Ecommerce reports

The ecommerce reports show you detailed insights into three categories: revenue, orders, and customers.

There are two ways to get to the ecommerce reports:

  • Click any of the tiles on the Retail dashboard.
  • Go to Ecommerce > Reporting > Ecommerce reports.

You can switch between the ecommerce reports categories by using the tabs under the title.

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The ecommerce reports tabs


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 last 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.

Understanding 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.

ecomm-reports-whole-graph.png

A chart showing total revenue in the ecommerce reports.

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

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.

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.


Revenue

Use the revenue tab to view all your finance-related ecommerce data.

To get to the revenue reports: go to Ecommerce > Reporting > Ecommerce reports, and click the Revenue tab under the title.

There are three different views: total revenue, average order value (AOV), and customer lifetime value (CLV). You can switch your view by clicking the box.

ecomm-reports-revenue-boxes.png

Use the total revenue, average order value (AOV), and customer lifetime value (CLV) tabs to switch between views.

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 ecommerce data.

To get to the order reports: go to Ecommerce > Reporting > Ecommerce reports, and Click 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 clicking the box.

ecomm-reports-orders-boxes.png

Use the total orders, average items per order, and average delay tabs to switch between views.

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 ecommerce data.

To get to the customer reports: go to Ecommerce > Reporting > Ecommerce reports, and Click the Customers tab under the title.

There are three different views: customers, single purchase customers, and repeat customers. You can switch your view by clicking the box.

ecomm-reports-customer-boxes.png

Use the total customers, single purchase customers, and repeat customers tabs to switch between views.

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.

 

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