Retail dashboard

Learn to use the retail dashboard to see valuable information about your revenue, orders, and customers. 


The retail dashboard is the heartbeat of your ecommerce business. It shows three reporting categories: revenue, orders, and customers.

We've split each reporting category into three separate insights demonstrated by the table below:

Revenue Total revenue Average order value (AOV) Customer lifetime value (CLV)
Orders Total orders Average items per order Average delay (days)
Customers Customers Single purchase customers Repeat customers

The dashboard has nine tiles. Each tile is interactive and you can select it for further insights.


Retail dashboard

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.

Finding the retail dashboard

To get to the retail dashboard, go to Analytics > Commerce analytics > Retail.

Set a date range and comparison

When selecting the date range for the dashboard, you can also select a comparison period. 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.

To set a date range:

  1. Select Date range on the top-right.
  2. Choose either Pre-defined date range or Custom date range if you want to choose specific dates.
  3. For the Pre-defined date range, expand the date range drop-down menu and select your pre-defined date range.
  4. For Custom date range...
    1. Use the date picker to choose your From and To dates.
    2. If you want to set a comparison, use the date picker to choose the From and To date of your comparison.
      The date range you select affects the comparison periods available to you. For example, if you choose All time as the date range, a comparison won't be available.
  5. Select Apply.

Add address book and segment filters

Use filters to refine your results by address books or segments (including RFM personas).

To filter by address book:

  1. Select Filter at the top right of the dashboard.
  2. Select In the selected address book.
  3. Select Select address book.
  4. Select the address book or address books you want to filter by.
  5. Select Apply.

To filter by existing segments:

  1. Select Filter in the top right of the dashboard.
  2. Select In the selected segment.
  3. Select Select segment.
  4. Select the segment or segments you want to filter by.
  5. Select Apply.

To filter by a new segment:

  1. Select Filter in the top right of the dashboard.
  2. Select In the selected segment.
  3. Select + New segment.
  4. Enter a name for the segment, and assign rules. To learn more about creating segments, read Segmenting your contacts.
  5. Select Apply to finish creating the segment.
  6. Select Apply to filter your data.

Add order filters

Add order filters to create a sophisticated, customised retail dashboard. For example, you might use order filters to…

  • Remove refunds and unwanted orders from your data
  • See orders delivered to a particular country, where a coupon code or other discount was used, or where the order included free delivery
  • and much more.

Order filtering combines AND and OR conditions to create any rules you want. Your filters can target any order attributes.

You can create order filters based on three points: Filter field, Filter operator, and Filter value.

  Filter field Filter operator Filter value
Example Order_total is more than 50

To set order filters on your retail dashboard:

  1. From the Retail dashboard, select the Orders filter.
  2. On the Edit order filters side panel, you can add both include and exclude rules to filter your orders based on various attributes. To add a filter, decide what type of filter you want to use, and under the heading Include or Exclude, select Click to select order data.
    When you use an Include Filter, the order shows on the dashboard if it matches the filter. Exclude filters apply the reverse logic and don't show if they match the filter.
  3. Under Edit rule, expand the Filter field drop-down menu, and select the filter field you want to filter by.
    Available filter fields are based on the order schema. To learn more about the order schema, check out our article on Insight data - Data schema.
  4. Expand the Filter operator drop-down menu, and select a filter operator.
  5. In the value box, enter the value you want to add to your filter.
  6. Select Apply.

Add AND / OR rules to your filters

You can AND / OR rules to your filters. To add AND / OR rules:

  1. Under Grouping, drag All are true (AND) or Any are true (OR) into your Include or Exclude rules.
  2. Select Click to select order data and follow the steps from Add order filters, to add a new filter.

Refresh your data

Your dashboard refreshes each morning automatically. Select the refresh button to re-generate the dashboard data on-demand.

Viewing in full screen

Select the full-screen icon to see a full-screen view of the dashboard that looks excellent on second monitors or TV walls.

Understand the metrics

All metrics are based on the time period you select for the dashboard.

Metric Category Description
Revenue Revenue Total revenue generated from orders.
AOV Revenue Average value of all single orders.
CLV Revenue Average customer lifetime value (spend) for a single customer.
Total orders Orders Total orders made. 
Avg. items per order Orders Average number of items purchased in a single order.
Avg. delay (days) Orders The average time (in days) between purchases from repeat customers. The lower the better.
Customers Customers Total number of customers who made at least one order. 
Single purchase customers Customers The number of customers that made a single order.
Repeat customers Customers The number of customers that made more than one order.

Please note:
The metrics shown in our ecommerce 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.

Using the dashboard tiles

Each tile shows the title, a total, an interactive chart line; and if a comparison date is selected, a percentage.


The total revenue tile and interactive chart

For a more detailed view, select any tile to go to its ecommerce reports page. 

Tile information

Learn about the information you see on the tiles.

  • Title
    The title to describe the data shown on the tile.
  • Total
    The total figure of the metric at the final date of your selected date range.
  • Interactive chart line
    The green chart line on each tile displays the trend line – the incremental comparative rise and falls across your chosen time frame. Drag your cursor onto the line to see the total at any point.
  • Tile colour
    There are two colours: Green or Purple.
    • Green indicates the metric is on track and improving compared to the previous period.
    • Purple indicates the metric is underperforming compared to the previous period and needs attention.
  • Percentage badges
    The percentage badges show the percentage drop or increase compared to the comparison period.

Chart lines

There are two lines on each chart: the trend line and the running average.

  • The trend line is the shaded line. It shows the trend line for the current date range.
  • The dotted line is the running average. If the trend line drops below the running average, then the performance is dropping. Ideal you want your trend line to stay above the running average.

Chart dots

Each chart displays two dots along the trend line.

  • Green
    The highest point of the chart line.
  • Purple
    The worst performing point of the chart line.
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