How to Use Shopify Analytics to Identify Which Traffic Sources Generate the Most Profitable Orders
Most Shopify store owners measure success by revenue per traffic source — but revenue without margin context is a misleading signal. This guide walks through a step-by-step framework for using Shopify Analytics to calculate contribution margin by channel, adjust for return rates and discounts, evaluate break-even ROAS, and identify which traffic sources are genuinely profitable — not just active.