# Metrics & Reporting **For:** managers and operations staff monitoring store performance **What you'll learn:** how to open the Metrics Dashboard, pick a reporting period, read the performance cards, export the numbers, and run the Tax Reports page for filing. > This is a **how-to guide for reading the dashboards**, not the API. If you're building an > automated reporting or analytics system instead, see the [Usage Guide](/usage-guide). --- ## Before you start You'll need an admin login for your store. Two reporting pages live in the left navigation: - **Metrics** — the main store-performance dashboard - **Tax Reports** — sales-tax collection for accounting and compliance If you don't see one of these, ask your administrator to grant access. Throughout this guide, screenshots use a **demo store** — the names, orders, and amounts shown are fake. Amounts are shown as decimals: $1,234.56 appears as `1,234.56`, never in cents. --- ## 1. Open the Metrics Dashboard Log in to the admin dashboard, then click **Metrics** in the left navigation. ![The Metrics section in the left navigation](images/metrics-reporting/navigation.png) You'll land on the **Metrics Dashboard** — described on the page as "real-time ecommerce performance metrics and KPIs for data-driven decision making." Under the title you'll see a **Last refreshed** timestamp so you know how current the numbers are. ![The Metrics Dashboard header with the date filter and performance cards](images/metrics-reporting/dashboard-overview.png) --- ## 2. Choose your reporting period Below the header is a **date range** row. Click the date-range dropdown and pick a preset, or type start and end dates into the two date boxes labelled with **to** between them. The dashboard opens on **Yesterday** by default. The dropdown offers these presets: | Preset | Covers | |--------|--------| | **Today** | The current day | | **Yesterday** | The previous day (the default) | | **Last 7 days** | The trailing 7 days | | **Last 14 days** | The trailing 14 days | | **Last 30 days** | The trailing 30 days | | **Last 60 days** | The trailing 60 days | | **Last 90 days** | The trailing 90 days | | **This month** | The first of this month through month-end | | **Last month** | The whole previous calendar month | | **This quarter** | The current calendar quarter | | **Custom** | Set your own start and end dates | Typing your own dates into the date boxes switches the dropdown to **Custom** automatically. Your last-used filter is remembered the next time you open the page. > **Tip:** Use **Yesterday** or **Today** for a quick daily check-in, and **Last 30 days** for weekly planning and performance reviews. --- ## 3. Narrow by product or sales channel On the right of the date row is a **product and channel filter**. Use it to limit the dashboard to a single sales channel or to specific products, so you can read performance for one storefront or product line instead of the whole store. Leave it on **all** to see everything. --- ## 4. Read the performance numbers The dashboard fills in below the filter row with summary cards and a sales-channel breakdown for the period you selected. Each summary card shows one number and, where a comparison period applies, a change indicator versus the earlier window. To see exactly how any number is defined, click the **question-mark (?)** button in the top-right corner. This opens the **Definitions & Best Practices** panel, which explains each metric in plain language. A few worth knowing: | Metric | What it means (from the definitions panel) | |--------|--------| | **Total Revenue** | The total money generated from sales in the selected period | | **Average Order Value (AOV)** | Total revenue divided by the number of orders | | **Total Orders** | Count of completed orders in the period | | **Unfulfilled Orders** | Orders with captured payment but no shipment yet — excludes declined, refunded, or canceled orders | | **Refund Rate** | Refunded amount as a percentage of revenue | > **Caution:** Fulfillment and shipping figures such as **Total Shipped** and **Shipment Completion Rate** count an order only once it has actually shipped (it has a shipped date). An order that is paid today but ships next week shows as **Unfulfilled** now and moves into the shipped figures later — so the two views won't always add up on the same day. Read the definitions panel before comparing numbers across periods. --- ## 5. Refresh and export Two buttons sit in the top-right of the Metrics Dashboard: - **Refresh** — clears the cached figures and reloads them, then updates the **Last refreshed** timestamp. Use it when you know new orders have come in since you opened the page. - **Export** — opens a small menu with two download options: | Format | What you get | |--------|--------------| | **CSV (.csv)** | Summary cards plus the sales-channel breakdown — opens in Excel or Google Sheets | | **JSON (.json)** | The full loaded metrics object, for feeding into other tools | Export uses the figures already on screen, so pick your period first, let the dashboard finish loading, then export. If nothing has loaded yet you'll see a prompt to open the dashboard before exporting. > **Tip:** Export a CSV weekly so you can line up week-over-week trends in a spreadsheet and prepare for seasonal peaks. --- ## 6. Run the Tax Reports page For sales-tax collection, click **Tax Reports** in the left navigation. ![The Tax Reports page with the date and state filters](images/metrics-reporting/tax-reports.png) The page opens on the **Last 30 days** period. The filter row gives you: - A **date range** dropdown with presets **Today**, **Yesterday**, **Last 7 days**, **Last 30 days**, **Last 90 days**, **This month**, **Last month**, **This quarter**, **This year**, and **Custom** — plus two date boxes for a custom range. - A **state** filter to focus on a single state, or **All States**. - Three export buttons: **Export CSV**, **Full Report (CSV)**, and **JSON**. Below the filters, four tabs organize the data: | Tab | What you see | |-----|--------------| | **Overview** | Summary cards — Total Tax Collected, Taxable Orders (out of total), Average Tax Rate, and States with Tax — plus a top-states table | | **By State** | Every state with orders, tax lines, tax collected, and average rate, with a grand total | | **By Product** | Top 20 products by tax collected | | **Trends** | A monthly summary, and a daily summary when the date range is short | The summary cards read: **Total Tax Collected**, **Taxable Orders** (shown out of the total order count), **Average Tax Rate**, and **States with Tax**. For guidance on the export formats and filing, click the **question-mark (?)** button in the top-right to open the **Help & Documentation** panel. > **Tip:** When filing, export each state separately from the **By State** view, and keep the exported files for your records. --- ## 7. Interpret trends and act on them When you compare the same metric across periods: - **Rising revenue with steady orders** → your average order value is climbing (higher-value baskets, add-ons, or price changes). - **Rising orders with flat or falling revenue** → volume is up but each order is smaller (promotions or a shift in product mix). - **Falling revenue or orders** → check whether fulfillment is syncing (see [Fulfillment Operations](/guides/fulfillment-operations)) or whether it's a seasonal dip. - **A growing Unfulfilled Orders count** → paid orders are stacking up unshipped; review inventory and fulfillment (see [Fulfillment Operations](/guides/fulfillment-operations)). --- ## Quick reference | Task | Where to go | |------|-------------| | **See revenue and orders for yesterday** | Metrics → the dashboard opens on Yesterday | | **Check last 30 days performance** | Metrics → date dropdown → Last 30 days | | **Focus on one channel or product** | Metrics → product and channel filter | | **Understand how a number is calculated** | Metrics → question-mark (?) button | | **Download metrics for a spreadsheet** | Metrics → Export → CSV | | **Review tax collected by state** | Tax Reports → By State tab | | **Export tax data for filing** | Tax Reports → Export CSV / Full Report (CSV) | | **Check whether fulfillment is syncing** | [Fulfillment Operations](/guides/fulfillment-operations) | | **Need API access instead** | See the [Usage Guide](/usage-guide) for automated reporting |