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Sales Analytics

Understanding your analytics is key to growing your vendor business. This guide covers the metrics, reports, and insights available to vendors.

Analytics Dashboard​

Accessing Analytics​

  1. Go to Commerce in navigation
  2. Click Analytics or Dashboard
  3. View your performance data

Dashboard Overview​

At-a-glance metrics:

  • Revenue — Today, week, month, all-time
  • Sales — Transaction count
  • Products — Active product count
  • Customers — Unique buyers

Key Metrics​

Revenue Metrics​

Gross Revenue

  • Total sales before commission
  • Raw revenue generated

Net Revenue

  • Your earnings after commission
  • What you actually receive

Average Order Value

  • Revenue per transaction
  • Indicates pricing effectiveness

Monthly Recurring Revenue (MRR)

  • Subscription revenue
  • For subscription products

Sales Metrics​

Total Sales

  • Number of transactions
  • Count of orders

Conversion Rate

  • Sales / Visitors
  • Percentage who buy

Refund Rate

  • Refunds / Sales
  • Quality indicator

Product Metrics​

Best Sellers

  • Highest revenue products
  • Most popular offerings

Views

  • Product page visits
  • Discovery measure

View-to-Purchase Rate

  • How many viewers buy
  • Product page effectiveness

Customer Metrics​

New Customers

  • First-time buyers
  • Audience growth

Repeat Customers

  • Returning purchasers
  • Loyalty indicator

Customer Lifetime Value

  • Total revenue per customer
  • Long-term value

Analytics Features​

Time Periods​

View data across different ranges:

  • Today
  • Last 7 days
  • Last 30 days
  • This month
  • This quarter
  • This year
  • Custom range

Filtering​

Filter by:

  • Product
  • Product type
  • Category
  • Date range
  • Customer segment

Comparison​

Compare periods:

  • This month vs. last month
  • This quarter vs. last quarter
  • Year-over-year

Reports​

Sales Report​

Detailed transaction list:

  • Date and time
  • Product purchased
  • Customer (limited info)
  • Amount
  • Status

Export Options:

  • CSV download
  • PDF report
  • Email scheduled reports

Product Performance Report​

Per-product analysis:

  • Revenue by product
  • Sales count
  • Conversion rate
  • Refund rate
  • Ratings/reviews

Customer Report​

Customer insights:

  • Acquisition over time
  • Purchase patterns
  • Geographic distribution
  • Repeat purchase behavior

Payout Report​

Earnings tracking:

  • Earnings by period
  • Commission breakdown
  • Payout history
  • Pending balance

Understanding Your Data​

Rising Revenue

  • Growing audience
  • Effective marketing
  • Product-market fit

Flat Revenue

  • Stable business
  • May need new products
  • Consider expansion

Declining Revenue

  • Competition increase
  • Product aging
  • Market changes

Interpreting Conversion​

High Conversion (>5%)

  • Strong product-market fit
  • Effective descriptions
  • Good pricing

Low Conversion (under 1%)

  • Targeting issues
  • Pricing problems
  • Description improvements needed

Interpreting Refunds​

Low Refunds (under 2%)

  • Quality product
  • Clear expectations
  • Happy customers

High Refunds (>5%)

  • Quality issues
  • Mismatched expectations
  • Consider improvements

Growth Strategies​

Based on Analytics​

If views are low:

  • Improve SEO/discovery
  • Market externally
  • Optimize listing title

If conversion is low:

  • Improve descriptions
  • Add social proof
  • Adjust pricing
  • Better preview

If refunds are high:

  • Improve product quality
  • Set clearer expectations
  • Better targeting

Optimization Loop​

  1. Check analytics regularly
  2. Identify issues/opportunities
  3. Make targeted changes
  4. Measure results
  5. Iterate

Comparative Benchmarks​

Typical Ranges​

MetricPoorAverageGood
ConversionUnder 1%2-5%Over 5%
Refund RateOver 5%2-5%Under 2%
Repeat RateUnder 10%20-30%Over 40%
RatingUnder 3.54.0Over 4.5

Your Position​

Compare yourself to:

  • Platform averages
  • Category norms
  • Your historical performance

Goal Setting​

Revenue Goals​

Set realistic targets:

  • Monthly revenue goal
  • Growth percentage target
  • New customer targets

Tracking Progress​

Monitor progress:

  • Daily/weekly check-ins
  • Month-end reviews
  • Quarterly assessments

Adjusting Strategy​

Based on goal progress:

  • Ahead of goal: Scale what works
  • Behind goal: Diagnose and adjust
  • At goal: Maintain and optimize

Advanced Analytics​

Cohort Analysis​

Understand customer groups:

  • When they joined
  • Their behavior over time
  • Lifetime value by cohort

Funnel Analysis​

Track the customer journey:

  • Discovery → View → Purchase
  • Where do they drop off?
  • What drives completion?

Attribution​

Understand traffic sources:

  • Where customers come from
  • Which sources convert best
  • Marketing ROI

Alerts and Notifications​

Setting Up Alerts​

Get notified of:

  • Major sales
  • Milestone achievements
  • Unusual patterns
  • Review notifications

Alert Configuration​

  1. Go to Commerce > Settings
  2. Configure alert preferences
  3. Choose delivery method
  4. Save settings

Exporting Data​

Export Options​

Download your data:

  • CSV for spreadsheets
  • PDF for reports
  • API access (if available)

Use Cases​

Export for:

  • Tax preparation
  • External analysis
  • Business planning
  • Investor reporting

Best Practices​

Regular Review​

  • Daily: Quick revenue check
  • Weekly: Detailed metrics review
  • Monthly: Full analysis and planning
  • Quarterly: Strategic assessment

Documentation​

Keep records of:

  • Changes you make
  • Results observed
  • Insights gained
  • Decisions made

Action Orientation​

Analytics are useful only if acted upon:

  • Set specific improvement goals
  • Make data-driven decisions
  • Test and measure changes
  • Iterate continuously

Next Steps​