Your store keeps two related but distinct views of how it's doing. Analytics tells you what's happening on your storefront right now — who's visiting and what they're buying. Reports turn that activity into tidy exports for your accountant. Both live in the admin sidebar.
What Analytics shows you
Open Analytics and you'll land on a live dashboard, split into sections:
- Audience — Visits, Page views, Bounce rate and Avg visit (how long a typical visit lasts), with a traffic chart over time.
- Commerce — Product views, Add to cart, Purchases, Revenue, Conversion (purchases per visit) and Revenue / visit. Below these sits a funnel: Visited → Viewed a product → Added to cart → Reached checkout → Purchased, so you can see where shoppers drop off.
- Top products — your best performers ranked by views, carts, sales, conversion and revenue.
- Acquisition lists — Top landing pages, Top exit pages, Top referrers, Top campaign sources (utm) and Devices.
This data is first-party and cookieless, so there's nothing to set up — it simply fills in as customers browse. A brand-new or quiet store will show an empty state until the first visits arrive.
When a purchase counts
Purchases and Revenue only count orders that actually completed — paid by card, or marked as paid for bank transfer or pay on collection. Wholesale orders on account terms count straight away. If a shopper reaches the payment page and gives up, that order doesn't show as a sale; if it's paid later, it starts counting then.
Choosing a time range
Every screen shares the same range picker at the top: Last 7 days, Last 30 days, Last 90 days, Year to date, This quarter and Last quarter. For anything specific, use the Custom boxes to pick a start and end date, then Apply. Day buckets follow your store's own timezone, so the numbers line up with your local calendar.
Meta and TikTok pixels
Running ads on Facebook, Instagram or TikTok? Go to Settings → Branding → Analytics & tracking and paste your Meta pixel ID (the number from Meta Events Manager) or TikTok pixel ID (the letters-and-numbers ID from TikTok Events Manager). Paste just the ID, not the whole snippet — ShopKit adds the pixel for you and records a page view on every page as shoppers browse. Clear the field to switch it off.
Pasting a pixel's full snippet into Custom <head> code won't work: for security, inline scripts there don't run.
What Reports are for
Reports (under Accounting in the sidebar) produce exports built for bookkeeping rather than browsing. Every report has a range picker and a Download CSV button. On every plan you get:
- Revenue — daily orders, revenue, GST collected and average order value.
- Tax (BAS) — GST collected per channel, ready for your quarterly BAS. See tax and GST and accounting exports.
- Top products — best sellers by units and revenue.
Higher plans add Sales by category, Inventory snapshot, Refunds, Inventory movements and Returns. Locked reports appear greyed out with the plan needed.
Digests in your inbox
Every active admin user also gets a daily digest each morning (yesterday's orders, revenue compared with the day before, new customers, low stock, top products and top customers) and a weekly digest on Monday mornings, plus a weekly wholesale digest. An address that has unsubscribed from your store's marketing emails is skipped.
Just ask Arthur
If your store has the Arthur assistant switched on, you can skip the dashboards and ask in plain language — "how did we go last week?" or "what's my best seller this month?" Arthur reads your live numbers and answers directly. (Availability depends on your plan.)
Stuck? Open a ticket — we're happy to help.