Overview
The Analytics Dashboard provides a high-level view of your store performance over the last 30 days compared to the previous 30-day period.
Each metric displays an up or down indicator showing how performance has changed relative to the comparison period.
Performance Overview
The Performance Overview section highlights six key sales metrics for the selected period.
Gross Sales
The total value of all paid and delivered orders placed during the selected period.
This figure is shown before any refunds or cancellations are deducted.
Net Sales
The total revenue earned after deducting all cancelled and refunded orders from Gross Sales.
Orders
The total number of paid and delivered orders placed during the selected period.
Average Order Value (AOV)
The average amount spent per order, calculated as:
Net Sales ÷ Number of Orders
Refunds
The total value of orders cancelled or refunded during the selected period.
Refunds use inverted performance indicators. An increase in refunds is shown as negative performance, while a decrease is shown as positive performance.
Conversion Rate
The percentage of visitors who completed a purchase, calculated as:
(Orders ÷ Unique Visitors) × 100
If visitor tracking data is unavailable, this metric displays N/A.
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Operations Overview
The Operations Overview section provides insight into visitor activity and operational fulfilment performance.
Visitors Chart
The Visitors Chart displays daily traffic data for the selected period.
Metrics shown include:
- Unique Visitors – The number of distinct visitors (based on IP address) each day.
- Page Views – The total number of pages viewed across all visitors each day.
The summary figures above the chart display totals for the selected period.
Timing Metrics
The dashboard displays three fulfilment-related timing metrics based only on completed and delivered orders.
#### Average Lead Time
The average number of days between order placement and dispatch.
Orders that have not yet been dispatched continue accumulating time until dispatched.
#### Average Delivery Time
The average number of days between dispatch and delivery based on courier tracking information.
If delivery tracking data is unavailable, this metric displays N/A.
#### Average Fulfilment Time
The average number of days from order placement to delivery.
Currently, this metric mirrors Lead Time while courier tracking coverage is being expanded.
Lower values indicate better performance. Timing metrics use inverted indicators, meaning decreases are shown as positive performance and increases as negative performance.
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Sales Over Time
The Sales Over Time chart displays Net Sales and Order Volume trends throughout the selected period.
Available grouping options:
- Daily
- Weekly
- Monthly
Only paid and delivered orders are included.
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Sales by Channel
The Sales by Channel chart displays the contribution of each marketing or traffic channel to total Net Sales.
Examples include:
- Direct
- Organic Search
- Social Media
The total Net Sales value is displayed in the centre of the chart.
Detailed channel attribution is currently being rolled out. At present, all sales are displayed under Direct.
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Sales by Device
The Sales by Device chart displays the contribution of each device type to total Net Sales.
Examples include:
- Mobile
- Desktop
- Tablet
The total Net Sales value is displayed in the centre of the chart.
Detailed device attribution is currently being rolled out. At present, all sales are displayed under a single category.
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Top Selling Products
The Top Selling Products table lists the best-performing products during the selected period.
The table includes:
- Product – Product name
- Units Sold – Total quantity sold
- Revenue – Total sales value generated, including VAT
Only paid and delivered orders are included.
Up to five products are displayed.
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Sales by Payment Method
The Sales by Payment Method table shows how customers completed their purchases.
The table includes:
- Payment Method – For example EFT, PayFast, Yoco, SnapScan, PayJustNow, or Gift Card
- Orders – Number of completed orders
- Revenue – Total revenue generated through the payment method
Only paid and delivered orders are included.
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Refunds & Cancellations
The Refunds & Cancellations table lists products associated with cancelled orders during the selected period.
The table includes:
- Reason / Product – Product involved in the cancellation
- Orders – Number of cancelled orders containing the product
- Value – Total value of cancelled items, including VAT
A link below the table provides access to the full Refund Report.
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Insight Highlights
The Insight Highlights section automatically generates observations based on the current dashboard data.
Insights cover:
Revenue Trend
Whether Net Sales increased, remained stable, or declined compared to the previous period.
Orders & Average Order Value
Analysis of how Order Volume and Average Order Value changed relative to one another.
Top Product
Identification of the best-selling product and the number of units sold.
Payment Mix
The most commonly used payment method and the proportion of orders completed using that method.
Insights automatically refresh whenever the underlying dashboard data changes.