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Sales Analytics

The Sales panel in Analytics is a dashboard that shows you key statistics like revenue, order volume, and conversion, so you always know how your business is doing. It gives you insight into:

  • How much customers order on average
  • How your sales change over time
  • How much a unique visit is worth on average
  • The Sales panel is available in all plans.
  • In Website plans (Personal and Business), the panel is only available if your site is connected to a payment processor.

Review the Sales panel

  1. In the Home Menu, click Analytics, then click Sales.
  2. Click the drop-down menus at the top of the panel to filter results by date range and sales channel. Data is available starting from when you created your site.
Tip: Use menu shortcuts to add a link to this panel to your Home Menu.

Filter by KPI

The Sales panel focuses on seven key performance indicators, or KPIs. Click any KPI, and the panel will show data related to that metric.


Revenue represents the total revenue value of all orders in the selected time filter.

  • Revenue is the sum of all subtotals and excludes costs like shipping fees and taxes.
  • Discounts on subtotals are subtracted from the revenue number.
  • Analytics doesn’t factor in refunds at this time.
  • The large number at the top is rounded up or down.
  • The number beneath it is the actual revenue.

Units Sold

Units Sold represents the total number of products sold. Since some orders may contain multiple products, this number can be higher than Orders.


Orders represent the total number of completed orders. Since some orders may contain multiple products, this number can be lower than Units Sold.


Visits represent the total number of visits in the selected time. A visit is one browsing session on your site, which could potentially include multiple pageviews.

Conv. Rate

Conv. Rate, or Conversion Rate, is what percentage of visits convert into at least one order of any size, or (Visits resulting in an order ÷ Total visits) x 100. Conversion Rate is a good indicator of how you’re converting interest into purchases. For a deeper look into conversion rates, use Purchase Funnel.


AOV, or Average Order Volume, is the average revenue earned per order, or Revenue ÷ Orders.


RPV, or Revenue Per Visit, is Revenue ÷ Visits, or the average revenue generated per visit—even visits that didn’t result in a purchase. Many companies who do paid marketing use this as a benchmark for how much to spend per visit and for measuring marketing ROI.

Percent changes

After selecting a date range filter, a percent change compared the previous period will display under each KPI. Percent change is calculated using one of the following date comparisons, depending on the selected time filter:

  • DoD - Day-over-day
  • WoW - Week-over-week
  • MoM - Month-over-month
  • YoY - Year-over-year

Positive changes display in green, while negative changes display in red. If there isn’t sufficient historical data to calculate a change, a percent change and date comparison won’t display.

Time period comparisons use the day of the week, not the date. For example, looking at the week Sunday, July 31 to Saturday, August 6, the WoW comparison would be to the previous Sunday, July 24 to Saturday, July 30.


Line graph

The line graph near the top of the panel shows trends over time for the selected metric and time. Hover over any point on the graph for a specific date.

Click the Daily drop-down menu to change the time scale. Time scale options depend on the number of available data points.

Pie graphs

The graphs below the line graph show data on that metric by Device Type, Source, Product, Browsers (Visits only), and Operating System (Visits only).

  • By Device Type - A performance breakdown for that metric by device.
  • By Source - A performance breakdown for that metric by top referrers, or where visitors came from before landing on your site. Visit Traffic Sources for more insight on referrers.
  • By Product - A performance breakdown for that metric by the top products.
  • By Browser - A performance breakdown of the Visits metric by browser type.
  • By Operating System - A performance breakdown of the Visits metric by operating system.

When you select different metrics to view (for example, Revenue, RPV, or AOV), the graphs will change.

For example, when viewing by Revenue:

  • The Source graph shows which traffic sources drove the most revenue.
  • The Product graph shows which products generated the most revenue.

When switching to view data by RPV:

  • The Source graph shows which traffic sources generated the most revenue per visit. 
  • The Product graph shows which specific products generated the most revenue per visit or view. 
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