The Dashboard in your Shopgate admin area provides you with valuable data on the performance of your apps and proves to be an ideal tool for monitoring the success of your marketing strategy. In this article, we will take a closer look at all the key figures of the dashboard and explain the different functionalities.
Date and platform selector
As soon as you log in to your Shopgate admin area, the dashboard is displayed directly on the first page. In the upper area you can select your data by date and platform. Each selection made here will adjust the data in all tiles and graphs on the page.
To set a custom date range, select the start and end dates in the calendar, or choose a predefined range like THIS MONTH or LAST QUARTER. The last 30 days are selected by default. Click APPLY to confirm your selection.
You can also specify the time interval - you can choose between Days, Weeks, Months or Quarters:
For example, if you want to view your data for the last quarter, the charts will default to weeks. To get a more detailed look at your store performance over that time period, you can simply change the time span to days.
Your data can also be broken down by platform, such as iOS, Android, or Mobile Website (if available):
The All Platforms selection is displayed by default.
Understand and use your data
The four tiles above the graphs show you your key metrics at a glance: Revenue (total sales), Orders (total number of orders), Installs (total number of new installs), and Conversion Rate (average conversion rate) for the selected time period.
Trend comparisons, expressed as percentages, are displayed in the tiles below each metric. These percentages are indicators of positive, negative, and/or neutral changes in your metrics compared to the previous period (specified in days). The previous period is always the same number of days as the period you have selected and is immediately before it. For example, if you select the period from January 14 to January 20, the corresponding data will automatically be compared with the data from January 7 to January 13.
These comparisons to your mobile store's historical performance put your data in context and help you make more informed marketing decisions.
If no comparison data is available for the previous period (for example, 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 graph, you will see 3 icons (Information, Download, and Open In):
- 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 to use directly in spreadsheets or your accounting software.
- Alternatively, you can save the charts as a PNG file. This can take a few seconds.
- In both cases, the files are saved directly to your browser's default location (e.g. desktop or download folder).
- Click Open to examine the chart in a larger view. For example, if you have selected the LAST QUARTER period with the time span set to Days, the individual data points will be easier to see when the chart is enlarged.
As you hover over the graphs, you will see detailed information for each 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 application or the activation of the Shopgate tracking configuration.
Please note: As some data sources are based on Google Analytics, graph data may be displayed with a delay of up to 48 hours. If no data is available for a day you have selected, you will receive a corresponding message.
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 sales, but returns are not. Data is shown for the time period and platform(s) you select. The orange curve illustrates your sales trend based on a 30-day moving average and can help you forecast sales and growth.
Orders
This graph shows the total number of orders received for the time period you selected, broken down by platform. The orange curve represents the average order value (also called "average basket size"). The value is calculated by dividing the "Total order value" (including shipping, taxes, and additional fees) by the "Total number of orders received". Returns are not included.
Test orders placed by our support team during implementation or for troubleshooting purposes are not included in your sales or orders.
Please note: If you are using your Shopgate app with our Web Checkout, you may see unspecified data points in the Revenue and Orders graphs. In this case, we do not have data from your e-commerce platform as to whether orders were placed via iOS or Android.
Shopper Engagement
This section contains two charts. The top chart shows the total number of user sessions in the time period you selected, broken down by platform. The duration of a session is unlimited as long as the user remains active. A session is considered terminated after 30 minutes of inactivity. If the user then becomes active again, it counts as a new session.
The chart below illustrates the average number of product detail pages visited during a session. Product detail pages that were repeatedly accessed using the "Back" button are not included. The orange curve shows the average length of a user session in minutes. The numbers on the left axis represent the number of products, while the numbers on the right axis represent the number of minutes.
Note: If you have configured Google Analytics for your applications, you may notice a slight discrepancy between the numbers in Google Analytics and the numbers in your Shopgate dashboard. This may be due to the following reasons
- Google Analytics uses cookies to assign events to a user, while Shopgate uses the UUID (Universal Unique Identifier) of a device.
- Some of the algorithms that Google uses to track sessions are proprietary, so we do not have access to them.
Conversion Rate
This graph shows the percentage of user sessions that resulted in an order during the selected time period. The percentage is calculated by dividing the "Total Orders" by the "Total Sessions".
Note: The Shopper Engagement and Conversion Rate graphs are not yet displayed for each account. If these two charts are not displayed in your dashboard, the data will be made available in a future update.
App installs
The graph shows you the number of new installs of your Android and iOS app during the time period you selected.
The following actions are defined as app installs: The app is downloaded from the app store, installed on a device, and launched for the first time. These three actions must go hand in hand! For example, if the app is only downloaded and installed from the App Store, but never launched, this does not count as an app install.
Active installs are all app installs that have resulted in at least one interaction with the app in the last 180 days (6 months). If you select "Days" as the time span, the graph will show the total number of your active installs; if you select a different time span, the graph will show an average. The value always refers to the last time the app was launched, so uninstalling the app will not be detected immediately, but only after 180 days of inactivity.
Push Message Engagement
The two pie charts visualize how your push message recipients responded to the "automated" and "one-time" push campaigns you sent. All push campaigns sent during the time period you selected are included. "Automated" campaigns are based on an event and are set up to run continuously, such as inactive user reminders or abandoned shopping cart reminders. "One-off campaigns include all push messages that you create manually. Whether you send them immediately or schedule them for a later time.
Push messages shown as "unopened" in the graphs have been sent but not opened by the recipient. "Opened" push messages were sent and opened, but did not result in a purchase. "Converted" push messages were sent, opened, and ultimately resulted in a purchase. If you only see "unopened" and "opened" push messages, no "converted" push messages could be tracked for the time period you selected.
Subscribe to email dashboard reports
To keep you up to date, you can have a summary of your current data sent directly to your inbox! Simply click on your name in the top right corner of your Shopgate admin area and then click on My Account.
A new page will open. There you will find the "Dashboard Report" section at the bottom. Activate the dashboard report by toggling the switch to On and checking the box "I agree to receive the dashboard report by email". Now all you need to do is select the frequency ("Daily", "Weekly", "Monthly" or "Quarterly") and the language (currently "English" or "German"). Finally, click Save (see screenshot below; click for details).
If you have any questions about our dashboard, please feel free to contact our support team.
Data discrepancies
When evaluating your different analytics sources (e.g. Shopgate, Firebase or Google Analytics), you may find that the data does not always match. Data discrepancies are a common scenario and nothing to worry about. It is not uncommon for data from different analytics providers to differ by a few percentage points on average.
Therefore, focus on the overall trends that your data shows and don't focus too much on comparing your Shopgate dashboard data with your Google Analytics data.
Possible factors for data discrepancies are:
- If a user declines tracking in the app, that data is not passed to external tools like Google Analytics. Especially on iOS, this leads to greatly reduced data. The Shopgate dashboard will still show all data, as it does not require trackers.
- The definition of a "session" can vary from provider to provider. Even small differences can lead to discrepancies when comparing large data sets.
- The definition of a "user" can also vary. For example, some analytics providers count search bots as users, while others do not.
- The algorithms used to identify "sessions" are proprietary, and we do not have access to the exact algorithms used by other tracking vendors.
- Google Analytics uses cookies to assign events to a visitor, while Shopgate uses the UUID (Universal Unique Identifier) of the device for this purpose.
- In some cases, Google Analytics uses sampling to analyze a random subset of data rather than looking at the entire data set. You can read more about this here.
- There is a possibility that users may exit the app too quickly to trigger external tracking scripts (e.g., if the app is closed before the order confirmation page has loaded all of its scripts). This may result in missing session or purchase data in your Google Analytics account.
- Purchase data may be missing from Google Analytics when a shopper uses alternative payment gateways, such as PayPal, during the checkout process. Because the customer is redirected to complete the purchase, the Google Analytics script may not track the transaction.
- Make sure your Google Analytics views and filters are set up correctly for the data you want to analyze.
- If your different Analytics accounts are set up in different time zones, this can also cause discrepancies in reporting. Make sure that you use the same time zone for all of your accounts.
- To check or verify your Shopgate time zone, log into your Shopgate admin area, click on your name in the top right hand corner and then click on My account. Your current time zone is listed on the account page that opens. To make a change, simply click on the current time zone and select the correct time zone from the drop down menu.
If you notice drastic discrepancies between the platforms, one of your accounts may be configured incorrectly. Our support team will be happy to help you check the tracking codes and configurations in your Shopgate admin area; however, we cannot provide support for other analytics platforms.
If you have any other questions regarding your Shopgate dashboard, please contact our support team.
Updated: 3 April 2025