Swatch analytics
Which colors shoppers click, which sold-out colors they still want, and what to do about it.
Your Shopify reports tell you what sold. Swatch analytics tells you what shoppers wanted, including the colors you could not sell them.
Open Analytics in the navigation.
What is measured#
| Metric | Meaning |
|---|---|
| Swatch clicks | Every time a shopper picks a color. |
| Add to cart | Carts attributed to the last color the shopper clicked. |
| Conversion | Clicks that led to a cart. |
| Sold-out clicks | Picks on a color that was unavailable. |
Choose a 7, 30 or 90 day window at the top. Data is kept for 90 days and then pruned.
Top colors by clicks#
A ranked table of your colors with a share-of-clicks bar.
It unlocks at 30 swatch clicks. Below that the table shows a progress line instead, because a five-way tie on one click each is not a ranking, it is noise dressed up as insight.
The stat tiles above stay visible from the very first click, because a raw count is honest at any volume.
Sold-out demand#
The most useful table in the app, and the one that pays for the plan.
Every row is a color shoppers actively tried to buy and could not. It is a restock list written by your own customers, ordered by how many of them wanted it.
Merchandising advice#
Once there is enough data, Varn turns the numbers into specific suggestions: restock this, feature that, investigate the other, retire this one. See Merchandising advice.
What is not measured#
Deliberately, and permanently:
- Nothing about the shopper. No identifiers, no profile, no cross-site anything.
- No cursor tracking, session recording or heatmaps.
- No data sold or shared.
An event is: a kind (click or add to cart), a product handle, an option value, and whether it was sold out. See Tracking and privacy.
Why Advance and Premium only#
Analytics is the one feature that stores data on our servers rather than in your Shopify metafields, because a high-volume time series is exactly what metafields cannot do. Free and Grow stores ship the tracker not at all: the code never runs and no beacon is ever sent.
If the dashboard shows zero#
Check, in order:
- Are you on Advance or Premium, including its trial?
- Has anyone visited a product page and clicked a swatch since you upgraded?
- Is the storefront password-protected? Tracking still works for anyone who has entered the password.
There is a Test tracking button on the empty state that checks the whole pipeline and reports what it finds in plain words. See Analytics shows zero.