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This article explains the metrics in ShopBase's Analytics reports, so you can understand your store's performance so you can come up with new business plans to improve sales.

In this section

A. Understand total sales
B. Understand store conversion rates (CR)
C. Understand total orders
D. Understand average order value (AOV)
E. Understand average order items (AOI)
F. Understand abandoned checkouts recovery
G. Understand customer analytics
H. Understand top countries by order
I. Understand traffic source
K. Understand total profits in PrintBase

A. Understand total sales

Total sales are the total profits (including shipping fee and taxes) from successful payments of your store, in which:

Online store: Profits from all your successful orders
Total sales via Boost Upsell: Profits from suggested products and converted to successful orders by Boost Upsell

Refunded or partially refunded sales amounts will be deducted on the date of the refund.
The formula of this metrics: Total sales = Gross sales − Discounts − Returns + Shipping fee + Taxes


B. Understand store conversion rates (CR)

Conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design: It means people are interested in what you're offering and pay for it!

Online store: Conversion rate of customers buying products on your store
Boost Upsell conversion rate: Conversion rate of customers buying suggested products by Boost Upsell
The column graph in Conversion funnel shows the percentage of visitors taking actions on the page from viewing product pages, adding products to cart, reaching checkout, to sessions converted. For high conversion rate, sellers must improve rate of each mentioned phase, thereby improving the rate of sessions converted - the most important action in store. In order to carry this out effectively, you need to consider user experience at each phase. Keep in mind what they want and how you can offer them.



The formula of this metrics: Conversion rate = (Sessions converted/Sessions) x 100%

View product: Number of sessions in which customers viewed products on your store.
Added to cart: Number and percentage of sessions in which customers added one or more items to their shopping carts. This amount is usually smaller than the total number of View product because some customers view products in a store without adding any items to their carts.
Reached checkout: Number and percentage of sessions in which customers added one or more items to their shopping carts, proceeded to the checkout, and performed an action (for example, a key press or mouse click). This amount is usually smaller than the Added to cart because customers may add items to their cart but do not go to the checkout page or do not submit their contact information.
Sessions converted: Number and percentage of sessions in which customers added one or more items to their shopping carts, proceeded to the checkout, and then purchased the items. This amount is usually smaller than the Reached checkout amount because some customers leave checkout without purchasing anything.
A session is a group of user interactions with your website that take place within a given time frame. For example, a session can contain multiple actions of viewing products, adding products to cart, reaching checkout, and converting session.
A session will be calculated from the time users access the website. Each session will last for a day.
In case customers check out two orders in a day, system will count as two different sessions converted with the same number of view product, add to cart and checkout.

Test orders will be counted in View product, Added to cart, and Reach checkout, but not Session converted.
There are two different yellow sections in Conversion funnel: darker and lighter yellow. The dark yellow will count sessions that come from the previous steps. Meanwhile, the lighter yellow will count sessions that do not come from the previous steps (These are usually abandoned checkout orders, when customer checks out their orders, skipping viewing products and adding products to their cart).


Click View Report to view the detailed conversion rate overtime, divided by country.



C. Understand total orders

Total orders are the total number of orders your store has. This number includes refunded and canceled orders, but doesn't include deleted orders. Deleted orders will be subtracted from the date the order(s) were created.

Online store: Total orders that customers buy on your store
Total orders via Boost Upsell: Total orders of customers who buy extra products via suggestions of Boost Upsell.



D. Understand average order value (AOV)

Average order value (AOV) tracks the average amount each time a customer places an order on a website or mobile app. If each customer spends more on an order, the total store profits will increase. This explains why AOV is a significant value that businesses need to analyze and improve.

The formula of this metrics: Average Order Value = [Total Sales including Refunded + Canceled] / [Total Orders].

In AOV analysis report:

Online store: AOV rate is only applied to orders customers make on your store.
AOV via Boost Upsell: AOV rate of product orders that Boost Upsell suggests customers to buy.



E. Understand average order items (AOI)

Average order item (AOI) tracks the average product bought each time a customer places an order on a website or mobile app. If each customer buys more products, the total sales will increase. That's why AOI plays such an important role that businesses need to analyze and improve.

The formula of the metrics: Average order items = [Total order items, including both refunded + canceled orders] / [Total orders].

In the AOI analysis report:

Online store: AOI rate is only applied to orders that customers make on your store
AOI via Boost Upsell: AOI rate from orders that Boost Upsell recommends to customers



F. Understand abandoned checkouts recovery

An abandoned checkout is a situation where a customer has added items to their cart, provides some contact information, but does not complete the checkout. ShopBase provides tools to send email/SMS for stores to encourage customers to finish their checkout process.
This will be compiled in Abandoned checkouts recovery.

% rate: The percentage of finished Abandoned checkout orders after sending email/SMS to remind about completing the orders vs. the total Abandoned checkout orders.
Order: The total Abandoned checkout orders that customers complete after sellers have sent email/SMS to remind about checkout completion.
Revenue: Total revenues of Abandoned checkout orders that customers complete after sellers send email/SMS to remind about checkout completion.
Email/SMS conversion funnel: The graph shows the percentage of orders that customers take action from Sent (the number of orders receiving email/SMS reminding checkout completion); Clicked (the number of orders that customers click on the links in email/SMS reminding checkout completion); Order complete (the number of orders customers who complete checkout after clicking on the links in emails/SMS reminding about checkout completion). You can see the effectiveness of each email or SMS channel or both by clicking on the All drop-down menu in this section.

Under some circumstances, the total number of completed orders in Order category is higher than the number of orders in Order complete category. This is because after receiving email/SMS reminding about checkout completion, customers can visit the website and finish their orders in different ways. For instance, direct access or access via clicking on the link in email/SMS. They are all counted in the Order category. Other indirect methods (re-entering the homepage and then going to the checkout page) will not be counted.



G. Understand customer analytics

First Time vs Returning customer shows the number of orders and the value of orders (total sales) placed by first-time and returning customers.

A first-time customer is a customer who placed the very first order with your store.
A returning customer is a customer who had placed an order, and their order history already included at least one order.
You can select to see the number of orders placed by each group of customers or the value of orders (total sales) placed by each group of customers in this section.


Returning customer rate shows the ratio of returning customers. You can also view the exact number of first-time and returning customers from your store. This can help you determine the strength of your existing customer base.

The formula of the metrics: Returning customer rate = Returning customers / Total number of customers.
For example, if you have 2000 customers who completed their purchase today and 500 of them were returning customers, your Returning customer rate is 25%.



H. Understand top countries by order

Top countries by order shows the number of orders on your online store sorted by country.


Click View Report to view the details of conversion rates and orders listed by country.



I. Understand traffic source

Traffic source is the source that leads customers to your page. This figure also tells you where your visitors come from.

Channels show the number of sessions on your online store based on how the visitors accessed your store.

Direct: Your store's URL is entered into web browser.
Search: Your store's URL is clicked on from a search engine's results page.
Email: A link to your store from an email is clicked on.
Social: A link to your store on social media is clicked on.


Campaigns show the number of sessions on your online store based on which campaign URLs that visitors accessed to your store.



By adding campaign UTM parameters to the destination URLs you use in your ad campaigns, you can collect information about the overall efficacy of those campaigns, and also understand where the campaigns are more effective.

UTM parameters are tags that you can add to the end of a URL that you can send to your customers (for example, https://www.yourstorename.com/?utm_source=facebook&utm_medium=emailcampaign&utm_campaign=summersale)
You can add parameters and values to your URLs manually, or you can use the Google URL-builder tools to create your URLs and append the parameters.
When an user clicks on a referral link, the parameters you add are sent to Analytics, and the related data is available in the Campaigns reports including detailed data of Source (utm_source); Medium (utm_medium); Campaign (utm_campaign); and Source/Medium (the combination of source and medium).
If you do not set UTM value, ShopBase will automatically set as follow: Source = the detected channel ; Medium = organic (for search engine channels), referrals (for social & custom domain channels), and mail (for email channels); Campaign = (not set).

The traffic source cannot always be determined, so an unknown traffic source is also common. In case the traffic for which the referrer is unknown and for which no prior campaign data could be found for the cookie (user) the data will set as direct traffic: Source = (direct) ; Medium = (none) ; Campaign = (not set).

Here is an incomplete list of the cases in which a user navigates to your site in a way which will result in Analytics not knowing where the user came from. In all such cases the sessions will be marked as (direct) / (none) / (not set) unless previous campaign data exists for that cookie

User types in a URL
User clicks on a bookmark
User clicks on a link in an email from Outlook or Thunderbird or similar desktop software (abandoned email)
User clicks on a link in Skype or other desktop messengers
User clicks on a link in a PDF, DocX, ODF, XLSX or a different type of document.
User clicks on a link in a mobile app (abandoned SMS)

Data from Facebook/Google and Campaign traffic may not match due to the different calculation based on the session ends of visitors. Please visit Facebook and Google for a detailed explanation on their calculation.

K. Understand total profits in PrintBase

The formula of the metrics: Profit = [Revenue - Total basecost - Payment fee of order] x 96%. You can read more about how your PrintBase order profit is calculated in this article.
Online store: Profits from all your successful orders
Total sales via Boost Upsell: Profits from suggested products and converted to successful orders by Boost Upsell

Refunded or partially refunded sales amounts will be deducted on the date of the refund.



Related articles

Open Analytics dashboard
Open Sales report
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