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, revenue, and marketing. Each metric consists of a variety of specific parameters to help you understand what’s going on and the reason behind that.
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 |
| 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 |
* When you open your site, Ecwid also counts it as a visit. You can exclude your IP address from statistics, so it isn't included in the statistics.
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 customers | Percent of visitors that placed orders in your store over a specified time period |
| New visitors to customers | How many new visitors have placed orders in your store |
| Returning visitors to customers | How many returning visitors have placed orders in your store |
| Visitor with orders to repeat orders | How many customers (who had made at least 1 purchase in your store) placed orders during the specified period |
| Mobile visitors to customers | How many people placed orders from their mobile phone |
| Desktop visitors to customers | How many people placed orders from the desktop |
| Checkout process steps | How many visitors complete each step of checkout in your store—from opening cart to placing an order |
| View-to-cart conversion | How many people viewed and added products to cart |
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 |
| New vs. Repeat orders | Number of orders from new customers compared with number of orders from customers who have placed orders before |
| Product sales and stock overview | List of sold items with the number of items sold and their current stock levels |
| Orders by shipping method | Shows what delivery methods customers choose, including in-store pickup |
| Orders by payment method | Shows what payment methods customers choose |
Revenue data
On the Reports → Revenue 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 |
How do I exclude my visits from the Total visitors statistics?
Every time you open your site to check how it looks or for any other reason, Ecwid counts it as a unique visit. You can exclude your testing activity from the data to get more precise information about visitors.
To exclude your IP address from Ecwid statistics:
- Install the Adblock Plus extension to your Chrome browser.
- Click on the extension icon and select the gear icon to open the extension settings.
- Switch to the Advanced tab.
- Scroll down to Your custom filters and enter the following filter: ||ecomm.events^:
- Click Add.
- Install the Adblock Plus extension to your Mozilla browser.
- In your Mozilla browser, click on the Extensions icon at the top right and click Manage extensions.
- Click the three dots near Adblock Plus and select Preferences.
- Switch to the Advanced tab.
- Scroll down to Your custom filters and enter the following filter: ||ecomm.events^:
- Click Add.
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 →