Shopgate admin area: Understanding and using the dashboard

The dashboard in your Shopgate Admin provides you with valuable data on the performance of your apps and is an ideal tool for measuring the success of your marketing strategy. In this article, we take a closer look at each key figure of the dashboard and explain the different functions.

Date and platform selector

You can find the dashboard in your Shopgate Admin under Dashboard › Shopping App. In the upper area, you can filter your data by date and platform. Every selection you make here adjusts the data in all tiles and charts on the page.

The default date range shows the last 30 days. For a custom date range, simply select the period you want in the calendar or click one of the predefined options (e.g. "THIS MONTH" or "LAST QUARTER"). Then click APPLY.



You can also set the time interval – you can choose between "Days", "Weeks", "Months" or "Quarters":

For example, if you want to look at your data for the last quarter, the charts are shown in weeks by default. To take a more detailed look at your shop's performance in this period, simply change the time interval to "Days".

You can also break down your data by platform, i.e. "iOS" or "Android":

By default, "All Platforms" is selected.

Understanding and using your data

The four tiles above the charts show your key figures at a glance: "Revenue" (total revenue), "Orders" (total number of orders), "Installs" (total number of new installs) and "Conversion Rate" (average conversion rate) for the selected period.

Below each key figure, the tiles show trend comparisons as percentages. These percentages indicate positive, negative and/or neutral changes in your key figures compared to the previous period (specified in days). The previous period always has the same number of days as the period you selected and comes directly before it. For example, if you select January 14 to 20 as your period, the data is automatically compared with the data from January 7 to 13.

These comparisons with the historical performance of your apps put your data into context and help you make better-informed marketing decisions.

If no comparison data is available for the previous period (e.g. because your apps were not yet live in the app stores), you will see the message "No trend data available".

In the top right corner of each chart, you will see 3 icons ("Information", "Download" and "Open"):

• Click Information to find out how the data in the chart is defined and calculated.
• Click Download for the following options:
  • You can download the chart data as a CSV file and use it directly for spreadsheets or your accounting.
  • Alternatively, you can save the charts as a PNG file. This can take a few seconds.
  • With both options, the files are saved directly to your browser's default download location (e.g. desktop or downloads folder).
• Click Open to view the chart in a larger view. For example, if you have selected the period "last quarter" with the time interval "Days", the individual data points are easier to see when the chart is enlarged.

When you move the mouse pointer over the charts, you will see detailed information for the respective data point:

You may see a message that data is only available from a certain date. This date may be related to the go-live of your app or the activation of the Shopgate tracking configuration.

Your chart data in detail

In this section, we explain each chart individually so that you have a clear idea of how your data is calculated and displayed.

Revenue

The chart shows your total revenue from products sold (including taxes, shipping and additional fees). Coupon values are deducted from the revenue, returns are not. The data is shown for the period and the platform(s) you selected. The orange curve shows your revenue trend based on a 30-day moving average and helps you with your revenue and growth forecasts.

Orders 

This chart shows the total number of incoming orders in the period you selected, broken down by platform. The orange curve shows the average order value (also "average basket size"). The value is calculated by dividing the "sum of all order values" (including shipping costs, taxes and additional fees) by the "total number of orders received". Returns are not taken into account.

Test orders placed by our support team during implementation or for troubleshooting are not included in your revenue or your orders.

Shopper Engagement

This section contains two charts. The upper chart shows the total number of user sessions in the period you selected, broken down by platform. A session lasts as long as the user stays active. After 30 minutes of inactivity, a session is considered ended. If the user becomes active again after that, this counts as a new session.

The lower chart shows the average number of product detail pages visited during a session. Product detail pages that were opened again using the "Back" button are not included. The orange curve shows the average duration of a user session in minutes. The numbers on the left axis show the number of products, while the axis on the right shows the number of minutes.

Conversion Rate

This chart shows the share of user sessions that led to an order in the period you selected. The percentage is calculated by dividing the "total number of orders" by the "total number of sessions".

The chart shows the number of new installs of your Android and iOS app in the period you selected.

The following actions are defined as an app install: the app is downloaded from the respective app store, installed on a device and launched for the first time. All three actions must happen! For example, if the app is only downloaded from the app store and installed but never launched, this does not yet count as an app install.

All app installs that have led to at least one interaction with the app in the last 180 days (6 months) count as "active installs". If you select "Days" as the time interval, the total number of your active installs is shown; if you select a different time interval, the curve shows an average value. The value always refers to the last time the app was launched, so an uninstall of the app is not detected immediately, but only after 180 days of inactivity.

Push Notification Engagement

The two pie charts show how the recipients of your push notifications reacted to the "automated" and "one-time" push campaigns you sent. All push campaigns sent in the period you selected are included. "Automated" campaigns are based on an event and are set up to run continuously, such as the reminder for inactive users or the reminder for abandoned shopping carts. "One-time" campaigns include all push notifications that you create manually. It does not matter whether you send them immediately or schedule them for later.

Push notifications shown as "unopened" in the charts were sent but not opened by the recipient. "Opened" push notifications were sent and opened but did not lead to a purchase. "Converted" push notifications were sent, opened and finally led to a purchase. If you only see "unopened" and "opened" push notifications, no "converted" push notification could be tracked for the period you selected.

Data discrepancies

When you evaluate your different analytics sources (e.g. Shopgate, Firebase or Google Analytics), you may notice that the data does not always match. Data discrepancies are a common scenario and no reason to worry. It is not unusual for data from different analytics providers to differ by a few percentage points on average.

So concentrate primarily on the broader trends your data reveals, and do not focus too much on comparing the data in your Shopgate dashboard with your Google Analytics data.  

Possible factors for data discrepancies are:

• If a user declines tracking in the app, this data is not passed on to external tools such as Google Analytics. Especially on iOS, this leads to greatly reduced data. The Shopgate dashboard still shows all data, as no trackers are required for it.
• The definition of a "session" can vary from provider to provider. Even the smallest differences can lead to discrepancies when comparing large data sets.
• The definition of "users" can also vary. For example, some analytics providers count search bots as users, others do not.
• The algorithms used to identify "sessions" are proprietary, and we do not have access to the exact algorithms of other tracking providers.
• Google Analytics uses cookies to assign events to a visitor, while Shopgate uses the UUID (Universal Unique Identifier) of the device for this.
• In some cases, Google Analytics uses sampling to analyze a random subset of data instead of looking at the entire data set. You can find more information on this topic here.
• Users may leave the app too quickly for external tracking scripts to be triggered (e.g. if the app is closed before the order confirmation page has loaded all scripts). This can lead to missing session or purchase data in your Google Analytics account.
• Purchase data may be missing in Google Analytics if a buyer uses alternative payment gateways such as PayPal during checkout. As the customer is redirected to complete the purchase, the Google Analytics script may not track the transaction.
• Check whether your views and filters in Google Analytics are configured correctly for the data you want to analyze.
• If your different analytics accounts are set up in different time zones, this can also lead to discrepancies in reporting. So make sure you use the same time zone for all accounts.

If you have any further questions about your Shopgate dashboard, please contact our support team.

Updated: 3 April 2025