The Sales panel in Analytics is a dashboard that shows you key statistics like revenue, order volume, and conversion. 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.
Note: Gift card sales don't display in Sales Analytics. Instead, revenue from purchases made with gift cards displays after an order is placed.
Review the Sales panel
- In the Home Menu, click Analytics, then click Sales.
- Click the date range drop-down menu at the top of the panel to filter results by time frame. Data is available starting from January 2014.
- Click the sales channel drop-down menu to filter results by the following channels:
- Website - Displays sales of products made through your online store, and memberships to any member areas on your site.
- POS - Displays sales made in-person through Squarespace Point of Sale.
- [Third-party platform] - If you use the Orders API to import orders from one or more third-party sales channels, view sales made through each individual platform.
- All Channels - Displays sales made through all available channels. The Channels sold column in the table also displays where a sale was made.
Tip: Use menu shortcuts to add a link to this panel to your Home Menu.
Filter by KPI
The Sales panel focuses on six 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 chosen 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 represents the total number of products sold. Since some orders may contain multiple products, this number can be higher than Orders.
If you have a Member Areas subscription, this value also includes sales of memberships. When a user purchases or renews a membership to one of your member areas, the number of units sold will always be 1.
Orders represent the total number of completed orders. Since some orders may contain multiple products, this number can be lower than Units Sold.
Each member area membership sold—including membership subscription renewals—will always appear as one order.
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 visitor interest into purchases. For a deeper look into conversion rates, use Purchase Funnel.
AOV, or Average Order Value, is the average revenue earned per order, or Revenue ÷ Orders.
Revenue per visit, or RPV, 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 return on investment, or ROI.
Tip: If you sell member area memberships, Conversion Rates and RPV may appear lower than they actually are. This happens because each visit to your site during which a member logs into their Customer Account but doesn’t make more purchases counts toward Total Visits.
After choosing 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 chosen time filter:
- day/day - Day-over-day
- wk/wk - Week-over-week
- mo/mo - Month-over-month
- yr/yr - 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 wk/wk comparison would be to the previous Sunday, July 24 to Saturday, July 30.
The line graph near the top of the panel shows trends over time for the chosen metric, channel, 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.
The graphs below the line graph show available data for a metric by source or product.
- By Source - Comparison by top referrers, or where visitors came from before landing on your site. For more insight on referral sources, visit Traffic Sources.
- By Product - Comparison by the top products. Conversion Rate by product calculates the percentage of product views that convert into orders. For more insight on top-selling products, visit Sales by Product.
When you choose 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 products generated the most revenue per visit or view.