Sessions

The Sessions screen is about visits: how many people came, how that volume moved over time, and how they discovered your store. Use it to judge traffic quality and to see which channels, places, and devices are worth your spend.

Sessions shares the time range selector and the Compare toggle with the rest of analytics. Compare overlays the previous period on the chart and adds change badges to the metrics.

The KPI strip

Seven metrics across the header, four to a row on a wide screen.

• Sessions is the number of visits in the period.
• Visitors is the number of unique people behind those visits.
• Revenue is the total order value from those sessions.
• Conv. Rate is the share of sessions that converted to a purchase — a session's own purchase flag over sessions, the same definition every conversion rate on the dashboard reads from.
• Rev / Visitor is revenue divided by visitors, a quick read on how much each person is worth.
• Rev / Session is revenue divided by sessions, the same read per visit. It sits below Rev / Visitor whenever someone visits more than once.
• Avg. Session Duration is the average length of a session.

Visitors and Revenue double as toggles for the chart below: click either to add or remove it from the graph.

Over time

A chart of the period. Two controls sit in its header:

• A metric switch between Visitors and Revenue. Revenue stacks new-customer and repeat-customer revenue, so you can see how much of each day came from buyers who had ordered before.
• A granularity switch between Hourly and Daily. Hourly is available for ranges up to 7 days; on longer ranges it is disabled and the chart shows days.

The most recent bucket is drawn as a dashed "in progress" line, because it is not finished yet, so do not read a half-finished day or hour as a drop. With Compare on, the previous period appears as a faint dashed line for reference.

Traffic sources

A panel with tabs for slicing where visitors came from:

• Channel groups traffic into buckets like Paid Search, Paid Social, Organic Search, Organic Social, Email, Referral, and Direct. Paid clicks from Google and the social networks are recognized as paid, so your ad spend shows up in the right bucket instead of hiding inside direct or referral. AI breaks out visitors who arrived from an AI assistant such as ChatGPT, so you can watch that channel grow. Unassigned is its own bucket for visits that came in without an identifiable source, kept separate from Direct so a genuine type-in or bookmark visit is not confused with traffic you could not place. Google searches from any country, such as google.de or google.co.uk, count as Organic Search. Clicks from Gmail count as Email, and clicks from WhatsApp count as Organic Social.
• Named sources get their own rules. AppLovin ads read as Paid Social, Shop Campaigns as Paid Social, and visits from the Shop app as Referral, so each shows up under its own name. Paid traffic from an ad network we do not recognize reads as Other rather than Paid Search, so a new network is visible from its first visit.
• Your own domains never count as a referral. A visitor moving between your store's domains, including a custom domain your store regularly runs on, is not counted as referred by your own site. That covers the other stores in your organization, on any platform, your brand's domains in other countries (your .de beside your .co), and your Shopify admin. A return from a checkout or a payment provider, such as Shop Pay, PayPal, Klarna, Mollie, Afterpay or a subscription portal, does not take credit as a new source either, and neither does any visit that lands back on a checkout or thank-you page.
• A visit keeps its source. Once a visit has started, a link from another site does not change where it came from. A campaign tag or an ad click that arrives later in the same visit still can.
• A new ad starts a new visit. When a visitor who came in on one ad clicks a different ad before the visit ends, the first visit closes and a new visit opens for the second ad, so a purchase after the second click is credited to that ad and not to the first. Reloading the same ad's page stays in one visit.
• Referrer shows the actual sites that linked to you.
• Source, Medium, and Campaign read your UTM tags, so you can see exactly which campaign or placement drove the traffic.

This is where you confirm your ad traffic is arriving the way you expect and which campaigns are pulling their weight.

Geography

Tabs for Country, Region, and City, each with a flag and a count. Use it to confirm your ads are reaching the places you are targeting and to spot unexpected traffic from regions you do not ship to.

Devices

Tabs for Device (mobile, desktop, tablet), Browser, and OS. Most Health and Wellness traffic from Meta is mobile; if your store underperforms on mobile, this is where it shows up.

Pages

Tabs for Hostname, Page, and Entry Page.

• Hostname splits views between your compliant and brand domains, labeling each row.
• Page ranks the individual pages people viewed.
• Entry Page ranks the pages where sessions began, so you can see which landing pages and ads are pulling people in.

Each breakdown row also shows its visitors and revenue. On a lead-generation workspace the revenue column shows leads instead, and hovering a row shows its lead rate. A hybrid store, which sells and captures leads, shows leads and revenue side by side.

All sessions

At the bottom of the screen, a table lists every visit in the period, newest first. Each row shows when the visit started, the shopper, the channel it came from, the entry point, the landing page, how many pages and events it held, how long it lasted, whether it ended in a purchase, and the visitor's device and country. Referrer, UTM tags, region, city, browser and operating system are a click away in the Display menu.

• Search finds a visit by its session ID or shopper ID, or by part of its landing page, referrer or campaign.
• Sort by start time, duration, events or page views.
• Open a row to see the session's event timeline, or click the shopper to see their profile.

The table follows the time range. Its search, sort and columns stay in the page address, so a link you share opens the same view. With privacy mode on, the search text and any country, region or city you filter on are left out of the link.

Where to go next