Shoppers

The Shoppers screen is about people, not visits. It tracks the unique individuals behind your traffic and how they become known to you over time, from an anonymous visitor to an identified user to a paying customer. Use it to understand how much of your audience you can actually reach and to look up any individual shopper.

Shoppers uses the shared time range selector. (It does not have a Compare toggle; the new-versus-returning split already gives you the period comparison you need.)

The three shopper types

Every shopper falls into exactly one type, based on how much you know about them:

• Visitor is anonymous. Someone visited, but you have no name, email, or phone for them yet.
• User is identified. You have at least one of a name, email, or phone, usually captured at a quiz, a form, or checkout.
• Customer has purchased at least once.

These build on each other: a customer is also identified, and an identified user was once an anonymous visitor. The point of the screen is to watch shoppers move up this ladder.

The KPI strip

Six numbers across the top, each with a change badge against the previous period.

• Active Shoppers is everyone who interacted with your store in the period, including buyers whose visit was not tracked.
• Anonymous is the active shoppers you have not identified yet, with how many visited for the first time.
• Leads (Known) is the active shoppers you can reach by email or phone who have not bought, with how many you captured in the period.
• Customers (Active) is the active shoppers who have bought at some point, with how many bought in this period. Someone who placed their first order and ordered again in the same period is counted once.
• Session Conversion Rate is the share of sessions that ended in a purchase, the same figure Overview, Sessions, and Orders show for the period.
• Avg Sessions to Convert is how many sessions a customer took, on average, before buying.

New vs returning profiles

A donut splitting the period's active profiles between those new in this range and those you already knew before it started. Each type keeps its own clock: a visitor is returning if they first visited earlier, a lead if you identified them earlier, and a customer if their first order came earlier, so a longtime visitor who buys for the first time counts as a new customer. A store that leans heavily new is winning attention but not yet loyalty; a healthy returning-profile share means your audience is sticking.

Below the donut, the period's purchases split into New customer purchases (a buyer's first order) and Repeat customer purchases (an order from a buyer who had ordered before), each with its revenue. For how many of this period's buyers already had an earlier order, see Repeat Customers on Overview.

Identity resolution

A funnel of three steps, each one inside the step before it:

• Active shoppers is everyone who visited or bought in the period.
• Identified is the active shoppers you can reach: leads and customers together.
• Customers is the active shoppers who have bought.

Every percentage is a share of Active shoppers, so the Identified percentage is the same figure as your identification rate for the period. Beside the funnel, Reachability splits your shoppers by whether you hold an email, a phone, both, or neither.

Acquisition breakdown

Each channel and source with the shoppers it brought in, their add to carts and checkouts, and the purchases it is credited with. The First touch and Last touch switch picks which visit takes the purchase: the first visit that came from a real source, or the last one before buying, looking back 30 days. A shopper who came in once and bought counts for that channel on both settings.

Purchases with no visit in the 30 days before them sit on their own No tracked journey row, so every purchase is accounted for. Subscription renewals are not credited to any channel.

Campaign performance

Each campaign with the visitors, leads and customers it reached in the period, and the revenue of the purchases it closed (the last visit from a real source in the 30 days before buying). Spellings of one campaign that differ only in capital letters, spaces or URL encoding, such as Spring+Sale and spring%20sale, are merged into one row. Narrow the table by source and medium to see one traffic source's campaigns.

Top LTV customers

A ranked list of the customers with the highest lifetime revenue, each showing their order count, when they last ordered, and their total spend across every order they have placed. Lifetime value is not scoped to the selected time range.

The shoppers table

The full roster, one row per shopper active in the selected time range. Columns:

• Profile shows the shopper's name or email, or an anonymous placeholder if you have no identity yet. A customer on their first order carries a New badge.
• Identity shows what you know about them: anonymous, email known, phone known, or fully identified.
• Segment is a customer's RFM segment, or the shopper's type if they have not ordered yet.
• Strength scores how reachable and engaged the shopper is, out of five.
• Sessions counts every visit the shopper has made.
• Touchpoints lists the channels and platforms across their visits, most recent first.
• Order value is what the shopper spent in the selected time range.
• Revenue (lifetime) and Orders cover every order they have ever placed, so they do not change with the time range.
• Last seen is when the shopper was last active.

Use Display to show more columns, such as first- and last-touch source, or to make the rows compact. Drag a column edge to resize it.

Filtering and sorting

• The tabs at the top narrow the table to All Profiles, Anonymous, Leads, or Customers, with a count for each.
• Last touch and First touch choose which end of the journey the touchpoints highlight.
• Click a column header to sort by Last seen, Sessions, Revenue (lifetime), or Orders.
• The search box finds a shopper by name, email, phone, profile ID, or order number, across every profile rather than only the selected time range. With privacy mode on, search matches a full email address or phone number only.
• Your search, sort, and columns stay in the page address, so a link you share opens the same view. With privacy mode on, the search is left out of the address.

Click any row to open that shopper's full profile, including their event timeline.

The shopper profile

• Channel credit splits everything the shopper has bought across the channels that led to each purchase, with the amount, the share and the number of orders for each channel. It opens on Position-based (40/20/40); switch to Last non-direct click, First click or Linear to compare. Subscription renewals take no credit.
• Order history lists every order with the channel it is attributed to, the same value the Orders page shows for that order: a channel, or Renewal, Journey pending, Not tracked or Direct.
• Identity resolution shows when the shopper's email, phone and customer ID were first seen and in which visit, so you can see the moment an anonymous visitor became known. Click the visit to open it. The identifiers themselves are never shown here, and with privacy mode on the history works the same way.

Where to go next