Brand Pulse — reading your home page

Brand Pulse is the page you land on when you sign in (left nav → Brand Pulse). It’s a focused summary of how the store is doing over the dates in the date picker, from top-line sales down to devices and units sold.

Overview cards

The first section, Overview, is a row of six cards. Each shows the total for your selected dates with a small trend line underneath. Hover any card’s line to read a single day (or week or month), and the same point is highlighted on every card.

• Revenue — your total sales in your display currency, computed the same way Shopify’s own Sales reports compute it: net of returns, and excluding tips, gift-card purchases, and test orders. The figure matches the total sales number in your Shopify admin for the same dates. If some orders were placed in a different currency, they’re converted into your display currency at the exchange rate of the day each order was placed (so the total won’t match Shopify’s for those orders); an order whose date has no exchange rate available is left out rather than counted at a guessed value.
• Orders — order count over the same dates.
• Conversion Rate — orders divided by sessions.
• Meta Spend — your Meta ad spend, with Meta ROAS beside it.
• Google Spend — your Google Ads spend, with Google ROAS beside it.
• Net Cash In — revenue after ad spend, your payment fee (the percentage and the fixed part per order) and your fulfilment cost per order, as you’ve entered them under Settings → Product Costs. Any you haven’t entered aren’t deducted. Treat it as a quick directional read, not a profit figure.

The spend cards need Starter or higher and a connected ad account. On Free they show a locked preview; on a paid plan without the account connected they prompt you to connect Meta or Google Ads.

The Include subs in CVR switch at the top of the page adds subscription reorders into the conversion math, on these cards and on the Store Conversion funnel below. It’s off by default, so conversion rate reflects shoppers who bought on your storefront.

Comparing periods

Turn on Compare in the date picker (previous period, previous year, or a custom window) and each card gains a green or red % change badge plus a dashed line for the comparison period, drawn on the same scale as the current one.

Spend changes are shown in a neutral colour, since more spend isn’t good or bad on its own. See Report date windows for how the comparison window is chosen.

The date range picker

The date picker sits in the top bar and applies to every report. Default is the last 30 days. It also holds the Compare setting.

Your plan affects how far back you can look:

• Free: 30 days max.
• Starter and higher: unlimited.

See Report date windows for the full rules.

Store Conversion

Below Overview, the Store Conversion funnel follows shoppers through five steps: Sessions → Product views → Add to cart → Checkout → Orders, with the rate between each step.

Subscription reorders (Recharge) appear as a separate lighter segment on the Orders bar, so you can see how much is renewal vs. new-acquisition at a glance (Starter and higher).

If you’ve starred any pages or campaigns, a Favorites card sits under the funnel so you can jump straight to them.

Subscriptions, ad panels and Audience Insights

• Subscriptions (Starter and higher) — how much of your revenue is recurring and how reliably subscribers reorder.
• Meta Campaigns and Google Ads (Starter and higher) — your top campaigns with spend, revenue and ROAS. See Channels — Facebook / Meta ads.
• Audience Insights (Starter and higher) — new vs. repeat customers and how customers find you.

On Free these sections show a blurred preview with an upgrade button.

Devices

The Devices cards show tracked sessions, product views, adds to cart, checkouts, and orders by device. Orders include non-subscription purchases linked to visits observed by Ordinary’s pixel, plus web checkouts where Shopify recorded the buyer’s browser device. Tracked orders shows the pixel-linked subset; its CVR is tracked orders per tracked session for that device. Draft or app-created orders without a linked visitor and orders without a reliable device remain unassigned. These totals can differ from the store-wide funnel above, which includes Shopify-reported sessions and automatic subscription renewals.

Friction

Friction (Advanced) lists the top friction points on your storefront, from recorded sessions, with the revenue that passed through each. It uses its own 30-day window rather than the date picker, so there’s enough traffic behind each finding. See Session replays.

Unit Sales

Unit Sales (all plans) shows ordered quantities by product for the selected dates, with current sales rates and stock cover. See Unit Sales.

What’s not on Brand Pulse

Deliberate omissions:

• Per-channel revenue and ROAS — on Marketing Mix. See Attribution reports.
• Customer lifecycle — on the Customers page.
• Campaign-level detail — on Channels.
• Retention and lifetime value — on Retention and Cohorts.
• Forecasts — not yet shipped.

What’s next

• Attribution reports for channel-level detail on Marketing Mix.
• Customer lifecycle stages for the customer-side story.
• Comparing periods for how period-over-period comparisons work.