Reports
Sales, traffic, attribution and what to watch.
Reports answers the questions worth acting on. All of it is your own data, on your own server — it does not depend on an ad platform being honest about its own performance.
The headline numbers
For any date range:
| Revenue | Money taken |
| Orders | How many |
| Units | Items sold — different from orders when people buy several |
| Average order value | The number to move if you want revenue without more traffic |
| Discount given | What promotions actually cost |
What to look at, and why
Daily revenue
Revenue and orders per day, with gaps zero-filled so a quiet day reads as zero rather than disappearing from the line. Watch the shape, not individual days.
Best sellers
Products ranked by units, with revenue and order count. Two different questions hide here: what sells most, and what earns most. They are rarely the same product, and the second one deserves the home page.
Conversion funnel
Sessions → carts created → checkouts started → orders placed. The biggest drop between two steps is your most valuable fix.
| Where people fall out | Usually means |
|---|---|
| Sessions → carts | Product pages are not convincing: photos, price, description |
| Carts → checkout | Shipping cost is a surprise, or delivery time is unclear |
| Checkout → order | The form is too long, or payment failed |
Sales by channel
Revenue grouped by the source recorded at checkout, so you can see which campaign actually produced sales rather than which one produced clicks.
Ad spend and ROAS
Record what you spent per source, and it is set against the revenue attributed to that source. This is the only report that tells you whether advertising is making money, and it only works if you actually enter the spend.
Coupon performance
Orders per code, discount given, revenue behind it. Read it before repeating a promotion.
Cart recovery performance
Sends, carts recovered, and revenue recovered — per message variant, so you can tell which wording works rather than guessing.
Low stock
Variants at or below their threshold. The one report to check on a schedule rather than when curious.
Exporting
Reports export for your accountant or a spreadsheet. Export the raw range rather than a summary — you can always aggregate later, but you cannot un-aggregate.
Reading these honestly
Compare like with like. A week against the previous week, not against a festival week. And be wary of drawing conclusions from small numbers: at ten orders a week, one unusual customer moves every percentage on this page.
Still stuck? Message us on WhatsApp — we would rather answer than have you guess.