Analytics: Highlights, Real-Time, Traffic, Behavior, Products, Customers, Reviews & Benchmarks
Eight analytics views for going deeper than the Dashboard — from who's on your store right now to how you stack up against similar merchants — with notes on which views are still mid-rollout.
While the Dashboard gives you a morning snapshot, Analytics is built for going deeper. It's organised into a strip of tabs, each answering one specific question about your store.
Screen: go to Analytics in the left nav. A tab strip along the top switches between Highlights, Real-Time, Traffic, Behavior, Products, Customers, Reviews, Benchmarks, and Reports.
The 'Reports' tab here is not the same screen as the sidebar's Reports page
Clicking Reports in this tab strip (while you're already inside Analytics) opens a separate screen from the one you reach via Reports in the left nav — even though both are called "Reports." The in-strip version uses its own date presets (7 days/28 days/90 days/12 months instead of Today/7/30/90/1 year), can fall back to sample data if live figures aren't available, and its Invoices tab has no export button at all. For the full export workflow, always go to Reports in the left nav — that's the screen Reports & Exports describes.
What each view answers
- Highlights — the top-line scorecard: how is my store doing over this date range?
- Real-Time — who is on my store right this second?
- Traffic — where are my visitors coming from?
- Behavior — what do people do after they land, and where does the funnel leak?
- Products — what's being viewed, carted, bought, wishlisted, and searched for?
- Customers — is my customer base growing, and are buyers coming back?
- Reviews — is customer sentiment improving or declining?
- Benchmarks — how do my numbers compare to similar stores?
Most views share a common toolbar: a date-range picker (7 days · 28 days · 90 days · 12 months) and a compare toggle that adds a before/after delta against the equivalent prior period once turned on.
Depth varies by plan and by store skin
The full feature set below is the platform's complete analytics contract. On stores running an in-progress redesign, some of these views — particularly Behavior's heatmap, Traffic's landing-page table, Products' conversion figures, Customers' LTV tiles, and the live-visitor count on Highlights — may show a "coming soon" placeholder instead of live data while that rollout continues. If a tile you expect to see is missing, it isn't a data problem — check back after your next update, or use the Reports tab (covered on the next page) for the underlying numbers today.
The Reviews view goes further: on stores running the in-progress redesign, it currently shows a "coming soon" / upgrade-plan prompt for every merchant, regardless of plan, until that rollout finishes — see the note under Reviews below.
Highlights
The top-line scorecard for whatever date range you choose. One row shows sessions, unique visitors, page views, conversion rate, and total revenue side by side. A live-visitor count sits alongside them so you always know whether people are on the store right now.
Turn on compare to replace each number with a delta against the equivalent prior period — for example, seeing that revenue is up 22% versus the same window last month.
Below the KPI row, three ranked lists show your top-performing pages, top products by views, and the most-searched terms — a quick read on what's driving visits and what customers are hunting for.
Note
If you're logged in as a vendor, the numbers on this tab are scoped to your own products, not the whole store. On the newer v2 skin, a small notice reading "Showing analytics for your products only" confirms this; the classic skin scopes the data the same way but doesn't show that notice.
Real-Time
Real-Time answers: who is on my store right this second? A large counter shows the current live visitor count. A world map plots visitors by country, with marker size proportional to traffic volume. Below the map, ranked panels show active traffic sources, active pages, and a device breakdown (mobile / desktop / tablet). A live feed at the bottom lists new visitor arrivals as they happen, with city and device.
This view is most useful during a marketing push, a sale launch, or any moment you want to watch traffic respond immediately.
Traffic
Traffic answers: where are my visitors coming from, and how are they arriving? A pie chart splits traffic by source — organic search, direct, social, paid, referral, and email — so you can see which channels are actually delivering visitors. Supporting tiles show average session duration and pages per session. Compare mode works here too, so you can check whether a new campaign has shifted your traffic mix.
Behavior
Behavior goes inside the visit: what do people do after they land? The centrepiece is a purchase funnel — sessions → product views → add-to-cart → checkout → purchase — with an overall conversion badge and the drop-off at each step. A high drop-off between add-to-cart and checkout usually signals friction in the checkout flow; a high drop-off between product view and add-to-cart often points to pricing or image quality.
Note
Page-level heatmaps (click hotspots and scroll depth) are available as an add-on capability on qualifying plans. If your plan doesn't include heatmaps, this tab shows a "coming soon" card instead in place of the heatmap — everything else on the Behavior tab still works.
Products
The Products view ranks your catalog by five signals, switchable via tabs: most viewed, most added to cart, most purchased, most wishlisted, and most searched.
Tip
The most searched tab is often the most commercially useful one — it surfaces exactly what customers are hunting for in your search bar. A searched term that returns zero results is a direct signal of a catalog gap: something customers want that you aren't selling yet.
Customers
The Customers view answers: is my customer base growing, and are buyers coming back? Headline numbers show new customers, returning customers, and the split between them as a pie chart.
Two deeper panels sit below:
- Lifetime value — median and 90th-percentile customer lifetime value for the period, so you know both the typical customer and your highest-value segment.
- Cohort retention — a heatmap showing how well each monthly cohort of new customers is retained in the months after they first bought, so you can see whether you're building a loyal base or churning through one-time buyers.
Reviews
The Reviews view tracks customer satisfaction over time: total review count, average rating, and a trend line so you can spot whether sentiment is improving or declining. A bar chart breaks down the rating distribution (1-star through 5-star), and a ranked table identifies your best-reviewed and worst-reviewed products — the fastest way to see which listings are building trust and which may need attention.
Not yet live on the new store design
On stores running BillionBiz's in-progress redesign, the Reviews tab currently shows a "coming soon" / upgrade-plan placeholder for every merchant — regardless of plan — instead of the view described above. This isn't plan-gating like Behavior's heatmap; it's a rollout-in-progress gap. Check back after your next platform update, or use the Reports tab for order and product data in the meantime.
Benchmarks
Benchmarks answers a question most store dashboards can't: how do my numbers compare to other stores like mine? BillionBiz anonymises performance data across merchants in a similar category and shows where you sit relative to the 25th, 50th, and 75th percentile on metrics like conversion rate and average order value. If you're below the 25th percentile on a metric, that's a clear, quantified improvement target rather than a number with no context.
Plan-based depth
Every merchant — regardless of plan — has enough data to run their business from day one: the Dashboard and a 7-day Inventory Report are always available. Orders, Revenue, Customer, and Invoice reporting, extended history windows, and the deeper analytics views (heatmaps, longer ranges, Benchmarks) unlock as you move up in plan. See Pricing & Plans for exactly what each tier includes, and go to Settings → Billing & Plan to upgrade.
Next steps
- Download the underlying data as a report for accounting or offline analysis.
- Review the Dashboard's daily snapshot if you haven't already.