Shopify > Everything Else
Shopify Analytics should be your best friend.
Facebook’s attribution is bullshit. TripleWell, WeTracked — maybe a little better, but nothing beats Shopify’s raw data.
Most days, I don’t even look at the ad account unless I’m scaling or uploading creatives. The truth is, the real answers are always in Shopify or session recordings.
Core Reports I Track
I set up slightly custom reports to track:
- Sessions → Add to Cart → Initiate Checkout → Complete Checkout → Conversion (in both % and raw numbers).
- Sessions by landing page (vital if you’re using pre-landers).
- Conversion rate breakdowns across steps.
- Chargeback rate (make sure it’s below 0.3%).
- Net sales & AOV.
- Revenue per visitor (RPV) & Profit per visitor (PPV).
Why Profit Per Visitor Wins
Everyone obsesses over conversion rate. That’s not the game.
You can’t fund the business, pay yourself, or buy that Lambo without profit per visitor.
- Raise conversion rate but lower PPV → you just scaled yourself broke.
- Lower conversion rate but raise PPV → you make more money with less traffic.
Always optimize for PPV over vanity metrics. I track this daily, even if I have to use a Google Sheet to calculate it.
Chargebacks & Scaling
Chargeback rate creeping up? Sometimes the only fix is to scale faster. It’s a percentage — more orders dilute the ratio.
Still, aim to fix it on the backend (customer support, refunds, faster shipping, disputifier). Don’t just pray scaling saves you.
The Funnel Leak Mentality
Think of your reports as a funnel with leaks.
If the leak is at E, don’t waste time on A, B, C, D. Fix E first so the water can even get to G.
Once you get good at spotting constraints, scaling becomes automatic. You’ll see the issue instantly and know where to put your attention.
Example:
- I joined a brand, saw instantly the offer margin sucked.
- Data confirmed conversion rate wasn’t climbing enough to offset.
- Swapped to better markup → conversion dropped slightly but profits shot up.
- That was the constraint, solved in one move.
How to Get Comfortable With Data
My first mentor, Difaino Harting, told me this:
If you know how to read data, you will never go broke again a day in your life.
- Study the patterns.
- Ask “what’s the one thing I could fix here that would make the biggest difference?”
- Don’t shotgun 10 changes at once. Test one variable at a time → measure impact → move forward.
If you’re lost, dump the numbers into ChatGPT and ask it questions until the logic clicks. Over time, you won’t need to ask — you’ll see it instantly.