The commerce reports show you detailed insights into three categories: revenue, orders, and customers.
Before you start
Things you need to know:
The data displayed in the dashboard is based on ALL transactional data in your account, this includes customers that are suppressed or have unsubscribed since they were first added to your account.
View the commerce reports
There are two ways to get to the commerce reports:
Select any of the tiles on the Retail dashboard.
Go to Analytics > Reports > MORE REPORTS > Commerce.
You can switch between the commerce reports categories by using the tabs under the title.
Set the date range
Use the dashboard controls to control the data you see. To set your date range, select the date range control in the top-right and select the time frame of the data.
vs. date range
When selecting the date range for the dashboard, a comparison period can also be selected. Comparisons show as a percentage figure on each tile of the retail dashboard.
The comparison must be the same length as the focus period or longer.
Some valid comparison examples:
Focus this week, comparison last week
Focus this week, comparison last month
Focus this year, comparison last year
If you select All time as the focus period, a comparison is not possible.
Add filters
Use filters to refine your results by lists or segments (including RFM personas).
To filter by list:
Select Filter in the top right of the dashboard.
Select In the selected list.
Select Select list.
Select to select the list or lists you want to filter by.
Select Apply
To filter by existing segments:
Select Filter in the top right of the dashboard.
Select In the selected segment.
Select Select segment.
Select the segment or segments you want to filter by.
Select Apply.
Learn more about creating a segment with custom RFM scores in Understand RFM personas and create custom ones.
To filter by a new segment:
Select Filter in the top right of the dashboard.
Select In the selected segment.
Select + New segment.
Enter a name for the segment, and assign rules. To learn more about creating segments, read Segmenting your contacts.
Select Apply to finish creating the segment.
Select Apply to filter your data.
Refresh your data
Your dashboard refreshes each morning automatically. To re-generate the dashboard data on demand, select the refresh button.
Understand the report data
Depending on the view you are looking at, data might appear on two of three possible charts: trend, cumulative, and running average. Use the boxes at the bottom of the chart to switch between the two.
All charts are interactive. Drag your cursor onto the line to see the total at any point.
Chart types
Trend
The trend chart shows the incremental comparative rise and falls across your chosen time frame. It’s an average based on data within each incremental data point of the chart, for example, July ’19.
Cumulative
The cumulative view shows increases by successive additions across your chosen time frame.
Running average
The running average shows an average calculated using data from an individual data point combined with all previous data points across your chosen time frame.
Chart line colours
Line colour | Description |
Green | The date line relating to the date range you set. |
Blue | The date line relating to the vs date range you set. You’ll only see this on comparative charts. |
Grey | The line of best fit which is calculated from previous data and predicts future trends. You’ll only see this on incomplete date ranges. |
The metrics shown in our commerce reports all focus on conversion and the order value at the time of conversion. Because of this, we don't take refunds into account as they took place after the conversion.
Revenue
Use the revenue tab to view all your finance-related commerce data.
To get to the revenue reports: go to Analytics > Reports > MORE REPORTS > Commerce, and select the Revenue tab.
There are three different views: total revenue, average order value (AOV), and customer lifetime value (CLV). To switch your view, select the tile.
Total revenue
The total revenue view shows you a chart of the total revenue generated from all orders across your chosen time frame.
Available charts: trend and cumulative.
Average order value (AOV)
The average order value (AOV) shows you a chart of the average cost of single orders across your chosen time frame.
Available charts: trend and running average.
Customer lifetime value (CLV)
The customer lifetime value (CLV) shows you a chart of the average customer lifetime spend of individual customers.
Available charts: trend and running average.
Orders
Use the orders tab to view all your order-related commerce data.
To get to the order reports: go to Analytics > Reports > MORE REPORTS > Commerce, and select the Orders tab under the title.
There are three different views: total orders, average items per order, and the average delay. You can switch your view by selecting the box.
Total orders
The total orders view shows you a chart of the total number of orders made by all customers across your chosen time frame.
Available charts: trend and cumulative.
Average items per order
The average items per order view shows you a chart of the number of items purchased in individual orders across your chosen time frame.
Available charts: trend and running average.
Average delay
The average delay view shows you a chart of the average number of days between successive purchases by individual customers across your chosen time frame.
Available charts: trend and running average.
Customers
Use the customers tab to view all your customer-related commerce data.
To get to the customer reports: go to Analytics > Reports > MORE REPORTS > Commerce, and select the Customers tab under the title.
There are three different views: customers, single purchase customers, and repeat customers. You can switch your view by selecting the box.
Total customers
The total customers view shows you a chart of the total number of customers who made at least one order across your chosen time frame.
Available charts: trend and cumulative.
Single purchase customers
The single purchase customers view shows a chart of the number of first-time customers who made their opening order in the chosen time frame.
Available charts: trend and cumulative.
Repeat customers
The repeat customers view shows a chart of the number of customers with more than one order, in their entire order history, with at least one order placed in the chosen time frame.
Available charts: trend and cumulative.