The Happy Birthday home page, titled Your birthday club, gives you everything you need to understand how your Birthday Club is performing.
Open Apps → Happy Birthday in your Shopify admin and you'll land here.
Here's what each section shows.
Conversions
The hero metric. You'll see total conversions, total value, and average order value (AOV), with a 30-day trend line.
Below the chart, a table breaks conversions down for Today, This week, and This month. Every number in the table is a clickable link - click it to drill into the Members view pre-filtered to those customers.
Sign-ups
Total members in your Birthday Club so far, with today / this week / this month breakdowns and a trend line. Same drill-through behaviour.
Birthdays
How many birthdays you have today, tomorrow, and this week - useful for knowing when emails are about to fire.
Email Performance
If Happy Birthday is sending your emails directly, this section shows open rate, click rate, and send count, with daily / weekly / monthly breakdowns.
If you're using Klaviyo, Mailchimp, Omnisend, or Brevo to send your birthday emails, the email performance card will direct you to that tool's dashboard instead, performance stats live with the tool that does the sending.
Cohorts
Two cards side by side:
Age cohorts - your members grouped by age range, with a distribution bar. Click any age range to filter the Members view to that cohort.
Birthdays by month - how many birthdays land in each month of the year.
Heads up:
The Age cohorts card needs your date format to include the year (e.g. dd/mm/yyyy, mm/dd/yyyy, or yyyy/mm/dd). If your date format is mm/dd or dd/mm, we can't calculate ages, the card will prompt you to change the format.
See Happy Birthday Date Format
Customer breakdown
How your Birthday Club splits between Shopify customers and non-customers.
Non-customers are people who joined your Birthday Club without purchasing, maybe via your sign-up page, a Klaviyo flow, or a footer link.
Customers are people that typically joined your Birthday Club from either the Thank you page or the Order status page after placing an order.
Both cards drill through to the Members view.
Detailed performance
A date-range picker plus four bar charts:
Conversions - over the selected range, with revenue.
Emails - sent, opened, clicked.
Follow-up emails - same metrics, hidden if follow-up emails are disabled.
Sign-ups by channel - a stacked bar chart breaking down where new sign-ups came from (checkout, landing page, POS, integrations, etc.).
Drill-throughs
Almost every number on the dashboard is a link. If you're looking at a metric and want to know which members it represents, click it - you'll land on the Members view with the right filter applied.
Need any help?
Please get in touch with support if you need any further assistance.