Learn to use the retail dashboard to see valuable information about your revenue, orders, and customers.
Overview
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 retail dashboard is the landing page for Engagement Cloud’s ecommerce section – you can get to it by selecting the Ecommerce tab in the channel menu. The dashboard has nine tiles. Each tile is interactive and clickable for further insights.
Retail dashboard
Managing the data you see
Use the dashboard controls to control the data you see. Learn to set your date range, filter by address books or segments, and compare your results across different time periods.
Setting the date range
Click 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: this month
- Focus: this year, comparison: last year
If you select All time as the focus period, a comparison is not possible.
Adding filters
Use filters to refine your results by address books or segments (including RFM personas).
To filter by address book:
1. Click Filter in the top right of the dashboard.
2. Select In the selected address book.
3. Click Select address book.
4. Click to select the address book or address books you want to filter by.
5. Click Apply.
To filter by existing segments:
1. Click Filter in the top right of the dashboard.
2. Select In the selected segment.
3. Click Select segment.
4. Select the segment or segments you want to filter by.
5. Click Apply.
To filter by a new segment:
1. Click Filter in the top right of the dashboard.
2. Select In the selected segment.
3. Click + New segment.
4. Enter a name for the segment, and assign rules. To learn more about creating segments, read Segmenting your contacts.
5. Click Apply to finish creating the segment.
6. Click Apply to filter your data.
Refreshing your data
Your dashboard refreshes each morning automatically. Click the refresh button to re-generate the dashboard data on-demand.
Viewing in full screen
Click the full-screen icon to see a full-screen view of the dashboard that looks excellent on second monitors or TV walls.
Understanding the metrics
All metrics are based on the time period you select for the dashboard.
| Metric | Category | Description |
|---|---|---|
| Revenue | Revenue | |
| 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, click 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.
Chart line colours
There are three possible coloured lines:
- 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; it is calculated from previous data and predicts future trends. You’ll only see this on incomplete date ranges.
Chart dots
Each chart displays two dots along the trend line.
- Green
The highest point of the chart line. - Red
The lowest point of the chart line.