Analytics
Who comes back, how buyers pay, why paid orders get cancelled, and which products lead to which.
Analytics is about your buyers, not your margins. It shows who comes back and when, how buyers pay, why paid orders get cancelled, and which products people buy together.
Find it at My Shop → Analytics. You need access to the Analytics page; see Managing access.
Which page answers which question
| Page | The question it answers | Platforms |
|---|---|---|
| Customers → Customer cohorts | Do first-time buyers come back? How soon? Do they spend more? | Shopee, TikTok Shop |
| Customers → Product rebuy | Which products bring buyers back? How many orders come from repeat buyers? | Shopee, TikTok Shop |
| Customers → By hour | At what time of day do people order? | Shopee, TikTok Shop |
| Payments | How do buyers pay, and what fee does each payment method cost you? | Shopee |
| Cancellations | Why are paid orders cancelled, and did the buyer order again? | Shopee |
| Product network | Which products end up in the same order? Which first products bring the best buyers? | Shopee, TikTok Shop |
| Product network → Product analysis | For one product: when do its buyers come back, and what do they buy next? | Shopee, TikTok Shop |
| Ads (Ad impact) | Do ads bring extra orders, or take credit for orders you'd have had anyway? | Shopee |
On Lazada shops these pages show as unavailable. Lazada doesn't tell us which orders come from the same buyer, and the Customers pages need that.
Words these pages use
| Word | What it means |
|---|---|
| Purchase | One day of buying. If someone places three orders on the same day, that counts as one purchase. |
| New buyer | Someone buying from your shop for the first time. |
| Returning buyer | Someone who has bought from your shop before, on an earlier day. |
| Uncertain buyer | DataGlass can only see orders back to the earliest one it has for your shop. Someone who orders in the first 90 days of that record may have bought from you before it, so we can't tell whether they're new. They get their own group. |
| Fully observed | A buyer counts toward a "within 90 days" number only once 90 days have passed since their first order. Someone who first bought last week can't tell you yet whether they'll be back within 90 days. |
| GMV | The selling price of what was bought. The Customers pages leave out unpaid, cancelled, failed and fully returned orders. |
All dates and hours use the shop's local time.
Dates and freshness
- Most pages show the last 90 days, and you can pick any period up to 92 days. Customer cohorts and Ads let you pick up to a year. Cancellations opens on the last 30 days.
- The Customers pages update every night, so today and yesterday may be incomplete.
- The buyer journeys on Product network (Starting products and Product analysis) update every Monday.
- Payments fees appear only after Shopee pays out an order, which happens after delivery. For recent days you'll see the orders before you see their fees.
To use several pages together for one decision, see Analytics use cases.