Analytics: sales, repeat customers, profit and RTO
Sales and orders over time, online vs counter, repeat customers, top products, which links bring orders, how each courier delivers, and on Profit & RTO what each order earns after costs and where deliveries come back.
What Analytics is for
Analytics shows how your store is doing. It is for reading trends and making decisions, not for filing. For GST files use Reports.
Two buttons at the top: "Profit & RTO" opens the profit boards, and "Stock insights" opens what to clear and what to reorder.
- You need the "View dashboard" permission to open Analytics.
- Orders still waiting for an online payment, or for UPI verification, are not counted as sales. Cancelled orders are left out of the trend.
- Staff without the "View wholesale prices" permission see counts and rates, but money on Profit & RTO is hidden from them.
Read your month in 5 steps
- 1
Pick the period
Analytics → Revenue trend
Tap 7, 14, 30 or 90 days. 14 days is the default. The trend, repeat customers, channels, products and campaigns all follow it.
- 2
Check the trend
Hover or tap a day in the Revenue trend to see that day's sales and number of orders.
- 3
Compare online and counter
"Online vs counter" shows Sales, Orders, Average bill, Discounts given and Share of sales for each, how customers paid, and the top products in each. It shows once you have billed at the counter.
- 4
See who comes back
Repeat customers says how many buyers ordered 2 or more times in the period. "Revenue from repeat customers" says how much of the period's sales came from them.
- 5
Open Profit & RTO
See what you really earned after cost of goods, gateway fees and shipping, and which payment methods and pincode areas return the most parcels.
The top of the page
- Orders and Revenue: all your orders so far, except those still waiting for payment.
- Orders by status: how many are Placed, Confirmed, Fulfilled and Cancelled.
- Event volume: product views, checkouts and other tracked events on your website.
- Store credit outstanding: store credit your buyers still hold. It is money you owe them in goods, so it is shown beside your sales.
Repeat customers
A repeat customer is a buyer with 2 or more orders in the period. For example, "18 of 120 buyers ordered 2+ times in 30 days" is a 15% repeat rate.
"Revenue from repeat customers" is the share of the period's sales from those buyers. A rising share means people like coming back.
Online vs counter
Online is your website. Counter is bills from counter billing. "How customers paid" shows Cash on delivery, Part COD, Paid online, UPI to your account, On credit and so on.
Top products shows units sold. Product amounts show only to staff with the wholesale-price permission.
Campaigns (where orders come from)
Orders that arrive through a link with UTM tags (for example ?utm_source=instagram&utm_campaign=diwali) or from another website are grouped here by source and campaign.
Add UTM tags to the links you share in Instagram bios, ads and WhatsApp messages, and you will see which one brings orders.
Courier performance
For each courier you typed on your shipments: Dispatched, Delivered, RTO, Delivered % and Avg days. It fills up as you record deliveries and returns on the order's Shipments panel.
The same record is used to suggest couriers when you create a shipment.
Profit & RTO: what each order really earns
Pick 7d, 30d or 90d (30 days by default). The P&L card shows Orders, Revenue, COGS, Gateway fees, Shipping cost and Gross margin for the period.
Gross margin = Revenue − COGS − Gateway fees − Shipping cost. For example ₹1,00,000 − ₹62,000 − ₹2,000 − ₹6,000 = ₹30,000.
If you bill at the counter too, "P&L by channel" splits the same figures into Online and Counter, with what was Returned.
Campaign P&L shows Orders, Revenue and Gross margin for each source / campaign. A red margin means that campaign loses money.
Where the costs come from
- COGS (cost of goods sold) uses each item's cost price at the time the order was placed. Products without a cost price can't be costed; add cost prices in Products or Stock, or let supplier bills in Purchases fill them.
- Gateway fees are an estimate: 2% (the default) of the amount paid online. COD cash and udhaar pay no gateway fee. Change "Payment gateway fee (estimate)" in Settings → Advanced settings.
- Shipping cost uses "Courier cost per order (estimate)" (0 by default) until real courier bills are recorded. Set it to your average, for example ₹60.
- These estimates only change your profit reports, never what buyers pay.
Store credit on the profit page
- Outstanding liability: store credit buyers still hold, with how many open credits.
- Breakage (lapsed in period): credit that expired unspent in the period.
- Returns booked (period): money credited or refunded on returns in the period.
- Net revenue (period): revenue less returns booked in the period.
RTO by payment method and by pincode area
RTO (return to origin) is a parcel the courier brings back undelivered. You pay shipping both ways and sell nothing.
"RTO by payment method" shows how often COD, prepaid and other orders come back. "RTO by pincode area" shows the same by delivery area. They fill up as shipments are delivered or returned.
If COD from some areas comes back a lot, turn on "Block risky COD orders" in Settings → Cash on delivery, or ask for an advance with part payment.
Catalog margin health
Lists your products worst margin first, with Units sold and Wholesale margin. Red means you are losing money on it; amber means a margin under 10%.
Products with no cost price are counted below the table. Add their cost prices to see their margin.
What the labels mean
- Revenue
- The order totals in the period, with tax when GST is on. Unpaid and cancelled orders are left out.e.g. ₹1,00,000
- COGS
- Cost of goods sold: what the items cost you, from their cost prices.e.g. ₹62,000
- Gateway fees
- An estimate of your payment gateway's fee: 2% of the amount paid online by default.e.g. ₹1,00,000 paid online × 2% = ₹2,000
- Gross margin
- Revenue minus COGS, gateway fees and shipping cost.e.g. ₹30,000
- Breakage
- Store credit that expired without being spent in the period.e.g. ₹1,200
- RTO
- Parcels returned undelivered.e.g. 6 of 50 COD parcels → 12%
- Repeat customers
- Buyers with 2 or more orders in the period, as a share of all buyers.e.g. 15%
Read next
Common questions
- Why doesn't the revenue match my bank?
- Revenue counts orders when they are placed, including COD orders not yet paid. Gateway fees, refunds and courier COD fees also make the bank figure different. Use COD remittance and Reports to match money.
- Why is my gross margin so high?
- Products without a cost price add revenue but no cost. Check the count of uncosted products under Catalog margin health and add their cost prices.
- Can I change the gateway fee used in profit?
- Yes. Set "Payment gateway fee (estimate)" in Settings → Advanced settings, for example 2% for Razorpay's standard rate.
- Why don't I see amounts on Profit & RTO?
- Money there needs the "View wholesale prices" permission. Ask the owner to add it to your role.
- What is a repeat customer?
- A buyer who ordered 2 or more times in the period you picked.
- Why don't I see Online vs counter?
- It shows once your store has billed at the counter at least once.
- How do I know which Instagram post brought orders?
- Add UTM tags to the link, for example ?utm_source=instagram&utm_campaign=diwali. Orders from it show under Campaigns.
- Which courier is best for me?
- Look at Courier performance: Delivered % and Avg days for each courier, from your own shipments.