Analytics

The Analytics area contains the following pages:

General: Key performance indicators (KPIs) for defined time periods.
Mission Insights: Data related to product missions.
Customer Insights: Data related to customer orders.
Shop Health: An overview of Storefront uptime over the past 30 days.
Checkout Insights: subscribe to revenue reports by email.
Promotion Insights: number of redeemed promotions and new customers
Search Analytics: search, results and resolve rates

General KPI Dashboard

The General page contains KPIs at the shop and country levels for user-defined time periods. Data on this page can be used to track progress toward sales, marketing, and customer service goals. These analytics are more specific than those on the Dashboard Analytics page.

Permissions

This General KPI Dashboard requires the permission shop__analytics__general__show.

Available KPIs

Available KPIs include the following:

Number of orders
Revenue
Number of new customers
Average number of items per order
Revenue by country
Top product sales (by number of items and revenue)
Top brand sales (by number of items and revenue)

The table below indicates which KPIs are visible at the global and country levels.

KPI	Global Shop Level	Country Level	Description
Orders	✓	✓	All the confirmed orders for the given time frame.
Revenue	✓	✓	Total revenue (Prices including taxes) by confirmed orders for the given time frame (global-shop always shows the revenue in the currency that is assigned to the default locale an environment is set up with even if one of the countries has a different currency).
New customers	✓	✓	Customer accounts that have been created on the current day for the given time frame and have "isGuestCustomer": false.
Average Items per Order	✓	✓	Average items per order for the given time frame.
Revenue by country	✓		Revenue per shop country for the given time frame (total and percentage).
Payment Methods		✓	Confirmed orders per minute for the given time frame (total and percentage).
Top Product Sales (by no. of sold items)	✓	✓	Top 5 products by number of items sold in the given time frame.
Top Brands (by no. of sold items)	✓	✓	Top 5 brands by number of items sold in the given time frame.
Top Product Sales (by revenue)		✓	Confirmed orders per minute for the given time frame.
Top Brands (by revenue)		✓	Top 5 brands by revenue in the given time frame.
Top 5 Payment Methods		✓	Top 5 payment methods used in the country (by number of transactions) for the given time frame.
Average Order Value	✓	✓	Average order value within a given time frame.
Sales Deduction	✓	✓	Value deducted from gross revenue in a given time frame due to cancellations, refunds and delivery costs

*Payment methods are visible on the country level*

Time Frames

The time frame for the data is adjusted in the dropdown menu on the upper right. The available time frames are as follows:

Last 1 hour
Last 4 hours
Today
Yesterday
Last 2 days
Last 3 days
Last 7 days
Last 15 days
Last 30 days

KPI Details and Logic

Interactivity

Hover events on the data points and graphs allow you to view details.
For Revenue by Country and Payment Methods, include/exclude data points using checkboxes.
You can click on top products and brands to navigate to the respective detail pages.

Times

1 day = 00:00 to 23:59.
"Last X days" covers X days ago at 0:00 up to the current time. For example, "Last 2 days" covers the prior two days, from 0:00 two days ago up to the current time. In other words, "Last 2 days" can span more than 48 hours.
The data is time-zone corrected based on UTC.
For time frames smaller than “Last 2 days”, the sale deduction for each timestamp is summarized and divided it by the amount of timestamps a sale deduction was measured.

Revenue and Currency

Total revenue (Prices including taxes) is calculated by summing the price of every item in the order for the given time frame. The price includes taxes and all applicable reductions such as campaigns and promotions but not vouchers affecting the whole order.
On the global level, revenue is always displayed in euro (using the exchange rate) even if one of the countries has a different currency.
On the country level, revenue is displayed in the country's currency.
The exchange rate calculation is based on an API request at the beginning of each day at 0:00. Global revenue amounts will not reflect real-time exchange rates.

Legends and Data Points

For 2-30 days, there are data points for each day (for example, "Last 30 days" shows 30 data points).
"Today" and "Last 4 hours" have data points for each half hour.
"Last 1 hour" has data points for each 5 minutes.
A given y-axis value covers up to and including the next point on a x-axis (for example, the data point for 10:00 covers 10:00-10:30).

Customer Insights

The Customer Insights dashboard is found under Shops > Analytics > Customer and requires the permission shop__analytics__customer__show. The dashboard displays the following KPI data related to shop customers:

Active customers
Guest customers
Logged in customers
Distribution by gender
Age
Active users by country

Age is an average calculated based only on those customers who entered their age. The table below shows which KPIs are available at the shop and country levels.

KPI	Global Shop Level	Country Level	Description
Active Customers	✓	✓	All users which have been active in the online shop in the selected time period.
Guest customers	✓	✓	Active users which have "isGuestCustomer": true
Logged in customers	✓	✓	Active users which have "isGuestCustomer": false
Distribution by gender	✓	✓	Gender of customers who have been active in the selected time frame
Age	✓		Age of customers who have been active in the selected time frame
Active users by country	✓		Active users divided by the single country assigned to the shop

Mission Insights

The Mission Insights page contains data related to Missions. At the daily level, updates include the following:

Products live
Products blocked
Products problem
Created products
Updated products
Aggregated products

Periodic updates show Mission actions performed over a defined time period, for a defined role (e.g., Administrator).

Customer Service Insights

The Customer Service Insights page provides daily data for the following:

Requested merchant contacts
Order cancellations
Refunded order items

Periodic update graph visuals are available for a user-defined time period.

Shop Health

The Shop Health page provides Storefront uptime information for each shop country on a global level. It also shows on a country level a log of uptime details throughout the past 30 days. Users need the shop_analytics_shop-health__show permission in order to access this page.

On a global level, the following data is available:

Shop URL
Current uptime status
SSL certificate status (valid / invalid + valid until / invalid since)

On a shop country level, the following data is available:

Current uptime status of the shop country (down/ running)
Historic data about the uptime / downtime within the last 30 days
Average uptime over the past 30 days, based on the duration of any downtime/ uptime during that period

Checkout Insights

Revenue report by email

You can subscribe to a dashboard to receive daily, weekly and/or monthly revenue reports by email.

Revenue in detail

We define Revenue (Gross Revenue) as:

The sum the prices of every item in the order including all applicable reductions

=sale- & campaign-reductions, Promotions and Vouchers

The report lists gross revenue, the number of orders, Average Order Value, number of new customers, and sale deduction in percentage.

Additional information includes:

Top 7 Categories (by Gross Revenue) - Show Revenue + % of Revenue
Top 7 Countries (by Gross Revenue) - Show Revenue + % of Revenue
Top Payment Methods by Gross Revenue
Checkout Conversion-Rate

Reports by email are available for the Checkout Dashboard on the shop and shop country levels.

Mail Rules

Emails will be send out at 7 am every morning.
Daily Report: Sent daily, containing data from the previous day.
Weekly Reports: Sent every Monday, encompassing data from Monday through Sunday of the previous week.
Monthly Report: Sent on the first day of each month, covering data from the entirety of the previous month.

Under Shops > Analytics > Checkout Insights, select the bell notification icon_._
Select the required report, then click CONFIRM.

Unsubscribe from the revenue report

Under Shops > Analytics > Checkout Insights, select the bell notification icon_._
Uncheck the report you no longer need, then click CONFIRM.

Promotion Insights

The Promotions Insights dashboard allows you to view within the specified time range:

the number of redeemed promotions
the number of new customers who made their first purchase using a promotion
the number of customers who made a purchase using a promotion
Promotions with or without Taxes
average items per order (with promotions)
average order value (with promotions)
Promotions cost/Sales in percentage value
average promotions discount cost
audiences with most redemptions
top free items
percentage of new vs returning customers

View Promotion Insights

Go to Shops > Analytics > Promotion Insights.
Move the Include Taxes toggle to view Promotions with or without Taxes.
Select the calendar to restrict the time range.

Search Analytics

You can access the following KPIs in the Search Analytics dashboard:

KPI	Description
Quick View	Search, results and resolve rates
Search Resolve Type Split	This KPI categorizes the different ways in which user searches are resolved.
Resolved vs not Resolved Searches	The ratio or percentage of searches that successfully led to a resolution (e.g., the user clicked on a result, found what they were looking for) versus those that did not (e.g., the user abandoned the search, did not click on any result).
Search Resolve over time	This KPI shows how the resolution rate of searches (resolved vs. not resolved) changes over time.
Trending Search Terms	This KPI identifies the search terms that are currently gaining popularity among users over a specific period.
Top terms with losing popularity	This KPI highlights search terms that have seen a significant decrease in usage over time.
Top Search Terms resolved	This KPI lists the most frequently searched terms that successfully led to a resolution (e.g., user clicked on a result or took some other positive action).
Top Search Terms not resolved	This KPI identifies the most frequently searched terms that did not lead to a resolution (e.g., no clicks, search abandoned).
Top Search Terms with Results	This KPI shows the most frequently searched terms that returned results within the search system.
Top Search Terms without Results	This KPI lists the most frequently searched terms that did not return any results.

View Search Insights

Go to Shops > Analytics > Search Insights.
Select the calendar to restrict the time range.