WooCommerce Analytics
WooCommerce Analytics is a new reporting and data analysis tool to help you manage your WooCommerce Store. The suite introduces nine new reports along with advanced filtering and segmenting tools, the ability to download all data to CSV, and a customizable dashboard to monitor all the important key metrics of your site.
Since there is a great deal of functionality in Analytics, the sections in the Table of Contents in the right sidebar will be discussed.
Analytics Basics
Most of the new reports in the WooCommerce Analytics section have a set of common tools. This document will introduce you to those features, and how they can be utilized to customize and dive deeper into the various new analytics reports.
Navigate to Analytics > Revenue to get started.
Definition of Terms
The table below describes how different metrics within WooCommerce Analytics are calculated.
Term
Description
Gross Sales
Sale price of product(s) multiplied by quantity ordered. Does not include refunds, coupons, taxes or shipping
Total Sales
Gross Sales – Returns – Coupons + Taxes + Shipping
Net Sales
Gross Sales – Returns – Coupons (referred to as “Sales” in the legacy WooCommerce Reports)
Orders
The number of new orders placed for a selected date range
Average Order Value
Net Sales / Orders
Items Sold
The discrete number of items sold.
Refunds
Money returned to the customer via a refund
Discounted Orders
The count of orders with a coupon applied.
Net Discount Amount
Total sum of discounts from coupons.
Total Tax
Order Tax + Shipping Tax
Order Tax
The total of tax applied to items in an order
Shipping Tax
The total of tax applied to shipping in an order
Shipping
The shipping charges associated with an order or refund.
Downloads
Total count of downloaded files
Refunds
In WooCommerce Analytics:
Refunds appear as a negative number on the date that the return occurred (not the date the order was placed).
Refunds include discounts from coupons.
Refunded shipping charges and refunded taxes are not included in the Refunds summary number or columns. They appear as negative values in the shipping and taxes summary numbers and columns respectively.
Date Range Picker
The Date Range picker allows you to specify which dates you want to include in the report being viewed. When you first open the Date Range Picker, a variety of popular presets allow you to quickly choose some common date ranges:
Today
Yesterday
Week to Date
Last Week
Month to Date
Last Month
Quarter to Date
Last Year
You can also select which date range to compare against, either the same range from the “Prior Year” or the “Prior Period.”
If the presets don’t match your desired date range, click the “Custom” tab at the top of the picker to have more granular control over the date range:
On the custom picker, you can either manually enter the start and end date using the provided input fields, or use the calendar to make your selection.
After either choosing a preset, or a custom date range, click the Update button to modify the data in the report. Note by doing this, the date range selected is added to the address of the report URL – which allows you to bookmark, or share a report URL with a specific date range to other Store admins. This date selection is persisted on the report view until you navigate away from the report.
Advanced Filters
Depending on the report you are viewing, there might also be other Quick Filters and/or Advanced Filters that allow you to further customize the data set being viewed.
If filter options are available, they will be shown next to the Date Range picker, or below it on narrow/mobile view-ports. Much like the date range selection, filters are also persisted to the URL which allows you to save a quick link to a specific filtered version of a report. Available filters for each report are covered more in-depth in each report’s documentation.
Summary Numbers / Chart
Chart
The charts on report pages offer quite a few options to customize the visualization of data. The “Data Legend” (labeled “a” in the above screenshot) allows you to toggle the visibility of the different data set periods. The “Interval Selector” (labeled “b”) allows you to adjust the interval displayed in the chart. The options available here are dependent upon the length of the date range selected:
Length of Date Range
Interval Options
One year or more
‘day’, ‘week’, ‘month’, ‘quarter’, ‘year’
90 days to 1 year
‘day’, ‘week’, ‘month’, ‘quarter’
1 month – 89 days
‘day’, ‘week’, ‘month’
1 week – 28 days
‘day’, ‘week’
1 day – 1 week
‘day’
1 day
‘day’, ‘hour’
And lastly, you can adjust the “Type of Chart” being displayed (labeled “c”) between a bar or line chart.
Table
The table which displays the detailed data on Analytics reports also has a number of features that allow you to customize how the data is displayed, and even an option to download a CSV copy of the data used in the report for further analysis.
Table Column Sorting
Many columns in reports will allow you to click on the column header to sort the tabular data by that value and to either sort by that value in ascending or descending order. Simply click the column header to sort by that value, and click it again to change between ascending and descending sort.
Toggle Column Visibility
If a report contains a data column that you don’t need to be displayed, you can adjust the visibility of it by using the visibility menu on the right side of the table header. Click the column name in the menu to change the visibility of the column. Your visibility selections are persisted to your user preferences for each report, so on subsequent visits to that report, the columns you have previously toggled off will not be displayed.
Download (to CSV)
If you would like to download a copy of the data contained in the report table, you can do so by clicking the Download button in the table header. If the amount of data shown in the report is limited to one page ( e.g. there are no pagination options shown in the table footer ), the CSV file will download immediately.
If your selected date range results in a data set that spans more then one page in the table, your CSV download will be processed as a background job by WooCommerce. Once the data is ready to be downloaded, an email will be sent to the address that is attached to your WordPress account with a link to download the file.
Table Pagination
When the data displayed in the table is larger than the default single page size of 25, some pagination options will appear in the table footer area. Directional buttons–labeled < and >–enable you to move backward and forward between pages, and a text field will allow you to jump to a specific page number. Furthermore, you can change the number of rows to display per page.
Customize Dashboard Sections
These sections can be re-ordered, re-named, or even toggled off if you don’t want to view a particular section(s).
Toggle Stats
To customize dashboard sections, click the kebab menu in the top right corner of the section. The first item that appears in this menu is the ability to toggle the display of the various stats that are shown in the section.
Rename, Move or Remove a Dashboard Section
Below that you will find options for renaming the section, moving it up or down, or removing it entirely from the dashboard.
Add a Dashboard Section
If you removed a dashboard section, or you have an extension installed that adds in an option for a new section, a plus icon will appear at the bottom of your dashboard. Clicking that plus will allow you to insert previously removed sections, or add in new ones.
Performance Section
By default, the Performance Indicators section is what appears at the top of your dashboard below the Date Picker. Each performance indicator will display a label informing you of the statistic that is being presented, the value of that statistic for the date range selected, a percentage change over the prior period along with a trend arrow of up/down/same, and the value for the previous period that is being compared.
Beyond giving you a quick glimpse into the statistic, Performance Indicators also act as a quick shortcut to dive deeper into the data behind the stat. For example, clicking on the Total Sales indicator will open up the Revenue Report for the date range that has been selected on the Dashboard. From there you can view associated charts and tabular data for deeper analysis.
Using the customization menu in the top right corner of the section, you can toggle the display of the following default performance indicators:
Indicator Name
Description
Links to (Report Name > Chart Name)
Total Sales
Gross Sales – Returns – Coupons + Taxes + Shipping
Revenue Report > Total Sales
Net Sales
Gross Sales – Returns – Coupons
Revenue Report > Net Sales
Orders
The number of new orders placed for a selected date range
Orders Report > Orders
Average Order Value
Net Sales / Orders
Orders Report > Average Order Value
Items Sold
The discrete number of items sold.
Products Report > Items Sold
Refunds
Money returned to the customer via a refund
Revenue Report > Refunds
Discounted Orders
The count of orders with a coupon applied.
Coupons Report > Orders Count
Net Discount Amount
Total sum of discounts from coupons.
Coupons Report > Amount
Total Tax
Order Tax + Shipping Tax
Taxes Report > Total Tax
Order Tax
The total of tax applied to items in an order
Taxes Report > Order Tax
Shipping Tax
The total of tax applied to shipping in an order
Taxes Report > Shipping Tax
Shipping
The shipping charges associated with an order or refund.
Revenue Report > Shipping
Downloads
Total count of downloaded files
Downloads Report > Download Count
Gross Sales
Sale price of product(s) x quantity ordered. Does not include refunds, coupons, taxes or shipping
Revenue Report > Gross Sales
Charts Section
The next section displayed by default is Charts. The customization menu again allows you to toggle the display of charts that are most useful for your Store. The following charts are available to display in this section:
Chart Name
Description
Links to (Report Name > Chart Name)
Total Sales
Gross Sales – Returns – Coupons + Taxes + Shipping
Revenue Report > Total Sales
Net Sales
Gross Sales – Returns – Coupons
Revenue Report > Net Sales
Orders
The number of new orders placed for a selected date range
Orders Report > Orders
Average Order Value
Net Sales / Orders
Orders Report > Average Order Value
Items Sold
The discrete number of items sold.
Products Report > Items Sold
Refunds
Money returned to the customer via a refund
Revenue Report > Refunds
Discounted Orders
The count of orders with a coupon applied.
Coupons Report > Orders Count
Gross Discount Amount
Total sum of discounts from coupons.
Coupons Report > Amount
Total Tax
Order Tax + Shipping Tax
Taxes Report > Total Tax
Order Tax
The total of tax applied to items in an order
Taxes Report > Order Tax
Shipping Tax
The total of tax applied to shipping in an order
Taxes Report > Shipping Tax
Shipping
The shipping charges associated with an order or refund.
Revenue Report > Shipping
Downloads
Total count of downloaded files
Downloads Report > Download Count
Chart Interval Options
The charts section has a setting that allows you to set the time interval to display in the charts. The options displayed in the interval drop down are determined by how long of a date range you currently have selected in the Date Picker.
Length of Date Range
Interval Options
One year or more
‘day’, ‘week’, ‘month’, ‘quarter’, ‘year’
90 days to 1 year
‘day’, ‘week’, ‘month’, ‘quarter’
1 month – 89 days
‘day’, ‘week’, ‘month’
1 week – 28 days
‘day’, ‘week’
1 day – 1 week
‘day’
1 day
‘day’, ‘hour’
Analytics Settings
WooCommerce Admin is pre-configured with default settings for WooCommerce Analytics.
Navigate to Analytics > Settings to change these default settings.
These settings are broken down into sections:
Excluded Statuses
Default Date Range
Import Historical Data
Reset Defaults
Excluded Statuses
In this section, statuses that are unchecked are included in analytics reports. Checked statuses are excluded. If your store uses custom order statuses, those statuses are included in the reports by default. They will be listed in this section under Custom Statuses and can be excluded via the status checkbox.
Actionable Statuses
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