Analytics

Your admin dashboard's home page shows a real-time overview of your store's performance. Here's how to read each metric and what to do with the data.

Dashboard charts

Revenue

Total gross revenue for the selected period. This is the sum of all paid orders before any refunds.

• Compare to previous period: The percentage change shown (e.g. +12%) compares to the same-length previous period
• Refunds are not deducted — revenue shows gross, not net

To see net revenue (after refunds), export your orders as CSV and calculate the difference.

Orders

Count of orders placed in the period. Broken down by status:

• Pending — placed but not yet paid
• Processing — paid, not yet fulfilled
• Shipped — fulfilled and in transit
• Delivered — completed
• Cancelled — cancelled before or after payment

A healthy ratio: most orders should be in Delivered or Processing. A high Pending count may indicate checkout friction.

Average Order Value (AOV)

Revenue ÷ number of orders. Increasing AOV is usually more profitable than increasing order count. Strategies:

• Bundle products
• Offer free shipping above a threshold
• Show "customers also bought" recommendations

Changing the time period

Use the date range picker (top-right of each chart) to select:

• Last 7 days (default)
• Last 30 days
• Last 90 days
• Custom range

Orders export

For detailed analysis (beyond what the dashboard charts show):

1. Go to Orders
2. Filter by date range, status, or customer
3. Click Export (top-right)
4. Download CSV

The CSV includes: order ID, customer, items, prices, status, dates, shipping address — everything you need for a spreadsheet analysis.

Referral analytics

If you're running the referral program, view referral-specific metrics:

• Referral conversion rate — how many referred customers placed an order
• Top referrers — customers with the most successful referrals
• Revenue from referrals — orders attributed to referral codes

Access via: Admin → Referrals → Analytics (or GET /admin/referrals/analytics?period=30d).

Campaign analytics

For active campaigns, open the campaign to see:

• Total discount given
• Orders placed during the campaign
• Budget utilization

What's not in the dashboard (yet)

• Customer lifetime value (CLV)
• Product performance by SKU
• Geographic revenue breakdown
• Cohort retention charts

For these, export orders as CSV and analyze in a spreadsheet or connect to a BI tool.