Understand your analytics
Build a dashboard of the numbers that matter — revenue, orders, average order value, customers, traffic, and best sellers.
Analytics answers the questions you'd otherwise guess at: is this month better than last, which products actually sell, and are the visitors you're paying for turning into customers. Your Analytics page is a dashboard you assemble yourself from a set of widgets.
Choose your date range
Everything on the page follows the date range you pick at the top. Comparisons — the little up-or-down figures next to each metric — are against the previous period of the same length, so a good week is measured against the week before it.
The widgets
Use Customize to add, remove, and rearrange widgets until the page shows what you actually care about.
Headline numbers
| Widget | What it tells you |
|---|---|
| Total Revenue | What you've earned, with the growth trend |
| Total Orders | How many orders came in |
| Average Order Value | What a typical order is worth |
| New Customers | How many first-time buyers you gained |
Trends and breakdowns
| Widget | What it tells you |
|---|---|
| Revenue Over Time | Where the peaks and troughs fall |
| Order Status Breakdown | How orders are distributed across statuses |
| Customer Retention | Returning customers versus new ones |
| Top Products | Your best sellers |
| Traffic | Storefront visitors and page views |
| Views Over Time | How traffic moves across the period |
| Most Viewed Products | What shoppers look at most |
Tip: Put Most Viewed Products next to Top Products. A product with heavy views and few sales is telling you something specific — usually about price, photos, or shipping cost.
Numbers worth watching
- Average order value is often the easiest number to move. Bundles, free-shipping thresholds, and cart recommendations all push it up.
- Retention is where profit hides. Winning a new customer costs more than keeping one you already have.
- Views without sales point at a product page problem, not a traffic problem.
FAQ
Why don't my revenue figures match Stripe exactly?
Analytics reports on your store's orders; Stripe reports on payments, and applies its own fees, refunds, and payout timing. They answer slightly different questions. Use Stripe as the source of truth for money in the bank.
Where does traffic data come from?
From storefront visits recorded for your store. Some traffic widgets depend on your plan — see Manage your plan & billing.
Can I get a different set of numbers on a different day?
Yes — the dashboard is yours to rearrange. Add and remove widgets whenever your focus changes.
My analytics look empty.
A brand-new store has nothing to report yet. Check back once orders and visits are coming in, and make sure your store is actually live — see Publish and go live.
What's next
- Dig into individual orders in View and manage orders.
- See who keeps coming back in Manage your customers.
- Catch problems early with Spot and fix store issues.