Open Dashboard to review sales, order and visitor activity. The sections available depend on your store and visitor-tracking support.
Reporting period
Check the dates displayed at the top of the page.
The default period runs from the same date in the previous month through today, with a preceding comparison period. It is not always exactly 30 days. The period controls also allow selected months to be compared.
Sales and traffic sections use the selected reporting period. The Live Visitors panel uses its own recent-activity window.
Performance Overview
The sales metrics include paid/in-progress and completed orders. They are not restricted to orders that have physically reached the customer.
Orders are assigned to a reporting period by their creation date, using their current status.
- Gross Sales: the total order value for qualifying paid/in-progress and completed orders created in the period.
- Refunds: the total order value of orders created in the period that are currently cancelled.
- Net Sales: Gross Sales minus the displayed cancellation/refund total.
- Orders: the number of qualifying paid/in-progress and completed orders.
- Average Order Value: Net Sales divided by Orders, or zero when no qualifying orders exist.
- Conversion Rate: Orders divided by visits, multiplied by 100.
The Refunds metric reflects cancelled-order values; it is not a statement of actual bank or gateway refunds. Use financial records to reconcile money returned.
Conversion is shown as unavailable where the required visit data is not available. One person can make more than one visit, so visits are different from unique visitors.
Visitors and page views
The visitors chart shows daily tracked visitors and page views, excluding recognised bot activity from the tracking data.
Visitor identity is based on the tracking identifier, not simply the visitor's IP address. The period's visitor total sums daily visitor counts, so a person returning on several days can contribute more than once.
Fulfilment timing
- Average Lead Time: time from order creation to dispatch for qualifying paid/completed orders. Undispatched paid orders continue accumulating time until dispatch.
- Average Delivery Time: the delivery interval available from qualifying completed orders with courier tracking data.
- Average Fulfilment Time: currently mirrors Lead Time.
Missing timing data can produce N/A. Do not assume every order contributes to every timing metric.
Sales Over Time
The page offers Daily and Weekly grouping.
The series labelled Net Sales totals qualifying paid/completed order values by creation date. It does not separately deduct the cancellation total used in the Performance Overview calculation. This can make it differ from the headline Net Sales figure.
Visits by channel and device
These charts show visits, not sales revenue.
The channel chart groups recorded traffic into sources such as Direct, Referral, Organic Search, Paid Search, Social, Paid Social, Email, AI and Campaign. The device chart groups visits by Mobile, Tablet, Desktop or Unknown.
The centre value is the visit total. The charts are not placeholders assigning all sales to Direct.
Traffic sources and live visitors
Where supported, the traffic section lists leading referral/AI sources and visited pages for the selected period.
Live Visitors shows recent tracked activity over the last 30 minutes. It refreshes while the page is active and is independent of the selected sales period.
Product, payment and cancellation tables
The dashboard shows up to five top-selling products, a payment-method breakdown, and products associated with cancelled orders. These use the selected period.
A completed-order status in these tables is not proof of physical courier delivery or bank settlement.
Insights and AI digest
Insight highlights are derived from the loaded dashboard data. Generate AI Digest uses the selected reporting period and the figures currently loaded.
Review the dates, definitions and actual order records before using a chart or generated digest to make a financial decision.