Sales analytics: revenue, orders, and best-selling offers

While Sales → Payments is where you inspect individual charges or issue a refund, Analytics → Sales gives you the big picture of your business: how much money is coming in, how it compares with last month, and which products or services drive your revenue.

Checking Analytics → Sales: gross revenue, net revenue, number of sales, and average order

Go to Analytics → Sales and pick the period you want to review in the top right corner (along with whether you want to compare it against the previous period or previous year). You’ll see your site’s key financial metrics:

Metric	What it measures
Net revenue	Everything charged during the period minus what you refunded. This is the headline figure plotted on the main chart.
Charged (Gross revenue)	Everything that came in before subtracting refunds.
Refunded	The sum of full and partial refunds issued against sales in that period.
Sales	The total number of completed charges during the period (including those that were refunded later, since the purchase took place).
Average order	The average amount spent per purchase: your net revenue divided by the number of sales.
Disputes	How many sales a buyer disputed with their bank and the amount at stake, so you can respond on time from the charge record.

If you ever changed your project’s currency and have historical sales in more than one currency, the main figures are grouped in your current currency and a notice at the top tells you how much you took separately in other currencies, without mixing different units into a single sum.

Viewing individual offer performance (visits vs. completed purchases)

Below the trend chart, you’ll see a breakdown by Charge type (how much of your revenue comes from One-off purchases versus Subscription renewals) and by Sale status (Paid, Partly refunded, or Refunded).

In the Best sellers table, you can check how each digital product, physical product, or service is performing:

• How many units or bookings it accumulated during the chosen period.
• How much net revenue that offer generated on its own.
• If an offer gets plenty of page views in Analytics → Visits but sits near the bottom of Best sellers, it’s a good cue to review its description, photos, or pricing in Catalogue → All offers.

Identifying your top customers and which offers or coupons drive the most revenue

To understand who supports your sales and whether you’re attracting first-time buyers or retaining existing ones, the screen includes three customer-focused blocks:

• New and returning customers: distinguishes between buyers who purchased from you for the very first time during these dates (with no prior purchase in the site’s history) and Returning buyers who came back.
• Top customers: ranks your buyers by total amount spent and number of purchases made. Clicking any customer opens their profile in Contacts so you can see their full history.
• Coupon impact and recent sales: in the Recent sales list and under Sales → Coupons, you can check how many times each discount code has been redeemed and how much revenue and discount it generated, helping you see which promotions actually close orders.