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 Analytics › Orders.
Top Line Statistics
Pro Tip! The percentages listed for each statistic show the change over the previous time period (e.g. this month vs. last month).
Metric Breakdown
| Metric | Description | Calculation |
|---|---|---|
| Total Orders | total number of eligible orders in a given time period | sum (eligible orders) |
| Units Sold | total number of units of products sold | sum (unique products across all eligible orders) |
| Revenue | sale price minus order discounts. | (sum (line item sale price - order level discounts) * qty)) |
| % Orders Discounted | percentage of all orders that were discounted at the order level | sum (eligible orders discounted at order level) / sum (eligible orders)) |
| AOV | Average Order Value; the average amount of revenue from each eligible order | revenue / (eligible 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 eligible orders over the selected period of time. The graph in purple shows the eligible orders for your current date range, and the graph in orange represents the eligible orders from the date range you are comparing with. Use your mouse to hover over a data point to view exact values.
If the graph is showing Today, the orders will be hourly and each calculation will be for the sum total of eligible 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 eligible 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.
- 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 Before Discounts — the order subtotal excluding tax and discounts
- Line Item Discounts — total line-item discount dollar value
- Order 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 and line-item 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.
