E-commerce

The E-commerce section gathers every report built from your online store data. We read your store's orders, products, customers, carts, coupons and refunds, then turn them into figures and charts. You don't have to enter anything by hand.

Use this section when you want to know how much you sell, what, to whom and when. For example, how much revenue you made last month, which products sell best, how many customers come back, or which coupon brings in the most.

What you need before you startCopy Anchor Link

You need a store connected to Fullmetrix. A connected store is a PrestaShop, WooCommerce, Shopify, Magento or Sylius store linked to your account through our module or app. If you haven't done it yet, follow the quickstart and then the guide for your platform.

Once the store is connected, we import its history. Until that import is finished, reports show Syncing with the message "Your E-commerce data is being imported". The page updates by itself when the import is done. To follow the progress, read How synchronization works.

If no store is connected, reports show Connect E-commerce and a Set up button that takes you to the integrations page.

Where to find the section in the menuCopy Anchor Link

In the left sidebar, the section sits in the Data group, under the E-commerce entry. Click E-commerce to expand the list of reports. The entry only appears once a store is connected.

One report is the exception. Live activity is not in the Data group but at the very top of the sidebar, right under Dashboard, so it is always within reach.

The reports in this sectionCopy Anchor Link

Most reports are always visible. Some only appear in the menu if your store has actually sent us the matching data. We check what your store contains, not just its platform. For example, a WooCommerce store that has never used a discount code does not show Coupons.

The Overview, home page of the sectionCopy Anchor Link

The Overview is the first report in the section. It shows the state of your sales over the chosen period at a glance, with four indicators at the top and ten charts below. To open it, click E-commerce in the sidebar, then Overview.

The controls at the top of the screenCopy Anchor Link

At the top right, you find the same tools as in most reports.

• The Filters button limits the report to part of your orders, for example orders from one country or orders paid by card. See Filters and segments.
• The All sources selector picks which stores are included when you have several. See Choosing stores.
• The date picker sets the dates analyzed and the comparison period. By default it shows the last 30 days up to yesterday, compared with the same period last year. See Date range and comparison.
• The TV mode, Show trends and Show annotations buttons change how charts are displayed. See Charts and TV mode.

The four indicatorsCopy Anchor Link

Each card shows the value for the period, the percentage change against the comparison period and a small curve of the last 14 days of the period. A green change is an increase, a red change a decrease. If the comparison period has no orders, the card shows No previous data.

What we call a counted orderCopy Anchor Link

Every report in the section follows the same rule to decide whether an order enters the figures. An order is counted when it meets all of these conditions.

• It was placed during the chosen period. We use its creation date in the store, in your organization's time zone.
• Its status is not in the Excluded order statuses list. Draft orders and orders moved to the trash are always left out.
• Its amount is greater than zero, as long as the Only orders with gross amount > 0 option is on. It is on by default.
• Its customer is not in Ignored customers, for example your own test addresses.
• If you turned on Paying customers only, its customer has placed at least one paid order.

These options live in Settings, Reports tab. They apply to every report at once, which keeps figures consistent from one screen to the next. For the detail of each option, read Report settings.

A refund is removed on the date it was granted, not on the order date. A March order refunded in April lowers April's revenue. You can turn this deduction off with the Deduct refunds option in the same tab.

All amounts are shown in your organization's currency, set in Settings, General tab. When a store sells in another currency, we convert its amounts. See Currencies and time zones.

The ten chartsCopy Anchor Link

Below the indicators, ten charts show the day by day trend over the period. The comparison period appears as a lighter dotted line, aligned day for day. Hover a point to read the exact value for that day and for the compared date.

We recognize a customer by their email address. Orders without an email, or with an address anonymized by the store, count in revenue and orders, but not in New customers, Returning customers or in the customer count of Revenue / customer. A customer is "new" only once, on the day of their first counted order, across all selected stores.

Sales by hour and Sales by day answer a different question from the other charts. They add up the whole period to show when your customers buy. Use them to pick the send time of a newsletter or the launch day of a promotion.

Questions the Overview answersCopy Anchor Link

• Is my revenue this month up compared with the same month last year?
• Does the drop come from the number of orders or from the average order?
• Am I attracting new customers, or am I mostly living off loyal ones?
• At what time and on which weekday do my customers buy the most?

When a figure puzzles you, move on to the detailed report. Revenue breaks revenue down, Orders lists orders one by one and Customers shows who buys.

SubsectionsCopy Anchor Link

Frequently asked questionsCopy Anchor Link