One of the often-overlooked aspects of migrating from WooCommerce to Shopify is the impact on reporting and analytics. Your WooCommerce revenue history, product performance data, and custom reports won't carry over. Here's what Shopify offers natively, what you lose, and how to fill the gaps.

Shopify built-in analytics (by plan)

Report type	Basic	Shopify	Advanced	Plus
Overview dashboard	Yes	Yes	Yes	Yes
Total sales, orders, average order value	Yes	Yes	Yes	Yes
Sales by product	Basic	Yes	Yes	Yes
Sales by traffic source	Basic	Yes	Yes	Yes
Sales by customer (LTV)	No	Yes	Yes	Yes
Retail sales (in-store vs online)	No	Yes	Yes	Yes
Inventory reports	No	Yes	Yes	Yes
Profit reports (COGS required)	No	No	Yes	Yes
Custom reports	No	No	Yes	Yes
Finance reports (taxes, payments)	Yes	Yes	Yes	Yes
Export to CSV	Yes	Yes	Yes	Yes

What WooCommerce reports existed

WooCommerce Reports (and the WooCommerce Admin plugin) provided:

Sales by date (configurable range)
Sales by product and category
Stock levels (low stock, out of stock)
Customer reports (top customers, guest vs registered)
Tax reports
Downloads (for digital products)

Enhanced with plugins: Metorik, WooCommerce Analytics, MonsterInsights, or custom WooCommerce extensions added deeper cohort analysis, funnel tracking, and custom date comparisons.

Historical data: what you lose

Unless you migrate order history (which most stores don't — see the order history migration guide), Shopify's analytics start from zero on migration day:

No WooCommerce revenue data in Shopify reports
Year-over-year comparisons will be meaningless for 12 months post-migration
Customer LTV history starts fresh (unless customer purchase history was migrated)
Product performance history unavailable in Shopify analytics

What to preserve before migration:

Export WooCommerce sales by month for the past 24 months (for business planning)
Export top 50 products by revenue (for inventory planning on Shopify)
Export customer LTV tiers (for Shopify customer segmentation)
Screenshot key WooCommerce dashboard metrics (conversion rate, AOV, etc.) for benchmarking

Google Analytics continuity

If you had Google Analytics (GA4 or Universal Analytics) on WooCommerce, your historical analytics data remains in Google Analytics regardless of platform migration. This means:

Pre-migration revenue history: available in GA4 (migrated from UA or GA4 natively)
Traffic sources, campaign performance, conversion funnels: all in GA4
Year-over-year comparisons: possible via GA4 even after platform switch

The key: reconnect GA4 to Shopify correctly after migration. See the GA4 setup guide for details. If you do this on day 1, your traffic analytics continue seamlessly — only the ecommerce event tracking (purchases, add-to-cart) has a gap between WooCommerce and Shopify going live.

Shopify's analytics limitations to know

No traffic source attribution in Basic plan

Shopify Basic's analytics don't show sales broken down by traffic source (organic, paid, email, direct). You need the Shopify plan ($79/month) or use Google Analytics 4 for channel attribution.

No profit reporting without COGS

Shopify can show gross profit only if you enter Cost of Goods Sold (COGS) for each product. WooCommerce's reporting typically didn't include COGS. After migration, manually enter COGS in Shopify (Products → individual product → Cost per item) to unlock profit reports on Advanced plan.

Custom reports require Advanced plan

Building custom reports (e.g., revenue by custom tag, conversion by traffic source and product) requires Shopify Advanced ($299/month) or an analytics app.

No session/conversion funnel tracking

Shopify's built-in analytics don't show traditional web analytics (sessions, bounce rate, time on page, funnel visualization). These require Google Analytics 4 or a dedicated analytics app.

Analytics apps to fill the gaps

Google Analytics 4 (free)

The most important analytics integration. GA4 via Shopify Customer Events API provides:

Full ecommerce tracking (purchases, add-to-cart, checkout funnel)
Traffic source attribution
Audience segmentation
Conversion path analysis
Historical continuity from your WooCommerce days

Metorik for Shopify ($50+/month)

Metorik is an advanced analytics tool that also supports WooCommerce. If you were using Metorik on WooCommerce, switching to Shopify means reconnecting the same Metorik account — you can keep historical WooCommerce data alongside new Shopify data in a unified view.

Triple Whale ($129+/month)

Marketing analytics and attribution platform popular with Shopify stores. Tracks ad spend ROI, customer LTV, and channel contribution. Replaces the marketing attribution reporting some WooCommerce setups had via MonsterInsights Pro.

Glew.io ($79+/month)

Unified ecommerce analytics with Shopify integration. Provides cohort analysis, LTV reports, product affinity, and more beyond what Shopify's native reports offer.

Setting up your Shopify analytics on day 1

On migration day, configure these analytics connections immediately — every day without them is data you'll never recover:

Google Analytics 4: Connect via Shopify Admin → Online Store → Preferences → Google Analytics. Or better: use Customer Events API for more reliable ecommerce events.
Facebook Pixel / Meta Pixel: Connect via Shopify Admin → Marketing → Integrations or Facebook & Instagram app.
Google Ads conversion tracking: Set up purchase conversion event via Customer Events API.
Klaviyo tracking: Connect Klaviyo to Shopify for email attribution and customer behavior tracking.

Building your Shopify reporting baseline

In the first 30 days on Shopify, establish these baseline metrics to compare against your WooCommerce benchmarks:

Conversion rate (Shopify: online store sessions → orders)
Average order value
Revenue by channel (GA4)
Cart abandonment rate (Shopify overview + Klaviyo)
Top 10 products by revenue (Shopify: Sales by product report)
Top traffic sources (GA4)
Email revenue (Klaviyo)

Document these Week 1 numbers. They become your new baseline for Shopify performance benchmarking.

Analytics migration checklist

Export WooCommerce analytics key metrics before decommissioning (monthly revenue, AOV, top products)
Reconnect GA4 to Shopify on day 1 (don't wait)
Connect Meta Pixel and Google Ads conversion tracking on day 1
Enter COGS for top products to enable profit reports (Advanced plan)
Connect Klaviyo for email attribution
Set up Shopify's built-in reports and bookmark key ones (Sales by product, Finance, Customers)
Review which WooCommerce reports were used regularly and find Shopify equivalents
Evaluate if you need an analytics app (Metorik, Triple Whale) based on reporting requirements
Document Week 1 baseline metrics

Analytics continuity is one of the most underplanned aspects of platform migration. A 1-hour investment in analytics setup on migration day prevents weeks of missing conversion data and broken marketing attribution.

Shopify analytics vs WooCommerce reports after migration (2026)