Store health

Store health answers one question: is the store itself doing well, whatever channel the visitors come from? It shows how many visits turn into orders, how much each order and each visit is worth, how engaged visitors are, how many visits a customer needs before buying and how many orders come from returning customers. Every number comes from your own tracking data.

Where to find it

Open Overview in your workspace menu. The Store health section sits directly above the two traffic sources charts. It has eight tiles, each with its value, its change against the compared period and a small trend line, and one chart where you pick the figure to follow over time, with the compared period drawn as a dashed line.

• The date range and the comparison are the ones of the date picker at the top of the page (the previous period by default, or a week earlier, a year earlier or a custom period).
• The section always covers the whole store, every channel together. The scope switch (Whole store, Paid, one ad platform) and the channel filter of the page do not change it, and neither does the attribution model.
• Days, weeks and ranges follow your workspace timezone. Ranges of up to 92 days are drawn per day, longer ones per week (Monday to Sunday).
• Amounts are in the reporting currency of the workspace, converted at the exchange rate of the last day of the range; the compared period uses that same rate, so a change shows a change in sales, not in exchange rates.

The metrics

The first eight are the tiles; pages per session and sessions are available in the chart, the API and the MCP tool. Orders are every order first seen in the range, counted once, with their gross revenue; orders you excluded are left out. A ratio with nothing to divide by (for example a conversion rate without sessions) is shown as "-". The change is the percent change of the value against the compared period. For visits before order the colors of the change are reversed: a drop is shown in green.

Conversion rate

The share of sessions that ended in an order: orders divided by sessions. A conversion rate of 2% means 2 orders for every 100 visits. It is the first number to watch after a change to the shop, the checkout or the prices. For a range that includes today, both counts stop at the last complete hour.

Average order value

Revenue divided by orders: what an average order is worth. It moves with prices, discounts, bundles and free shipping thresholds. A higher conversion rate with a lower average order value can mean more small orders, so read the two together.

Revenue per session

Revenue divided by sessions, which is the conversion rate times the average order value. It tells you what one visit is worth on average, so you can compare it with what a visit costs you in advertising.

Add to cart rate

The share of sessions in which the visitor added at least one product to the cart: sessions with an add to cart divided by sessions. A good add to cart rate with a low conversion rate points to the cart or the checkout; a low add to cart rate points to the product pages, prices or the traffic itself.

• A session counts its add to carts made within a day of its start, on the day the session started, so the rate compares the same sessions on both sides of the division.
• When the store sends no add to cart events at all while it has sessions, the tile shows "not tracked" instead of 0%.

Engaged session rate

The share of sessions in which the visitor really engaged with the store: engaged sessions divided by sessions. A session is engaged when any of these is true: the visitor spent more than 10 seconds of active time on the pages (the tab in the foreground), viewed 2 or more pages, or made a purchase. This is the definition Google Analytics 4 uses. The opposite, the bounce rate, is 100% minus this rate.

• Active time is sent by the AxiTrace web tracking script. The Shopify Web Pixel does not send it, so on such a store the rate counts only page views and purchases and the tile shows "active time not measured".
• This figure is measured since a given date (see Measured since), so a comparison a year earlier is not available until a year of data exists.

Average engagement time

The average active time per session, in seconds: the active time of all sessions divided by the number of sessions whose active time was measured. Sessions without any active time measurement are left out, so they do not pull the average down to zero. When a page reports its active time more than once, only the latest report counts.

• When no session of the range has measured active time (for example a store tracked only by the Shopify Web Pixel), the tile shows "not tracked".
• It is measured since a given date, like the engaged session rate.

Visits before order

How many visits a customer needed before buying. For each order AxiTrace counts every session of the customer's visitor profile from the first known visit up to and including the visit with the purchase; visits after the purchase never count. The tile shows the mean over the orders of the range and the tooltip the median, the number of visits of the order in the middle. A mean well above the median means a few orders took a very long time.

• Fewer visits means a faster decision, so a drop is good and is shown in green.
• All visits of the profile count, from any channel and device that AxiTrace linked to the same person. Orders without a known visitor profile are left out. More than 100 visits are counted as "over 100" in the median.
• The count of an order is fixed when the order's day is rebuilt; a visit linked to the customer later still reaches orders of the last 30 days.
• It is measured since a given date (see Measured since).

Returning customer share

The share of orders placed by customers who had bought before: orders of returning customers divided by orders of new and returning customers. A customer is new when the order is that person's first order since AxiTrace started tracking your store; a person is recognised by the e-mail address of the order, or else by the visitor profile. Orders with neither are unknown and left out. A customer who bought before tracking started is counted as new, so the share is lower in a young workspace.

Pages per session

Page views divided by sessions: how many pages a visit sees on average.

Sessions

The number of sessions in the range, the denominator of the ratios above. Visits that the bot filter recognised as automated are not counted.

Small numbers and missing data

• Low sample: a value based on fewer than 30 sessions or fewer than 5 orders is still shown, but marked: one or two orders more or less would change it a lot. Average engagement time needs 30 sessions with measured active time, visits before order 5 orders with a visitor profile and returning customer share 5 new or returning orders.
• Not tracked: the store sends no signal for this figure (see add to cart rate and average engagement time).
• Preparing: the figure is still being built for the range, for example right after the section was introduced. It fills in on its own; reload the page later.
• n/a: the compared period cannot be read, for example because it starts before the first day AxiTrace tracked your store. The value is shown without a change.

Measured since

The engaged session rate, the average engagement time and visits before order are kept from a starting date on: about 100 days back for the two engagement figures and 180 days back for visits before order, counted from when the section was introduced. When the range starts before that date, the value covers only the days from that date and the tile shows "measured since" with the date. When the compared period starts before it, the change is not shown instead of comparing with a partial period.

API and AI assistants

The same numbers are available through the public API at GET /api/v1/workspaces/{workspace_id}/store-health and through the MCP tool get_store_health, both with the reports:read scope. Revenue, orders, ad spend and ROAS are in the overview endpoint and the MCP tool get_overview.