Shoppers

The Shoppers screen is about people, not visits. It tracks the unique individuals behind your traffic and how they become known to you over time, from an anonymous visitor to an identified user to a paying customer. Use it to understand how much of your audience you can actually reach and to look up any individual shopper.

Shoppers uses the shared time range selector. (It does not have a Compare toggle; the new-versus-returning split already gives you the period comparison you need.)

The three shopper types

Every shopper falls into exactly one type, based on how much you know about them:

• Visitor is anonymous. Someone visited, but you have no name, email, or phone for them yet.
• User is identified. You have at least one of a name, email, or phone, usually captured at a quiz, a form, or checkout.
• Customer has purchased at least once.

These build on each other: a customer is also identified, and an identified user was once an anonymous visitor. The point of the screen is to watch shoppers move up this ladder.

Audience overview

The wide panel up top summarizes your audience.

• Total shoppers is the headline count, with the number and share that are identified beside it.
• A colored bar splits the total across visitors, users, and customers. Hover any segment for its exact count and share.
• Customers repeats the paying-customer count on its own.
• New in period is how many shoppers were seen for the first time in this range, with a change badge and the returning count beside it.
• Avg sessions is the average number of sessions per shopper, a read on how often people come back.

New vs returning shoppers

A donut splitting the period's shoppers between those seen for the first time and those who had visited before. A store that leans heavily new is winning attention but not yet loyalty; a healthy returning share means your audience is sticking.

The shoppers table

The full roster, one row per shopper. Columns:

• Shopper shows the shopper's name (or email, phone, or an anonymous placeholder if you have no identity yet), with their country flag and a device summary.
• Type is the visitor, user, or customer badge described above. Hover it for the definition.
• Source is where the shopper first came from.
• Spent is the shopper's recorded spend. Only customers have spend; everyone else shows a dash.
• Last seen is when the shopper was last active, relative (for example "2h ago"). Hover for the exact date and time.

Filtering and sorting

• The segmented filter at the top right narrows the table to All, Visitors, Users, or Customers.
• The Sort by menu orders the table by Last seen, First seen, or Spent.
• The search box finds a shopper by name, email, or phone.

Click any row to open that shopper's full profile, including their event timeline.

Where to go next