Insights
Analytics: Sales, Channels and Conversion
See revenue, orders, profit, sales by channel, top products, where your orders came from and your conversion funnel, over 7, 30 or 90 days.
Overview
Insights → Analytics shows how your store is doing. Choose 7, 30 or 90 days at the top of the page, and every chart follows.
Analytics is on every plan.
What the page shows
| Section | What it tells you |
|---|---|
| Revenue | Revenue over the period, with the average order value. |
| Orders, Revenue, Expenses, Profit | The totals for the period. |
| Sales by channel | How much came from your storefront, the till and your other channels. |
| Top products by revenue | The products that brought in the most. |
| Conversion funnel | Sessions, then added to cart, began checkout and purchased, with the rate between each step. |
| Revenue by source | Revenue from orders whose visit carried a source tag, such as a link with utm_source. |
| Revenue by campaign | Revenue from orders tagged with a campaign. |
| Rating distribution | How your reviews are spread across the star ratings. |
More than one currency. Figures are in your store currency. If some orders were paid in another currency, that amount is shown beside the figure on its own, never added in or converted. Customer spend, the sales reports and the tax report work the same way.
Why the visitor numbers can be lower than you expect
Your storefront asks each shopper before measuring their visit. Sessions and the funnel count only shoppers who allowed it, so they cover the shoppers who said yes. Orders and revenue count every order. See Going live.
Visits sent by AI assistants
Insights → AI agent traffic shows the shoppers who reached your store from an AI assistant such as ChatGPT, Perplexity, Gemini, Microsoft Copilot or Claude. For 7, 30 or 90 days it gives their visits, product views, add-to-carts, paid orders and revenue, by assistant and by the page they landed on.
A visit is counted when the assistant passes on where the shopper came from: its web address as the referrer, a tag on the link (ChatGPT adds utm_source=chatgpt.com), or its own name when it fetches a page for someone. Some assistants and apps send none of these. Those visits look exactly like someone typing your address, so they are counted as direct traffic and cannot appear on this page. As with the funnel, visits count only shoppers who allowed store statistics.
The same page also shows AI agents that browse and buy through your store's agent connection, and the orders they placed. An agent order counts the way a sale counts everywhere else in Analytics: once it is paid, and not while it is unpaid, cancelled or fully refunded. Agent revenue is the sum of those orders' totals. A checkout an agent started that was never paid stays an interaction, not an order, and the page says how many were left out.
An order paid while your Stripe account was in test mode moved no real money, so it is not counted in the paid orders, revenue, agent orders or conversion rate on this page, and the page says how many were left out. The visits and the agent's activity still count.
Benchmarks
Insights → Benchmarks compares your last 30 days with other businesses on BestWebby that share theirs. It is on the Scale plan and above.
- Share my anonymised figures turns sharing on, and Stop sharing turns it off; either needs the Settings permission. While it is on, your store contributes totals only: its paid orders and their value in your store currency, and its approved review ratings. Never an order, a customer, a product or a name.
- The page shows your average order, average rating and number of paid orders beside the others' average order and average rating, and their paid orders in total as a range.
- A figure appears only when at least three other businesses selling in your currency contribute to it, with at least 20 records between them and no single business making up more than half. The others' figures carry a little statistical noise, which stays the same through the day. Your own store and our test stores are never counted among the others.
- Orders paid while Stripe was in test mode are not counted, yours or the others'. When some of yours were left out, the page says how many.
More reports
- Insights → AI agent traffic: visits, orders and revenue from shoppers sent by AI assistants such as ChatGPT and Perplexity, and from AI agents (see above).
- Insights → Retention and Cohorts (Growth plan and above): customers at risk of leaving, and how groups of customers keep buying over time.
- Home → Detailed metrics: revenue, orders and recent activity at a glance.