Reports

Reports turn your orders and customers into numbers you can act on — revenue, average order value, and customer cohorts. This guide covers reading the reports and exporting data.

Where to find reports

Go to Reports in the left nav. Reports are read-only; they summarize the same orders and customers you manage elsewhere in the admin.

Key metrics

• Revenue — total sales over a period. Be clear whether a given figure is gross (before refunds) or net (after refunds); the report labels this.
• Orders — count of orders, often split by status (paid, fulfilled, refunded).
• Average order value (AOV) — revenue divided by order count. A core health metric; watch the trend, not just the number.
• Customers — new vs returning, and lifetime value (LTV) by cohort.
• Top products — best sellers by units or revenue.

Choose a period and compare

1. Pick a date range (today, last 7/30 days, custom).
2. Where supported, turn on comparison to the previous period to see whether a metric is up or down.
3. Read the trend line, not a single day — daily numbers are noisy.

Read customer cohorts and LTV

Cohort and LTV reports group customers by when they first ordered and track how much they spend over time. Use them to answer:

• Are newer customers worth as much as older ones?
• Which acquisition month produced the most valuable shoppers?
• Is repeat purchasing improving?

Export to CSV

For deeper analysis in a spreadsheet or BI tool:

1. Open the report you want.
2. Click Export (or Download CSV).
3. Choose the date range and any filters.
4. Open the CSV in your tool of choice.

Exports reflect the store’s data at export time. For a live, programmatic feed, build against the API instead of re-exporting CSVs.

Reading the numbers honestly

• Refunds matter. Net revenue subtracts refunds; gross doesn’t. Compare like with like.
• Test mode is excluded from live reporting (or shown separately). Don’t read test orders as real sales.
• Time zones. Reports use the store’s configured time zone; a “day” boundary may not match your local midnight.

Common questions

• Revenue doesn’t match Stripe. Stripe’s dashboard reports captured payments including fees and timing differences; Orchard reports orders. Small differences in cutoffs and refund timing are expected. Reconcile by date range.
• A big order is missing. Confirm it’s actually paid (not pending) and within the selected range and mode.

Next: configure store-wide behavior in Settings.