Your first report
Use the Revenue report to explain a change in your revenue and share a conclusion your team can reproduce.
A good report answers a question. In this tutorial, you use the Revenue report to understand why your revenue changed from one month to another. Along the way, you learn to set the scope, read the indicators and use the breakdown tables.
Before you start
Your store must be connected and its import complete. If it is not, follow the quickstart first.
Write the question before opening the report
Take a minute to phrase what you are looking for. For example, "Did my revenue last month grow compared with the same month last year, and where does the gap come from".
A precise question keeps you from browsing every number without reaching a conclusion. It also tells you which period and which comparison to pick.
Open the Revenue report
In the sidebar, under Data, expand E-commerce and click Revenue.
Set the scope
At the top right, set three things.
- If you have several stores, choose the ones to include in All sources.
- Click the period button, choose Last month, then set Compare to Year to compare with the same month the previous year. Click Apply.
- If your question is about only part of your orders, click Filters and load a saved segment.
The chosen period stays the same when you move from one report to another. The details are in Date range and comparison, Store selector and Filters and segments.
Read the four indicators
The first row shows four cards, each with its change against the comparison period.
| Card | What it measures |
|---|---|
| Revenue | The amount of orders in the period, after the deductions set in Settings, Reports tab |
| Orders | The number of orders |
| Items sold | The number of units sold across all orders |
| Average order value | Revenue divided by the number of orders |
Ask yourself where the revenue change comes from. It can be more orders, more items per order, more expensive items, or a mix of the three. Compare the percentages of the four cards to find out.
Find the days that make the difference
The Revenue chart shows the daily trend. The colored area is your period, the dashed line the comparison period. Hover over a day to read both values.
Look for days where the two curves clearly diverge. An isolated spike often points to a promotion or an email send. A steady gap across the month points to a deeper change, such as more or less traffic.
Do not explain a spike by a simple coincidence. Check what actually happened that day, in your campaigns, your stock or your annotations.
Read the revenue breakdown
The Revenue breakdown table repeats the same indicators row by row. The Day, Week and Month buttons change how rows are grouped.
- Day suits a short promotion or an incident.
- Week suits a regular sales review.
- Month suits comparing seasons.
Click a column header to sort the table, for example Revenue to bring the best days to the top. The Total row at the bottom repeats the totals for the period.
Cross-check with the other tables
Further down, three tables split revenue in other ways.
- Revenue by customer type separates New customers from Returning customers. You can tell whether growth comes from new buyers or loyal ones.
- Revenue by payment method shows the share of each payment method.
- Tax by rate details the tax collected per rate, including tax on shipping.
Each table sorts when you click its column headers.
Share a conclusion others can reproduce
A useful conclusion always states its scope. You can reuse this structure.
From September 1 to September 30, across all our stores, we made €42,300 in revenue from 610 orders, 12% more than last September. The increase comes mostly from returning customers and is concentrated in the week of the 15th, which matches our back-to-school campaign. Filters applied, none.
Write down the period, the stores, the filters and the comparison mode. Without them, a colleague who opens the same report may find different numbers and doubt yours.
To keep track of the event that explains the increase, create an annotation on the right date. To get these numbers automatically every week, use digests.
Be careful with personal data
Share aggregated numbers. Before sending a screenshot or an export, check that it does not contain your customers' email addresses, phone numbers or postal addresses, unless the recipient is allowed to see them.
If the numbers look wrong
Check the scope
Check the stores, filters, period and comparison. One forgotten filter is enough to change every number.
Check that the import is complete
See the sync status. While the import runs, totals are partial.
Compare a few orders
Take five orders from the period in your back office and find them in E-commerce, then Orders. Check their date, status and amount.
Review the calculation rules
Excluded statuses, deductions (refunds, taxes, shipping, fees) and the timezone change the result. They are set in Settings, Reports, Statuses and General tabs. An order always counts on its creation date in your store.
Contact us if the gap persists
Note the period, the store, the expected number and the displayed number, then contact us.
Next step
Your revenue does not tell you what is left once your products and ads are paid for. Set up profit tracking to find out.