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Analytics & Reporting

Course Content
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UAMS Copyright Agreement
Use of Material
Website & E‑Commerce Basics
This module introduces learners to the core concepts behind websites and online stores. Students explore how websites work (domains, hosting, CMS vs hosted platforms) and gain a clear understanding of different website and e-commerce models. The module covers foundational platforms such as WordPress, WooCommerce, and Shopify, including their purpose, strengths, and common use cases. Learners also review essential setup concepts like site structure, navigation, basic SEO, and store functionality.
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How Websites Work (domains, hosting)
00:00
CMS vs Hosted Platforms
00:00
Intro to WordPress & Shopify
00:00
Types of Websites and Online Stores
00:00
Knowledge Check: Website & E-Commerce Basics
Domains, Hosting & Setup
This module explains the foundational components required to launch a website or online store. Learners explore how domain names work, how web hosting stores and delivers website content, and the role of DNS in connecting the two. The module also introduces hosting types, setup considerations, and basic installation workflows for platforms like WordPress and Shopify. By the end of the module, learners can confidently choose a domain, understand hosting options, and complete the initial setup needed to get a website online.
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Choosing a Domain Name
00:00
Web Hosting Basics
00:00
Installing WordPress (local & live)
00:00
Creating a Shopify Account
00:00
WordPress Dashboard & Settings
This module introduces learners to the WordPress admin dashboard and its core settings. Students explore the layout of the dashboard, key menu areas, and the purpose of essential settings such as site title, permalinks, user roles, reading, and discussion options. The module emphasizes how proper configuration affects site usability, SEO, and security. By the end of the module, learners can confidently navigate the WordPress dashboard and configure settings to support a well-structured, functional website.
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WordPress Dashboard & Settings
00:00
WordPress Admin Overview
00:00
Pages, Posts, Media
00:00
Permalinks & User Roles
00:00
Themes & Customization
00:00
Block Editor vs Page Builders
00:00
Using Elementor in WordPress
00:00
Responsive Design Basics
00:00
Backups, Updates & Security
00:00
Shopify Platform Overview
This module introduces learners to Shopify as a leading hosted e-commerce platform. Students explore its key features, including store setup, themes, apps, and integrations, and understand how Shopify simplifies online selling for businesses of all sizes. By the end of the module, learners can explain Shopify’s functionality, identify its advantages, and determine when it is the right platform for an online store.
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Shopify Ecosystem
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Shopify vs WooCommerce
00:00
Admin Dashboard Tour
00:00
Themes & Customization
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Products & Collections
00:00
Navigation & Pages
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SEO for Shopify
00:00
Email & Social Selling
00:00
Analytics & Reporting
00:00
Launch & Maintenance
This module guides learners through the final steps of preparing, launching, and maintaining an online store. Students explore pre-launch checklists, performance testing, ongoing updates, backups, security, and routine maintenance for both Shopify and WordPress sites. The module emphasizes best practices for keeping stores secure, fast, and operational post-launch. By the end of the module, learners can confidently launch a website or store and implement a consistent maintenance routine to ensure long-term stability and growth.
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Pre‑launch Checklists
00:00
Performance Testing
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Ongoing Maintenance (Shopify)
Ongoing Maintenance (WordPress)
00:00
Website Security & Account Protection
By the end of this lesson, learners will understand why website security matters, how accounts get hacked, and how to protect websites and online accounts using simple, everyday tools like strong passwords and Two-Factor Authentication (2FA).
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What Is Website Security?
00:00
Common Website Security Threats
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Password Security Basics
00:00
Two-Factor Authentication (2FA)
00:00
Website-Level Security Tools
00:00
Everyday Security Habits
00:00
Website Learning Lab

Module Overview

This lesson introduces learners to Shopify analytics and reporting tools. Understanding and interpreting analytics helps store owners make informed decisions, optimize performance, and track business growth.

Learning Objectives

By the end of this lesson, learners will be able to:

  • Navigate Shopify analytics and reporting sections

  • Understand key metrics such as sales, traffic, and customer behavior

  • Generate reports for products, orders, and financials

  • Use analytics to improve marketing, inventory, and sales strategies

  • Apply best practices for data-driven decision-making

Lesson 1: Accessing Analytics

Analytics and reporting in Shopify provide store owners with detailed insights into their business performance, helping them make informed decisions. Shopify tracks data such as sales, customer behavior, traffic sources, conversion rates, and product performance, all presented in easy-to-read dashboards and reports. You can see which products are selling the most, how customers are finding your store, and which marketing campaigns are working best. These insights help you optimize your store, improve marketing strategies, and increase revenue. With advanced reporting options, Shopify also allows custom reports for deeper analysis, giving you a clear picture of your store’s strengths and areas for improvement.

  • Navigate to Analytics → Dashboard in Shopify admin

  • Dashboard displays key metrics at a glance:

    • Total sales, orders, average order value, and online store sessions

    • Top products, top locations, and traffic sources

    • Conversion rates and customer acquisition

Best Practices

  • Check dashboard regularly to monitor trends

  • Customize date ranges for relevant reporting periods

  • Use filters to segment data by product, customer, or channel

Lesson 2: Types of Reports

  • Shopify provides pre-built reports and advanced reporting depending on your plan

Common Reports

  1. Sales Reports: Total sales, sales by product, sales by channel, sales over time

  2. Customer Reports: New vs returning customers, customer locations, lifetime value

  3. Behavior Reports: Traffic sources, landing pages, product views, conversion rates

  4. Financial Reports: Payments, taxes, refunds, profit margins

  5. Inventory Reports: Stock levels, low stock alerts, product performance

Lesson 3: Custom Reports

  • Use filters to create reports tailored to business needs

  • Export data to CSV for further analysis in Excel or Google Sheets

  • Combine metrics to analyze campaigns, product performance, or seasonal trends

Steps

  1. Go to Analytics → Reports

  2. Select report type or create a custom report

  3. Apply filters (date range, product, location, sales channel)

  4. Export if needed

Lesson 4: Using Analytics for Business Decisions

  • Marketing: Identify which channels drive traffic and sales

  • Inventory: Determine top-selling products and manage stock levels

  • Customer Experience: Analyze customer behavior to improve site navigation and UX

  • Financial Planning: Track revenue, profit, and expenses for better budgeting

Tips

  • Set regular review schedules (weekly or monthly)

  • Compare periods to identify growth trends

  • Use insights to adjust pricing, promotions, and inventory

Lesson 5: Common Mistakes

  • Ignoring analytics or checking metrics infrequently

  • Misinterpreting data without context (seasonal spikes, promotions)

  • Overloading dashboards with unnecessary reports

  • Failing to track goals and KPIs

  • Not using insights to make actionable changes

Practical Activity

  • Log into a Shopify test store

  • Navigate to Analytics → Dashboard and review total sales, orders, and traffic

  • Access Sales Reports and identify top 5 products by revenue

  • Check Customer Reports to see returning vs new customers

  • Export a custom report for a selected date range

  • Discuss insights and possible actions based on the data

Key Takeaways

  • Shopify analytics provide essential insights for informed business decisions

  • Regularly reviewing reports helps optimize marketing, inventory, and customer experience

  • Custom and pre-built reports can be used to monitor growth, identify trends, and plan strategies

  • Data-driven decision-making improves efficiency and profitability

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