking availability.
Geography shows sales by shipping destination. Session locations describe browsing locations, so the two locations can differ.
Attribution and missing sources
In Sales, Attributed includes orders with a recorded campaign or referral signal. An order with only a session or landing page counts as Unattributed. A missing source does not prove that someone visited directly.
First touch and Last touch use the acquisition details recorded with the order. If only one qualifying touch is available, both models use it. Each table shows up to 25 source and campaign combinations, ranked by order count. Attributed totals include all qualifying combinations, including those outside the table.
Access and loading
Staff need permission to view analytics reports. Editing funnels needs report editing permission as well. If a report fails to load, use Retry; an error is not evidence of zero sales.
Live View
Live View is available under Analytics in Store Admin and the mobile app for staff with Live View access. It shows current visitors, today's totals, recent customer behavior, locations, and activity. On mobile, it pauses while the app is in the background and reconnects when you return. A disconnected indicator means the last displayed values may be out of date.