online store conversion report vs conversion rate over time

[sss1128]

I used to look at the report at online store conversion report at /reports/online_store_conversion, but it's no longer available:

 

So I look at the conversion rate over time report at /analytics/reports/conversion_rate_over_time now.

These two reports have different numbers.  The conversion rate over time report has higher conversion rate.  What are the differences between these two reports?

[masoomi-saxena]

The main difference between the online store conversion report and the conversion rate over time report is likely due to the way each report calculates and presents data.

The online store conversion report may have used a different time frame or set of metrics compared to the conversion rate over time report, which could explain the variation in conversion rates. 

If you want more accurate conversions and reports, I recommend using Nabu for Google Ads Pixel.

[Kudosi-Carlos · Accepted solution]

Hello @sss1128 

Those two reports actually measure slightly different things, which is why you’re seeing the “conversion rate” in the over-time report come out higher than in your old Online Store Conversion report. Here’s the core difference:

1. Online Store Conversion (the old /reports/online_store_conversion):

• Focuses on visitor-level conversion—it asks, “Of all the unique sessions that could lead to a first purchase, how many of those first‐time visitors actually bought something (within the reporting window or a 30-day lookback)?”
• Once a visitor converts, they’re not recounted if they come back again. It’s strictly about that initial “did they buy?” hurdle.

2. Conversion Rate Over Time (/analytics/reports/conversion_rate_over_time):

• Is a more session-level metric—it asks, “Of every session recorded in the period, how many sessions resulted in any order?”
• That means repeat buyers and quick return visits that convert are all included in both your session count and your order count, which drives the percentage up.
• Because the “over time” report counts every converting session (including second-orders, re-orders, people who bounce and come back the same day, etc.), it almost always shows a higher rate than the first-time-only, visitor-focused figure you got from the old report.

What I would suggest for your next step:

• Decide whether you want to track first-time conversion (to gauge how well you turn new visitors into customers) or overall conversion (to capture every purchase event).
• Use the report that aligns with your goal—if you care most about new-visitor performance, stick with the old logic via a custom report or by filtering the Sessions vs. Orders metrics to first-time buyers only. If you care about total checkout efficiency, lean on the Conversion Rate Over Time chart.

[Lisa_At_Tidio]

Yeah, I’ve noticed the same thing the numbers can definitely be confusing.

The “Online Store Conversion” report used to give a more detailed breakdown of the full funnel (sessions > added to cart > reached checkout > converted), while the “Conversion Rate Over Time” report is more simplified and just shows final conversions over total sessions.

Because of that, the “Conversion Rate Over Time” report might look higher, especially if a lot of sessions don’t even start the checkout process (which the old report used to factor in more clearly).

Also, keep in mind the data refresh timing and filters (like device type, traffic source, etc.) even small differences can throw the numbers off a bit.

Would be great if Shopify brought back the more granular funnel view it really helped to analyse where people were dropping off.

[cocolulu]

I’m working on a loyalty + rewards app for Shopify and looking for a designer partner. I can offer free lifetime use of the product in return. Interested?