Revenue reports

Your store's analytics live on the Dashboard. Open it from the top of the sidebar. It shows your headline numbers, revenue over time, and more, all for the period you choose.

Choose a period

At the top of the Dashboard, pick a period:

• Today
• Last 7 days
• Last 30 days
• Custom. Pick any start and end date (up to two years). The end date is included in full.

Every number on the page updates to match.

"Last 7 days" and "Last 30 days" are rolling windows, not calendar periods. "Last 7 days" means the last 168 hours counted back from right now, not last week Monday to Sunday. "Last 30 days" is the last 30 days, not this calendar month. So a figure you read this morning and the same figure this evening cover slightly different windows, and the number can move without a new order.

Days follow your store's timezone. The Timezone you set under Settings → General decides where "Today" starts (your own midnight), which day a custom start and end date mean, and which day each bar of the Revenue chart falls on. An order placed at 00:30 in your time lands on that day, not on the day before. If you never set a timezone, your store uses UTC, so for a store in another part of the world "Today" can start a few hours off from your own midnight until you set it. The rolling "Last 7 days" and "Last 30 days" windows are moments in time and do not depend on the timezone. Use the Orders list, which shows each order's own timestamp, when you need to reconcile a specific day exactly.

Your key metrics

The cards across the top show:

Revenue, Profit, Orders and Avg. Order Value each show a small change figure beside the number, and a tiny line chart of the days in the period. The Conversion Rate card has no change figure. See What the change percentage compares before you read it.

What the change percentage compares

The change beside each card is not "this window against the window just before it". It compares the period so far with the same stretch of the previous calendar period, in your store's timezone:

So a custom range from March to April still shows a change figure for this month against last month, and "Last 7 days" on a Tuesday compares Sunday to Tuesday of this week with the same days of last week. The figure is a trend signal, not a comparison of the two windows you can see.

The change also counts orders more strictly than the number beside it. The card's number counts every order that is not cancelled, refunded or voided, paid or not. The change counts only orders marked paid (or partly refunded), and takes the refunded amount off them. A store with many unpaid bank-transfer or cash-on-delivery orders can therefore see a number and a change that do not move together. When the earlier stretch had no paid orders, the figure shows +100% (or 0% when there are none now either), because a percentage against nothing cannot be worked out. Do not read +100% on a new store as growth.

Conversion Rate is a checkout-completion rate. It counts the checkouts that started in this period, then asks how many of them were paid. It has nothing to do with how many people visited your storefront: shoppers who browsed and left without reaching checkout are not in the denominator. That makes this number much higher than the "2% to 3% conversion rate" figures quoted around e-commerce, which are visits-to-orders. Do not benchmark one against the other: a healthy Brainerce Conversion Rate is tens of percent, and a drop here means people are abandoning at payment, not that traffic got worse. Traffic-side numbers live on the Traffic tab of the Dashboard.

What counts as revenue

The Revenue card sums the order total of every order in the window, and "order total" means the amount the customer was charged:

• Tax and shipping are included. Revenue is not a net-of-tax figure. If you need sales excluding VAT, take it from your accounting, not from this card.
• Discounts are already deducted. The total is what the customer actually paid after coupons and automatic discount rules.
• Unpaid orders count too. The only orders excluded are cancelled, refunded and voided ones, plus test orders. An order that is still awaiting a bank transfer or is marked cash-on-delivery is already in Revenue before any money arrives.
• A full refund removes the whole order from Revenue. A partial refund removes nothing: the order stays in at its original total, so Revenue does not fall by the amount you sent back.
• Test orders never count, on any period.

Two consequences worth planning around: Revenue is not the same as money received, and it is not the same as your VAT-exclusive turnover. Treat it as a trading figure, and use your payment provider's own reporting for settlement.

Very large stores: each Dashboard figure is calculated from at most 10,000 orders in the selected window. If you take more than 10,000 orders in a period, choose a shorter period. Otherwise the totals will read low with no warning on the page.

Revenue over time

The Revenue card plots your revenue across the period day by day (your store's days), with profit overlaid, and shows a strip below the chart that splits revenue by currency. The controls at the top right of the card are the multi-currency display: View (Per currency or Single total), and in Single total a Reporting currency and an FX source (European Central Bank (daily), Open Exchange Rates or Manual). They decide how multi-currency revenue is shown, on the strip, on the cards and on the chart. They never change what a customer was charged. These controls show only on a store with more than one region, and only to people with the Manage store settings permission (Owner and Manager by default). There is no Save button: each change saves at once ("Saved"), and it is a setting of the store, so everyone who opens the Dashboard sees the same view. The Reporting currency list holds the seven currencies a store can use (USD, EUR, GBP, ILS, JPY, CAD, AUD). See FX and analytics currency.

Multi-currency stores: what the Revenue, Profit and Avg. Order Value cards show

• In Per currency view (the default), the Revenue, Profit and Avg. Order Value cards add the order totals as they are, without converting between currencies, and label the result with your store currency. A store with euro and dollar orders gets one mixed number. The strip below the chart is the one that keeps currencies apart. Use it for multi-currency revenue. A store whose orders are all in one currency is not affected.
• In Single total view, the cards, their change figures and the chart convert every order into your Reporting currency, using the exchange rate saved on the order on the day it was placed, and label the result with the Reporting currency. Revenue, Avg. Order Value and the chart then use the same unit as the strip.
• An order with no saved rate is added at its face value. If no exchange rate existed for an order's currency on the day it was placed, Single total adds that order's own amount, unconverted, so a foreign currency order without a rate makes the total too high. Keep an exchange rate for every currency you sell in.
• Profit may show "Not available for mixed currencies" in Single total view. Cost prices are kept in your store currency. When your Reporting currency is your store currency, the cost is subtracted as it is. When it is a different currency, the cost can only be converted for orders placed in your store currency, so a period with any order in another currency has no Profit figure and its change figure is left out, rather than a number built from two currencies. Set the Reporting currency to your store currency to see Profit in Single total view. In Per currency view Profit is always shown, but it carries the mixed total described above.

Profit relies on cost prices on your products. If some products don't have a cost set, the Profit card shows a coverage note. Add costs to your products for accurate profit.

More on the Dashboard

The Dashboard also surfaces orders by status, refund rate, abandoned checkouts, recent orders and the Smart Insights panel.

When something needs you, small chips appear under the cards, each linking to the right page: orders to fulfill, out of stock and sync errors. They only show when the count is above zero.

Smart Insights is switched on by you and uses AI credits

Smart Insights (also titled "Smart insights from BOBO") does not run by itself. The panel shows an Activate insights button with the note Uses AI · costs credits. Nothing is generated, and no credits are used, until you press it. After that, Regenerate insights analyses the period you have selected again. The result is callouts grouped as Growth Trends, Recommendations, Top Performing, Needs Attention and Trending, plus a short written summary. The summary is the part that uses AI credits, charged by what the AI call actually costs, which is a small amount. The same summary is reused for 5 minutes for the same period, so pressing Regenerate insights again straight away does not charge again. Activation is not remembered: the panel is switched off again every time you open the Dashboard, so you press Activate insights each visit you want it. If you are out of AI credits, the callouts still appear and the written summary is left out. With too little order history it says Not enough data yet to generate insights.

What's next?

• Best-sellers report
• Process an order

Questions about your numbers? Email [email protected].