Orders & Revenue Dashboard


The Orders and Revenue Dashboard provides a snapshot across all metrics relating to orders and revenue. You will gain a sense of which sales channels are driving your business and key components of your revenue.  

The Orders & Revenue Dashboard has four sections:  

  1. Summary Statistics (A)
  2. Revenue Sources (B) 
  3. Revenue Components (C)
  4. Order Details (D)


    Summary Statistics


Section A: The summary statistics section of the Orders and Revenue Dashboard provides a quick executive-level summary of order metrics and details for the last 30 complete days. The date range may be updated by editing the Date Filter at the top of the dashboard. 

Summary statistics includes Gross, Net Sales, Orders, Units, New Customers & Gross Margin. 

  1. Gross Sales = amount charged to the customer (Product Price + Discount Amount) + Shipping charges
  2. Net Sales = Gross Sales – Refund Amount
  3. Valid Orders = All Orders except those categorized as Fraud, Cancelled, $0 value Orders and Orders for Gift Card Purchases Only
  4. Valid Units = Similar definition to Valid Orders, except the count is of individual feature products in the Order
  5. Units per Order = Total Units / Total Orders
  6. Average Order Value = Gross Sales / Total Orders
  7. New Customers = New customers as identified by their email address and or householding process
  8. New Customer % = Total New Customers / Total Customers Ordering
  9. Average Gross Margin = 1-(SKU Cost / Product Price Paid)


Revenue Sources


Section B: The Revenue Sources section of the dashboard allows you to view orders by their sales source,  such as your e-commerce, marketplace (Amazon), retail, wholesale, and subscription businesses in order to identify patterns and trends in particular revenue sources.

The donut plots tell you exactly what proportion of your revenue & orders are coming from each source. This view is broken down by the daily level in the stacked bar chart to the right. We've also broken out subscription orders from non-subscription orders as recurring revenue can skew results for online stores.

See your AOV by source, which may have larger variances. 


Revenue Components


Section C: This portion of the dashboard of speaks to the impact of discounts, refunds, and marketing spend on orders and revenue.

Discounts can be an important lever in driving new customer acquisition. We highlight a few different views of discounts since this is a lever that you will want to watch closely and use sparingly. Nearly all businesses discount at some point during the year. Thinking through your discount strategy ahead of time can help aid your decision making around this lever.

Some questions you will want to ask yourself are:

  • Do you want to be a discount-driven brand?
  • Will you train your customers to 'expect' discounts?
  • Can your margins afford deeper discounts regularly? 
  • How much of a discount is appropriate?
  • Should new customers receive the biggest discounts?
  • How do you reward loyal customers? Is it through larger discounts or other methods?

To help track your discounts, we've build visualizations showing the average % of total orders that include a discount of any type, as well as the total % of Gross Sales that are actually discounted. 

You can also see the most-used discount codes by volume to identify if a particular code or offer is driving results.

In the Refund section, we highlight similar metrics to discounts:

  1. % of Orders with Refunds
  2. % Gross Sales Refunded

All businesses have some refunds as customers change their minds, or the product is different than what they expected. Large amounts of refunds can be indicative of larger issues, such as quality issues or site shopping experience challenges that are making it difficult for customers to determine what they are choosing.

The final visualization here is Contribution Margin and Attribution CPO. 

Contribution Margin takes additional costs into consideration, such as marketing costs. True Contribution Margin should also remove Shipping & Fulfillment costs, but for our dashboard we are using this definition:

Contribution Margin = Gross Sales – Refunds – Product Cost – Marketing Cost


Order Details


Section D: The Order Details section contains two tiles. 



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