Weekly Shopify Data Review: What to Check, What to Do
A weekly Shopify data review needs five reports you already have: the Analytics overview compared with last week, the Conversion rate breakdown, Sessions by landing page, New vs returning customers, and a look at stock for your best sellers. Each check below comes with what to do if the number moved, so the review ends in one action.
The reports and their behavior come from the Shopify Help Center pages on the Analytics dashboard, behavior reports and customer reports, read on October 23, 2026. For a tour of the whole Analytics area, see Shopify analytics. The routine is one of several in our running a store hub.
The weekly checklist
Do it on the same day each week, comparing the last 7 days with the 7 days before.
| Check | Where | If it moved, then… |
|---|---|---|
| Net sales and orders | Analytics overview, comparison with the previous period | Look at which one moved. Fewer orders: go to the funnel. Same orders, lower sales: look at average order value and discounts used |
| Sessions | Analytics overview | A drop: check traffic sources in the marketing reports and your last campaign. A rise with no extra orders: check where the new visitors landed |
| Funnel steps | Conversion rate breakdown | Find the step with the bigger drop than last week: cart additions, reached checkout or completed checkout. Fix that step only |
| Landing pages | Sessions by landing page | A page with many sessions and few cart additions is your next page to improve |
| New vs returning customers | New vs returning customers | Fewer returning customers: check your post-purchase emails and when your last offer to past buyers went out |
| Best sellers’ stock | Inventory or product list | Reorder anything that will run out before the next delivery |
| Unfulfilled orders | Orders | Anything older than your shipping promise gets a message to the customer today |
Write down one action per week and check next week whether the number responded.
Two report quirks to remember: customer reports can miss the last 12 hours of activity (the New vs returning customers report is up to date), and Shopify changed session measurement on September 21–23, 2026, so do not compare session-based numbers across that date.
Ask Sidekick instead of clicking
Sidekick in the admin answers many of the checks in plain language:
- Session data: conversion rates, sessions by landing page, sessions by device. Shopify’s example: “Show my conversion rate by device type for the last 30 days.”
- Customer data: new and returning customers, order counts, RFM groups and predicted spend tiers. Example: “Which RFM group has my highest average order value?”
What it cannot answer, per Shopify: search and product recommendation data, and customer cohort projections. For those, open the reports.
The monthly add-on
Once a month, add four checks that move too slowly to see weekly:
- Retention. The Customer cohort analysis report: are customers from last month’s cohort coming back as often as earlier ones?
- Average order value by month, and which discounts drove orders.
- Product performance. Best and worst sellers by net sales, and products with sessions but no sales.
- Gross profit, if product costs are entered: the profit reports by product show whether your best sellers are also your most profitable.
For deeper funnel work, see Shopify sales funnel, and for a dashboard that combines Shopify with other data, Shopify KPI dashboard.
Set targets so changes stand out
The Analytics overview lets you create metric targets for goals such as weekly net sales. With a target set, you see at a glance whether the week was on track before reading any detail. Shopify also shows automatically generated insights on the overview when it spots a meaningful trend; read them before the checklist.
Frequently asked questions
Which Shopify reports should I check every week? The Analytics overview compared with the previous week, the Conversion rate breakdown, Sessions by landing page and New vs returning customers, plus stock of your best sellers and unfulfilled orders. Each one should lead to a single action if it moved.
Can Shopify email me weekly reports? Merchants on the Shopify Community note that Shopify has no built-in scheduled email of reports. You can open your saved reports each week, ask Sidekick for a summary, or use a reporting app or a dashboard tool that sends scheduled reports.
What is a good conversion rate for a Shopify store? Shopify does not publish a benchmark in its report documentation. Compare your store with its own previous weeks, and keep in mind the session measurement change of September 2026 when you compare across that date.