Analytics shows how your Instant-built pages, carts, and experiences perform on your live storefront. Open it from Overview → Analytics, choose Analytics from the menu at the top left, or press Alt+3.
Analytics has three tabs:
Overview — site-wide attributed revenue and orders (this article)
Pages — compare layouts and open a report for one layout (Page analytics)
Cart — Instant Cart metrics and the cart-to-checkout funnel (Cart analytics)
A/B testing is a separate item in the project sidebar, not a tab inside Analytics. See Create an A/B test.
Overview metrics
Overview shows two metric cards. Select a card to drive the trend chart below it:
Metric | What it means |
Attributed revenue | Revenue made from Instant-built pages, carts, and experiences |
Orders | Completed purchases (orders) made through Instant-built pages, carts, and experiences |
These totals are not the same as your Shopify Admin store totals. Instant only counts orders tied to Instant-built experiences, so the numbers will differ. Currency follows your Shopify store. For how attribution works, see How tracking works.
Date range, comparison, and chart interval
Use the controls above the chart:
Date range — quick options including Last 7 days (the default), Last 30 days, Last 90 days, last week/month/quarter/year, week/month/quarter/year to date, or a Custom range. Last x days covers the last x full days and does not include today. x to date ranges include today.
compared to — Previous period (the default), Previous quarter, Previous year, or No comparison.
Show — the chart interval: Hour, Day, Week, Month, or Quarter. Shorter intervals are disabled when the selected range is too long.
Near the top, Instant shows when the data was last updated, or Data could not be retrieved if a request fails. Times use your browser's timezone, shown at the bottom of the panel.
Devices and locations
Below the chart, two breakdown cards show where performance comes from:
Devices — tabs for Devices, OS, and Browsers
Locations — tabs for Countries and Regions
Each row shows its share of traffic, plus attributed revenue when there is revenue to show.
Traffic sources
Select a page in the analytics list to open its detail view. That view adds a Sources card with a Referrer tab, showing where shoppers came from before they viewed the page:
Direct — no referring site, such as a typed address, a bookmark, or an app that sends no referrer
A recognizable name for well-known sources — Google, Facebook, ChatGPT, Shopify, and similar. Subdomains and country domains are grouped, so
m.facebook.comandl.facebook.comboth count as FacebookThe domain itself for anything else, for example
partner-blog.comUnknown or Unidentifiable — the page view arrived without usable referrer information
The card shows the 100 sources with the most visitors in the selected date range.
Plan availability
On the Free plan, Analytics shows an upgrade prompt instead of live metrics. Analytics is available on paid plans (Starter and up).
Cart drawer publishing, A/B testing, and heatmaps have their own plan rules — see Click and scroll heatmaps and the Plan limits reference.
When numbers look wrong
If attributed revenue or orders look flat or zero:
Confirm the layout is published to your live theme — preview and draft traffic generally does not count.
Open the live storefront in a normal browser session, not only the builder preview.
Check that consent tools or ad blockers in your test browser are not blocking storefront analytics.
Check the tracking coverage under the selected metric. Visitors, Conversion rate, and Click-through rate only count shoppers who allowed analytics, so they fall when consent is lower or when your Shopify customer privacy settings restrict tracking. Orders, Attributed revenue, and Avg. order value are not reduced that way.
Allow a short delay for events to process after a publish or a traffic spike.
More detail: How tracking works. For cart-specific funnels, open the Cart tab — Cart analytics.