If reporting is part of why you are weighing a Shopify plan change, the ground moved in the last two years. Shopify rebuilt its analytics, and the plan you pay for no longer decides which reports you can open. A store on Basic gets the same report library, the same custom reports and the same attribution menu as a store on Advanced. What the plan still decides is who on your team can see the numbers, a handful of predictive and multi-store features, and how much data you can pull out into other tools.
This is the plan-by-plan answer as of October 2026, checked against Shopify’s pricing page and Help Center on 6 October 2026. If you are weighing the bigger upgrade, read it alongside our Shopify Plus vs Advanced comparison.
Summary
- Basic (from $19 a month billed yearly): all reports and custom reports, but no staff accounts, so the owner and invited collaborators are the only people who can open them. Custom apps get limited data access.
- Grow (from $49 a month): the same reports, five staff accounts, and full data access for custom apps and integrations.
- Advanced (from $299 a month): 15 staff accounts, predicted values in certain reports, and up to 2x API limits on select APIs.
- Plus (from $2,300 a month): organisation analytics and multi-store reports, the ShopifyQL Notebooks app, Shopify Audiences for eligible US and Canadian stores, unlimited staff and up to 10x API limits on select APIs.
Reports and analytics by plan
| Feature | Basic | Grow | Advanced | Plus |
|---|---|---|---|---|
| Analytics dashboard, Live View and the report library | Yes | Yes | Yes | Yes |
| Custom reports (data explorations) | Yes | Yes | Yes | Yes |
| ShopifyQL editor inside reports | Yes | Yes | Yes | Yes |
| Marketing reports with attribution models | Yes | Yes | Yes | Yes |
| Predicted values in certain reports | No | No | Yes | Yes |
| Staff who can open reports | Owner (plus collaborators) | 5 staff | 15 staff | Unlimited, with custom user groups |
| Data access for custom apps | Limited | Full | Full | Full |
| API rate limits | Standard | Standard | Up to 2x on select APIs | Up to 10x on select APIs |
| Organisation analytics and multi-store reports | No | No | No | Yes |
| ShopifyQL Notebooks app | No | No | No | Yes |
Prices are Shopify’s US list prices on yearly billing; monthly billing costs more ($25, $65 and $399 for the first three plans), and Plus is $2,500 a month on a one-year term. Plus includes everything in Advanced.
What every plan now gets
Three things are still widely described as plan-gated, and none of them are any more:
- The report library. Shopify’s Help Center says the Basic plan includes all reports. The old pattern, where lower plans saw a handful of overview reports and the rest sat behind an upgrade, is gone.
- Custom reports. Any report can be turned into a data exploration: change the metrics, dimensions, filters and date range, then save it. The ShopifyQL query editor sits inside the same reports and is available regardless of plan, so a question that does not fit the menus can be written as a query.
- Attribution models. In any report that combines a sales metric with a marketing dimension, an Attribution menu appears in the configuration panel. Shopify’s documentation does not restrict it by plan.
The five attribution models
- Last non-direct click: all the credit goes to the last channel the customer came through before buying, ignoring direct visits.
- Last click: all the credit to the last channel, direct visits included.
- First click: all the credit to the first channel the customer came through.
- Any click: full credit to every channel that was clicked on the way to the order, so channel totals add up to more than your sales.
- Linear: the credit is split equally across every click in the journey.
How we use them on client stores: last non-direct click for the weekly channel report, first click when the question is which channels start customer relationships, and linear when a finance team needs channel numbers that add up to the revenue figure. Any click is useful for spotting channels that help but rarely close, and confusing in any report that gets summed.
Attribution features by plan: Basic vs Grow vs Advanced vs Plus
Attribution is the part of Shopify analytics that changes least between plans. Basic, Grow, Advanced and Plus all get the five attribution models, the conversion summary on every order and pixels that run on the checkout. Plus adds Shopify Audiences and reporting across several stores. The remaining differences are who can open the reports and how easily the data reaches an outside attribution tool.
| Attribution feature | Basic | Grow | Advanced | Plus |
|---|---|---|---|---|
| Five attribution models in marketing reports | Yes | Yes | Yes | Yes |
| Conversion summary on each order | Yes | Yes | Yes | Yes |
| Pixels on the storefront and checkout | Yes | Yes | Yes | Yes |
| Staff who can open marketing reports | Owner (plus collaborators) | 5 staff | 15 staff | Unlimited |
| Data access for custom apps | Limited | Full | Full | Full |
| API limits for attribution syncs | Standard | Standard | Up to 2x on select APIs | Up to 10x on select APIs |
| Multi-store reports | No | No | No | Yes |
| Shopify Audiences | No | No | No | US and Canada, on Shopify Payments |
Two defaults that give one campaign two numbers
When a report combines a sales metric with a marketing dimension, the Attribution menu opens on last click. Shopify’s marketing activity data, on the other hand, defaults to last non-direct click. On every plan, then, one campaign can show one revenue figure in a custom report and another under Marketing until both use the same model. Choose one model for the weekly report and name it in the report title, so nobody compares numbers built on different rules.
The 30-day window
Shopify’s Help Center sets the window: if a visitor does not buy within 30 days of a session, the first interaction referrer resets to whatever the next referrer is, and once a visitor orders, the next referrer counts as the first interaction for their next order. First click in Shopify therefore means the first click of the last 30 days, not of the whole relationship. For products people consider for weeks, it undercounts the channel that introduced the brand, and a tool with a longer lookback window is how you see it.
Orders that carry no attribution
The conversion summary stays empty when cookie blocking meant no source or landing page was captured, when the order started as a draft order, or when it came from a channel other than the Online Store or Hydrogen. Point-of-sale orders, marketplace orders and B2B orders raised as drafts therefore usually show no marketing source, on any plan. Report those channels on their own rather than letting them read as direct traffic.
What Plus adds
Two things. Organisation analytics can show and filter reports across several stores; on any other plan each store reports on its own, and comparing channels across regions means exporting and combining the data yourself. Shopify Audiences builds custom audiences for advertising platforms from Shopify’s data, and it is available only to eligible Plus stores that use Shopify Payments and are based in the United States or Canada.
Where the plan still matters for reporting
1. Who can see the numbers
Basic has no staff accounts, which in practice means the owner’s login gets shared or the numbers never leave one person’s screen. Agencies and freelancers can still be invited as collaborators on every plan. Grow allows five staff accounts, Advanced 15, and Plus unlimited, with custom user groups for setting permissions by role. For most growing teams this, not the reports themselves, is the reporting reason to move off Basic.
2. Predicted values (Advanced and Plus)
Shopify lets Advanced stores activate predicted values for certain reports, so a projection sits inside the report rather than in a spreadsheet you maintain. Check which of your reports support it in the admin before treating it as a reason to upgrade; for most stores it is a convenience, not a decision driver.
3. More than one store (Plus)
Organisation analytics, and the option to show and filter reports across several stores, are available only on Plus. Plus also includes up to nine expansion stores. Without Plus, every store reports on its own, and combining them means exporting into a spreadsheet or a BI tool.
4. Getting data out
Shopify lists custom apps on Basic as having limited data access and full data access from Grow upwards. That matters the moment you want orders and customers in your own warehouse or dashboard. API rate limits then decide how fast that data moves: standard on Basic and Grow, up to 2x on select APIs for Advanced, up to 10x for Plus. A nightly sync for a mid-sized catalogue rarely hits the standard limits; near-real-time syncs across a large catalogue and an ERP do.
5. ShopifyQL Notebooks (Plus)
The ShopifyQL Notebooks app, where an analyst combines queries, charts and notes in one working document, is available only on Plus. On the other plans the ShopifyQL editor inside reports covers most single-question analysis.
What no plan fixes
Most of the reporting problems we are asked to look at are not plan problems. Shopify counts the orders and sessions it sees on your store; Meta and Google count conversions under their own rules; GA4 counts events under its own. The three will never match, and no plan upgrade changes that. What fixes the arguments in the weekly meeting is the setup:
- One tagging setup, usually Google Tag Manager, with the same events named the same way everywhere.
- UTMs on every link you control, written to one convention.
- One agreed source of truth per question: Shopify for revenue, the ad platform for its own bidding, GA4 for on-site behaviour.
- A cohort view for repeat customers or subscribers, which the default dashboards do not give you. Our subscription apps guide covers the subscriber version.
Which plan for reporting alone
- Owner-run store: Basic gives you the full report library and custom reports.
- Team of two to five, or data going into other tools: Grow, for staff accounts and full data access.
- Team of up to 15, or heavier integrations: Advanced, for staff accounts, predicted values and higher API limits.
- Several stores or regions under one organisation, with an analyst who works in queries: Plus.
Reporting on its own rarely justifies Plus; the checkout, Functions, B2B and multi-store differences usually decide it, and they are all in our Plus vs Advanced comparison. If the problem is numbers nobody trusts, our free CRO audit starts with the tracking layer before it looks at a single page.
Sources: Shopify pricing, Shopify Plus pricing and the Help Center pages for each plan and for marketing reports, the order conversion summary, pixels and Shopify Audiences, checked 6 and 7 October 2026. Plans and limits change, so confirm in your admin before you upgrade.
