Sales analytics reads your order records and your running subscriptions.
Where to find it
Open Analytics → Sales analytics. The same date range control applies here: 7, 30 or 90 days, or a custom range, as described in Reading your analytics.
Tiles
- Revenue: money collected in the period.
- Orders, with new customers underneath.
- Average order value, per paid order.
- MRR, with the number of active subscriptions underneath.
- Active subscriptions: your recurring revenue base.
- New customers: first-time buyers.
- Conversion: orders per visitor.
- Refunds: the count, with the refunded amount underneath.
What each one counts
Revenue is money that actually moved, from paid orders and from ended subscriptions whose payments were kept. Refunds are excluded from revenue and reported separately, so a refund never quietly lowers a past day.
Because you can sell in several currencies, the headline figures use your main currency: the one in which you collected the most in the period. The others appear in the Other currencies panel, with a marker next to the leading one.
Average order value is revenue divided by paid orders, in your main currency only.
New customers are contacts whose first-ever paid order fell within the period, so returning buyers aren’t counted twice.
Conversion is orders divided by unique visitors in the same period. Treat it as a rough site-wide indicator rather than a funnel for a specific page, because it mixes traffic across your whole site with orders from anywhere.
MRR normalises every active, trialling and past-due subscription to a monthly value, dividing yearly plans by 12.
Panels
Revenue charts money per day. Hover over a bar to see the date, the amount and the number of orders behind it.
Top products ranks up to six products by revenue in the period, with their order counts.
Other currencies lists how much you collected in each currency, with the number of orders.
If there are no sales in the period yet, the page says so plainly instead of showing a wall of zeros.
For the details of individual orders, see Managing orders. For exportable tables, such as gross revenue by day or payments by country, see the report catalogue.