For all your questions, concerns, or ticket submissions related to Wayfinder, please reach out to us at ellis-support@woolman.io. Our dedicated team is always ready to assist you.

The onboarding process for Wayfinder is streamlined to be approximately a week-long. While the active engagement from your side might be minimal, the data ingestion from various systems can be time-consuming. We also allocate sufficient time for data validation and to set up necessary configurations to ensure smooth operation.

Yes, we do. The support and eCommerce consulting we offer varies based on the service level you choose. We highly advocate for the inclusion of growth and data analyst services alongside the Wayfinder platform. This approach aids merchants in realizing immediate business advantages and provides a comprehensive understanding of Wayfinder's potential. We can also connect you with a matching Shopify Agency partner who can leverage Wayfinder and data insights to the ecommerce development work.

Certainly. Each onboarding process  includes a training sessions to familiarize users with Wayfinder features and capabilities. However, if additional training sessions are required, they are available but come at an extra charge.

For any changes in your company's Wayfinder users, please contact ellis-support@woolman.io

Absolutely. The data within Wayfinder is securely stored in data centers situated within the European Union, ensuring compliance with GDPR regulations.

Wayfinder AI has access to the Wayfinder analytics data (i.e. what you see in your analytics dashboards) as well as deep research conducted from open sources.

No. Your data is never used to improve or train AI models.

Wayfinder connects to Shopify, Google Analytics, and marketing channels. If Shopify POS is in use, Wayfinder can access that to provide web/POS breakdowns and dashboards.

Currently, we connect to Meta ads, Google Ads and TikTok ads. In Wayfinder, you can view the combined performance of all these channels or filter by a channel in the Campaigns & Ads dashboard.

Yes. Our team can integrate your external data sources, additional custom data from Shopify (e.g. metafield data) or other sources as customisation work.

For customisations, contact your Woolman consultant/service manager or Wayfinder support.

Yes absolutely. In addition to Wayfinder's ready selection of marketing channels, we can integrate additional marketing channels based on your needs.

For customisations, contact your Woolman consultant/service manager or Wayfinder support.

Yes. Wayfinder integrates with ReCharge and offers a ready dashboard for subscription KPIs.

For connecting ReCharge to your Wayfinder, please contact your Woolman consultant/Service manager or Wayfinder support: ellis-support@woolman.io

Yes. Wayfinder has a direct integration with LoyaltyLion.

Important loyalty program information can also be synced to Wayfinder without integration:

1) Sync loyalty information from your loyalty tool to Shopify (use e.g. Shopify Flow to create and update customer tags). Use

2) Use the Wayfinder segments tool to create dynamic segments for tagged customer groups.

3) Analyse segments or use as filters in Customer and Sales Overview dashboards.

You can view how different metrics are calculated from the Metrics Explained article.

TIP: In the Wayfinder app, hover over the tool tip icon (i) or the table column header to view the formula and sources of the specific metric.

Currency conversions are performed daily, utilizing the daily rates published by Open Exchange Rates. These rates are compiled from multiple reliable sources and combined to provide an accurate average. Historical end-of-day rates are accessible for every day dating back to January 1, 1999.

Wayfinder and Shopify calculate sales with slightly different formulas.

The major difference comes from how Wayfinder and Shopify address returns. While Shopify associates returns to the return dates, Wayfinder associates them to order dates. This approach, originating from the Wayfinder user community, accurately represents your actual sales and refunds for the selected time frame.

If you have multiple markets/stores, Wayfinder's currency & time zone conversions may also create a slight difference. High-volume campaigns may create differences in, e.g. monthly total sales, when sales from the last hours of the selected month and from the first hours of the next month are counted differently due to time zone settings.

Read more about Wayfinder metrics and their calculation formulas here.

Wayfinder uses Google Analytics 4 data to calculate these metrics, while Shopify uses its own analytics. Cookie settings typically cause the biggest differences between the two. Shopify and GA4 track sessions and sales differently depending on the cookie consent.

If you have questions regarding your session reports or see major differences in Wayfinder and GA4 session data, don't hesitate to contact ellis-support@woolman.io.

Different filters are using AND. For example, selecting the source as "Web" and the product name as "Apple shirt" will filter customers who match both the source AND the product name.

When using multiple selections for one filter, options are connected with OR. For example, selecting the product names "Apple shirt, Orange jacket, Skinny jeans" will filter customers who have bought at least one of the selected product names.

Read more about filtering from Dashboard operations: Filtering dashboard data.

Product Type information in Shopify is used for Wayfinder categories. By adjusting information in Shopify's product type, you'll automatically see the changes in Wayfinder as well.

Yes. While total sales is shown by default to give a full view of all orders, we understand many teams prefer to follow other sales metrics instead.

Our Wayfinder team can customise your dashboards to highlight net sales instead of (or alongside) total sales.

For customisations, contact your Woolman consultant/service manager or Wayfinder support.

Not directly. Wayfinder is designed to stay true to our core philosophy of simplicity and out‑of‑the‑box usability – our dashboards are built to cover the key needs of most ecommerce businesses without complex setup.

If you need something more specific, our Wayfinder team can create tailored dashboards as a customisation to match your unique business goals.

For customisations, contact your Woolman consultant/service manager or Wayfinder support.

Absolutely. Our team can craft customer-specific dashboards tailored to your needs.

For customisations, contact your Woolman consultant/service manager or Wayfinder support.

Wayfinder segments can be synced to Shopify. This way, any marketing tool that can utilise Shopify's customer information can also use Wayfinder segments – dynamically, if you select repeating sync.

Yes. In Sales Overview there are reports for Sales By UTM Source / Medium and Sales By UTM Campaign Name. If you use UTM codes, you can see Klaviyo as a source and also track how Klaviyo emails (e.g. newsletters) and flows (automation) generate orders and sales.

Yes. While we are continuously adding more options for automatic Key Result metrics, you can track any metric manually.

Select Manual as Key Result tracking method and add the name and unit of your metric. Track your key result by adding progress values.

You can use Wayfinder analytics to follow metrics and aggregations that are not yet available in automatic key results, or pick any metric outside Wayfinder (e.g. NPS, learning goal, customer service response time).