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Your Analytics dashboard gives you a complete picture of how your store is performing — from total revenue and shipping margins to which product categories are driving the most sales and how quickly you’re fulfilling orders. This page explains every metric, chart, and section so you know exactly what you’re looking at and how to act on it.

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Getting There

Go to Analytics in your dashboard sidebar. The dashboard loads with the last 30 days selected by default.

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Selecting Your Date Range

At the top right of the dashboard, use the date range dropdown to choose your reporting window:

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Grouping Your Charts

Use the Group by selector (Daily / Weekly / Monthly) to control how data is bucketed on the charts. For short ranges like 7 days, Daily works best. For a full year, Monthly gives you a cleaner view.

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Compare to Previous Period

Toggle Compare to overlay data from the equivalent prior period on all charts. Trend indicators (small percentage badges) appear on each metric card showing whether you’re up or down compared to the same window.

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Top Metrics

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Financial

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Operational

Revenue per kg can help you identify which categories are most profitable to ship. High-value, low-weight products (like specialty oils or concentrated extracts) typically outperform heavy, low-margin staples on this metric.

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Sales & Orders Chart

The main chart in the middle of the dashboard visualises your data over time. Use the Sales / Orders / AOV / Traffic tabs to switch between views:
  • Sales — Net revenue per day/week/month
  • Orders — Total order volume over time
  • AOV — Average order value, calculated only from completed orders
  • Traffic — Page views to your storefront
When the Compare toggle is on, a dashed grey line overlays the previous period on the same timeline so you can see trends side by side.
For sparse data (a quarter or year view with only a few sales), the chart automatically switches from a smooth area line to column bars. This prevents false impressions created by a line connecting two distant data points.

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Revenue by Category

This section ranks your product categories by total revenue for the selected period. Each row shows:
  • The category name and a colour-coded bar representing its share of total revenue
  • Weight sold (in kg) or units sold if no weight data is available
  • Total revenue from that category
Below each bar, subcategory chips appear if the category has more than one subcategory with sales. Each chip shows the subcategory name and its revenue contribution. This breakdown helps you understand which parts of your catalog are driving performance and which may need attention — whether that means adjusting pricing, improving product listings, or reconsidering your mix.

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Shipping P&L

This card shows whether your shipping is making or costing you money. The margin percentage badge at the top right shows your overall shipping efficiency. A positive margin means you’re recovering more in shipping fees than you’re spending on labels. A negative margin means shipping is cutting into your product revenue. By Carrier — If you’re using multiple carriers, a breakdown appears below showing how many shipments each carrier handled. Use this to evaluate whether switching carriers for certain routes could improve your margin.

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Fulfillment Velocity

This section shows how quickly you’re turning placed orders into shipped orders — measured from the moment an order is placed to when it’s marked as Shipped. A callout at the top of the card highlights your fastest bucket — for example, “72% in < 1h” — so you can see at a glance how responsive your fulfilment is. Faster fulfilment generally leads to better customer reviews and fewer cancellations. If most orders are sitting in the 12–24h or >24h bucket, consider reviewing your pack-and-ship workflow.

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Geographic Reach

This card shows where your orders are shipping to, organised by province and city.
  • Province bars — ranked by order count, with each province’s percentage of total orders shown
  • City breakdown — the top cities within each province appear below the bar as text labels
  • Province count badge — the total number of provinces you’re shipping to
Use this section to understand whether your customer base is expanding geographically over time, and to identify cities or regions that might be worth targeting with local promotions or expanded delivery options.

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Discount Impact

This card appears when you have active discounts on products. It shows the five products with the largest total discount volume during the period. For each product: A two-colour progress bar visualises the split between net revenue (green) and the discount given (red). Use this to assess whether your promotional pricing is generating enough order volume to justify the margin reduction.

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Top Products

The five best-selling products in the selected period, ranked by total revenue. Each row shows:
  • Product photo (if available)
  • Product name and category
  • Quantity sold and weight shipped (if weight data is recorded)
  • Total revenue

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Top Customers

The five highest-spending customers in the selected period, ranked by total spend. Each row shows the customer name, number of orders placed, and total amount spent.

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Recent Orders

The 10 most recent orders in the period, showing order number, date, customer name, fulfillment status, carrier (if shipped), and total. Clicking an order number navigates directly to the full order detail view.

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Refreshing Data

Click the refresh icon in the top right to force a fresh data load from Firestore. Analytics data is cached for 5 minutes per time range — the refresh button bypasses the cache and fetches current data immediately.