Two tabs under Finance tell you how your shop is doing. Reports is the money, for your accounts. Analytics is the behaviour, for deciding what to change. Here is what each figure means.
Reports: your financial ledger
Available on every plan. Pick a Date Range (7, 14, 30 or 90 days, a year, or custom dates) and the page shows four totals and a ledger.
- Total Revenue: what your items sold for in the period.
- Commissions Paid: the marketplace commission taken, if your plan has one.
- Withdrawals: what you moved to your bank.
- Net Earnings: what was left for you.
The Transaction Ledger lists every movement with its date, type, description, reference and a running Balance. Credit is money coming into your balance, such as a sale. Debit is money going out, such as a withdrawal, a refund or a fee. Export CSV downloads it for your accountant or your tax return.
Analytics: how shoppers behave
Part of the Plus and Premium plans. Choose the last 7, 14, 30 or 90 days.
- Revenue, Orders and Avg. Order: sales, number of orders, and the average spent per order.
- Page Views: how many times your product pages were opened.
- Conversion Rate: the share of visits that ended in a purchase. Small numbers are normal; a few per cent is healthy.
- Likes: how often shoppers saved your products to their wishlist.
- Charts for Revenue Over Time, Orders Over Time, Average Order Value Over Time, Order Status Breakdown, New vs Returning Customers and Traffic Sources.
- Lists of Top Products by Sales, Top Products by Page Views and Most Liked Products, plus your Refund Requests.
Reading the numbers
- Lots of views, few sales: shoppers are finding you but not buying. Look at price, the first photo and whether the description answers their questions.
- Few views: shoppers are not finding you. Work on titles, attributes and categories, or try an advertising campaign. How product ranking works explains what is rewarded in search results.
- Many likes, few sales: people want it but hesitate. Often it is postage. Check your shipping profile.
- Returning customers climbing: your packaging and follow-up are working. A thank-you coupon keeps that going.