What Is Product Performance? Per-Product Metrics

The Numbers Behind a Single Product

For each product, you'd usually check:

Views: how often people opened its product page.
Add to cart rate: adds to cart ÷ product page views × 100.
Units sold and revenue: how many sold, and for how much.
Margin: the share of the price you keep after the item's cost.

Views are interest, and adds mean the page and price work. Real earnings only show in sales and margin.

A Linen Shirt vs. a Wool Scarf

One month at a small clothing store:

Product	Views	Adds to cart	Add to cart rate	Units sold	Revenue
Linen shirt ($60)	4,000	120	3%	40	$2,400
Wool scarf ($35)	600	54	9%	30	$1,050

The shirt wins on revenue. Per view, it flips: $2,400 ÷ 4,000 = $0.60 for the shirt, but $1,050 ÷ 600 = $1.75 for the scarf.

The shirt gets lots of looks but few adds, so check its photos, size info or price. The scarf does well with the few who find it and may deserve a better spot.

It's a hint, not proof. The scarf's 600 visitors may already have been keen buyers. With ten times the traffic, its rate could drop.

Finding Product Numbers in Shopify

Shopify Analytics has sales reports by product, like total sales by product, showing units sold and revenue per item. For profit, add a cost per item to each product.

Our app, Growth Suite, tracks which products each visitor views and adds to cart. Its Product Segmentation analytics sort products into groups like Invisibles, Gems and Stars. Our Shopify product performance analytics guide shows how to read these numbers and act on them.

Best Seller or Best Product?

The usual mistake is ranking by sales alone. Sales often follow traffic: an item on your homepage or in ads gets more views, so it can sell more even with a weak page.

Revenue can fool you too. A $60 shirt with a thin margin may leave you less per sale than a $35 scarf with a wide one. And watch small numbers. With 30 views and 3 adds you get a 10% rate, but one add more or less makes it about 13% or 7%.

If most products look like the shirt, the problem may be store-wide. See why a store gets traffic but no sales.