The Website Report gives you visibility into how your site is driving new customers, repeat customers, orders, and revenue. You can explore daily performance, drill down by product or channel, and filter by order tags to uncover insights into every aspect of your eCommerce activity.
Daily View
The first view of the Website Report shows a daily breakdown of core KPIs, including:
New Customers – First-time buyers on your site.
Total Customers – All customers (new + returning).
Orders – Number of placed orders.
Discounts – Total value of discounts applied.
Discounts per Order – Average discount per order.
Refunds – Total refunded value.
Net Revenue – Tracked sales revenue after discounts and refunds.
This view makes it easy to track website performance over time and monitor the impact of promotions, returns, or customer acquisition.
Product View
Click on the Product tab to see the same KPIs broken out by individual products. This helps you identify:
Which products are driving the most new customers.
How discounts or refunds are impacting revenue by SKU.
Product-level performance across both new and existing customers.
Attribution View
The Attribution tab lets you break out all of these KPIs by traffic source. You can see both paid and organic channels and how they contribute to customers and revenue.
For example:
Select SEO → Google to view orders and revenue from organic search rankings only (excluding paid Google Ads).
Compare channels like email, paid social, and referrals to see where your new customers and orders originate.
This makes the Website Report a powerful tool for understanding acquisition mix and channel efficiency.
Lander View
The Lander tab provides the same KPIs segmented by landing page. This lets you analyze how different entry points on your site are performing in terms of driving orders, revenue, and customer types.
Sorting & Filtering Controls
At the top of the Website Report, you’ll find powerful filtering and sorting options:
Order Tag Sorting – Sort results by any Shopify order tag (e.g., free samples, subscriptions, warehouse sales). This allows you to analyze tagged orders across all views: Daily, Product, Attribution, and Lander.
Attribution Source Filter – Focus on specific traffic sources.
Customer Type Filter – Break down performance between new and existing customers.
These filters give you the flexibility to answer highly specific questions about your site’s performance.
Timeline Analysis
Switch to the Timeline view to analyze KPIs by:
Day
Week
Month
Year
In this view, you can also sort the table by clicking on any attribution source or tag header. When you push one to the top, the related data automatically re-orders beneath it, helping you zero in on the metrics that matter most.
This makes it easy to spot trends, seasonality, and performance shifts over time, while organizing your view around the attributes that are most important to you.
In Summary
The Website Report provides a complete picture of how your site drives customer acquisition, orders, and revenue. With flexible views (Daily, Product, Attribution, and Lander), robust filtering options, and a timeline for trend analysis, it’s your go-to report for uncovering insights into eCommerce performance.