Understand analytics and customers

What you need

Connected Shopify history. Contact fields need identification, verified browser capture or contact import; an install alone may have no email.

Steps

1. Choose the app and date window in Overview or Analytics. Check source coverage before comparing periods.
2. Read MRR movement, churn, retention, trials and conversion together. Use Data definitions for the calculation boundaries.
3. Open Customers, apply filters and open a shop to inspect its lifecycle, subscription and observed usage. Use the permanent myshopify.com domain to disambiguate merchants.
4. Name the current supported filter definition and choose Save as segment. Reapply the segment to reuse those customer filters; Delete this segment removes the saved definition.
5. Use the available export controls for the current report, preserving its app, date and currency context. For exact affiliate reporting use the affiliate reports instead of general analytics totals.

Expected result

A report or segment with an understood scope and evidence window. Contact completeness, trial history and optional product events are visible limitations rather than inferred merchant behavior.

Troubleshooting

An empty contact field needs a contact source. Trial counts are observed since the reported tracking boundary. LTV is an estimate. Do not sum mixed-currency affiliate amounts or interpret a customer segment as measured causal revenue uplift.

Events and exports

In Events, filter lifecycle type and app, inspect the customer/plan/MRR-change details and choose Export CSV. The CSV follows its supplied app/type filters; retain them when comparing with a report. A lifecycle event is not a custom product milestone.

Collected revenue and Shopify payout projections

General analytics Collected uses observed net transaction amounts in the selected app/window. The payout card has its own period/time axis. Upcoming payout projects active subscription cycles from the most recent recurring net collection for the same app/shop; shops without their own subscription-sale evidence are excluded. A projection is not a confirmed Shopify remittance and is separate from affiliate payouts. Use the exact per-currency affiliate ledger for partner financial decisions.