Search Terms

Search Terms lists what visitors searched for on your store, with the sessions, sales and results for each term. It shows what customers want and what they can’t find.

How It’s Calculated

Each row is one search term, with the most sessions first. A session that searched for the same term twice counts once for that term. The columns are:

• Search Term: the text the visitor searched for, as typed. Shoes and shoes are 2 rows. A search with no text shows as (unknown).
• Sessions: sessions that searched for the term.
• Visitors: the number of different browsers.
• Conversions: the number of those sessions that ended in a purchase.
• Conversion Rate: Conversions divided by Sessions.
• Revenue: the value of those purchases. It is the total of the Shopify order each purchase links to: items minus discounts, plus shipping, plus tax that isn’t already in the prices, minus refunds. Where das Pixel couldn’t match an order, it uses the value it saw at checkout.
• Avg Results: the average number of product variants the search returned.
• Zero-Result Rate: the share of those sessions where the search returned no results.
• Order Linked: the share of conversions that matched a Shopify order.

The revenue belongs to the whole session, not only to what the visitor bought after searching.

Avg Results and Zero-Result Rate depend on your theme reporting how many product variants each search returned. When it doesn’t, both are blank for that term. Blank means unmeasured, not empty.

On All Searches, select a row to open Sessions Explorer with that search term and date range.

Summary Cards

The cards above the table are Search Terms, Sessions, Zero-Result Rate, Revenue and Order Match Rate.

• Search Terms counts the named terms and leaves out (unknown).
• Sessions and Revenue count each session once. A session that searched for 2 terms is in 2 rows, so these cards can be lower than the sum of the rows.
• Zero-Result Rate averages the rows, weighted by the sessions that had a result count.
• Order Match Rate is the match rate across all rows, weighted by conversions.

With Compare on, the first four cards show their change.

The Found Nothing View

Two tabs above the table choose the view: All Searches and Found Nothing. Found Nothing lists the searches that returned no results.

Each row is one term, with the most searches first. The table lists the 200 most searched terms. The columns are:

• Search Term: the text, in lowercase. Shoes and shoes are one row.
• Searches: how many times the term returned nothing. A visitor who tries it twice counts twice.
• Visits: how many sessions searched for it at least once.
• Last Searched: the latest day it returned nothing, in your store’s time zone.
• Closest Product: a product visitors viewed lately whose name shares the most words with the term.
• Fix: an Edit in Shopify link. It opens your products in your Shopify admin, searched for the closest product when there is one. Shopify’s search reads product titles, tags and descriptions.

Closest Product looks at the 500 most viewed products of the 90 days before the date range ends. A product has to match at least two thirds of the term’s words. A word of 6 or more letters can differ by 1 typo, and a word of 9 or more by 2.

The product that matches the most words wins, and the more viewed one wins a tie. It stays blank when no product comes close. Read it as a hint, not a match.

The cards above the table are Failed Searches, Visits, Terms and Share of Searches. They count the whole date range, not only the 200 terms listed. Share of Searches is the share of searches with a result count that returned nothing.

With Compare on, each card shows its change, and a fall is the good direction. These cards can’t be pinned to a dashboard.

What Counts

• Visitors who declined analytics cookies, or who opted out of the sale or sharing of their data while Require Sale-of-Data Consent is on, aren’t recorded. Known bots are left out.
• Only events inside the date range count, in your store’s time zone.
• das Pixel started recording searches on July 24, 2026. Dates before that show no search terms.
• Found Nothing counts only searches where your theme reported a result count.
• Turn on Live to refresh the report every 30 seconds. Without it, a figure can be up to 10 minutes old.

A warning shows above All Searches when das Pixel saw less than 70% of your online-store orders in the last 30 days. Found Nothing counts searches, not orders, so it shows no warning.

This report has no Segment, Sales Channel or Filters control. Pinned to a dashboard, it can show a bar chart of the 10 terms with the most sessions.

What Good Looks Like

There’s no target. A term with a Zero-Result Rate of 0% isn’t automatically healthy. Check Avg Results too: a term that always returns 2 or 3 results has a thin result set.

A term with many sessions and a high Conversion Rate is demand you already serve.

What to Do About It

• A high Zero-Result Rate: open the Found Nothing tab to see which terms returned nothing. Then stock the product, or add the word to a product’s title, tags or description.
• A Found Nothing term with a Closest Product: visitors probably wanted that product. Add the term’s words to its title or tags. In Shopify’s Search & Discovery app, a product boost assigns a search term to a product.
• A Found Nothing term with no Closest Product: no product visitors viewed lately comes close. Check whether you sell it under another name.
• A low Avg Results: widen the results with a tag, a better product title or a collection.
• A term with many sessions and no conversions: open a search for it on your store and check what visitors see first.

Search vs Non-Search Sessions shows whether visitors who search buy more than those who don’t.

Get AI Insight at the top of the report asks Copilot for a short read of it.

Where to Find It

• Search Terms: open Reports and look under Web Analytics.