Sort, Filter and Export Reports: 

• Sorting Columns: A particular column can be sorted from ascending to descending or vice versa, by clicking on its column heading name. The type of sorting is indicated by an ascending  ordescending arrow next to the column name. Please note that the sorting is temporary and the list will be arranged back to its default arrangement order whenever the page is refreshed. 
• Time Period: Admin can view sales reports over a specific period by selecting the time span (days, months or years) from the filter provided at the top of this page. By default the detailed report will be displayed for a time period of one month (past 30 or 31 days).
  NB: The UI of x-axis of graphs will get distorted on selecting the time span of several months since it marks each individual date. 
• Export: The currently open detailed report (as filtered/sorted) can be downloaded in the system by clicking on this button. 
• Print: The admin can print the report by clicking on this button. 

Calculative Expressions used in Reports: 

The important terms used in the reports and their calculative expressions are provided below. 

1. Gross Sale: The grand total of sale transactions within a certain time period.
   Gross Sale = Product Price ×Quantity
2. Net Sale: The sum of the sales minus the returns, allowances, and discounts.
   Net Sale = Gross Sale - Discounts - Returns    
3. Total Sale: The sum of net sales, shipping and tax charges.
   Total Sale = Net Sale + Shipping + Tax
4. Average Order Value: Total sales divided by number of orders is known as the average order value.
   Average Order Value = Total Sale  /  Orders
5. Gross Margin (%): Total percentage of cost divided by net sales is known as gross margin.
   Gross Margin % = (Cost Price / Net Sale) ×100
6. Gross Profit: Profit after paying all direct expenses related to the manufacturing of a product is called gross profit.
   Gross Profit = Net Sales - (Cost Price ×Quantity)
7. Shipping: The shipping charges applied on orders. 
8. Returns: The return charges calculated based on the return requests placed by customers. 
9. Discounts: The discount charges applied on orders. 
10. Tax: The tax applied on orders. 
11. Visitors: The number of users visiting the website. 
12. Session: The number of times a user visited the website. 

1. Sales 

The incline and decline in the rate of sales over a certain period of time can be determined by a ‘Sales Report’. 

Fig. 11.1.1: Sales Report - Sales Over Time

This page displays six different tabs and these tabs provide different detailed reports. Admin can apply additional sorting and filters on these lists. To understand the definitions, please visit the Calculative Expressions section explained above. 

a. Sales Earned Over Time

This tab displays the details of sales earned on the website for each day for a certain period of time (figure 11.1.1). The top-most row displays the sum-totals (summary) for each column. By default the list is arranged in ascending order (earliest dates precede the newest ones). 

b. Sales earned by Products over time

This tab displays the details of sales earned by individual products over a certain period of time. Please note that only the products for which orders were placed will be displayed here. The top-most row displays the sum-totals for each column. 

Fig. 11.1.2: Sales By Products

c. Sales earned by Product Variants over time

This tab displays the details of sales earned by individual product variants over a certain period of time. Please note that only the variants for which orders were placed will be displayed here. The top-most row displays the sum-totals for each column. 

Fig. 11.1.3: Sales By Product Variants

d. Sales earned by Customers over time

This tab displays the details of sales earned by individual customers over a certain period of time. The top-most row displays the sum-totals for each column. 

Fig. 11.1.4: Sales By Customer Name

e. Average Order Value over Time

This tab displays the average order value for each day of the selected time period. The top-most row displays the sum-totals for each column. 

Fig. 11.1.5: Average Order Value Over Time

f. Sales by Traffic Referrer

This tab displays the details of sales earned by each traffic referrer source over a certain period of time. The top-most row displays the sum-totals for each column. 

Fig. 11.1.6: Sales By Traffic Referrer

2. Profit Margin

The incline and decline in the profit margins earned over a certain period of time can be determined from this module. 

Fig. 11.2.1: Profit Margin - Profit By Product

This page displays two tabs and these tabs provide different detailed reports. Admin can apply additional sorting and filters on these lists. To understand the definitions, please visit the Calculative Expressions section explained above. 

a. Profit by Product

This tab displays the details of profit earned by products on the website for a certain period of time (figure 11.2.1). The top-most row displays the sum-totals (summary) for each column. 

b. Profit by Product Variant

This tab displays the details of profit earned by product variants on the website for a certain period of time. The top-most row displays the sum-totals (summary) for each column.

Fig. 11.2.1: Profit By Product Variant

3. Acquisitions 

This module provides an analysis on the visitor sessions of the website. 

Fig. 11.3.1: Acquisitions - Session Over Time

This page displays three tabs and these tabs provide different detailed reports. Admin can apply additional sorting and filters on these lists. To understand the definitions, please visit the Calculative Expressions section explained above. 

a. Session Over Time

This tab displays the number of visitors and sessions received on the website for each date (figure 11.3.1). By default the list shows details of the past eight days. 

b. Session By Referrer 

This tab displays the details of the number of visitors and sessions received on the website through any referrer source. 

Fig. 11.3.2: Session By Referrer

c. Session By Location

This tab displays the details of locations from where visitors and sessions are received on the website. 

Fig. 11.3.3: Session By Location

4. Behaviour Report

This module provides an analysis of the search activities and sessions performed by users on the website. 

Fig. 11.4.1: Behaviour Report

This page displays four tabs and these tabs provide different detailed reports. Admin can apply additional sorting and filters on these lists. To understand the definitions, please visit the Calculative Expressions section explained above. 

a. Search with No Records 

This tab displays the details of searches performed by users that provided no results (figure 11.4.1). The list displays keywords searched and total searches performed with that keyword. 

b. Search with Records 

This tab displays the details of searches performed by users that provided results. The list displays keywords searched and total searches performed with that keyword. 

Fig. 11.4.2: Search With Records

c. Session By Device

This tab displays the details of devices from which the website was accessed. The list the name of devices, the number of visitors and the number of sessions performed from that device. 

Fig. 11.4.3: Session By Device

d. Session By Landing Page

This tab displays the details of the landing page of users when they visit the website either via a referrer source or any online search method. The list the name of the landing page, its path, the number of visitors received and the number of sessions performed on that page. Fig. 11.4.4: Session By Landing Page

5. Customers Report

This module provides an analysis of the buying patterns of the website’s customers. 

Fig. 11.5.1: Customer Report - Customer Over Time

This page displays five tabs and these tabs provide different detailed reports. Admin can apply additional sorting and filters on these lists. To understand the definitions, please visit the Calculative Expressions section explained above. 

a. Customer Over Time

This tab (figure 11.5.1) displays the details of the number of orders placed by a new customer and the number of orders placed by an existing customer (who has already placed an order at least once before). 

b. First Time vs Return Customer 

This tab displays the details of the total amount of orders placed by a new customer and the total amount of orders placed by an existing customer (who has already placed an order at least once before). 

Fig. 11.5.2: First Time vs Return Customer

c. Location Customer 

This tab displays the details of the orders placed by customers based on their locations. The list shows the name of a location, the number of orders placed from that location and total amount of orders. 

Fig. 11.5.3: Location Customer

d. One Time Customer 

This tab displays the details of the orders placed by customers for the first time. 

Fig. 11.5.4: One Time Customer

e. Returning Customer 

This tab displays the details of the orders placed by existing customers (who have placed at least one order before). 

Fig. 11.5.5: Returning Customer