Store reports
This page is for the owner and the store manager who report on the store. The shop has two places with figures: the Store dashboard and the product statistics. This page turns them into a routine and a simple monthly report. What each figure means is explained on Store dashboard and reports for businesses.
The two sources
| Source | Address | Shows | Needs |
|---|---|---|---|
| Store dashboard | shop/dashboard | Orders today, 7 and 30 days with trend; revenue and average order per currency; customers new, returning, all time; open orders; baskets in progress and abandoned; products without a price; revenue per day; status breakdown; best sellers | shop/administrate |
| Product statistics | shop/statistics | Sales per product for a year and month you choose | shop/administrate |
Sources: Store dashboard and order statuses, kernel/shop/module.php,
kernel/private/classes/views/shop/orderstatistics.php. Totals use the arithmetic of the order list, and failed,
canceled and refunded orders count as orders but not as revenue.
A reporting routine
| When | Who | Reads | Looks for |
|---|---|---|---|
| Daily | Store manager | At a glance, Work to do | Open orders waiting too long; a sudden drop in orders (Daily store routine) |
| Weekly | Owner | 7-day figures, abandoned baskets, best sellers, Next steps | Trends; effects of changes and campaigns |
| Monthly | Owner, bookkeeper | Product statistics for the month; 30-day figures | Month figures for the books; seasonal comparison |
| Yearly | Owner | Product statistics per month across the year | Best and worst months; ranges to grow or drop |
A one-page monthly report
Copy and fill in once a month. Take figures from the dashboard and the product statistics; write down where each figure came from, so next month's is comparable.
STORE MONTHLY REPORT - [store name] - [month, year] Prepared by: ________
Orders in the month: ______ Previous month: ______
Revenue (per currency): ______ Previous month: ______
Average order: ______
New customers: ______ Returning customers: ______
Open orders at month end: ______ Of which waiting too long: ______
Abandoned baskets (dashboard): ______
Refunded or canceled orders: ______
Best sellers (product statistics):
1. ______________ 2. ______________ 3. ______________
What changed this month (prices, shipping, campaigns, site changes):
__________________________________________________________________
Next steps shown by the dashboard, and what we did:
__________________________________________________________________
Decisions for next month:
__________________________________________________________________Reading the figures with care
- Revenue is order value, not booked income. It is what customers ordered, not what reached your bank after fees and refunds; your bookkeeping stays the reference (Store dashboard and reports for businesses).
- Statuses drive the numbers. Open orders and waiting times are only as accurate as the statuses your team sets (Order statuses).
- Test orders count. Cancel or remove test orders, or they appear in the figures.
- Compare like with like. A month with a campaign or a holiday is not a normal month; note it in the report.
What the reports do not cover
- No export to a spreadsheet: the shop views have no CSV export of orders. Copy figures by hand, or ask your partner for an export (Store dashboard and reports for businesses).
- No visitor tracking: for traffic and conversion, see Visitor statistics and analytics.
- No stock figures: the shop has no stock management.
Related pages
- Store dashboard and reports for businesses
- Store dashboard and order statuses
- Store monthly checklist
- Measuring ROI
- Free documentation: this page is free to copy, translate and improve under the GNU FDL 1.3.
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