What reports should I run on Cyber Monday?
Muhammed Tüfekyapan
Founder & CEO
TL;DR - Quick Answer
Complete Expert Analysis
Essential Cyber Monday Reports to Run
Post-CM reporting turns raw data into next year's strategy. The key is pulling the right reports while data is fresh - some metrics (like 30-day returns) require waiting, but the core performance reports should be pulled within 48 hours.
Immediate Reports (Within 48 Hours)
1. Conversion Funnel Report
Sessions to product views to add-to-cart to checkout initiated to orders. Find where people dropped off and why. A high add-to-cart rate with low checkout completion points to checkout friction.
2. Traffic Source Report
Revenue, sessions, conversion rate, and AOV by source/medium. Identify your best-performing channels and calculate cost per acquisition for paid channels.
3. Product Performance Report
Top products by revenue, units sold, and margin. Identify what sold out (could have sold more) vs what barely moved (could reduce next year's discount depth).
4. Offer Performance Report
Which discounts drove the most conversions vs the most revenue vs the best margin. Not all offers are equal - a 15% discount might outperform 25% on revenue per visitor if the 15% has better margin.
5. New vs Returning Customer Mix
What percentage of CM orders came from new customers vs returning? High new customer % means strong acquisition; high returning % means your existing base is loyal and engaged.
Delayed Reports (30-90 Days Post-CM)
- →Return rate by product and customer type
- →Repeat purchase rate for CM new customers (90-day window)
- →Net revenue after returns and chargebacks
Growth Suite Reports
Growth Suite's Funnel Report, Product Report, and Cart Insights provide offer-specific performance data that Shopify Analytics doesn't capture natively - showing conversion lift from triggered offers, AOV change when offers are applied, and which offer types converted specific visitor segments.
Workflow: Export all reports to a shared document immediately after CM. Include YoY comparison columns. Tag key findings with action items for next year. This document becomes your CM planning brief in October.
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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.
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