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Shop analytics

Revenue, orders and conversion over time — and how to read the comparison periods.

Requires the module E-commerceAvailable to roles AdminOpen in the app (Opens in a new tab)

Analytics answers three questions: how much sold, what sold, and is it getting better? The third matters most, and it is answered by the comparison with the previous period.

Shop analytics with four cards, a revenue-over-time chart, top products and the status split
Fig. 1 — Analytics. The capture is from a shop with no orders, so the charts report that they have nothing to draw.

Controls on this screen

  1. Period — From–to. Everything on the screen counts the chosen range; empty fields mean the whole history.
  2. Total revenue — The sum over the period. Cancelled orders are not counted.
  3. Total orders — The number of orders in the period.
  4. Average order value — Revenue divided by count. A number worth watching over time rather than once.
  5. Customers — How many customers bought in the period.
  6. Revenue over time — The shape, not the sum. Seasonality and the effect of a campaign show up here.
  7. Granularity — Daily, weekly, monthly. Over a long period the daily view is unreadable.
  8. Top products — What actually sells — rather than what you think sells.
  9. Status split — Where orders are piling up. A large pending share is an operational signal.

The measures

FieldWhat it doesNote
RevenueThe total order value for the period.Not to be confused with profit — margin is not calculated here.
Order countHow many orders were placed.Rising revenue on a falling count means dearer orders, not more customers.
Average order valueRevenue divided by count.The fastest read on the effect of free-shipping thresholds and recommendations.
ConversionThe share of visits that ended in an order.
Best sellersProducts and categories by volume.Look at the tail too: categories at zero usually mean they cannot be found in the shop.