How the Shopify sales breakdown works

For more general information on how sales reporting works, see this article.

Sales breakdown overview

Sales breakdown is a great way of understanding and attributing where your sales are coming from. It groups revenue into a number of dimensions and shows the percentage of overall revenue each grouping is responsible for. This is helpful when it comes to prioritizing your effort (eg. optimizing the site for mobile Safari) and investigating source of sales dropoff.

Since the data is collected directly from your Shopify orders metadata, it's as close to the metal as it gets. It also eliminates common issues with using tools like Google Analytics, such as setup errors and ad blockers.

For brevity, we only surface the top 3 values for each dimension.

Dimensions used for breakdown analysis

Currently, we analyze Device Types, Browser Types, Source/Medium, Landing Pages, Referral Traffic, and Payment Gateways. We will be implementing additional breakdowns in the future. Have requests or ideas? Drop us a line.

Device Type

The general category of device the user used to make a purchase. Some common examples include Mobile, Desktop, and Tablet. We also surface Phablet, which is larger sized phones  in size between that of a typical smartphone and a tablet.

Browser Types

Common browser families, such as Chrome, Safari, and Firefox. We also surface common mobile apps like Facebook and Instagram.


Source/Medium is a very relevant dimension for digital marketers and key to understanding the effectiveness of your marketing campaigns. We follow Google Analytics' convention for Source/Medium reporting.

See the following definition from Google Analytics support:

Source: the origin of your traffic, such as a search engine (for example, google) or a domain (example.com). Medium: the general category of the source, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral).
Source/Medium is a dimension that combines the dimensions Source and Medium. Examples of Source/Medium include google/organic, example.com/referral, and newsletter9-2014/email.

Landing Pages

The initial page URL the customer landed on before making a purchase. It's best to focus your design and optimization efforts on landing pages that generate the most amount of revenue.

Referral Traffic

External referrers that drove the traffic and resulted in a sale. This is a great compliment and alternative to Source/Medium to understand which platforms are driving you the most sales.

Payment Gateways

Payment providers that processed the sale, such as Shopify Pay and PayPal.

Still no luck? We are here to help!

Send us a message with your question and someone from our support team will reach out to your as soon as possible.

Contact Us