Shopify's NEW Feature: You Can Now Build Reports Using Metafields

Shopify has just released a powerful reporting update - you can now build reports using metafields.

That means product, variant, customer and even order metafields can now be used inside Shopify Analytics.

If you’ve been using metafields for things like:

• Ingredients

• Materials

• Gender

• Delivery types

• VIP customer status

• Seasons or collections

…you can now report on that data properly.

And this is a much bigger deal than it sounds.

Let’s break down what this means, how to set it up, and how you can use it to make smarter decisions inside your store.

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Before you can report on anything, you need to have your metafields configured correctly.

You can manage these in:

Settings → Metafields and metaobjects

Or via:

Content → Metaobjects → Manage

From here, you can create metafield definitions for:

• Products

• Variants

• Collections

• Customers

• Orders

• Pages

• Blogs

• & more

For example, you might create a Product metafield called Material and define it as a choice list (e.g. Wood, Metal, Cotton, Recycled Plastic, etc.).

When setting this up, make sure you:

• Define the type correctly (e.g. single line text, list, reference, etc.)

• Add your available options

• Most importantly - toggle on “Use in analytics”

That final toggle is the key to this entire update.

If you’ve just created a new metafield, don’t forget:

You need to assign values to your products, customers or orders.

You can do this via:

• Bulk editor

• CSV export/import

• API (if you’re more advanced)

If the metafield exists but hasn’t been populated across your store, your reports won’t show meaningful data.

Once everything is assigned properly, you’re ready to build reports.

Head to:

Analytics → New exploration

From here:

1. Choose your metrics (e.g. Total Gross Sales, Net Sales, AOV, Orders)

2. Add a time dimension (e.g. Month or Week)

3. Then scroll to your relevant entity (Products, Customers, Orders)

4. At the bottom, you’ll now see a new Metafields section

5. Select your metafield (e.g. Material)

6. Apply

You can then visualise this however you like:

• Line graph

  

• Bar chart

  

• Pie chart

  

• Table

  

It’s fully customisable.

This is where things get interesting.

Metafields move from being “nice-to-have” to strategic data levers.

From a CRO and growth perspective, you can now ask questions like:

• Do products made from a certain material convert better?

• Do certain ingredients drive higher AOV?

• Does one gender category outperform another?

• Do seasonal products spike earlier than expected?

• How does AOV differ between VIP and non-VIP customers?

Previously, this kind of analysis required workarounds, exports, or external tools.

Now it’s native inside Shopify.

That’s big.

This update changes how you think about your data.

Instead of just tracking:

• Sales

• Traffic

• Conversion rate

You can now segment performance by attributes that actually matter to your business model.

For example:

If you discover that “Wood” products outperform “Metal” products in both conversion rate and AOV - that influences:

• Buying decisions

• Merchandising

• Homepage features

• Ad creative

• Email segmentation

That’s not just reporting.

That’s strategy.

Before you get excited and dive in:

1. Your metafield must be properly defined

2. It must be populated across your products/customers/orders

3. The “Use in analytics” toggle must be switched on

Miss one of those and it won’t work.

On the surface, this feels like a minor reporting update.

But it fundamentally changes how you can structure and analyse your store data.

If you’re already using metafields, you’ve just gained serious reporting power.

If you’re not using metafields yet - now is the time to start.

Because once your store data is structured properly, growth decisions become clearer, faster, and more confident.