Reports
Choose which orders and customers count in your reports, and what is taken out of gross sales to get your revenue.
The Reports tab decides how Fullmetrix counts your sales. It deletes nothing from your store and nothing we have synced. It only changes what goes into the numbers you see. You can try a setting, look at the effect, then go back.
This is the tab to open when your revenue in Fullmetrix does not look like the one in your store admin. In most cases, the two tools do not count the same orders or do not take out the same amounts.
To open it, click Settings in the sidebar, then the Reports tab. The page has four cards, Report filtering, Excluded order statuses, Net sales deductions and Ignored customers.
How the settings apply
Each checkbox is saved the moment you tick or untick it. There is no Save button. If saving fails, the message Error saving settings appears and the checkbox goes back to its previous state. Try again a little later.
The settings apply to the whole organization and to every period, past and future. They apply to e-commerce reports, the dashboard, segments, digests, goals and the data read through the public API. Everyone in the organization therefore sees the same numbers.
Tell your team before changing a setting
A change also updates the numbers of past months. If a teammate wrote down a number last week, they will not find the same one after your change.
Report filtering
The Report filtering card has four checkboxes. Each one takes a type of order or product line out of the calculations.
Only orders with gross amount > 0
This checkbox removes orders with a total of 0. These are for example free samples, replacement orders sent to a customer, or orders paid entirely with a gift card.
It is ticked by default. These orders bring in nothing, but they lower the average order value and inflate the order count. Untick it if you want a free order to still count as an order, for example to follow shipping volume.
| Number | Effect when the box is ticked |
|---|---|
| Order count | Orders at 0 are no longer counted |
| Average order value | It goes up, because orders at 0 no longer pull the average down |
| Revenue | Unchanged, these orders are worth 0 |
| Customers | Someone who only placed orders at 0 no longer appears as a customer |
Paying customers only
This checkbox removes customers who never paid for an order. Their orders also leave the reports. Orders placed without an email address still count, because we cannot link them to a person.
It is unticked by default. Tick it if your store creates many customer accounts without a purchase, for example through test orders, samples or demo accounts. Your customer lists and new customer counts then keep real buyers only.
Only line items over 0
An order has one line per product bought. This checkbox removes lines with a price of 0, such as a gift added to the cart automatically or a product given away by a promotion.
It only affects product reports, such as Products, Variations, Categories, Brands, Suppliers, Characteristics and Top sellers. Revenue and order count do not change.
It is unticked by default. Tick it if a free product shows up at the top of your top sellers when it earns you nothing.
Exclude refunded orders from product reports
This checkbox removes orders with a refunded status from product reports. A product sold and then returned is no longer counted as sold in Products, Categories and the other product reports.
It does not change revenue. Refunds are taken out of revenue by the Deduct refunds checkbox, described below. Only orders moved to a refunded status are affected. A partial refund does not remove the order.
It is unticked by default. Tick it if you want to rank your products by what customers kept, not by what they ordered.
Excluded order statuses
Every order has a status, such as "Completed", "Cancelled" or "Pending payment". The Excluded order statuses card lists every status found in your orders. An order whose status is ticked leaves every report.
Each status shows the name chosen in the Statuses tab, followed in brackets by its identifier in your store. For example "Cancelled (cancelled)".
No status is excluded by default. Here are the statuses most merchants exclude.
| Type of status | Why exclude it |
|---|---|
| Cancelled | The order was never paid or was cancelled before shipping |
| Failed | The payment was declined |
| Pending payment | The customer has not paid yet, for example a bank transfer |
| Draft | The order was created in the admin without being confirmed |
Keep "Processing", "Shipped" and "Completed" statuses. These are real sales.
Two special cases are worth knowing.
Refund statuses do not appear in this list. A refunded order remains a sale on the day it was placed, and its refund is taken out of revenue on the refund date by the Deduct refunds checkbox. Excluding the status as well would remove the sale twice.
Orders moved to the trash and checkout drafts created automatically by some platforms are always excluded, without you ticking anything.
If the card shows No statuses discovered. Configure your statuses in the Statuses tab., open the Statuses tab and click Refresh statuses. If the list stays empty, your order sync may not be finished. Check its progress in Sync status.
Net sales deductions
The gross amount of an order is what the customer paid, taxes and shipping included, discounts already taken off. In reports it is called Gross sales. The Revenue shown on the dashboard and in Revenue is what is left once the amounts you tick in the Net sales deductions card are taken out.
| Checkbox | What is taken out | When to tick it |
|---|---|---|
| Deduct refunds | Refunded amounts, on the refund date | Almost always, for revenue that reflects what you kept |
| Deduct taxes | VAT and other order taxes | For revenue excluding tax, as in your accounts |
| Deduct shipping | Shipping paid by the customer | To keep only the value of products sold |
| Deduct fees | Fees added to the order | See the note below |
The boxes ticked at the start can differ from one organization to another. Open this card before you compare your numbers, then tick only the deductions that match the way you count.
Take an order of €120, including €20 of VAT and €6.90 of shipping. With the taxes and shipping boxes ticked, it counts for €93.10 in revenue. With every box unticked, it counts for €120.
Refunds follow their own rule. They are taken out on the day the refund was made, not on the order date. A March order refunded in April therefore lowers April revenue. March sales do not change, which keeps your past months from moving all the time. Refund details are in Refunds.
For now, the fee amount is not yet included in this calculation. Ticking or unticking Deduct fees does not change your numbers today. Fees remain visible on each order's page, in the Fees section.
These checkboxes change every number built from revenue, such as average order value, revenue per customer, the value of cohorts, forecasts and revenue goals. The Gross sales amount never changes.
Ignored customers
The Ignored customers card removes the orders of specific people from every e-commerce report. Use it to set aside orders that are not real sales, such as your team's test orders, orders placed with your own account for a customer on the phone, or a reseller whose large volumes skew your averages.
Find the customer
In the Search for a customer by email... field, type at least two characters of their email address. A list of matching customers opens below the field, with their name and email.
Add them to the list
Click the customer. The message Customer added to ignored list confirms it and their address appears in the table, under the Email column. Their orders disappear from reports.
If the list shows No customer found, no synced order carries this address. Check the spelling, or search for another part of the address.
Remove them from the list
To count their orders again, click the cross at the end of their row in the table.
While no customer is ignored, the card shows No ignored customers.
Matching is done on the email address, regardless of upper or lower case. If the same person orders with two different addresses, add both.
Match the number in your store admin
If your revenue does not match your platform's, go through these steps in order.
Pick a closed period
Take a full, past month, so both tools compare exactly the same orders. Check that the Fullmetrix timezone is the same as your store's.
Align statuses
Look at which statuses your store admin counts in its revenue, then exclude the others in Excluded order statuses.
Align deductions
Check whether your store admin shows amounts including or excluding tax, with or without shipping, then tick the same deductions.
Compare again
Reload the Revenue report for the same period. If a gap remains, read Data accuracy.