Analytics Dashboard
This guide describes two screens with numbers about your store: the Dashboard (the admin start page with a quick overview of the last 30 days) and the Analytics Overview page with detailed metrics for revenue, orders, customers, conversion and traffic.
Both screens are available to staff with permission to view reports (reports.view in the role settings).
Dashboard (start page)
Path: Dashboard (/admin/dashboard)
The Dashboard has the Overview, Orders and Launch tabs:
- Overview — quick actions with counts (e.g. Fulfill orders, Finish setup), the Last 30 days card with the key numbers (Sales, Orders, Customers, Conversion rate) compared with the previous 30 days, cards to help you get the store going, and news from Merzio. The View analytics button takes you to the Analytics Overview page.
- Orders — Recent Orders and the View all orders link.
- Launch — a checklist of steps before you launch the store.
The Guide button in the header starts a short tour of the admin.
Analytics Overview
Path: Insights › Analytics › Analytics Overview (/admin/analytics)
A separate page with detailed analytics. It has the Overview, Pages, Traffic, Campaigns and Products tabs. The metrics and charts described below are in the Overview tab; the other tabs are detailed tables.
How it differs from Product listing analytics
| Report | Focus |
|---|---|
| Analytics Overview (this page) | Orders, revenue, customers, conversion funnel, visits and traffic sources. |
| Product listing analytics | Behavior in catalog listings: filters, listing loads, detail clicks and add-to-cart from the product grid. |
For details on listings, see Product listing analytics. The two reports complement each other; they are not duplicates.
Filters
At the top of the Overview tab you can:
- Pick a quick period: 7d, 30d, 90d or 1 year.
- Set a custom range with the Date From and Date To fields.
- Compare with a previous period (Previous 7 days, Previous 30 days, Previous 90 days, Previous month, Custom range) or choose No comparison.
- Optionally narrow the numbers to a single Product or leave All Products.
Changes apply immediately, without any extra button. The Pages, Traffic, Campaigns and Products tabs use the same date range.
Goals
In the page header you can track monthly goals. A goal is a target for one metric in one month, and it is shown as a chip with a small progress ring and a completion percentage.
To add a goal: click the Goals button. The Create goal window opens, where you set:
| Field | Meaning |
|---|---|
| Metric | What the goal tracks: Revenue, Orders, Sessions or Conversion rate. |
| Target value | The target for the period. Revenue shows the currency, conversion rate shows a % sign. |
| Time period | The month and year the goal applies to (goals are monthly). |
| Goal name | An optional custom label; if you leave it empty, the chip uses the metric name. |
Progress and completion: each chip shows the current percentage toward the target and how many days are left in the month. When the metric reaches the target, the chip switches to the Goal reached state with a green check.
Edit or delete: click an existing chip to open the Edit goal window, where you can change the values or delete the goal (Delete goal).
INFO
Goals for the Sessions and Conversion rate metrics are only available when visitor tracking is enabled. Without it, the metric list shows only Revenue and Orders. Creating and editing goals requires the permission to manage reports (reports.manage).
Top metric cards
Each card has an icon with a short definition right in the app. Summary:
| Metric | Meaning |
|---|---|
| Total Revenue | Revenue from completed orders in the period — payments for successfully completed purchases. |
| Gross Revenue | Revenue from all orders (any status). |
| Total: N orders | The number of orders created in the period (all statuses). |
| Visits | The number of store visits, bots excluded; one visit is one browser session. It applies to the whole store regardless of the product filter. If exact visit measurement is not available yet, it is an approximate figure derived from carts. |
| Total Customers | New users registered in this period (not "all buyers ever"). |
| Avg Order Value | The average value of a completed order: total revenue divided by the number of completed orders. |
| Real Revenue | Revenue after product costs (profit from sales). For meaningful numbers, fill in the cost on your products. |
The cards show small charts and, when comparison is on, the change versus the previous period.
Insights (alerts and trends)
Below the cards there is an Insights card — automatically generated alerts about important changes in your store, so you don't have to dig through charts. The left side lists the findings, the right side shows a detail with a small chart. Findings are recomputed once a day.
Types of findings:
- Monthly pace — whether you are on track to beat or miss last month's revenue (projected from the month so far).
- Gross sales — how many weeks in a row revenue has been rising or falling.
- Best seller — the top-selling product over the last 7 days.
- Sales of individual products — spikes and drops versus the average of the previous weeks.
- New customers — a rise or fall in registrations.
- Order value — the change in average order value versus last month.
Each finding links straight to the related page (product, orders…). There is nothing to configure — the card appears when data is available.
Charts
- Revenue Over Time and Orders Over Time — trend lines for seasonality and campaign effects.
- Conversion Funnel — stages from visitors through cart and checkout to a completed order, together with the Checkout Steps Breakdown, which shows at which step customers drop off.
Conversion metrics
| Field | Meaning |
|---|---|
| Add to Cart | A combined quantity used to calculate conversion: items on orders in the period plus quantities still in carts that were created or updated in the period (not a simple count of button clicks). |
| Purchases | Orders in the period (using the same date and optional product filter as the rest of the page). |
| Conversion rate | Purchases divided by the Add to Cart figure, as a percentage. |
| Cart Abandonment | The share of carts with items that were created in the period but not completed as orders. Carts not updated for more than 24 hours are treated as abandoned. |
Revenue analysis
| Field | Meaning |
|---|---|
| Gross Revenue | Revenue across orders regardless of status. |
| Real Revenue | Revenue after costs; requires cost data on products. |
| Profit Margin | The margin implied by revenue and costs in the system. |
| Revenue Per Hour | Revenue converted to an hourly rate for the selected period. |
Customer journey and visits
- Customer Journey — New Customers, Returning Customers and Conversion per User.
- Total Sessions — the number of visits, Bounce rate and Session conversion (when data is available). If the heading says "approximate", the numbers are derived from cart activity — treat them as indicative.
AI overview, Right now and leaderboards
Below the metrics there are further cards:
- AI overview — how many visits, orders and revenue AI assistants bring you and how AI bots read your store. See AI analytics for details.
- Right now — a live view of the store: visitors online, Active carts, In checkout, Purchased and the Currently viewing list (pages with their visitor counts). The card refreshes continuously and is not tied to the selected date range.
- Top pages, Traffic sources and Top products — the five best items for the period. The View all link switches to the Pages, Traffic or Products tab respectively.
INFO
The AI overview, Right now, Top pages and Traffic sources cards only appear when visitor tracking is enabled. Top products are based on orders and are always shown.
Pages, Traffic, Campaigns and Products tabs
| Tab | What it contains |
|---|---|
| Pages | For each page: Title, Page path, Views, Unique visitors, Add to carts and Conversions. You can filter by Source type. |
| Traffic | Where visitors come from: Source, Medium, Sessions, Conversions and Revenue. Source type narrows the list to Direct, Organic search, Paid ads, Referral, Social or AI assistants. |
| Campaigns | Campaign performance by UTM parameters: Campaign, Source, Medium, Sessions, Conversions and Revenue. |
| Products | Orders, Units sold and Revenue per product, a category filter and the Per-variant breakdown switch. |
Every table has search and sorting. Page, source and campaign data start collecting from the moment visitor tracking is enabled.
Related reports
- Product recommender analytics (Insights › Analytics) — impressions, clicks and conversions of recommendation blocks.
- Search & Analytics (Insights › Analytics) — search usage and conversions from search. You configure how the search box behaves in System › Basic Settings › Search Settings.
- What customers see when searching the shop is described in Storefront search.