What we measure
Storista records two kinds of activity and then joins them together.
1. What happens in your videos
When a shopper loads a page containing a Storista widget, scrolls it into view, opens a video, watches it, or taps add-to-cart, the widget sends us that event. A video counts as watched once it has played for 3 seconds, whether it played inside the widget or in the fullscreen player.
2. What happens at checkout
A Shopify web pixel tells us when an order is placed, its value and its currency. This is the same pixel Shopify uses for its own reporting, so we see every order on your store — not only the ones that came from a video.
3. Joining the two
Both use the same anonymous browser identifier, so we can tell that the shopper who watched a video on Tuesday is the one who checked out on Thursday.
Why seeing every order matters
Because we see all orders, not just video-related ones, we can compare shoppers who watched a video against shoppers who didn't. That comparison is the most useful thing in your analytics, and order-level tracking alone cannot produce it.
Date range and attribution window
These are the two controls at the top of the Analytics page. They do different things, and mixing them up is the most common source of confusion.
Date range
Which days to look at — for example the last 30 days. It selects the days on which shoppers saw or watched your videos.
Attribution window
How long after that we keep counting their purchases: 1, 7 or 30 days. A shopper who watched a video on 1 September and bought on 12 September counts in the 30-day window, but not in the 1-day or 7-day window.
Window | Best for | Trade-off |
1 day | Checking today or this week, or a campaign that launched yesterday | Misses shoppers who come back later to buy |
7 days | Weekly reviews | Middle ground |
30 days | Monthly and quarterly reporting, considered purchases | The most recent 30 days haven't finished counting yet |
Why a longer window shows a smaller difference between groups
Shoppers who watch a video tend to buy sooner. Shoppers who didn't watch keep converting over the following weeks. So the longer the window, the more the non-watcher group catches up, and the smaller the gap looks. All three windows are correct — they answer slightly different questions.
How fresh the data is
Impressions, clicks and watch time refresh through the day. The shopper comparisons and revenue figures are rebuilt once a day overnight, so they include everything up to yesterday.
Recent days keep rising. With a 30-day attribution window, yesterday's numbers have had one day to collect purchases and will keep growing for a month. That's why the end of some charts is drawn with a dashed line. For final numbers, choose a date range that ended more than 30 days ago — or switch to the 1-day window, which is complete after a day.
This is also why recent days can look worse than older ones. Compare like-for-like periods rather than reading the last few days of a 30-day-window chart as a decline.
Why your numbers differ from Shopify, Meta and Google
Every platform counts on a different basis, so the figures will never line up exactly.
Platform | Counts by |
Shopify | The date the order was placed |
Meta / Google Ads | Ad clicks and views inside their own attribution windows |
Storista | The day a shopper engaged with your video, plus your attribution window |
Expect the same direction and rough magnitude, not identical numbers. Use Shopify as the source of truth for total revenue, and Storista to compare groups of shoppers with each other.
Ad traffic in particular
Where we show performance for visitors arriving from ads, those conversion rates are measured on your storefront and will not match the numbers in your ad accounts, which credit conversions differently. Use them to compare ad visitors who watched a video against ad visitors who didn't — not to reconcile ad spend.
Privacy
We use an anonymous browser identifier to connect a video view to a later order on the same store. No names, emails or personal details are stored, and nothing is shared between stores.