Reading Your Analytics Reports

Watch Video Tutorial: [VIDEO_PLACEHOLDER]

Ready to dive deeper into your shop's performance? Your Analytics page gives you detailed insights that go way beyond your dashboard. Let's learn how to read and use these reports to grow your business!

Navigation: Getting to Analytics

1. Go to Seller Panel (click your profile icon → Seller Panel)
2. In the left sidebar, click on Analytics
3. You'll see your comprehensive analytics dashboard

Bookmark this page! You'll want to review your analytics at least weekly.

Analytics Overview: What's Different from Dashboard?

Your Dashboard shows quick stats and recent activity - perfect for daily checks.

Your Analytics page shows:

• Longer time periods (up to 12 months)
• More detailed breakdowns
• Advanced filtering options
• Deeper insights into customer behavior
• Product-level performance data
• Traffic source analysis

Think of it this way:

• Dashboard = Daily health check
• Analytics = Monthly doctor's appointment with full diagnosis

Main Analytics Sections

Your Analytics page has 6 main tabs:

1. Overview - Big picture performance
2. Sales - Revenue and order details
3. Traffic - Where your visitors come from
4. Products - Individual product performance
5. Customers - Who's buying from you
6. Conversion - How well you turn visitors into buyers

Let's explore each section!

Section 1: Overview Tab

This is your starting point - a bird's-eye view of your shop's performance.

Key Metrics Displayed

Total Revenue

What it shows: Your gross sales for the selected time period

Example: "$5,247.89 (Last 30 days)"

Comparison: Shows percentage change vs. previous period

• "+23% vs. last month" = Growing! 📈
• "-15% vs. last month" = Declining 📉

What to do:

• Growing: Keep doing what you're doing!
• Declining: Time to analyze what changed and take action

Total Orders

What it shows: Number of orders received

Example: "87 orders (Last 30 days)"

Why it matters: Track customer volume separately from revenue. You might have fewer orders but higher revenue (expensive items) or vice versa.

Calculate Average Order Value: Total Revenue ÷ Total Orders

Example: $5,247.89 ÷ 87 = $60.32 average order value

Total Visitors

What it shows: Unique visitors to your shop

Example: "1,234 visitors (Last 30 days)"

Why it matters: This is the top of your sales funnel. More visitors = more potential customers.

What's a "unique visitor"? Each person is counted once, even if they visit multiple times.

Conversion Rate

What it shows: Percentage of visitors who made a purchase

Example: "7.05% (87 orders ÷ 1,234 visitors)"

Benchmarks:

• 2-4%: Average for e-commerce
• 5-7%: Good performance
• 8%+: Excellent!

Low conversion? Your products might need:

• Better images
• More competitive pricing
• Clearer descriptions
• Customer reviews

Average Order Value (AOV)

What it shows: Average amount spent per order

Example: "$60.32"

Why it matters: Higher AOV = more revenue per customer

How to increase AOV:

• Bundle products together
• Offer volume discounts
• Create premium product options
• Suggest related products

Revenue Per Visitor

What it shows: How much revenue each visitor generates on average

Example: "$4.25 (Total Revenue ÷ Total Visitors)"

Why it matters: This combines traffic and conversion into one metric. Increase this by:

• Improving conversion rate
• Increasing average order value
• Both!

Time Period Selector

At the top of the Overview tab, you can select:

• Last 7 days: See this week's performance
• Last 30 days: Monthly view (most common)
• Last 3 months: Quarterly trends
• Last 12 months: Annual performance
• Custom range: Pick any date range

Pro Tip 💡: Compare the same time periods year-over-year to account for seasonality. December 2024 vs. December 2023 is more meaningful than December vs. November.

Trend Charts

Below the key metrics, you'll see line charts showing trends over time:

Sales Trend Chart

• Daily revenue plotted over your selected time period
• Hover over any point to see exact numbers
• Look for patterns: weekends, holidays, promotions

Orders Trend Chart

• Daily order volume
• Compare with sales chart to understand order value trends

Traffic Trend Chart

• Daily visitor count
• Identify traffic spikes and investigate what caused them

What to look for:

• Consistent growth: Healthy business trajectory
• Spikes: What caused them? Can you replicate?
• Drops: What happened? How can you prevent it?
• Patterns: Weekly or seasonal trends

Section 2: Sales Tab

Dive deep into your revenue and order data.

Sales Breakdown

By Product Type

What it shows: Revenue split across product types (T-Shirts, Mugs, Posters, etc.)

Example:

• T-Shirts: $3,200 (61%)
• Hoodies: MARKDOWN; } },500 (29%)
• Mugs: $547 (10%)

How to use this:

• Focus on winners: Create more products in your top-selling types
• Improve underperformers: Better images or pricing for low-selling types
• Diversify: If 90% of sales come from one type, consider expanding

By Day of Week

What it shows: Which days generate the most sales

Example:

• Monday: $450
• Tuesday: $520
• Wednesday: $480
• Thursday: $510
• Friday: $890 (spike!)
• Saturday: MARKDOWN; } },200 (biggest day!)
• Sunday: MARKDOWN; } },197

How to use this:

• Schedule promotions: Run sales on your best days
• Social media: Post on days before your peak sales days
• Inventory: Ensure stock is ready for high-traffic days

By Hour of Day

What it shows: Peak shopping hours

Example:

• 8am-12pm: Low activity
• 12pm-3pm: Lunch hour spike
• 3pm-6pm: Moderate
• 6pm-10pm: Peak shopping time!
• 10pm-8am: Low activity

How to use this:

• Email campaigns: Send during peak hours
• Customer support: Be available during busy times
• Product launches: Schedule for peak hours

Order Details

Order Status Breakdown

What it shows: Where your orders are in the fulfillment process

Example:

• Pending: 5 orders (need attention!)
• Processing: 12 orders (being prepared)
• Shipped: 45 orders (on the way)
• Delivered: 25 orders (completed)

Action items:

• Pending orders: Fulfill these ASAP!
• Processing orders: Ensure they ship on time
• Shipped orders: Monitor delivery status
• Delivered orders: Follow up for reviews

Average Fulfillment Time

What it shows: How long it takes you to ship orders

Example: "1.8 days average"

Benchmarks:

• Under 24 hours: Excellent!
• 1-2 days: Good
• 3-5 days: Acceptable
• Over 5 days: Too slow - customers will complain

Why it matters: Fast fulfillment = happy customers = good reviews = more sales!

Section 3: Traffic Tab

Understand where your visitors come from and how they find you.

Traffic Sources

Direct Traffic

What it is: People who typed your shop URL directly or used a bookmark

Example: "234 visitors (19%)"

What it means: These are people who already know about your shop - returning customers or people who saved your link.

How to increase: Build brand awareness, encourage bookmarking

Search Traffic

What it is: Visitors who found you through the platform's search

Example: "567 visitors (46%)"

What it means: Your SEO is working! People are finding your products through search.

How to increase:

• Optimize product titles with keywords
• Use all 10 tag slots
• Write detailed descriptions
• Choose accurate categories

Social Media Traffic

What it is: Visitors from Facebook, Instagram, Twitter, Pinterest, etc.

Example: "123 visitors (10%)"

What it means: Your social media marketing is driving traffic.

How to increase:

• Share products on social media regularly
• Use relevant hashtags
• Engage with your audience
• Run social media ads

Affiliate Traffic

What it is: Visitors from affiliate links

Example: "89 visitors (7%)"

What it means: Affiliates are promoting your products.

How to increase:

• Enable affiliate program on more products
• Increase commission rates
• Recruit more affiliates
• Provide marketing materials

Referral Traffic

What it is: Visitors from other websites, blogs, or forums

Example: "45 visitors (4%)"

What it means: Other sites are linking to your shop.

How to increase:

• Reach out to bloggers for features
• Get listed in product directories
• Participate in online communities
• Create shareable content

Email Traffic

What it is: Visitors from email campaigns

Example: "176 visitors (14%)"

What it means: Your email marketing is effective.

How to increase:

• Build your email list
• Send regular newsletters
• Promote new products via email
• Run email-exclusive sales

Top Search Keywords

What it shows: Keywords people used to find your products

Example:

1. "mountain landscape t-shirt" - 45 searches
2. "nature hiking apparel" - 32 searches
3. "outdoor adventure clothing" - 28 searches
4. "scenic mountain design" - 21 searches
5. "wilderness tshirt" - 18 searches

How to use this:

• Add these as tags: If they're not already tags, add them!
• Use in titles: Incorporate popular keywords into product names
• Create more products: Make products targeting these keywords
• Optimize descriptions: Include these terms naturally

Traffic by Device

What it shows: Desktop vs. mobile vs. tablet visitors

Example:

• Mobile: 65%
• Desktop: 30%
• Tablet: 5%

Why it matters: If most visitors are mobile, ensure your product images and descriptions look great on phones!

Section 4: Products Tab

See how each individual product is performing.

Product Performance Table

For each product, you'll see:

Views

What it shows: How many times the product page was viewed

Example: "234 views"

What it means: This product is getting attention!

Low views? The product might need:

• Better title (more searchable keywords)
• Better main image (more eye-catching)
• Better tags (more discoverable)

Add to Cart Rate

What it shows: Percentage of viewers who added the product to cart

Example: "12.4% (29 adds ÷ 234 views)"

Benchmarks:

• 5-10%: Average
• 10-15%: Good
• 15%+: Excellent!

Low rate? Consider:

• Price might be too high
• Images might not show product clearly
• Description might not be compelling

Purchase Rate

What it shows: Percentage of viewers who actually bought

Example: "8.5% (20 purchases ÷ 234 views)"

Why separate from add-to-cart? Some people add to cart but don't complete checkout. This shows your actual conversion.

Low purchase rate but high add-to-cart? People are interested but something stops them at checkout:

• Shipping costs too high
• Checkout process too complicated
• Payment options limited

Revenue

What it shows: Total revenue generated by this product

Example: "MARKDOWN; } },247.50"

Sort by revenue: Find your top earners!

Units Sold

What it shows: Number of items sold

Example: "52 units"

Compare with revenue: High units + low revenue = cheap product. Low units + high revenue = expensive product.

Product Comparison

Select multiple products to compare side-by-side:

• Which has better conversion?
• Which gets more traffic?
• Which generates more revenue?

Use this to:

• Learn from your best performers
• Identify underperformers to improve
• Decide which products to promote

Section 5: Customers Tab

Understand who's buying from you.

New vs. Returning Customers

What it shows: First-time buyers vs. repeat customers

Example:

• New customers: 68 (78%)
• Returning customers: 19 (22%)

Why it matters:

• High new customers: Good at attracting new buyers
• High returning customers: Good at retention (even better!)

Goal: Increase returning customer percentage over time

How to increase returns:

• Excellent product quality
• Fast shipping
• Great customer service
• Email marketing to past customers
• Loyalty programs or discounts

Customer Lifetime Value (CLV)

What it shows: Average total spent by each customer over time

Example: "$73.45"

Calculation: Total Revenue ÷ Total Unique Customers

Why it matters: Higher CLV = more valuable customers

How to increase CLV:

• Encourage repeat purchases
• Offer product bundles
• Create product lines (customers buy multiple related items)
• Email marketing to past customers

Top Customers

What it shows: Your best customers by total spending

Example:

1. Sarah M. - $245.80 (4 orders)
2. John D. - $198.50 (3 orders)
3. Emily R. - $176.25 (2 orders)

How to use this:

• Thank them: Send a personal thank-you message
• Reward them: Offer exclusive discounts
• Ask for feedback: They know your products best!
• Request reviews: Happy customers leave great reviews

Geographic Distribution

What it shows: Where your customers are located

Example:

• California: 23%
• Texas: 15%
• New York: 12%
• Florida: 9%
• Other: 41%

How to use this:

• Shipping: Optimize shipping for top regions
• Marketing: Target ads to high-converting regions
• Products: Create region-specific products (local sports teams, landmarks)

Section 6: Conversion Tab

Understand your sales funnel and where you're losing potential customers.

Conversion Funnel

What it shows: The path from visitor to customer

Example:

1. Shop Visitors: 1,234 (100%)
2. Product Views: 892 (72%)
3. Add to Cart: 156 (13%)
4. Checkout Started: 112 (9%)
5. Purchase Completed: 87 (7%)

Where are you losing people?

Drop-off: Visitors → Product Views (28% loss)

What it means: People visit your shop but don't click on products

Possible causes:

• Shop homepage not appealing
• Products not interesting
• Poor product thumbnails

How to fix:

• Feature your best products on homepage
• Improve product thumbnail images
• Add compelling product titles

Drop-off: Product Views → Add to Cart (59% loss)

What it means: People view products but don't add to cart

Possible causes:

• Price too high
• Product images not convincing
• Description not compelling
• No customer reviews

How to fix:

• Test lower prices
• Improve product photography
• Rewrite descriptions to focus on benefits
• Encourage reviews from past customers

Drop-off: Add to Cart → Checkout (28% loss)

What it means: People add to cart but don't start checkout

Possible causes:

• Just browsing (normal behavior)
• Shipping costs too high
• Decided to compare with other shops

How to fix:

• Offer free shipping threshold
• Send cart abandonment emails
• Display shipping costs earlier

Drop-off: Checkout → Purchase (22% loss)

What it means: People start checkout but don't complete

Possible causes:

• Complicated checkout process
• Limited payment options
• Unexpected fees
• Technical issues

How to fix:

• Simplify checkout (fewer steps)
• Add more payment options
• Be transparent about all costs upfront
• Test checkout process regularly

Cart Abandonment Rate

What it shows: Percentage of carts that don't convert to sales

Example: "44% abandonment rate"

Calculation: (Carts Created - Purchases) ÷ Carts Created

Benchmarks:

• 40-50%: Average for e-commerce
• 30-40%: Good
• Under 30%: Excellent!

How to reduce abandonment:

• Send cart abandonment emails
• Offer limited-time discounts
• Display trust badges
• Simplify checkout process

How to Use Analytics to Grow Your Shop

Now that you understand the reports, here's how to actually use them!

Weekly Analytics Routine (30 minutes)

Monday Morning Review:

1. Check Overview Tab (5 min)

   • How did last week compare to the week before?
   • Any concerning trends?

2. Review Top Products (10 min)

   • Which products sold best?
   • Which products got views but no sales?
   • Action: Promote winners, improve losers

3. Analyze Traffic Sources (10 min)

   • Where is most traffic coming from?
   • Which sources convert best?
   • Action: Double down on what works

4. Check Conversion Funnel (5 min)

   • Where are you losing customers?
   • Action: Fix the biggest drop-off point

Monthly Deep Dive (2 hours)

First of the Month:

1. Compare Month-over-Month (30 min)

   • Revenue, orders, traffic, conversion
   • What improved? What declined?
   • Why did changes happen?

2. Product Performance Analysis (30 min)

   • Identify top 10 and bottom 10 products
   • Plan: Create more like top 10, improve or remove bottom 10

3. Customer Analysis (30 min)

   • New vs. returning customer ratio
   • Top customers - thank them!
   • Geographic trends - any opportunities?

4. Set Goals for Next Month (30 min)

   • Revenue target
   • Order target
   • Traffic target
   • Conversion rate target

Common Analytics Scenarios

Scenario 1: High Traffic, Low Sales

What the data shows:

• Traffic: 2,000 visitors
• Orders: 20 (1% conversion)
• Revenue: $800

Diagnosis: Conversion problem

Actions:

1. Check product images - are they high quality?
2. Review pricing - are you competitive?
3. Read product descriptions - are they compelling?
4. Look at reviews - do you have any?
5. Test checkout process - is it smooth?

Scenario 2: Low Traffic, Good Conversion

What the data shows:

• Traffic: 200 visitors
• Orders: 20 (10% conversion!)
• Revenue: MARKDOWN; } },200

Diagnosis: Marketing problem

Actions:

1. Optimize SEO (titles, tags, descriptions)
2. Add more products (more products = more visibility)
3. Start social media marketing
4. Enable affiliate program
5. Consider paid advertising

Scenario 3: Declining Sales

What the data shows:

• Last month: $5,000
• This month: $3,500 (-30%)

Diagnosis: Need to investigate

Actions:

1. Check traffic - did it drop? (marketing issue)
2. Check conversion - did it drop? (product issue)
3. Check competition - new competitors?
4. Check seasonality - is this normal for the time of year?
5. Check products - any out of stock?

Scenario 4: One Product Dominates

What the data shows:

• Product A: $4,000 (80% of revenue)
• All other products: MARKDOWN; } },000 (20%)

Diagnosis: Over-reliance on one product (risky!)

Actions:

1. Create similar products to Product A
2. Improve marketing for other products
3. Bundle Product A with other products
4. Diversify product line

Pro Tips for Analytics Success 🚀

1. Set Up a Spreadsheet

Track key metrics monthly in a spreadsheet:

• Revenue
• Orders
• Traffic
• Conversion rate
• Average order value

Why? Platform analytics might not go back far enough. Your own records ensure you never lose historical data.

2. Screenshot Your Reports

Take screenshots of important reports:

• Before/after major changes
• Monthly performance summaries
• Successful campaigns

Why? Visual records help you remember what worked and what didn't.

3. Test One Thing at a Time

When making changes based on analytics:

• Change ONE thing
• Wait 1-2 weeks
• Measure the impact
• Then change something else

Why? If you change everything at once, you won't know what worked!

4. Focus on Trends, Not Daily Fluctuations

Don't panic over one bad day or get too excited about one great day.

Look at:

• Week-over-week trends
• Month-over-month trends
• Year-over-year trends

Why? Trends matter more than individual data points.

5. Benchmark Against Yourself

Don't obsess over industry averages. Compare your performance to your own past performance.

Track:

• Am I better than last month?
• Am I better than last year?
• Am I improving over time?

Why? Your own growth is what matters most!

6. Act on Insights

Analytics are useless if you don't take action!

After every analytics review:

• Identify 1-3 specific actions
• Implement them
• Measure the results

Why? Data without action is just numbers.

Analytics Glossary

Conversion Rate: Percentage of visitors who make a purchase

Average Order Value (AOV): Average amount spent per order

Customer Lifetime Value (CLV): Total amount a customer spends over time

Cart Abandonment: When someone adds to cart but doesn't purchase

Bounce Rate: Percentage of visitors who leave without viewing products

Traffic Source: Where visitors come from (search, social, direct, etc.)

Unique Visitor: Individual person (counted once even if they visit multiple times)

Page Views: Total number of pages viewed (one person can generate multiple)

Add-to-Cart Rate: Percentage of product viewers who add to cart

Fulfillment Time: Time from order placement to shipment

Need More Help?

Check out these related guides:

• Understanding Your Seller Dashboard - Quick daily metrics
• How to Improve Conversion Rate - Turn more visitors into buyers
• SEO Best Practices - Get more search traffic
• Product Photography Tips - Improve product images
• Pricing Strategy Guide - Optimize your pricing
• Email Marketing for Sellers - Bring back past customers

Still have questions? Contact our support team or visit the Help Center!

Watch Video Tutorial: [VIDEO_PLACEHOLDER]

Analytics are your roadmap to success! 📊 Review them regularly, take action on insights, and watch your shop grow!