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Ecommerce Analytics Reports

The reports found in Ecommerce Analytics provide a comprehensive view of your entire business across all key metrics. See where shoppers get stuck, which products are moving or lagging, the impact of your promotions or sales and more.

Below we provide a breakdown of each report in Ecommerce Analytics. If you're looking for more information about Ecommerce Insights, see Ecommerce Insights. If you're looking to troubleshoot the information found in these reports, see Troubleshooting | Ecommerce Analytics for a list of common questions.

 
 

Store Overview Report

The Store Overview report will provide you a high-level summary of key metrics making it easy to check in on your business. The Store Overview Report can be viewed under AnalyticsOverview.

Store Overview Report sections

 

Top Line Statistics

The top line of the dashboard shows all of your store’s key metrics. Each window shows the total value and percentage change for the statistic over the selected date range.

Metric Breakdown

MetricDescriptionCalculation
Ordersnumber of completed orders*
(* i.e. checkout process has been completed and payment has been captured, order is in an eligible status)
sum of completed orders
Revenuesum total of money from completed orders, converted into one currency, minus revenue lost to refunds and returnssum (revenue from completed orders) - sum (returns + refunds)
Customersnumber of unique individuals who made an ordersum customer IDs with at least one order
Visitstotal number of visits (this is *not* unique visitors)sum visits
Conversion Ratepercentage of visits that resulted in a complete ordercompleted storefront orders / visits
AOVaverage cart value of each completed order (not including returns + refunds)revenue / (completed orders - returns + refunds)
 

Take Action with Data — Monitoring these statistics daily will give you a quick snapshot into what’s happening in your store. Any changes in revenue can be explained first by taking a look at these metrics before going deeper into your statistics.

Understanding how these metrics are interrelated helps you glimpse the causes of any increases or declines in revenue before getting caught up in unnecessary details. In particular, you should ask: Where was the biggest change coming from among visits, conversion rate, and average order value (AOV)? Drilling down on the answer to each question will help explain the driving factors behind any changes in revenue.

 

Revenue Graph

The Revenue graph charts total revenue over the selected period of time and compares it to revenue from the previous period. To view exact values, hover your mouse over a specific data point. Revenue is displayed in your store’s default currency.

Metric Breakdown

MetricDescriptionCalculation
Revenue over Timerevenue over a given time period (one day in observed period: hourly)(more than one day in observed period: daily)sum (revenue from completed orders) - (returns + refunds)
 

Take Action with Data — Viewing these graphs by hour, day, week or month will help you understand what time period is busiest for your site. Track whether new or current marketing campaigns are making a significant impact on revenue and which day of the week and time of the month generates the most sales for your online business.

 

Purchase Funnel

The purchase funnel measures the actions visitors make on your site before making a purchase.

Metric Breakdown

MetricDescriptionCalculation
Visitedthe total number of visits to your site; visits include each new visit after 30 minutes of inactivitysum visits
Shoppedvisits that viewed at least one product page (including quickviews)sum visits with a product pageview
Added to Cartvisits where at least one item was added to cartsum visits with an add to cart action
Purchasedvisits with a completed ordersum completed storefront orders
% overall Conversion Ratepercentage of visits that resulted in an order100 * (completed storefront orders / visits)
% looked at a productShopped / Visits100 * (visits with a product pageview / visits with 2 or more pageviews)
% put an item in the cartAdded to Cart / Shopped100 * (visits with an add to cart action / visits with a product pageview)
% completed a salePurchased / Added to Cart100 * (completed storefront orders / visits with an add to cart action)
 

Take Action with Data — This information allows you to identify at which point you are losing the customer, allowing you to then optimize those particular areas to decrease bounce and increase conversion. For example, are you seeing a large drop-off from the Shopped column to the Added to Cart? Could it be that call to action is lost on the page or below the fold? This is a great tool to see where optimizations can be made with respect to the customer’s journey on the site.

 

Abandoned Carts

An abandoned cart happens when a visitor adds an item to the cart but does not attempt to pay (i.e. click Proceed to Payment). (To learn more, see Using the Abandoned Cart Saver). Not to be confused with incomplete orders, which happen when a shopper reached the payment page, but did not complete the transaction.

Metric Breakdown

MetricDescriptionCalculation
Abandoned Revenuesum total of the revenue from all abandoned carts in a given time periodsum (revenue -[taxes + shipping]) for abandoned carts
Abandoned Cartssum total of all abandoned carts in a given time periodsum abandoned carts
Abandonment Ratepercentage of all carts that were abandoned in a given time periodabandoned carts / carts
 

Take Action with Data — This area will show you which products generate the most abandoned carts and the most abandoned revenue. This data is telling you that there are a set of products that for whatever reason, customers are not buying.

If you see the same products show up in the top abandoned products week over week, you can then decide whether you want to promote those products in a different way. You might want to change the product image, or how you describe those products. Also, you may want to create a target campaign to push those products, since you most likely have a lot of inventory on those products.

For more information on abandoned carts and revenue, check out the Abandoned Cart Report and Abandoned Cart Recovery Report.

 

Top Products

The Top Products window shows the top 5 grossing products. Each product also links to its respective merchandising product report. The number shown in green or red shows how many ranks the product has moved up or down during the comparison period.

Metric Breakdown

MetricDescriptionCalculation
Product Rankingproducts ranked according to revenue over a given time periodsum line item sale price of item for all completed orders that include it (does not include shipping or tax) - (returns of this product + discounts on the product + refunds for the product)
Product Revenuesum sale price of a given product, minus discounts, returns, and refunds over a given time periodsum line item sale price of item for all completed orders that include it (does not include shipping or tax) - (returns of this product + discounts on the product + refunds for the product)
Product change in rankingthe change in the products ranking from the observe period to the compare periodsobserve product ranking - compare product ranking
 

Take Action with Data — Understanding which products are selling well means you can invest more time and money to increase your sales and revenue. The Merchandising Report gives you the opportunity to drill down on products and understand the drivers behind their performance.

By examining poorly performing products, you can experiment with sales, image quality or promotion to test whether any of these variables help improve their performance. Alternatively, you could end up pulling back that product’s budget or eliminating it from your catalog altogether. Naturally, each online business and product will be different.

 

Top Visits By Origin

Top Visits by Origin tracks which marketing channels are driving the most visits and revenue, and generating the highest conversion rates. Each channel will also link to the Marketing Report.

Metric Breakdown

MetricDescriptionCalculation
Visit Origin Rankingvisit origins ranked according to visitssum visits from visit origin
Visit Origin Visitsvisits that came from a given visit originsum visits where referrer = a given visit origin
Visit Origin Conv. Ratepercentage of visits that resulted in an order for a given visit origin(sum orders where referrer = a given visit origin) / (sum visits where referrer = given visit origin)
Visit Origin Revenuesum of all revenue from visits that came from a given visit originsum (revenue from completed orders where referrer = a given visit origin) - sum (returns and refunds from the same visit origin)
 

Take Action with Data — Reviewing your marketing channel performance will help you determine where best to allocate marketing dollars. For example, are AdWords primarily driving traffic and conversion to your site? That may be where you decide to spend more dollars given the success rate.

Alternatively, if there is a poor performing channel, perhaps, it’s best to re-evaluate the strategy employed there. For example, if your UTM-tagged emails have low click-thru rates, it’s probably best to change or update the marketing creative with stronger CTAs through some A/B testing.

 
 

Real Time Report

This report gives you instant insight into the revenue of your store, products being sold at that moment in time and a real-time activity stream of what is happening on your store. Additionally, real-time reporting becomes important when applied to other reports within the Ecommerce Analytics suite, including the Store Overview report, the Abandoned Cart report and the Merchandising report as it can help shed light on trends.

The Real Time Report can be viewed under AnalyticsReal Time.

 

Statistics

At the top you’ll see a summary of your store’s purchase and visitor history for that day.

Real Time daily live feed

Metric Breakdown

MetricDescriptionCalculation
Revenuetotal revenue, up to the minutesum (revenue from completed storefront orders) - sum (returns + refunds)
Visitstotal visits to the site, up to the minutesum visits
Orderstotal storefront orders, up to the minutesum completed storefront orders
Items Soldtotal quantity of items sold, up to the minutesum (for each order sum (line item * qty))
 

Take Action with Data — Not only does this report help you keep tabs on your business in the moment, but it can help you monitor marketing campaigns or flash sales impact. This report is also great to direct your senior level management to, when they need a quick snapshot into how the business is performing day-to-day. Sales managers and CFOs tend to spend most of their time viewing this report to keep a pulse on hourly sales.

 

Latest Products Sold

Below you’ll see a list of the five most recently sold products. Click the name of the product to visit that product’s Merchandising Report.

Latest Products Sold

 

Latest Activity

You’ll also see the Latest Activity feed, which is a live stream of visits to your store. This includes information on the visit origin, any keywords used, and how long ago they visited.

Latest Activity

 
 

Merchandising Report

The Merchandising Report is all about diving deeper into your product catalog so you can best understand its performance and make major or minor adjustments to both save and make you money. This report lets you drill down to see revenue, orders, and quantity sold at both the product and variation levels. You'll be able to see your product’s strengths and weaknesses so you know where to focus and where to improve.

The Merchandising Report can be viewed under AnalyticsMerchandising.

 

Product Merchandising Report

Click on the Products tab to view the Product Merchandising Report.

Monitoring this report is key to understanding what your customers are purchasing and viewing, and is a great tool to help you plan product assortments for future collections.

Top Line Statistics

These statistics only take product-level information into account, so will differ from the top line statistics you see on other pages. For example, the revenue will take product-level discounts into account, but not order-level discounts.

Product top line statistics

Metric Breakdown

MetricDescriptionCalculation
Products Soldthe number of products sold in your store during your selected date rangesum (products included in completed orders)
Ordersthe number of orders placed during your selected date rangesum (orders with at least 1 product)
Merch Revenuethe total amount of revenue from your merchandise. This amount includes product-level discounts, but does not take shipping, taxes, or order-level discounts into account.(sum (line item sale price - order level discounts) * qty)) - (sum (line item price for returned + refunded products from orders in the time period) * qty))
AVG Pricethe average (mean) price of your products that have been ordered(sum line item prices of products in all completed orders) / total quantity of products
Price Rangethe highest and lowest prices of products that have been orderedlowest sale price of an item purchased (including discounts), and highest sale price of an item purchased
Merchandise Revenue Graph

The Merchandise Revenue graph shows how your merchandise revenue has changed over the course of your selected date range. The graph in purple shows the revenue for your current date range, and the graph in orange represents the revenue from the date range you are comparing with.

Product Revenue Graph

If the time period for the whole graph is a single day, the hover will display the hour of the day and the amount of Merchandising Revenue earned in that hour. If the time period for the whole graph is multiple days, the hover will display the date of the single day you hover over and the amount of Merchandising Revenue earned on that date.

Products Table

The products table helps you quickly understand some very important data about the best and worst selling products, the fastest and slowest growing products, and the most and least visited products. Click on a column name to change how the list is sorted, or click on a product name to see the individual product report.

Use the tools in the top-right corner to hide columns, reset the table, or download the table to a CSV file.

Product merchandising report

Metric Breakdown

MetricDescriptionCalculation
Merch Revenuethe revenue from units of the product sold within the provided date range(sum (line item sale price - order level discounts) * qty))
Ordersthe total number of orders that include the product within the provided date rangesum (completed orders that included this product as a line item)
QTY Soldthe quantity of the product sold within the provided date rangesum (qty of products in completed order)
Visitsthe number of page views the product has received within the provided date rangesum (pageviews of this product page)
 

Take Action with Data — Revenue is just one way to identify the top performing products in your shop. It’s important to evaluate product performance across multiple metrics to gain a true understanding of how your product mix works to complement each other.

Some questions to consider include:

  • Are there products that attract a lot of visitors?
  • Are there products that haven’t been viewed at all?
  • Which products are growing the most rapidly?
  • Which products are declining the quickest?

Using this table to answer those questions will help you gain a better understanding of which products are attracting the most visitors to your site and which products need to be reevaluated. You may find that the products that drive the most visits are not always the ones that result in the highest revenue, or that a fast growing product is not featured prominently enough in your online store.

Identifying products that are under-performing also allows you to explore the causes behind the poor performance and start experimenting with those products.

 

SKU Merchandising Report

Click on the SKUs tab to view the SKU Merchandising Report. In addition to the top line statistics and revenue graph provided from the product report, this report shows all of your store's SKUs in a table, sorted by your top revenue producers.

Click a column name to change the sort order, or use the icons in the top-right corner to hide columns, restore the table to its original format, or export this report. Clicking on the name of a product will bring you to the individual product report.

SKU merchandising report

Metric Breakdown

MetricDescriptionCalculation
Merch Revenuethe revenue from units of the variant sold within the provided date range(sum (line item sale price - order level discounts) * qty))
QTY Soldthe quantity of the variant sold within the provided date rangesum (qty of variant in completed order)
Ordersthe total number of orders that include the variant within the provided date rangesum (completed orders that included this variant as a line item)
 

Individual Product Report

By selecting an individual product from any table you will be able to review that product's merchandising report. This report shows the product's basic information and statistics, such as its revenue, how often it's viewed, and its abandonment rate.

This detailed view of each individual product gives you the opportunity to drill down on products and understand the drivers behind product performance.

Product Statistics

Product details and statistics

Metric Breakdown

MetricDescriptionCalculation
Revenuerevenue from units of the product sold(sum (line item sale price - order level discounts) * qty)) - (sum (line item price for returned + refunded products from orders in the time period) * qty))
Average Pricethe average selling price per unit(sum line item prices of product from all completed orders) / total quantity of product included in orders
QTY Soldthe quantity of the product soldsum (qty of products in completed order)
Ordersthe total number of orders that include the productsum completed orders where this product is included as a line item
Visitsthe number of page views the product has receivedsum (pageviews of this product page)
Abandon Ratethe percentage of abandoned carts that include the product(total carts with product - total orders with product)/total carts with product
 

What is considered an abandoned cart? In Ecommerce Analytics, abandoned carts are defined as carts where a product has been added prior to a 30-minute period of inactivity.

Product Revenue Graph

This graph shows how your product's revenue has changed over the course of your selected date range. The graph in purple shows the revenue for your current date range, and the graph in orange represents the revenue from the date range you are comparing with.

Product Revenue Graph

 

Take Action with Data — This detailed view into each individual product gives you the opportunity to drill down on products and understand the drivers behind product performance. For example, you can take a closer look at both the best and worst selling products to see if there are any large differences that could be impacting sales, such as image quality, price or return rates.

You can then use this information to start creating some experiments to test whether changing any of these variables could help improve under-performing items. If return rates are high, this could be an indicator that there are issues with the product itself that may need to be resolved.

Additionally, you can take a closer look at the best performing products and use this detailed information as you start planning for next season’s product assortment.

SKU Statistics

Click on the SKUs tab to view the SKU statistics. This report provides detailed information on each variant of a base product that's been associated with a SKU.

Product sku details

Metric Breakdown

MetricDescriptionCalculation
Revenuerevenue from units of the SKU (including product-level discounts)(sum (line item sale price - order level discounts) * qty)) - (sum (line item price for returned + refunded units from orders in the time period) * qty))
Average Priceaverage price of the purchased units (including all discounts)(sum line item prices of units from all completed orders) / total quantity of units included in orders
QTY Soldthe number of units of the SKU soldsum (qty of units in completed order)
Ordersthe total number of orders that include the SKU unitsum completed orders where this unit is included as a line item
Visitsthe number of visits to the base product pagesum (pageviews of the base product page)
Abandon Ratethe percentage of abandoned carts that include the SKU(total carts with this unit - total orders with this unit)/total carts with this unit

Understanding your product sales down to the SKU level can help you optimize your inventory by identifying large and small differences that could be impacting sales.

SKUs Table

The SKUs table helps you quickly understand your product sales down to the variant level by providing important data about the best and worst selling variants. Click on a column name to change how the list is sorted.

Product sku list

  • SKU Code — the SKU assigned to the product variant
  • Variants* — the product variants. (*product options)

Metric Breakdown

MetricDescriptionCalculation
Merch Revenuethe revenue from units of the variant sold within the provided date range(sum (line item sale price - order level discounts) * qty))
QTY Soldthe quantity of the variant sold within the provided date rangesum (qty of variant in completed order)
Ordersall completed orders that included this variantthe total number of orders that include the variant within the provided date range
 
 

Marketing Report

The Marketing report is geared around showing you how your visitors are finding your store. This can help you gauge the effectiveness of a marketing campaign or find a new avenue for advertising. The Marketing Report can be viewed under AnalyticsMarketing.

 

Visit Origin by Revenue Graph

The report begins with a graph of your revenue over time, color-coded by the origin of the visit. The key to the left shows which color represents each origin, as well as the total revenue associated with that origin in the given time frame.

Marketing Report visit graph

Metric Breakdown

MetricDescriptionCalculation
Directvisits that came to the site by typing the website address directlysum (revenue from orders where referrer = direct)
Searchvisits that came to the site due to search engine traffic (e.g. Google)sum (revenue from orders where referrer = Search
Socialvisits sourced from social media channels such as Facebook, Twitter, Pinterest, LinkedIn, Instagram, or Tumblrsum (revenue from orders where referrer = Social)
Campaign (UTM)revenue from visits that resulted as a click through from an ad placement tagged with UTMsum (revenue from orders where referrer = Campaign (UTM))
Adwordsrevenue from visits from an AdWords ad, tagged with GCLIDsum (revenue from orders where referrer = AdWords)
Referrerrevenue from visitors that came as a result of a referral from another websitesum (revenue from orders where referrer = Referrer)
 

Take Action with Data — Understanding how each visit origin contributes to total sales is important when deciding where to spend your marketing dollars. Monitor how each visit origin is trending to measure the impact of any changes in your marketing actions and how it affects your revenue. The trends from these metrics can also help you predict future behavior.

 

Visit Origin Report

The visit origin report aggregates six metrics (revenue, visits, orders, conversion rate, average order value, and revenue per visit) by the visit origin type. You can sort each metric to identify the most productive channels.

Visits by Origin

Metric Breakdown

MetricDescriptionCalculation
Revenuerevenue from orders where the visit originated from a given referrer for a given time periodsum (revenue from orders where the visit originated with the given referrer)
Visitsvisits for a given referrer over a given time periodsum (visits that came from the referrer)
Ordersorders where the visit originated from a given referrer for a given time periodsum (orders where the visit originated with the given referrer)
Conversion Ratepercentage of visits that resulted in orders for a given referrer for a given time periodsum (orders where the visit originated with the given referrer) / sum (visits that came from the referrer)
AOVaverage order value for all storefront orders from a given referrer for a given time periodsum (revenue from orders where the visit originated with the given referrer) / sum (orders where the visit originated with the given referrer)
RPVrevenue per visit for a given referrer for a given time periodsum (revenue from orders where the visit originated with the given referrer) / sum (visits that came from the referrer)
 

Take Action with Data — This Visit Origin Report helps you quickly understand some very important data about your products:

  • Which visit origins have the highest and lowest conversion rate?
  • Which visit origins result in the greatest and least RPV?
  • Which visit origins drive a high AOV?

Not all visit origins will provide the same results. Taking a closer look at key metrics will allow you to better evaluate how different marketing initiatives across channels fare against each other. Understanding the different strengths and weaknesses of each visit origin will allow you to make better decisions about where to best spend your marketing resources depending on your objectives.

Looking at just revenue to measure your success in a marketing campaign can be misleading. For example, the visit origin with the lowest contribution to revenue may also be the channel with the highest conversion rate or AOV. By monitoring this table closely, you can create a more holistic marketing strategy and create a plan that will truly optimize your marketing budget.

Click a Visit Origin to drill down deeper and see what exactly drives each of them.
Visit origin drilldown

Looking into a more detailed view of the visit origin will allow you to see exactly what ads, keywords, social media efforts, emails and blogs are the most successful in promoting your business. For example, you can now test what ad images/content resonates the best with potential customers by comparing across different versions. Or track various email campaigns to see which email formats drive the most revenue or conversion.

You can also use this table format to get the raw data to answer the following questions:

  • Which marketing campaigns have the highest conversion rate, bringing in the most qualified visitors?
  • Which campaigns have the worst conversion rates and/or low RPV?
  • Are there any successful sources of traffic within the campaign?
  • Which campaigns brought in the most revenue? Drill down further to find out what drives those campaigns.
 
 

Orders Report

The Orders report provides a snapshot of all orders placed on your site. It can help you gain a better understanding of how your orders break down into products, how they’re discounted, and the overall average order value (AOV). Monitoring these key statistics regularly and tracking any sudden drops or increases over time will help you understand how total orders are impacting sales growth.

The Orders Report can be viewed under AnalyticsOrders.

 

Top Line Statistics

Top line of Orders Report, showing an overview of Total Orders, Items Sold, Revenue, % Orders Discounted, and Average Order Volume

The percentages listed for each statistic show the change over the previous time period (e.g. this month vs. last month).

Metric Breakdown

MetricDescriptionCalculation
Total Orderstotal number of completed orders in a given time periodsum (completed orders)
Units Soldtotal number of units of products soldsum (unique products across all completed orders)
Revenuesale price minus order discounts, item returns and item refunds. These are returns from orders that happened in the given time period, rather than only returns that happened in the time period.(sum (line item sale price - order level discounts) * qty)) - (sum (line item price for returned + refunded products from orders in the time period) * qty))
% Orders Discountedpercentage of all orders that were discounted at the order levelsum (completed orders discounted at order level) / sum (completed orders))
AOVAverage Order Value; the average amount of revenue from each completed order, not including returned and refunded ordersrevenue / (completed orders - returned and refunded orders)
 

Take Action with Data — Monitoring these key statistics regularly and tracking any sudden drops or increases over time will help you understand how total orders are impacting sales growth. This is a great spot to check the impact of any discounts or how adding/removing products from your shop influenced total orders.

Watching how these metrics move with each other can help you drive useful insights. Some questions to consider include:

  • Do total orders increase in relation to increasing products offered on your shop? Or are they inversely related?
  • Does offering greater and higher discounts increase Total Orders?
  • Does offering higher discounts increase or decrease your average order value (AOV)?

Taking a close look at these questions and watching how products and total orders are related is useful in identifying the right amount of products to list in your shop. If total products and total orders are inversely related, it could suggest that your customers prefer a simpler assortment.

Monitoring the impact of discounting on other metrics is key to tracking profitability. Total orders should increase as discounts increase to help offset the lower price point. AOV should also increase as customers are hopefully purchasing more with the discount than they would’ve without it. If you find that this isn’t the case with your shop, you might want to reevaluate whether discounting is the right option (and of course there are exceptions that fall outside this scenario where that would make sense.)

 

Orders Over Time Graph

The Orders graph charts completed orders over the selected period of time. The graph in purple shows the completed orders for your current date range, and the graph in orange represents the completed orders from the date range you are comparing with. Use your mouse to hover over a data point to view exact values.

The Orders Over Time graph in the Analytics - Orders report

If the graph is showing Today, the orders will be hourly and each calculation will be for the sum total of completed orders from one hour (e.g. 2-3pm, 3-4pm). If the graph is showing more than one day in the observe period, the orders will be daily and each calculation will be for the sum total of completed orders from one day.

 

Orders Table

The Orders table lists all orders from your store and can be sorted by clicking the arrows next to any column heading. Clicking the order number will take you to the Order Details Report, where you can find more granular information about that specific order.

Orders are reported in a table at the bottom of the Orders report. Clicking an order number will forward you to the Order Detail Report

  • Order # — the unique order ID in BigCommerce
  • Ordered — the date the order was created
  • Order Channel Attribution — the channel through which the order originated
  • Subtotal — the order subtotal excluding tax
  • Order-Level Discounts — the order discount dollar value
  • Shipping — the amount charged for shipping, excluding tax
  • Tax — the total tax for the order
  • Total — the order total, including shipping and tax
 

Why does an order show as unattributed? Unattributed means we weren't able to attribute the order to a specific marketing channel. See the Marketing Report for a complete breakdown of each channel.

 

Orders Details Report

This report shows you the product summary for a specific order, as well as who the customer was, how many items were ordered or the discount dollar value applied at the order level. You can use this chart to dig deeper into how individual items are selling and to monitor daily orders. All guest orders are lumped into an Anonymous placeholder customer.

Order details report

 
 

Customers Report

The Customers Report helps you better understand and analyze customer behavior. This report will show you where your customers are coming from, the percentage of new versus returning customers, their total spend and when they last placed an order. You'll also have access to individual customer profiles that details every order a customer has placed, and every product they've purchased.

This information will help you build effective customer loyalty programs and create tailored marketing campaigns based on customer history so you can tap your existing customers rather than constantly trying to acquire new shoppers. The Customers Report can be viewed under AnalyticsCustomers.

 

Top Line Statistics

Customer Summary

Your Customer Summary starts with top line statistics including:

  • Customers — unique customers in the selected time period
  • New Customers — unique customers that purchase for first time in the selected time period
  • % New — % of customers that have purchased for the first time
  • % Returning — % of repeat customers
 

Did you know? 80% of your store's revenue will come from 20% of your current customers. See, Making the Most of Your Analytics Reports to learn how to encourage full price customers, launch win-back campaigns and increase your conversion rate by evaluating your analytics data.

 

Customers Table

The Customers table lists all customers from your store and can be sorted by clicking the arrows next to any column heading. Clicking on a customer's email address or name will take you to the Customer Details Report, where you can find more granular information about that specific customer. Clicking the order number will take you to the Order Details Report. All guest orders are lumped into an Anonymous placeholder customer.

Customer Report

  • Email — the email address of the customer
  • Name — the name of the customer
  • Type — new or returning? Determined by whether the order placed within the selected date range was there first, second, etc.
  • Cohort — a group of clients based on their lifetime with the store. Calculated as the date range between the client's first and most recent order.
  • 1st Order Channel Attribution — the channel through which the customer found the store and made their first purchase
  • Last Order Number — the order number of the client's most recent order within the given range
  • Last Order Amount — the amount of the client's most recent order within the given range
  • Total Spent — the lifetime spend of the customer
 

Take Action with Data — This report is helpful in several ways:

  • It provides a quick overview of how many new and returning customers you have to your store.
  • It provides insight into a customer’s first order attribution channel.
  • This information is helpful in determining the email addresses associated with a specific order channel so you may segment and market to these customers with highly-targeted campaigns.

For example, if a majority of your customers come through Social, check the Marketing Report to see which Social channel has the highest AOV. Let's say Facebook is your most profitable social channel. You can then retarget customers through Facebook ads or creating a Facebook Shop since you know it was key to driving their first purchase.

Use the tools in the top-right corner to hide columns, reset the table, or download the table to a CSV file.

 

Customers Details Report

Here you can see the total amount the customer has spent at your store, their total number of orders, last purchase date, AOV (Average Order Value), and the price range of the products in their orders. Additionally, there are statistics for the percentage of discounted orders or products that particular customer has ordered. The customer’s full order history is available at the bottom of the report.

Customer Details

  • Total Spent — lifetime spend of customer
  • Orders — lifetime orders of customer
  • Last Purchased — days since last purchase
  • AOV — average order value of customer
  • Item Price Range — range of price of item purchased by customer (exclude tax, shipping)
 

Take Action with Data — Once you drill into a user’s email address, you’re provided with a view of this unique customer. This is particularly useful should you decide to segment your high value customers and treat them a bit differently.

For example, you decide to pinpoint your best full-price customers. Filter by most revenue, gather their emails, days since last purchase, order numbers and lifetime spend. Determine how many of your repeat customers are full-price customers.

Now, you can send timed loyalty emails showing them new products before other customers (without a discount) or set up a loyalty program for these extremely loyal customers.

 
 

Purchase Funnel Report

The purchase funnel measures the actions visitors make on your site before making a purchase. You can use this report to determine where customers are getting stopped in the purchase flow and work towards improving the experience in that area. The Purchase Funnel Report can be viewed under AnalyticsPurchase Funnel.

 

Purchase Funnel Bar Graph

The Purchase Funnel graph maps the actions taken by visitors into four different steps: Visited, Shopped, Added to Cart and Purchased. Each step moving toward the right in the funnel is one more action closer to purchase. The percentage on the bottom row shows the percentage change for that step from the previous period.

Purchase funnel bar graph

 

Non-storefront orders: Orders created through third-party channels (eBay, Facebook, Pinterest, Amazon), or created manually are not represented here. However, they will be included in the Orders Report.

Metric Breakdown

MetricDescriptionCalculation
Visitedthe total number of visits to your site; visits include each new visit after 30 minutes of inactivitysum visits
Shoppedvisits that viewed at least one product page (including Quickviews)sum visits with product pageview
Added to Cartvisits where at least one item was added to cartsum visits with add to cart action
Purchasedvisits with a completed storefront ordersum completed storefront orders
Conversion Ratepercentage of visits that resulted in an order100 * (completed storefront orders / visits)
% looked at a productthe number of visits (sessions) that included looking at a product page divided by the total number of visits (sessions)100 * (visits with a product pageview / visits with 2 or more pageviews)
% put an item in cartAdded to Cart / Shopped100 * (visits with an add to cart action / visits with a product pageview)
% completed salePurchased / Added to Cart100 * (completed storefront orders / visits with an add to cart action)
 

Take Action with Data — Checking this report regularly will allow you to watch what your customers are doing on your site and allow you to quickly pinpoint any large changes in behavior. Watching this funnel closely over time will allow you to learn how changes in any one step of the funnel will impact total purchases and give you better guidance on which step is best to focus your resources.

 

Purchase Funnel Over Time Graph

The Purchase Funnel graph charts each step in the funnel over the selected period of time. Hover over a data point to view exact values.

Purchase funnel over time graph

 

Take Action with Data — Monitor how each step of the funnel is trending over time, particularly during periods when you’ve made adjustments to your shop. Look for any correlations between steps in the funnel to understand how changes in any one step will trickle down in the funnel. Use the trend lines to help predict future behavior.

The overall goal of the purchase funnel is to understand how each of these steps impacts conversion and which part of the funnel you can easily improve to have an immediate increase in revenue. Some questions to consider as you evaluate the funnel include:

  • Is there a part of the funnel that is easy to improve?
  • Are there steps in the funnel that are correlated?
  • Can you improve multiple steps in the funnel by just focusing on one key step?
 

Understanding how the funnel works may take some time and experimentation. However, it’s well worth the investment as small changes can result in significant increases in purchases. For example, if your Shopped percentage is high (% looked at product), but the Added to Cart is low (% put an item in cart), you may want to take a closer look at your products. A change as simple as adjusting the pricing, or improving the product description may increase the conversion from those that visit into those that add to cart.

 
 

Abandoned Cart Report

The Abandoned Carts Report shows you statistics on carts that were abandoned— a customer added items to their cart but left before completing an order. This report includes statistics on all abandoned carts from all users, including guests.

If a cart is abandoned by customers who were logged in or provided their contact information during the checkout process, those customers can be sent an email inviting them to complete checkout. This feature is called the Abandoned Cart Saver. To see statistics on the Abandoned Cart Saver, take a look at the Abandoned Cart Recovery Report.

The Abandoned Cart Report can be viewed under AnalyticsAbandoned Carts.

 

Top-line Statistics

Top line statistics

Metric Breakdown

MetricDefinitionCalculation
Abandoned Revenuesum total of the revenue from all abandoned carts in a given time periodsum (revenue) for abandoned carts
Abandoned Cartssum total of carts that did not result in an order. This includes guest checkouts for which no email address was provided.sum abandoned carts
Abandon Ratepercentage of all carts that were abandoned in a given time periodabandoned carts / carts
Total Revenuesum total of the revenue from completed orders minus revenue lost to refunds and returnssum (revenue from completed orders) - sum (returns + refunds)
Ordersnumber of unique completed orderssum completed orders
 

Take Action with Data — Each day you should view this report to track shopping cart performance and to make sure there are no sudden drops or dramatic increases in abandonment rate. This could be an indication that something is wrong with the checkout process.

Next to each abandoned cart metric we have added its complementary metric. For example, next to the abandoned cart revenue we display the revenue realized that day. Next to abandoned carts we show the number of orders completed during the same period, and next to the abandonment rate we display your purchase rate.

In each case, we have chosen to display complementary metrics so you can monitor the ratios between these two measurements. If you see that your abandoned revenue vs. total revenue ratio is starting to get larger, this may be an indication that perhaps your marketing mix has changed and you may be receiving more unqualified traffic (if you have not made merchandising or checkout flow changes).

 

Abandonment Rate Graph

The abandonment rate graph charts the abandonment rate metric over the selected period of time. If the graph is showing a single day, the abandonment rate will be hourly and each calculation will be for the abandonment rate for one hour (e.g. 2-3pm, 3-4pm). If the graph is showing more than one day in the selected period, the abandonment rate will be daily and each calculation will be for the average abandonment rate from one day.

Abandon rate graph

 

Take Action with Data — Monitor how abandonment rate is trending to help understand how making changes to your product pages or adding new products affects your revenue. The trends from these metrics can also help you predict future behavior.

Want to learn more? Visit the Abandoned Carts Insights Report to gain additional information only available through Ecommerce Insights.

 

Abandoned Carts

The bottom of the report shows you your top abandoned products and corresponding metrics around how often they’ve been abandoned, how much revenue they represent, the abandon rate, and the number of visits that product receives. Click on the product name to go to the Individual Product Report.

Abandoned cart product table

Metric Breakdown

MetricDefinitionCalculation
Abandoned Cartstotal number of carts that included the product that didn't become orderssum (carts that included the product that were abandoned)
Abandoned Revenuerevenue lost when this item was abandonedsum (line item price of product * qty) from ab carts that include the product
Abandon Ratepercentage of all carts that included the product that were abandoned in a given time periodsum (carts that included the product that were abandoned) / sum (carts that included the product)
Visitsvisitssum visits
 

Take Action with Data — This detailed table helps you quickly understand some very important data about your products:

  • Which products generate the most/least abandoned cart revenue?
  • Which products have the highest/lowest abandoned cart rate?
 

This data will allow you to view each product’s performance over time. Use this information in conjunction with A/B testing (like trying different images, updating the description, and/or changing the price of the product) to minimize abandonment and promote conversion.

If you observe that a product is getting a lot of views and has a very high abandon rate then you may want to review whether it makes sense to drive paid traffic via Google AdWords to those products in question.

Similarly, if you notice that there are products that receive sufficient views but do not sell, then you may want to consider discounting those specific product colors, sizes, or variants.

 
 

Abandoned Cart Recovery Report

For store owners with the Abandoned Cart Saver feature enabled, the Abandoned Cart Recovery report will show you the details of successful recoveries. You will see the number of Abandoned Carts, the number of Abandoned Carts that have been converted, and the total value of the sales that have been saved by the Abandoned Cart Saver.

The Abandoned Cart Recovery Report can be viewed under AnalyticsAbandoned Cart Recovery.

 

Abandoned Cart Recovery Graph

The Recovery graph shows you a visual representation of the number of abandoned carts (in orange) versus the number of abandoned carts that were recovered (in blue) with the Abandoned Cart Saver.  (On average, the Abandoned Cart Saver can recover 15% of lost orders.)

Abandoned cart recovery graph

 

Summary of Abandoned Carts and Revenue

Beneath the graph, you'll see a report of the number of abandoned carts and how much lost revenue they represented. Beside that is a summary of the number of recovered carts (with a percentage), and how much of that lost revenue you were able to regain.

Abandoned cart recovery summary

 

Want to learn more? Visit the Abandoned Carts Insights Report to gain additional information only available through Insights.

 

Recovered Orders

Details of the recovered orders are listed, including the customer and the total amount recovered. To view the entire order, click ActionView Order.

Note: At this time there is not a way to view unrecovered abandoned order details.

View Recovered Order

 

Take Action with Data — The information provided in the Abandoned Cart Recovery Report can help provide more context to the following questions from our Abandoned Cart Report including:

  • Which products generate the most/least abandoned cart revenue?
  • Which products have the highest/lowest abandoned cart rate?

You can also begin to evaluate testing tactics like:

  • Experimenting with different coupons in one or all emails. (If you include different coupon codes in each email you can begin to evaluate which email performs the best.)
  • Adjusting the tone of voice in each of your emails.
  • Reworking your email subject lines, copy and layout.
  • Eliminating or adding additional emails. (More often than not, high-priced products take more email reminders in order to convert).
 
 

Sales Tax Report

One of the most often overlooked costs of doing business is managing the collection and reporting of sales tax. By using the Sales Tax Report, you can easily balance your accounting throughout the year or simply during tax season.

 

Sales Tax Report

The Sales Tax Report can be viewed under AnalyticsSales Tax Report.

This report provides a summary of sales tax collected for the date specified in the Date Range field.

Sales Tax Report screen

You will find the following details:

  • Period — The time period for the row listed as a date, a month, or a year. This is determined by the List by field.
  • Tax Type — This is the tax jurisdiction you need to remit taxes too.
  • Tax Rate — This is the tax rate, expressed as a percentage.
  • Number of Orders — This is the number of orders the tax rate was applied to within the selected date range.
  • Tax Amount — This is a sum of the taxable amount.
 

Selecting a Date Range

There are a number of preset date ranges you can choose from in the Date Range field. You can also summarize the report by day, month or year in the List by field. Click Go after making your selections. You can select Custom to enter a date range that falls outside the preset ranges.

Date Range

 

Exporting Your Report

To export this report to a CSV file, click Export. The exported file will show the collection period, the type of tax, the tax rate applied, the number of orders in that period, and the amount of tax collected.

Sales Tax Report export

 
 

FAQ

Is store credit accounted for in analytics?

No. The order total and revenue metrics only track the amount paid for by the customer. Store credit is also not considered a discount so will not be displayed in the Discounts column. However, store credit is an exportable field and can be included in an order export. See Exporting Orders for more information.

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