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Understanding the data on your Reports page in Ecwid admin

The Reports page in your Ecwid admin shows the statistics of your online store and allows you to gain insight into how your business performs. 

The page provides you with in-depth insights into store key metrics: visitors, conversion, orders, accounting, and marketing. Each metric consists of a variety of specific parameters to help you understand what’s going on and the reason behind that. 

Plan availability: Venture, Business, Unlimited. Some metrics may be available only on Business and Unlimited plans.

Visitors data

You can get an overview of your store audience on the Reports → Visitors page in your store admin. Understanding how often people visit your store and whether they tend to come back may help with improving your site design and refining your marketing tactics to attract more visitors.

Metric Meaning
Total visitors How many people have visited your website over a specified time period.
Total visits Visit refers to every person who opened your site in the reporting period. If one person visits your site 5 times, it'll count as 5 visits.
Visit duration An average time of browsing your site, in minutes.
Visits per visitor An average number of visits per one person.
Viewed pages An average number of site pages viewed per visit.
Bounce rate  Percent of short visits. For example, when someone opens a site page and closes it right away.
New vs. returning visitors Compares the number of people who've visited your site in the past and come back (returned) and those who are seeing it for the first time (new). In case someone opens your store from their browser, and then from their phone (or another browser), it counts as two unique visits.
Visitors by device Compares how many people open your site from desktop and from mobile.

Conversion data

On the Reports → Conversion page, you can learn how many visitors become your customers, whether people tend to repeat orders in your store, and what device they usually use to place an order. That data may help with recognizing potential friction points in the purchasing process. You can compare the data with other analytics to find growth opportunities for your business.

Metric Meaning
Visitors to orders Percent of visitors that placed orders in your store over a specified time period.
New visitors to orders How many new visitors have placed orders in your store.
Returning visitors to orders How many returning visitors have placed orders in your store.
Visitor with repeat orders to orders How many customers (who had made at least 1 purchase in your store) placed orders during the specified period.
Mobile visitors to orders How many people placed orders from their mobile phone.
Desktop visitors to orders How many people placed orders from the desktop.

Orders data

On the Reports → Orders page, you can get an overview of your revenue, how many items people usually buy, how many items you sold during a specified period, and more. Once you understand which factors lead to larger orders (for instance, free shipping above a certain spend), you can deploy those tactics to encourage repeat purchases and larger orders.

Metric Meaning
Orders placed  Total number of all orders placed over a specified time period, including subscriptions.
Orders per customer How many orders each customer places in your store on average.
Items per order An average number of items per order.
Total items sold Number of all products that you sold in your store.
Revenue Total amount of money generated from sales in your store.

Accounting data

On the Reports → Accounting page, you can track your store revenue, expenses, average order value, average revenue per customer and per visitor. Knowing this, you can readjust your financial flows: cut your shipping spendings or offer zero-cost in-store pickup, rethink marketing strategy, change product prices, and so on.

Metric Meaning
Store revenue Total amount of money your store gets from sales. That does not include refunded or canceled orders.
Average order value An average total of a single order.
Average revenue per customer How much money a customer brings you on average.
Average revenue per visitor How much money a visitor brings you on average.
Total expenses How much money you spend to generate money from sales.
Taxes Total amount of taxes charged on all orders in your store.
Shipping expenses Total of all shipping rates that you specified for your shipping methods, or that are automatically calculated for real-time rates.
Handling fee If you specify handling fees for your shipping methods, you’ll see the total amount of fees for all orders.
Cost of products sold Sum of product cost prices that you specified in store settings.

Marketing data

Customers visit your store through various channels, such as advertising links on social media, emails, gift cards, and so on. On the Reports → Marketing page, you can see the most popular sources that bring people to your store. The tracking of sales sources is performed with the help of the UTM tags. Understanding sources of sales helps you to reallocate the advertising budget to the most effective channels.

Metric Meaning
Sources of sales Marketing channels that generate sales in your store. That includes Facebook, Instagram, TikTok ads, abandoned cart emails, gift cards, and so on.
Customers without consent Number of people who didn’t agree to receive your marketing emails.
Customers with consent Number of people who gave their permission to receive your marketing emails.

Related articles

For more in-depth analysis, you can enable Google Analytics to your store →
View other analytics tools you can use in your store →

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