Sales reports

You can use sales reports to see information about your customers' orders based on criteria such as sales by month, by channel, or by staff.

Note

The sales reports are available only if your store's on the Shopify plan or higher.

Sales and returns

Sales reports track the value of products moving between you and your customers as you make sales and process returns.

A sale is made when a customer places an order. The reports include every line item and shipping charge (if applicable) in an order as a separate sale item.

A return is where goods pass from the customer back to you after the customer has bought the goods but decided not to keep them. A return is different to a refund because a return deals with the value of goods, whereas a refund deals with the value of tender that you will issue the customer when you process a return.

Sales appear in your sales reports as a positive value for the day that they were made, and returns appear as a negative value for the day that they were processed. The sales reports include sales and returns from open, archived, canceled, pending, and unpaid draft orders.

The only orders that aren't included in sales reports are deleted orders, and test orders that were placed while Shopify Payments was in test mode.

Canceled orders

When you cancel an order, it appears as a sale for the day that it was placed and a return for the day that it was canceled, so your sales numbers are zero for that order overall.

Sales versus payments

It's important to understand that sales reports don't track money moving between you and your customers. When a sale is made, the reports show the value of goods included in the sale, not the amount of money that you've received. Depending on how you've set up your payment methods, you might not receive the actual payment until a later date.

Similarly, when you process a return, the reports show the value of goods that you're receiving, not the amount of money that you're issuing to the customer.

Note

If you want to track transactions for payments and refunds, then you can use the payments finance reports.

View your sales reports

To view your sales reports:

  1. In the Sales section, click Show all:

    Sales section show all

  2. Click the sales report that you want to see:

    Sales reports

Common sales report terms

Each sales report features several common terms:

Orders The number of orders that were placed on a given date.
Gross sales Equates to product price x quantity (before taxes, shipping, discounts, and returns) for a collection of sales. Canceled, pending, and unpaid orders are included. Test and deleted orders are not included.
Discounts
  • Equates to line item discount + order level discount share for a collection of sales.
  • The total dollar value reduction applied to a sale in the form of discounts on products, collections, or entire orders.
  • Discounts that are applied to an entire order are proportionally applied to the sales for the order.
  • All discounts are applied before taxes.
  • Discounts are created using discount codes, not the compare at price.
Returns The value of goods returned by a customer.
Refunds The value of the tender given back to the customer in exchange for returned products. Refunds are not counted as separate orders.
Net sales Equates to gross sales - discounts - returns.
Shipping Equates to shipping charges - shipping discounts - refunded shipping amounts.
Tax The total amount of taxes based on the orders.
Total sales Equates to gross sales - discounts - refunds + taxes + shipping charges.

Total sales will be a positive number for a sale on the date that an order was placed, and a negative number for a return on the date that an order was refunded.

Canceled, pending, and unpaid orders are included in the reports. Test and deleted orders are not included.

If orders are partially or fully refunded, then the net amount for those orders in the time period of the report is still included.

Tip

If you delete products, or POS locations, then they will still show in older reports.

Understanding your sales reports

If your store is on the Shopify plan or higher, then you have access to the following sales reports:

Sales by month

The Sales by month report shows the number of orders and the total sales that you've made each month:

Sales by month report

Each report includes several common terms. Make sure that you understand the additional terms used in the Sales by month report:

Month The month that the orders were placed.

Sales by hour

The Sales by hour report shows a breakdown of sales by hour during a day:

Sales by hour report

Make sure that you understand the terms used in the Sales by hour report:

Hour The hour that the orders were placed.

Sales by channel

You can use the Sales by channel report to see the amount of sales for your various sales channels:

Sales by channel report

In this report, the Sales channel name shows the name of the channel or app that the customer used to place their order, such as Online Store or Buy Button. For sales that originated as draft orders, the report shows Draft Orders. If an app that has no name was used, then the report shows Other.

Sales by Point of Sale location

The Sales by Point of Sale location lets you see order sales based on where your POS terminal is located:

Sales by point of sale location report

Make sure that you understand the terms used in the Sales by Point of Sale location report:

Location The name of the location where your POS terminal is.

Sales by staff

The Sales by staff report shows you the sales made by individual staff member:

Sales by staff report

Make sure that you understand the terms used in the Sales by staff report:

Location name The name of the location where your POS terminal is.
Staff name The name of the individual staff member who processed the sale.

Sales by staff (daily)

The Sales by staff (daily) report shows you the daily sales made by individual staff member:

Sales by staff daily report

Make sure that you understand the terms used in the Sales by staff (daily) report:

Day The day that the orders were placed.
Location name The name of the location where your POS terminal is.
Staff name The name of the individual staff member who processed the sale.

Sales by product

The Sales by product report shows the breakdown of gross sales of your top-selling products, but does not include shipping:

Sales by product report

Make sure that you understand the terms used in the Sales by product report.

Product vendor The vendor of your product, if you purchase it from a third party.
Product type The type of product you are selling. For example, hats, shirts, shoes, etc.
Product title The name for your product.
Net quantity Equates to number of sold items - number of refunded items.

Sales by product variant SKU

The Sales by product variant SKU report shows the breakdown of gross sales, but not the shipping cost, of your top-selling products on a more granular level than the Sales by product report:

Sales by product variant sku report

Make sure that you understand the terms used in the Sales by product variant SKU report.

Product title The name for your product.
Variant title The name of the product variant option.
Variant SKU The identification code of the product variant option.
Net quantity Equates to number of sold items - number of refunded items.

Sales by product vendor

The Sales by product vendor report shows your vendors, and the products provided by each vendor:

Sales by product vendor report

Make sure that you understand the terms used in the Sales by product vendor report:

Product vendor The name of the vendor providing a product. Click the name of a vendor to see the list of relevant products.
Net quantity Equates to number of sold items - number of refunded items.

Sales by billing country

The Sales by billing country report shows you the country of the billing address for an order:

Sales by billing country report

Make sure that you understand the terms used in the Sales by billing country report:

Billing country Country of billing address.

Sales by marketing campaign

The Sales by marketing campaign report shows the sales attributed to your marketing campaigns.

Tip

The sales in your Sales by marketing campaign report might not equal those in your other sales reports because it includes only sales that can be attributed to a marketing campaign.

Sales by marketing campaign report

Make sure that you understand the terms used in the Sales by marketing campaign report:

Marketing campaign name Shows the name that you gave the campaign when you set it up.
Dimensions set by the marketing app used to make the campaign, if applicable
Marketing campaign type Shows the format of the campaign. For example, if the campaign target is twitter, then the marketing campaign type will be either ad or post.

If you didn't use an app to set up the campaign, then this field will be blank.
Marketing campaign target Shows the target of the campaign. Some example values are email, facebook_messenger, and twitter.

If you didn't use an app to set up the campaign, then this field will be blank.

Sales by traffic referrer

The Sales by traffic referrer shows your sales based on the specific site that your customers are coming from.

Sales by traffic referrer report

Make sure that you understand the terms used in the Sales by traffic referrer report:

Traffic referrer source Indicates how the customer who placed an order reached your online store. Possible values are:
  • Direct: The customer entered your store's URL into their browser.
  • Search: The customer clicked your store from a search engine's results page.
  • Email: The customer clicked a link to your store in an email.
  • Social: The customer clicked a link on social media.
  • Unknown: The referrer source doesn't fit into one of the above cases.
Traffic referrer host The site of the referral, for example www.google.com where the referrer source is Search, and outlook.live.com where the referrer source is Email.

Sales by customer name

The Sales by customer name report shows you the breakdown of orders by customer over a period of time:

Sales by customer name report

Make sure that you understand the terms used in the Sales by customer report:

Customer name The name of the customer.
Customer email The customer's email address.

Customize your sales reports

If you're on the Advanced Shopify plan or higher, then you can use the advanced reporting features to customize your sales reports. You can customize your reports by changing their dimensions and metrics.

Dimensions set boundaries for the data that you want to include in a report, such as month, hour, and channel. You can can add or remove dimensions while viewing a report by selecting them from the Report dimensions drop-down:

Report dimensions dropdown

Metrics are number values that show totals for things like gross sales, discounts, refunds, and total sales. You can add or remove metrics while viewing a report by selecting them from the Report metrics drop-down:

Report metrics dropdown

Example: returns for last 30 days

You can filter the Sales by product report to show all of your returns for the last 30 days organized by product. This report might also show more columns than you need, so we'll also remove the Product vendor and Product type dimensions, as well as the Net sales, Discounts, and Shipping metrics.

The resulting report will show each returned product's title, the returned quantity, the value of the returns, the total tax applied to the returned products, and the total sales number. Since the report deals only with returns, the total sales number for each product will be negative.

To customize the Sales by product report:

  1. In the Sales section, click Sales by product:
    Sales by product link
  2. Click the date picker:
    Date picker
  3. From the Date range drop-down, select Last 30 days:
    Select date range
  4. To filter out sales and show only returne, select Sale kind from the Report filters drop-down, and then select return:
    Select return
  5. To show fewer dimensions, click Report dimensions and then deselect the Product vendor and Product type dimensions from the drop-down:
    Deselect dimensions
  6. To show fewer metrics, click Report metrics and then deselect the Net sales, Discounts, and Shipping metrics:
    Deselect metrics
  7. The report now shows the value of your returns by product for the last 30 days. If you want to save the report to access it easily in the future, then click Save as:
    Customized sales report

Understanding gift cards

Gift cards appear in a few places in your reports. There are specific conditions that affect where they get recorded.

When you issue a gift card from your Shopify admin:

  • it isn't included as a sale in any report, nor in the total sales number in the Home sidebar.

When you sell a gift card:

  • it isn't included in any sales reports, nor the total sales number in the Home sidebar
  • it is included in the Gift Cards finance report
  • the amound paid for the gift card is included in the Payments finance report under the payment method that the customer used, such as Visa or Cash.

When a customer uses a gift card to purchase something from your store:

  • it is included in sales reports. The full value of the item is claimed as sales. For example, a $20 t-shirt with $5 of that purchase paid for by a gift card will show up as $20 in sales.
  • the amount paid by gift card is included in the Payments finance report as a gift card entry.

Gift card amounts in custom reports

You can create a custom report that shows gift card gross sales, gift cards sold, and gift card discounts:

  • Gift card gross sales refers to the actual value of gift cards you sold. This represents your outstanding liability.
  • Gift cards sold refers to the amount that you sold the gift cards for, which could be less than their actual value.
  • The difference is the gift card discounts amount.

Example: You sell a $50 gift card for $40. The gift card gross sales amount is $50. The gift card sold amount is $40. The gift card discounts amount is $10.

Gift card sales amounts are not included in other sales reports.

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