What does each card on the Revenue tab mean, from GMV to sessions?

The Revenue tab shows how much you sold and how much of it you kept. Open Insights and click Revenue, the first tab. Every card covers the dates you pick at the top of the page. That is Last 30 days until you change it.

Many figures carry a small badge. It compares the figure with the same number of days just before. Green means better, red means worse and grey means neither. A badge in pp shows a change in percentage points: going from 30,0% to 30,8% is +0,8 pp.

Four figures sit at the top. Gross Revenue is what customers paid you, with VAT and shipping, after discounts and before refunds. New customers counts the people who ordered from you for the first time. Repeat share of orders is the share of orders from customers who had bought before: 30 such orders out of 100 is 30,0%. Net AOV is what an average order leaves you after refunds and VAT. AOV means average order value. Orders without a customer account are left out of the two customer figures. The Customers tab follows them further.

From GMV to Net Revenue walks your money down in eight bars. GMV is every product sold at its full list price (gross merchandise value). Price reductions take off the gap between full prices and lower sale prices. Discount codes take off codes and automatic discounts. Shipping revenue adds the shipping customers paid. That gives Gross Revenue. Then Returns take off refunds and VAT takes off the tax. What is left is Net Revenue, the money your costs are paid from.

An example. Your GMV is €10.000,00. Take off €1.000,00 of price reductions and €500,00 of discount codes, and add €400,00 of shipping. Gross Revenue is €8.900,00. Refunds of €900,00 leave €8.000,00, and the 19% VAT inside it is €1.277,31. Net Revenue is €6.722,69. Under each bar you see its share, like 10,0% of GMV. VAT shows 16,0% effective rate, because 19 of every 119 euros is tax. Hover a bar to see its amount.

GMV and Net Revenue over time draws both as lines. The gap between them is discounts, refunds and VAT. Each point is one day on a range of up to 31 days. Up to 183 days, each point is 7 days, counted back from the last day. Longer ranges show one point per month. Under the chart sit GMV and Net Revenue for the whole range, and Reaches net. Reaches net is the share of GMV that ends as Net Revenue: 67,2% in the example.

Average order value shows what an average order is worth. The solid line is Net AOV. The dashed line is Gross AOV: Gross Revenue divided by all orders, so before refunds and VAT. Below the chart, The average order takes one typical order apart. Products at list price, minus Discounts, plus Shipping charged, makes Customer pays. Then Returns and VAT come off, which leaves Net per order. A line like 2,3 items × €34,50 per item says how many items an order holds and what one sold for after discounts. Net per order is shared over all orders, so it can sit a little under Net AOV.

Conversion rate puts visits next to orders. The bars are Sessions: visits to your store. The dashed line is the share of visits that ended in an order. Under the chart you find Sessions, Orders and the Conversion rate for the whole range: 120 orders from 4.000 sessions is 3,0%. Sessions come from Shopify's traffic reports. Until Shopify lets nouz read them, Sessions shows 0 and the rate shows a dash.

Next comes a panel of eight cards. The two big ones are Net Revenue and Marketing Costs, which is all your ad and marketing spend. Each has a bar per day, week or month. Beside Net Revenue sit Net Orders, New customers and CM3. Net Orders counts the orders that were not fully refunded. CM3 is what is left after product, shipping, payment and marketing costs. Beside Marketing Costs sit MER, POAS and CAC, three ways to judge your ads. MER is Net Revenue per euro of marketing. POAS is the profit per euro of marketing, after product, shipping and payment costs. CAC is what one new customer costs you in marketing, and the Marketing tab explains them in full. Every card shows the period before under its big number, beside a small dot.

Revenue by day has one square for each day of your range. The darker the square, the more Gross Revenue that day. Your top tenth of days all get the darkest colour, so one huge day does not wash out the rest. Weekday avg, on the right, is the average for each weekday. Hover a weekday to light up only those days. A weekday the range never reaches shows a dash.

Three figures close the card. Best day names your strongest day and its amount. Strongest weekday is the weekday with the highest average, like Saturday · €1.234,56 avg. Weekend share is the part of your revenue made on Saturdays and Sundays.