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Expert Answer • 1 min read

What Black Friday reports should I create?

As a Shopify store owner preparing for Black Friday, I'm overwhelmed by the potential data points I could track. I know Black Friday is a critical sales period, but I want to move beyond vanity metrics and create reports that provide genuine, actionable insights. I need to understand which specific reports will help me optimize my strategy, understand customer behavior, and maximize my revenue during this high-stakes shopping event. What are the most important reports I should generate to truly understand my Black Friday performance?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

1 min

TL;DR - Quick Answer

Create three core Black Friday reports: a sales performance summary (revenue, margin, top products), a marketing effectiveness report (ROAS, email metrics, traffic sources), and a customer acquisition report (new vs. returning, LTV projection).

Complete Expert Analysis

What Black Friday Reports Should I Create?

Three types of reports give you everything you need: what sold (sales performance), what drove it (marketing effectiveness), and who bought (customer quality). Create these within 48-72 hours while data is complete and fresh.

Report 1: Sales Performance

  • - Revenue by hour and day
  • - Top 10 products by revenue + units
  • - AOV vs. baseline
  • - Discount code redemption by type
  • - Gross margin vs. prior BF

Report 2: Marketing

  • - ROAS by ad platform and campaign
  • - Email open/click/CVR by send
  • - Traffic source attribution
  • - Social media reach + engagement
  • - CAC vs. LTV estimate

Report 3: Customer Quality

  • - New vs. returning customer split
  • - Geographic distribution
  • - Device type breakdown
  • - Repeat purchase rate (30-day)
  • - High-value buyer segment size

Growth Suite: Export Funnel Report, Product Report, and Cart Insights immediately after Black Friday. These complement Shopify Analytics by showing conversion behavior and offer performance data that standard reports miss.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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