Revenue and orders
Verified
In short
Section titled “In short”Analytics → Revenue is the quick management view. If you want to know how much you sold and where the revenue came from, you no longer choose between Reports, Sales and margin and Tracking: open Revenue and within two seconds you see revenue, number of orders, average order value, sessions, conversion rate and channels.
It is not a new calculation. Revenue reads the same figures as Reports and Tracking | SEO, in the same scope — the period, the store and the VAT view are shared. The same filter gives the same number on Revenue, in Reports and in Tracking.
Period is chosen from the list: Last 30 days (30 days including today), This month, Last month, This year, a selected month or year, or a custom period. Last 30 days and This month mean the same days as on the Dashboard; a day is counted in your store’s time zone.
What it shows
Section titled “What it shows”| Figure | Source | Note |
|---|---|---|
| Revenue | store orders | Incl. or excl. VAT according to the View switch. |
| Orders | store orders | According to the order status rules (Analytics settings). |
| Average order | revenue ÷ orders | |
| Sessions | connected analytics | Without analytics a dash is shown, not zero. |
| CR | orders ÷ sessions | Conversion rate, not search CTR. |
| AI/LLM sessions, AI/LLM orders and AI/LLM CR | connected analytics | Sessions from AI assistants according to the canonical channel taxonomy and the orders from those sessions. |
| Order coverage | Tracking | SEO | How many orders analytics actually captured; the link leads to the details. |
The i icon next to each figure explains its source and meaning.
A dash is not zero
Section titled “A dash is not zero”When something is not measured — analytics is not connected, a channel has no known sessions, the period has no measurement data — Revenue shows —. Zero would claim that something happened and it was zero; a dash says we do not know.
Comparison with another period
Section titled “Comparison with another period”Right after the period picker there is the comparison list: vs. previous period, vs. last year or No comparison. Next to it, in small print, are the dates of the compared period. The app remembers your choice. Each card shows the change (arrow and percentage, percentage points for ratios) and the value of the compared period. A full month is compared with the full previous month, a month in progress with the same days of the previous month.
The comparison never invents a zero: when a store did not exist yet in the compared period, the card says no comparison and the store table says new store. When the compared period existed and the value was zero, the card says from zero.
Two charts: revenue by day and orders by day for the selected period. Bars are the selected period, the dashed line is the compared period on the same day. A day of the compared period before the data starts breaks the line instead of being drawn as zero. Periods longer than two months are grouped by week. With fewer than three days with orders, exact figures by day are shown instead of a chart.
When comparing with last year, a by month chart appears: this year and last year side by side. A month with an asterisk is still in progress, a hatched background means the store did not exist yet.
Result by store
Section titled “Result by store”Revenue share bars and a table: revenue and orders with change, sessions, conversion rate and tracking coverage. When a single store is selected the section is hidden — the share would always be 100 %.
When orders come in
Section titled “When orders come in”A day-of-week × hour heatmap for the 12 months up to the end of the selected period, with an orders/revenue switch. Below 100 orders the heatmap is not drawn; from 20 orders a total by day of week is shown, below 20 only a sentence with the count. Times are store time; the heatmap contains counts only.
Where the revenue came from
Section titled “Where the revenue came from”The channel table is the commercial result (orders and revenue from the store) extended with sessions from analytics where they can be matched. Each channel shows the attribution source — analytics, or the app’s own first-party evidence (partner coupon, campaign code, AI Mailing coupon). First-party evidence is never mixed with analytics acquisition; the rules are the same as in Tracking | SEO, which also holds the detailed attribution and discount codes.
The table lists every channel that brought at least one order in the period. With more than 10 channels you can choose the number of rows in the header (10, 20, 50, 100); hidden channels are counted in a row below the table.
Before the Unattributed and TOTAL rows there are subtotal rows:
| Row | What it adds up |
|---|---|
| AI/LLM total | AI assistant channels (ChatGPT, Perplexity, Gemini and others). Sessions are the same as on the AI/LLM sessions card. |
| AI Mailing total and other families | Only when a family has two or more rows, for example several AI Mailing campaigns. |
| MitoOps total | Everything the app’s own tools brought: AI Mailing, newsletters, automations and popup signup. Without the affiliate program. |
| Affiliate total | Orders from the affiliate program. |
Subtotal rows are a view of the rows above them. They are never added to TOTAL or to the shares a second time and always cover the whole selection, even when some channels are hidden. Which row belongs to which group is decided by the attribution evidence, not by the row name.
Which screen to open
Section titled “Which screen to open”| Question | Screen |
|---|---|
| How much did I sell and where did it come from? | Revenue |
| What is left after cost of goods and expenses? | Reports |
| How much can I trust the measurement, which codes are unclassified? | Tracking | SEO |
| Margin per product and purchase prices? | Sales and margin |