Analytics Dashboard
This guide explains the main Analytics Dashboard in the Admin panel: revenue, orders, customers, conversion-related counts, charts, and product lists. Use it to understand business performance over time.
Where to find it: Admin → Analytics (path /admin/dashboard; the old address /admin/analytics redirects to the same place). Staff need permission to view reports (typically “Analytics” / reports.view in your role setup).
The dashboard is split into tabs (Overview, Orders, Pages, Traffic, Campaigns, Products, News). The metrics and charts described below live in the Overview tab.
How this differs from Product listing analytics
| Report | Focus |
|---|---|
| Analytics Dashboard (this page) | Orders, revenue, customers, conversion funnel, traffic sources, session-style metrics tied to commerce. |
| Settings → Product listing analytics | Catalog listing behavior: filters, listing loads, detail clicks and add-to-cart from product grids. |
See Product listing analytics for the listing report. The two complement each other; they are not duplicates.
Filters and layout
At the top you can:
- Set Date from and Date to for the main period.
- Use Presets (for example 7d, 30d, 90d, 1y) to fill the range quickly.
- Compare with a previous period (previous 7/30/90 days, previous month, or a custom compare range).
- Optionally narrow by a single Product (dropdown) or leave All products for store-wide numbers.
- Choose Layout (1, 2, or 3 columns) for the metric cards. Your choice is remembered on this browser.
- Click Refresh to reload data with the current filters.
Charts and tables below respect the same date range and comparison options where applicable.
Top metric cards
Hover the ? tooltips on the live dashboard for the exact in-app wording. 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 Orders | Number of orders created in the period (all statuses: pending, processing, completed, etc.). |
| Total Customers | New users registered in this period (not “all buyers ever”). |
| Avg Order Value | Average value of a completed order: total revenue from completed orders divided by their count. |
| Real Revenue | Revenue after product costs (profit-oriented). For meaningful numbers, enter cost on products in the catalog. |
Cards may show small charts and comparison to the previous period when you enabled comparison.
Conversion metrics
Block titled Conversion metrics:
| Field | Meaning |
|---|---|
| Add to Cart | A combined quantity used for conversion math: items on orders in the period plus quantities still in carts that were created or updated in the period (not a simple “button click” counter). |
| Purchases | Orders in the period (subject to the same date and optional product filter as the rest of the dashboard). |
| Conversion Rate | Purchases divided by the Add to Cart figure above, expressed as a percentage. |
| Cart Abandonment | 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 for this metric. |
Use the tooltip on Cart Abandonment on the live page for the full definition.
Revenue analysis
Block titled Revenue analysis:
| Field | Meaning |
|---|---|
| Gross Revenue | Same idea as above: revenue across orders regardless of status. |
| Real Revenue | Revenue after costs; requires cost data on products. |
| Profit Margin | Margin implied by revenue and costs in the system. |
| Revenue Per Hour | Revenue rate computed for the period (per hour). |
Charts and lists (what to use them for)
- Revenue / Gross revenue / Orders / Customers / AOV / Real revenue over time — Trend lines to spot seasonality and campaign effects.
- Conversion funnel — High-level stages (visitors, cart, checkout, completed) to see where drop-offs occur.
- Product sales (Products tab) — Which products drive volume in the selected range (orders, units, revenue, variants).
- Comparison with the previous period — Current vs previous period (or other comparison you selected), shown directly on the metric cards.
- Traffic sources (Traffic tab) — Where visits and referred sessions come from (when data exists).
- Customer journey — New vs returning customers and conversion-per-user style figures as shown.
- Visits (carts started) — Session-style figures derived from cart activity in the period (including approximate referral splits). Use them as directional indicators, not exact web-analytics session counts.
- Recommender analytics is a separate report under Admin → Settings → Product recommendation analytics — impressions, clicks, and conversions of recommendation blocks.
Exact labels match the Admin UI; some blocks appear only when the backend provides data.
Storefront search and search KPIs
Configure how the storefront search box behaves under Admin → Search settings. For aggregated search usage and conversions, use Admin → Settings → Search analytics when you need search-specific KPIs. The Analytics Dashboard does not replace that report.
For what shoppers see on the shop (URLs, autocomplete, results page), see Storefront search.