Dashboard: Orders & Revenue

Key Topics

Dashboard Description 

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.  

By Default, the dashboard is showing Shopify metrics that will align with Shopify's standard sales report. If you'd like to see other sources, simply update the filters at the top of the dashboard and click Run to refresh the data.

Analysis of this dashboard can answer the following questions:

  • How are Order and Revenue metrics trending YoY?
  • Are discounts eating up more of your revenue over time?
  • Is the distribution of revenue from different order sources (e.g., Shopify vs Amazon) changing over time?

The Orders and Revenue dashboard has four different sections:

Summary Statistics

Orders & Revenue Dashboard

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. This section uses the same logic as Shopify to provide familiar order and revenue metrics.

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

  1. Gross Sales = Product Revenue (Product Price * Quantity)
  2. Net Sales = Gross Sales – Refund Amount - Discount Amount
  3. Average Order Value = Total Sales / Total Orders.  Total Sales is Net Sales + Shipping Revenue + Tax
  4. All Orders = All Orders except deleted or test orders
  5. Units per Order = Total Units / Total Orders
  6. % Gross Sales Discounted = The average amount of discounts 'given away'
  7. % Item with Discount = Total percent of feature items with discount applied
  8. New Customers = New customers as identified by our householding process
  9. New Customer % = Total New Customers / Total Customers Ordering
  10. Average Gross Margin = 1-(SKU Cost / Product Price Paid)


  • The calculations for Gross Sales, Net Sales, Total Sales, "Valid Orders" (and by extension order counts) and Average Order Value match the way Shopify calculates those metrics, so these visualizations will match what you see in the Shopify UI
  • New Customers are defined by the Daasity householding code which is different than the Shopify definition of a new customer.  We look for additional signals beyond just email address to identify if two customers might be the same person. The Daasity householding algorithm is a drastic improvement over other systems that only use email address, resulting in more accurate repurchase rates and LTV.
  • Note that the dashboard is set with a filter of "source name is 'shopify'", meaning that out of the box this dashboard will only show data from your Shopify integrations (excluding Amazon, orders from your BSD, and any other order sources like Skubana).  Note that the Store Integration Name filter can be used to filter down to a single Shopify (or Amazon, Skubana, or other) integration.
  • Is Gross Margin showing 100%? This means you need to fill in SKU Costs in your Brand Data sheet in your Daasity account.


YOY Trends

Orders & Revenue Dashboard - YOY Trends

These tiles display 'Year Over Year' Gross Margin, AOV, Valid Order Count, and Net Sales. In the example above you'll notice both green and blue bars. Blue bars are the previous years data, green is current year. These tiles show you how your business is performing over the long term.

Discounts & Refunds

Orders & Revenue Dashboard - Discounts

This portion of the dashboard of speaks to the impact of discounts and refunds on orders and revenue.

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.


Discounting is an extremely powerful tool that can have both positive and negative effects on your organization.  Discounting correctly can provide a short term boost to orders and revenue or get rid of excess inventory, but when used incorrectly discounting can irreversibly harm your brand.  Some questions to consider:

  • Do you want to be a discount-driven brand?
  • If you offer discounts regularly, are you training your customers to 'expect' discounts?
  • Can your margins afford deeper discounts regularly? 
  • How much of a discount is appropriate?
  • If you don't discount how can you drive traffic / raise brand awareness without them?  Will product launches / other content drive people to your site?
  • Should new customers receive the biggest discounts?
  • How do you reward loyal customers? Is it through larger discounts or other methods?

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

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


All businesses deal with refunds as customers change their minds, try different sizes, or simply have a bad experience with their order. 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.  A couple of questions to consider:

  • Are you having higher levels of returns on specific products?  If so, are you gathering feedback from customers regarding why they are making a return?  If you dig into return reasons and consistently see product quality issues that is an immediate red flag that needs to be addressed.
  • If you sell apparel, are you having higher levels of returns in specific sizes?  If so you may need to offer sizing charts to indicate that your products run small or large, or make adjustments to the manufacturing process.
  • Some vendors like Loop Returns offer merchants more information and handle some of the logistics for returns.  

Revenue Sources

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.


The Orders and Revenue dashboard requires that you have orders coming in from at least one source (Shopify, Amazon, BSD, etc...).  


Gross Sales

Net Sales


Total Orders

% Orders with Refund

Units per Order

% Gross Sales Discounted

% Items with Discount

Gross Margin

New Customer %

Avg Gross Margin %

New Customers

Orders YoY by Month

Net Sales YoY by Month

AOV YoY by Month

Gross Margin YoY by Month

Total Gross Sales & % of Orders with Discount

Top Discount Codes Used

Refund Amount and % of Orders Refunded

Top 10 Products Refunded

Revenue per Source

Revenue by Order Source

Orders per Source

Revenue by Store Name

Related Resources