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.  

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.

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 = amount charged to the customer (Product Price + Discount Amount) + Shipping charges
  2. Net Sales = Gross Sales – Refund Amount
  3. Average Order Value = Gross Sales / Total Orders
  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 their email address and our householding process
  9. New Customer % = Total New Customers / Total Customers Ordering
  10. Average Gross Margin = 1-(SKU Cost / Product Price Paid)


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.

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.

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.