Track Your Shopify Store Growth with KPI Reports That Actually Matter

Tracking the right Key Performance Indicators (KPIs) is crucial for understanding how your Shopify store is performing. The right metrics show what’s working, where improvements are needed, and how to make the most of your revenue.

From customer acquisition cost to average order value, these KPIs provide insights to help you optimize marketing, sales, product performance, and the overall customer experience.

How KPI reports help you identify the right key metrics

Key Performance Indicators (KPIs) are essential metrics that show how effectively your business is achieving its goals. KPI reports help your business understand what’s really working and what’s not. They do this by collecting data and comparing it to goals that have already been set. This makes it easy to see whether a team, process, or system is moving in the right direction or not.

By comparing current results with set goals, you can tell if current strategies are effective or if something needs to change. These insights help you and your teams fix problems as early as possible to improve performance and stay focused on the goals that matter most.

The KPIs are to share results in a simple, easy-to-understand way. Such reports give leaders the information they need to make smarter decisions with confidence. Most are tracked using analytics and reporting tools, which make it easier to monitor progress and spot trends over time.

[Note: KPIs also allow you to compare your performance against competitors or industry standards]

The KPI report categories you should focus on

To understand how your business is performing, it’s important to track KPIs across different areas. And each area highlights a specific part of your store that you actually need, and for that, you just need 5 to 7 core report types to give you a clear and accurate picture of performance. Below are the core KPI report categories you should focus on.

• Sales and Revenue 
• Marketing and Campaign 
• Product Performance 
• Customers 
• Operations and Staff 
• Shopify Returns and Discount 
• Shopify Inventory Report 

Sales and Revenue 

Sales are measurable metrics that show how well your sales activities are meeting set goals. They give useful insight into the sales process, from bringing in customers to generating revenue. These metrics help you understand how much your store is selling, how fast it is growing, and where your revenue is coming from. And also helps you measure performance, set clear targets, and keep sales efforts aligned with your business goals.

1. Sales Over Time Report

Sales over time is a Shopify report that shows your store’s sales and order trends over a selected time period. It helps you understand how sales change over time and identify patterns in customer purchasing.

[Formula to calculate Sales Growth: Sales Growth = (Current period sales – prior period sales)/ prior period sales x 100]

This measures your sales growth performance over time and shows whether sales are growing, stable, or declining.

Using this report, you can:

• View peak sales periods
• Spot drops in sales early
• Monitor customer buying behavior
• Track the impact of discounts and promotions
• Identify long term sales trends
• Plan fulfillment and inventory replenishment more effectively

2. Sales by Channel

The Sales by Channel KPI shows how each platform, including your online store Buy Button and social media integrations, is performing. It brings sales data from all channels into a single report, helping you manage orders inventory and customer engagement more effectively. This makes it easier to identify which platforms generate the most revenue and where improvements are needed.

Key metrics to analyze:

• Revenue by channel: Compare gross and net sales to identify which channels generate the most revenue and return.
• Profit impact: Review discounts, taxes, and returns to understand how each channel affects margins.
• Customer behavior: Analyze order volume, AOV, and repeat purchases to see why customers prefer certain channels.
• Unified metrics: Access sales taxes, discounts, and returns from all channels in a single report for easier management.
• Marketing efficiency: Match channel revenue with ad spend to focus budgets on high-performing platforms.
• Trend tracking: Monitor changes over time to adjust marketing and operations quickly based on performance.

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Using these KPI reports allows you to see how your store is performing over time and across channels. By tracking sales trends, peak periods, and revenue sources, you can find out loopholes early and plan promotions to make decisions about pricing and growth strategies. They reduce your dilemma and probability and help you to focus on actions that directly impact revenue.

Marketing and campaign KPI’s

Marketing key performance indicators act like a roadmap you can actually follow. They show how your campaigns are performing and make it clear what success looks like. The most effective KPIs capture the complete customer journey from initial to the final sale, tracking key points such as retargeting clicks, email opens, and remarketing interactions that actually drive conversions.

Improving your marketing results and tracking customer journey across different channels by tracking the right indicators. The reports below highlight the most important marketing and campaign metrics and help you decide which ones are worth monitoring for your business.

1. Sales attributed to marketing

This key report shows how your marketing efforts turn into actual sales. When a customer clicks on a marketing ad or campaign, Shopify tracks their activity during that visit. If the customer makes a purchase, the sale is credited to the campaign that brought them to your store. This helps you see which marketing efforts are driving revenue and make smarter decisions about where to spend your advertising budget.

Key Metrics you get:

• Revenue from Marketing Campaigns: Shows the total sales generated from customers who clicked on a specific marketing campaign or ad and completed a purchase within a selected date range.
• Average Order Value (AOV): Measures the average amount spent by your customers per order. This metric helps you understand buying behavior and spot opportunities for upselling and cross-selling.
• Campaign Conversion Impact: This key metric shows you whether your campaign is actually converting into real orders or not. By tracking your campaign and order count altogether, you can count the exact buyers, not just traffic.

2. UTM Report

This report shows how your marketing links and campaigns perform by tracking visitors who arrive at your store through UTM-tagged URLs. When a customer clicks a link from an ad, email, or social post, Shopify captures the UTM details associated with that visit. If the customer completes a purchase, the sale is attributed to the corresponding campaign, source, medium, or content. This helps you understand which marketing channels and campaigns drive the most sales and product demand, allowing you to optimize your marketing strategy and budget allocation.

Key insights you get:

• High-Performing Campaigns and Channels
  Identifies the campaigns and marketing channels that generate the most sales and product demand. This helps you focus on strategies that deliver the strongest results.
• Marketing Spend Optimization
  Shows which traffic sources and campaigns produce the highest return on investment, enabling you to allocate your advertising budget more effectively.
• Conversion and Landing Page Effectiveness
  Highlights which landing pages convert visitors into customers, helping you improve page design, messaging, and user experience to increase conversions.
• Data-Driven Marketing Decisions
  Provides clear, attribution-based insights into customer behavior and sales performance, allowing you to make informed decisions backed by actual revenue data rather than assumptions

In short, Marketing KPI reports show which campaigns and channels drive you to the actual sales. This helps you allocate your budget to the most effective strategies, optimize campaigns, and improve conversion rates. By identifying underperforming campaigns early, you can avoid extra spend and increase your return on marketing investments.

Product performance KPIs

Product performance helps you understand how each product and variant is selling over time. They show total units sold and total revenue, making it easy to identify your top-performing products.

When planning your next purchase order, reviewing product performance data can show which product categories contribute the most to overall sales. This helps you decide which categories to stock each season and ensures each store carries the right inventory.

1. Sales by product report

This report shows how each product in your store performs based on actual sales data. It tracks the quantity sold, revenue generated, discounts applied, returns, and profitability for every product or variant. When a customer places an order, the report attributes the sale to the specific product purchased and records key financial metrics such as gross sales, net sales, and profit. 

Key metrics you get from this report:

• Quantity Sold
  Shows the total number of units sold for each product within the selected time period. This field helps you measure product demand and highlights fast-moving versus slow-moving items.
• Gross Sales
  Represents the total sales value of a product before discounts, refunds, or returns. It indicates the product’s ability to generate revenue without adjustments.
• Discounts
  Displays the total discount amount applied to a product. This helps evaluate how promotions and price reductions impact product sales.
• Returns / Refunds
  Tracks the quantity or value of returned products. High returns may indicate product quality issues, sizing problems, or unmet customer expectations.

2. Sales by Variant

The Sales by variant report shows the product performance using identifiers like Product Title, Variant Title, SKU, and Barcode for accurate tracking. It highlights demand through Net Quantity and revenue through Gross Sales, while accounting for Discounts and Returns. The report calculates Net Sales to show actual earned revenue. Additional charges such as Shipping, Tax, and Total Duties are included to present Total Sales, giving a complete view of customer billing.

Key indicators you get from this report are:

• Top and Low Performing Variants: Identify which product variants generate the most revenue and which are underperforming.
  
  
• Demand Trends: Understand which products are selling fast (Net Quantity) to optimize inventory and restocking.
  
  
• Revenue Impact of Discounts & Returns: See how promotions or product returns affect actual earnings (Net Sales).
  
  
• Profitability & Extra Charges: Evaluate how shipping, taxes, and duties contribute to total revenue.
  
  
• Product-Level Contribution: Determine each product’s share of overall sales to focus marketing or growth efforts.
  
  
• SKU/Variant Tracking: Helps in monitoring specific variants for supply chain, pricing, or inventory decisions.

Product performance KPI reports tell you which products or variants sell well and which is lagging behind to plan inventory, prioritize top sellers, and make smarter decisions about discounts or promotions. Monitoring these metrics prevents overstocking, understocking, and missed revenue opportunities early.

Customer KPIs

Customer reports help you understand who your customers are, how often they shop, and what brings them back. These insights show which campaigns encourage repeat purchases and where new customer opportunities exist. When customer and order data are combined, you can create more personalized experiences that strengthen long-term customer relationships.

1. Sales by customer report

The Sales by Customer report shows how much each customer contributes to your overall sales. It helps you identify your top value customers, understand buying patterns, and track how different customer types perform over a period of time.

Key metrics it offers:

• Customer Email
  Helps link orders to customer profiles and supports targeted follow-ups and marketing efforts.
• Customer Type
  Shows whether a customer is new or returning, helping you measure customer retention and loyalty.
• Gross Sales
  Displays total sales before discounts, returns, or refunds, giving insight into overall purchasing activity.
• Net Sales
  Shows actual revenue after discounts and returns, helping you understand true sales performance.
• Total Sales
  Represents the final sales amount tied to each customer, useful for identifying top-value customers.
• Customer Lifetime Value (LTV)
  Allows you to track the total revenue a customer is expected to generate over time, helping you prioritize high-value customers and tailor retention strategies.
• Repeat Purchase Rate
  Measures how often customers make additional purchases, giving insight into loyalty and the effectiveness of marketing and engagement efforts.

2. First Time vs Returning Customer Sales Report

The First Time vs Returning Customer Sales Report helps you compare how new and repeat customers contribute to your sales. It shows whether your growth is coming from acquiring new customers or from existing customers making repeat purchases. This insight helps you balance your marketing, retention, and loyalty strategies.

Key indicators you get from the report:

• Customer Type
  Separates first-time customers from returning customers, helping you measure retention and loyalty.
  
  
• Order Count
  Displays the number of orders placed by each customer type, showing purchasing frequency.
  
  
• Total Spent
  Shows total revenue generated by first-time and returning customers, helping you understand which group drives more value.

3. Most Valuable Customers Report

The Most Valuable Customers Report highlights the customers who generate the most revenue for your business. It helps you identify high-value shoppers and understand which customers contribute the most to long-term revenue, making it easier to focus on retention and loyalty efforts.

Key indicators and how they help:

• Customer Name: Identifies each top customer so you can review their purchase history and engagement.
  
  
• Email: Connects sales data to customer profiles, supporting personalized communication and targeted campaigns.
  
  
• Orders: Shows how many orders each customer has placed, helping you measure purchase frequency and loyalty.
  
  
• Total Spent: Shows the total amount a customer has spent, making it easy for you to identify your highest revenue-generating customers.

The customer KPIs report shows who your most valuable buyers are, how often they return, and which segments drive the most revenue. These metrics allow you to improve retention to personalize marketing strategy for their loyalty rewards, and grow lifetime value. 

Operations & Staff KPIs for Shopify POS retailers

Operations and staff link team performance to business results. These reports help you measure productivity, conversion, and scheduling efficiency to make sure every staff member contributes to sales. When you combine staff, sales, and traffic data, you can see what drives top performance and apply those insights across all locations.

Retail sales by staff at the register Report

The Retail Sales by Staff at Register Report shows how individual staff members perform at the point of sale. It helps you understand how each employee contributes to sales and identify top performers across different store locations.

Key fields you get:

• POS Location Name
  Shows where the sale took place, helping you compare performance across store locations.
  
  
• Order Count
  Displays the number of orders handled by each staff member, indicating activity and productivity.
  
  
• Gross Sales
  Shows total sales before discounts or refunds, reflecting overall selling performance.
  
  
• Net Sales
  Displays actual revenue after discounts and returns, giving a clearer view of sales impact.
  
  
• Shipping
  Tracks shipping charges associated with orders, useful for understanding order value breakdowns.

Operations and staff reports act like a bridge between performance and sales outcomes. They help you identify top performers to optimize scheduling and improve productivity across locations. By seeing where your team excels or struggles, you can make staffing and training decisions that directly boost efficiency and sales.

Returns and discount 

Returns and discounts help you understand how refunds, returns, and promotions impact your business. These reports show how often products are returned, why they are returned, and how discount codes are performing and affect revenue and profitability to identify issues early and take steps to reduce future returns.

Refund Report

Refund KPIs help you understand how much revenue is being refunded and why it happens. Monitoring refund trends on a weekly basis allows you to spot product shipping or promotion problems early and protect profit. They provide insight into why customers send products back and what may be affecting their experience. A clear and fair refund policy builds

trust and gives customers confidence to buy, knowing they have a safety net if something goes wrong. It can also help reduce negative reviews and customer complaints by setting clear expectations upfront.

Important metrics you get:

• Returned Quantity
  Indicates how many units were returned, useful for identifying high return volume products.
• Net Returns
  Displays the refund amount after adjustments, showing the true financial impact.
• Shipping Returns
  Tracks refunded shipping costs, helping assess logistics and delivery-related issues.
• Tax Returns
  Shows refunded tax amounts for accurate accounting and compliance.
• Total Returns
  Represents the full refund value for each order, giving a complete view of return costs.

Using these KPI reports shows you the impact of refunds, returns, and promotions on profitability in your store. So, you can identify products causing losses to adjust promotions wisely, and you can maintain a better customer experience. This prevents unexpected profit loss and helps manage financial risk.

Inventory 

Inventory shows how effectively products move through your store. These reports help you identify slow-moving items, track bestsellers, and keep stock levels balanced across all store locations. When inventory, sales, and customer data are connected in one place, you can respond faster to changes in demand and avoid stock issues.

1. Inventory on hand report

The Inventory on Hand Report shows the exact stock available for each product and variant across all locations. It helps you track inventory in detail and make informed decisions about purchasing, restocking, and cost control.

Key fields you get from this:

• Variant Title
  Shows specific versions of a product, such as size or color, helping you manage variant-level inventory.
• SKU
  Provides a unique product identifier, making it easier to track, reorder, and audit inventory.
• Vendor
  Indicates the supplier for each product, helping with purchase planning and supplier performance tracking.
• Location
  Shows where inventory is stored, allowing you to balance stock across warehouses or stores.
  
  
• Inventory Quantity
  Displays the number of units currently available, helping prevent stockouts or overstocking.
• Inventory Cost
  Shows the total cost of inventory on hand, helping you understand tied-up capital and manage margins.

2. Low Stock Product Report

The Low Stock Product Report helps you identify products and variants that are running low on inventory so you can restock before sales are affected. It gives a clear view of both stock levels and inventory value, helping you avoid out-of-stock situations and lost revenue.

Essential fields you get:

• Product Status
  Indicates whether the product is active, draft, or archived, helping prioritize restocking decisions.
  
  
• Inventory Quantity
  Shows how many units are left, which helps you determine urgency.
• Price
  Displays the selling price for understanding revenue and its impact if the stock runs out.
  
  
• Inventory Value
  Shows the total retail value of your remaining stock across locations.
• Product Cost
  Indicates the cost per unit, helping with purchase planning and margin analysis.
• Inventory Cost
  Shows you the total cost of remaining inventory, which helps you manage cash flow and restocking budgets.

Inventory KPI reports give you live visibility into stock levels, such as slow-moving items, and low-stock alerts. Which further helps you balance supply with demand, prevent stockouts, and manage cash flow effectively. Using these insights, you can make accurate purchasing and restocking decisions while keeping your store operational and profitable.

When to check each KPI report

Check KPI reports on a schedule that matches your business goals and cycles. Daily reviews work well for high-volume stores that need real-time adjustments. Weekly checks are great for tracking revenue and trends, while monthly reviews help with bigger planning and strategic decisions across all categories.

Can you create these reports in Shopify

The Reports section gives you basic reports like Sales Over Time, Sales by Product, and Inventory, but it does not include advanced customizations, multi-store integrations, line item properties, or combined views such as staff sales and traffic. For more advanced KPIs like UTM tracking or consolidating data across multiple stores, you will need apps that offer at least 100-plus prebuilt reports and automation. 

Since Shopify’s native reporting is limited, merchants often depend on apps to get complete insights without compromise.

How Above reports improve your store growth

Tracking the right KPIs is essential for growing your Shopify store. These reports go beyond raw numbers, showing you what is working, what needs improvement, and where to focus your efforts. By using these KPI insights, you can make smarter decisions that drive sales, boost efficiency, and enhance customer experience.

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• Measure Progress Toward Goals
  These reports let store owners track their performance against set targets, such as increasing monthly sales or boosting conversion rates. If results fall short, they provide early warning signals, allowing timely adjustments like new promotions, product launches, or marketing campaigns.
  
  
• Identify and Address Problems Early
  By monitoring metrics like conversion rates, cart abandonment, or organic traffic, store owners can detect issues before they impact revenue. Early detection helps prevent lost sales, maintain customer satisfaction, and protect the brand’s reputation.
  
  
• Drive Continuous Performance Improvement
  These reports highlight which marketing channels, products, or strategies are most effective. This insight allows merchants to invest wisely, optimize processes, and steadily improve store efficiency and revenue.
  
  
• Optimize Customer Value
  Metrics like Average Order Value (AOV), Customer Lifetime Value (CLV), and Customer data help businesses increase revenue per customer and reduce costs. Understanding these KPIs guides decisions around upselling, cross-selling, loyalty programs, and customer retention strategies.
  
  
• Balance Inventory and Operations
  Reports on inventory levels, turnover, and stock days help maintain the right balance between overstocking and understocking. This prevents lost sales from stockouts and reduces excess costs from holding unsold inventory.

Conclusion

In brief, KPI reports are way more than just a set of numbers, it acts like your roadmap to Shopify store growth. They show how your sales are growing, which efforts bring in revenue, what products customers actually want, and how buying behavior changes over time. With this clarity, you can stop relying on probability and start making decisions based on accurate performance, whether it is adjusting pricing, improving marketing spend, or focusing on the products that drive growth.

At the same time, these insights help you run your store more smoothly behind the scenes. You can spot the issues early to reduce losses from returns or low promotions while keeping your inventory balanced, and improve how your team performs day to day. When every team works from the same data, you stay updated in terms of profits and sustainably grow your Shopify store.

Consistently using KPI insights gives you a clear view of performance and helps your Shopify store grow sustainably while staying ahead in the market.