Web Analytics Reports and Dashboard
Web Analytics is the set of reports, and the dashboard, built from what das Pixel records on your storefront. They show where visitors come from, what they do on your store, and where they drop off before buying.
How It Works
The Web Analytics reports appear under the Web Analytics group in Reports once das Pixel is connected. They start from the day it was connected, since das Pixel can’t fill in visits from before then.
What the Numbers Are Built From
- Sessions: one visit, which ends after 30 minutes with no activity. You can set 30–240 minutes in das Pixel’s settings.
- Visitors: one browser, tracked with a cookie. The same person on 2 devices, or in a private window, counts as 2 visitors.
- Revenue: the Shopify order each purchase links to: items minus discounts, plus shipping, plus tax that isn’t already in the prices, minus refunds. A canceled or voided order counts as 0. Where no order could be matched, the value das Pixel saw at checkout is used instead.
- Bots: sessions from known crawlers and scripted tools are left out of every report except Bot & Invalid Traffic, which counts them. The sessions that only look suspect stay in every report.
Two reports use a different revenue basis. First- vs Last-Touch Attribution to Revenue uses the value das Pixel saw at checkout. Pixel vs Shopify Attribution uses Shopify’s gross order total, with tax and shipping and before refunds.
Referrers, landing page addresses and UTM tags are only recorded for visitors who allow marketing, while Track Marketing is on. Reports built on them cover fewer visits than the traffic reports do, and Consent & Tracking Coverage Health shows how many.
In Sessions by Source & Channel, a visit with no UTM tags and no ad click ID counts as Direct, even when it came from another site. That makes Direct larger than the traffic that really came straight to your store. Reddit Ads clicks aren’t counted in a paid channel either.
Most Web Analytics reports have a Live switch. Turn it on to refresh the report every 30 seconds as new visits arrive. Pixel vs Shopify Attribution, Visitor Retention and Sessions Explorer don’t have one.
The Web Analytics Dashboard
Connecting das Pixel adds a Web Analytics dashboard under Dashboards, shared with your whole team. It starts with these cards:
- Traffic Overview
- Consent & Tracking Coverage Health
- Sessions by Source & Channel
- On-Site Conversion Funnel
- Conversion Rate & AOV by Device
- Visitor Geography
- Returning vs New Visitors
- Revenue by Landing Page
- Entry Pages
- Cart & Checkout Abandonment Value
- Bot & Invalid Traffic
- Time-of-Day × Day-of-Week
You can change it like any other dashboard: pin more reports to it, or move, resize and remove its cards. Changing a shared dashboard’s cards or default filters needs the Edit dashboards permission on your team.
Open Web Analytics on the das Pixel page takes you there. If you delete it, reconnecting das Pixel adds it back.
The Reports
Traffic and where it comes from
| Report | What it tells you |
|---|---|
| Traffic Overview | Sessions, visitors, pageviews, engagement and conversion at a glance |
| Sessions by Source & Channel | Which channels bring visitors, by each session’s first touch |
| UTM Campaign Explorer | Sessions and revenue by the UTM source, medium and campaign on each first visit |
| Referrers | The sites that send you visitors, by domain |
| Entry Pages | The first page of each session, and how well it converts |
| Revenue by Landing Page | What each visit is worth, by the page it landed on |
| Visitor Geography | Where visitors are, by country, region and city |
| Geo of Sessions vs Revenue | Countries that send more traffic than revenue, and the reverse |
| Time-of-Day × Day-of-Week | When visitors are most active, in your store’s time zone |
What visitors do on your store
| Report | What it tells you |
|---|---|
| Pages | Every page by views, with the sessions that touched it |
| Exit Pages | The last page each session saw |
| Journeys | The most common paths from page to page, as a flow diagram |
| Bounce & Engagement Quality | Bounce rate and session length over time |
| Search Terms | What visitors search for on your store, and which searches come back empty |
| Search vs Non-Search Sessions | How visitors who use your store’s search compare with those who don’t |
| Collection Performance | Which collection pages get browsed, and whether they lead to products and carts |
| Sessions Explorer | One session at a time, as a timeline of what the visitor did |
Funnels and checkout
| Report | What it tells you |
|---|---|
| On-Site Conversion Funnel | Where visitors drop off between landing and purchase |
| Funnel by Channel, Device & Entry Page | The same funnel, split by where the visit came from, its device or its landing page |
| Conversion Rate & AOV by Device | Conversion rate and average order value by device, browser or operating system |
| Product Funnel | Views, carts and purchases for each product, variant or SKU |
| Cart & Checkout Abandonment Value | How much revenue is left in abandoned carts and checkouts |
| Most Abandoned Products | The products added to carts that didn’t sell |
| Add-to-Cart Value | The value added to carts, against the revenue that followed |
Products and pricing
| Report | What it tells you |
|---|---|
| Price Shown vs Price Paid | The price on the product page against what the customer paid |
| Discount Dependency by SKU | Which SKUs only sell at a discount, and which are discounted for no reason |
| Variant Demand vs Sales | Which sizes or options visitors wanted, against which ones sold |
| Variant Substitution | What visitors were shown against what they put in the cart |
Visitors and timing
| Report | What it tells you |
|---|---|
| Returning vs New Visitors | How first and repeat visits split sessions and revenue |
| Visitor Retention | How many visitors from each period come back later |
| Sessions-to-Purchase Latency | How long customers take from their first visit to their purchase |
Attribution and data quality
| Report | What it tells you |
|---|---|
| First- vs Last-Touch Attribution to Revenue | Revenue credited to the channel that first brought a visitor, and to the one that closed the sale |
| Pixel vs Shopify Attribution | The purchases das Pixel credited to each source, set against the Shopify orders recorded with the same source |
| Consent & Tracking Coverage Health | The share of online store orders das Pixel saw, and how completely each field is filled |
| Bot & Invalid Traffic | The known bot traffic left out of the other reports, and the sessions that look suspect |
What It Means for You
- Shopify’s order reports show what sold. Web Analytics shows what happened before the sale: visits, searches, carts and drop-offs.
- Start with Consent & Tracking Coverage Health. Its first line is the share of your online store orders das Pixel saw, which is the ceiling on the revenue and order columns in the other reports. Reports of pages, bounce, journeys, bots, time of day and time to purchase don’t depend on it.
- Bounce rate and session length are approximate. das Pixel records page and cart events, not scrolling or time spent reading.
- Visitor counts are per browser, so they run higher than the number of people.