How to View Sales Conversion Metrics in Shopify Dashboard

Have you ever tried to look into your sales conversions on the Shopify dashboard but come away feeling overwhelmed?

Today, let’s take a deep dive into understanding the sales conversion metric on your Shopify dashboard. Because, getting a ton of traffic on your site is great, but if you aren’t converting your visitors into sales, then ultimately, your traffic is for naught.

By analyzing these reports, you are able to correlate specific time periods with sales, which then helps you determine actions that in turn drives measurable results.

Step #1: Go to the admin section of your Shopify store:

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Step #2: Scroll down the page and you will find three different buckets.  Total Sales, Website Conversions, and Top Sellers.


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Here is a deeper dive into what each section looks like individually.

Total sales

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This graph correlates the volume of sales you are receiving in relation to a time of day.

So, here we can see that just before noon, this store had their biggest sale of the day.  When analyzing this information day over day – perhaps this is a pattern, and you can infer that the biggest purchase period is immediately before lunch.

From this, they can make business decisions ( especially when those numbers are bigger).  They can dictate when you break your employees when you post social media posts, and so much more.

Website conversions

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The website conversions metric shows you how many people add products to the cart in relation to how many people make it to checkout. Then, the final number shows the volume purchased from the cart.

This particular instance is where a store wants to be– 100% of the people that reached check out actually checked out! Plus, 9.6% of the traffic on their site added a product to the cart.

This information is crucial, and can help you identify user experience issues, such as a customer’s check out experience.

Now how are the conversions calculated?

  • Added to Cart indicates the number of customers who have added at least one item to your cart.
  • Reached Checkout demonstrates the number of customers who have added at least one item to their cart and reached your store’s checkout.
  • Purchased pinpoints the number of customers who have added an item to their cart, and successfully completed their purchase.

Top sellers

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Top Sellers is a list of  your top three selling products. From both a marketing and production perspective, it is critical that shop owners are always aware of their best selling products for promotional, branding and manufacturing purposes.

If your store is on the professional plan or higher, you can click “View Report” (which only populates once you have best selling products) to get a full report of Sale by product. There, you are able to see the other products that are selling well in rank order.

So not you know the basic functionality of the sales conversion metrics in the Shopify dashboard.

Use this knowledge to plan and take action!  Making small changes daily to your strategy, thereby allowing you to  determine what works and what doesn’t.

These reports will empower you and your business strategy. Good luck!