Funnel
Visits → Product views → Checkout started → Paid, for the whole store, for
each traffic source and for each product.
A visit’s source is where it first came from: its
utm_source tag, else
the site that linked to you (google.com, x.com), else Direct. Each step
shows its conversion from the step before, so the biggest drop is easy to
spot.
The checkout step is recorded on our servers when the checkout is shown, so
it works without cookies or third-party scripts. Referrer query strings are
never stored.
Revenue by source and UTM
Paid orders and net revenue per source, utm_source, utm_medium or utm_campaign, with each row’s change against the previous period. Tag your links (?utm_source=newsletter&utm_medium=email&utm_campaign=launch) and the
tags follow the buyer from the first page to the checkout.
- A subscription renewal counts for the source of the subscriber’s first payment.
- Orders without the tag you group by appear under none.
- Orders paid before source tracking existed (and that carried no UTM tag) appear as Not tracked.
Repeat buyers
Buyers grouped by the month of their first order. Each column shows the share of that group who ordered again 1, 2, 3… months later. Refunded orders and subscription renewals don’t count as a purchase here. The repeat rate is the share of these buyers who ordered in two or more different months.Net revenue after refunds
Gross revenue, refunded and net revenue per product, country or month, with each row’s refund rate. A refund counts against the month of the order it refunds, so a month’s net revenue is what that month’s orders finally earned.Period comparison
The KPI row at the top (revenue, net revenue, refunds, orders, average order, visits, conversion rate, customers, repeat customers) shows each number for the range, the previous period and the change. The revenue chart overlays the previous period day by day.From the API and AI tools
The same reports are available with an API key (GET /analytics/advanced/*)
and as MCP tools (get_sales_funnel, get_revenue_by_source,
get_analytics_summary, get_repeat_buyer_cohorts, get_net_revenue). See
Analytics API. Below the Growth plan they answer
403 FEATURE_LOCKED.