Report

1. Introduction

The Report is a data analysis platform launched by SHOPLINE, which includes analysis sections such as store sales, traffic, visitor behavior, and customers. Merchants can quickly understand the store sales performance and visitor conversion rates, and further adjust their operational strategy.

 

2. Feature Overview

In the SHOPLINE Admin, go to [Analytics] > [Report] to view the store operational status from various perspectives.

5 sections in the Report:

Each section is subdivided into different topics. After entering a report page, you can customize the selected time range. All data can be exported to an Excel file, you can reprocess the detailed data to fulfil your needs.

 

3. Report page function and description

A. Product sales

You can view sales performance by time period, by country/region, by source channel, by SPU, or by SKU. 

It will take about a few seconds to generate the latest data for your report. You can reopen or refresh the page to view the updated report.

Note: Changes to orders (such as refunds, increase or decrease in product quantity) will be recorded from January 21, 2022.

 

Topics:

  • By time trend - Show the sales of your store within your selected time frame.

You can select the metric in the selection box, such as net sales, gross profit, gross profit margin, etc., and the line chart will show the trend of the metric(s) you selected over time. You can also click Add metrics to add another metric for comparison. When you choose dual metrics, the line chart will become a dual Y-axis line chart.

  • By SPU - A breakdown of SPU sales within your selected time frame
  • By SKU - A breakdown of the SKU sales within your selected time frame
  • By channel - Sales analysis based on different referral channels
  • By country/region - Sales analysis based on different countries/regions
  • By traffic source - Sales analysis based on different traffic source
  • By customer name  - Sales analysis based on your customer name
  • Average order value over time - analyse average order value by time trend

In each topic report, click Edit at the top right of the table, check the metrics you want to view, and click Update. The pivot table will only show the metrics you have selected.

In the pivot table, you can click the arrow in the header to change the order according to the metric. For example, if you click "Net Sales" twice, the table will be arranged in descending order of the net sales, this can help you quickly view the products with higher sales and offer a reference for you to create popular products.

You can also click Manage filters to filter out the orders that meet specific conditions, such as viewing the product sales whose order status is "Pending." Click Add filters to add multiple filter conditions to the table. 

 

Relevant dimension descriptions applicable to this report:

Referrer Description
Referrer site

The referral website, such as www.facebook.com (social referral source)

Referrer name

The referral names such as Google, Facebook, Instagram, TikTok, etc. For direct referrals, if the referral source cannot be determined, the name will be shown as "N/A".

Referrer path

The customer's path from the referral source to your store before placing an order.

Referrer source

It shows how customers get to your store. Possible situations include:

  • Social - Customers click on links on social media to enter your store.
  • Direct - Customers enter your store's URL to their browsers.
  • Search - Customers click on your store from a search engine's result.
  • Others - Customers come from neither the conditions above.
Referrer URL The URL link from which customers arrived at your store.
Time  
Day The date when the customer placed the order.

Hour

The hour when the customer placed the order.

 

Relevant metrics

The "Product Sales" report reveals several data metrics, some of which are described in the table below.

Metric

Description

Sales

= Subtotal - Discounted amount + Shipping + Commodity tax + Tips + Shipping tax - Points deduction - Refund amount 

Total order amount

= Subtotal - Discounted amount + Shipping + Commodity tax + Tips + Shipping tax - Points deduction

Customer's paid amount

The amount paid by the customer or the amount of the order you marked as paid

Subtotal

= Product sales price * quantity (before commodity tax, shipping, tips, discount, and refund)

This includes orders that are processing, unpaid, and cancelled.

Discounted amount

This includes the discount amount from the discount code and the amount from the manual discount

Net sales

= Subtotal - discounted amount - points deduction - refund amount 

Commodity tax

The imposed commodity tax.

The commodity tax of a certain product is apportioned by the portion of SKU subtotal to the subtotal amount of the whole order. (See example)

Shipping

The shipping fee of the order.

The shipping fee of a certain product is apportioned by the portion of SKU subtotal to the subtotal amount of the whole order. (See example)

Tips

The tips of the order.

The tip of a certain product is apportioned by the portion of SKU subtotal to the subtotal amount of the whole order. (See example)

Shipping tax

The imposed shipping tax.

The shipping tax of a certain product is apportioned by the portion of SKU subtotal to the subtotal amount of the whole order. (See example)

Points deduction

The amount deducted by the member's points when checking out.

The point deduction amount of a certain product is apportioned by the portion of SKU subtotal to the subtotal amount of the whole order. (See example)

Refund amount

The amount for which the order was refunded.

Orders

The total number of orders created in the store, including the number of cancelled orders.

Average order value

= Total sales/ Order quantity

Sales volume

= The number of product units sold

Distribution costs

= The product cost * quantity

Gross profit

= Net sales - Distribution costs

Gross margin

= Net sales - Distribution costs/Net sales

 

Example:

Customer A placed an order in your store.

Product A price = $10, Quantity = 1;

Product B price = $20, Quantity = 2;

Tax rate = 10%; Shipping fee is $10; Shipping tax rate is 5%, Tips is $5. The customer used 100 points to deduct $1.

Therefore,

Commodity tax of Product A = 10* 10% = $1

Shipping fee of Product A = (10 * 1) /(10 * 1 + 20 * 2)* $10 = $2

Shipping tax of Product A = (10 * 1) /(10 * 1 + 20 * 2)* $10 * 5% =$ 0.4

Tips of Product A = (10 * 1) /(10 * 1 + 20 * 2)* $5 = $1

Point deduction amount of Product A = (10 * 1) /(10 * 1 + 20 * 2)* $1  = $0.2

 

B. Traffic acquisition report

The traffic acquisition report shows you the conversion rate of visitors from visiting the store to completing the checkout. It helps you to understand the loss of visitors in each phase, which is helpful for clarifying your operational direction.

You can view the traffic by country/ region, device, and channel, etc. to learn the main source of your customers. This can help you strategize your advertisement planning.

It will take about a few seconds to generate the latest data for your report. You can reopen or refresh the page to view the updated report.

 

Topics:

  • By time trend - The sessions that visited the store, added to the shopping cart, arrived at the checkout, completed the checkout, etc. within your selected time frame. You can view the details of visitor conversions.
  • By channel - The channel source of visitors within your selected time frame. You will see which referral URL (such as Facebook, Google, TikTok, Bing, etc.) the visitor came from.
  • By country/region - Visitors from different countries within your selected time frame.
  • By device - The type of login device (such as desktop or smartphone) that visitors primarily used within your selected time frame.

Relevant metrics

The "Traffic acquisition" report reveals several data metrics, some of which are described in the table below.

Metric Description
Sessions

The number of sessions that visit the store. A session visiting multiple pages is counted as one visitor. (Refer to Note 1)

Added to cart The sessions who added products to their carts.
Reached checkout The sessions who reached the checkout page.
Added customer info The sessions who added personal information.
Added shipping method The sessions who added shipping information.
Added payment info  The sessions who clicked to pay or clicked to submit an order.
Completed checkout The sessions who successfully placed an order, including your online store and one-page store.
Conversion rate

The conversion rate describes the change process of visitors from adding products to the checkout page, and then successfully completing an order.

Calculation = Sessions that completed checkout/Sessions

This includes the sessions from your online store and one-page store.

Bounce rate

The percentage of visitors who view only one page on your website from all visitors. For example, "16.8%" means 16.8% of visitors viewed only one page of your store. (Refer to Note 2)

 

Note 1:

Sessions logging into the SHOPLINE Admin will not be counted as traffic.

 

Note 2:

Whether the bounce rate is good or bad depends on the situation.

On one hand, a high bounce rate may not be ideal if your store requires visitors to view multiple pages. For example, if your Homepage is the entry point to other parts of your website, such as product detail pages, product listing pages, and checkout pages, most customers only view your Homepage, certainly you don’t want to have a high bounce rate. On the other hand, for the bounce rate of pages like one-page stores and independent shopping carts, visitors can read product details and complete the checkout quickly on a single page. Therefore, it is normal to have a high bounce rate.

 

3. Actions

The Actions report can show you the important conversion metrics of your website. You can analyze the conversion rate by time trend, and adjust the product component and quantity based on the data in the report (such as "Most researched words") to boost sales.

It will take about a few seconds to generate the latest data for your report. You can reopen or refresh the page to view the updated report.

 

Topics:

  • By time trend - The change in the number of visitors from the time they visited the store to the final checkout within your selected time frame. You can choose to view any metric in the selection box, or click Add metrics to compare the trends.
  • By time trend and analyze the conversion - The conversion trends for visitors within your selected time frame.

On the topic report page, you can view in conversion trend graph. You can click the small box next to the metric (as indicated by the small arrow) to change different conversion metric.

Screenshot_2022-04-12_at_12.26.04_PM.png

  • By landing page - The first page of visitors arrived at your store within your selected time frame. You can view visitors' conversion behavior in the landing page dimension.

    Screenshot_2022-04-12_at_12_33_49_PM.png

You can quickly know which pages are clicked and redirected the most by sorting the sessions in reverse order. Click the Edit button at the top right of the table to select the metrics (e.g. Landing page type, Landing page path) you want to view, then click Update to view more visitors' actions.

  • Most searched words - Within the time frame you selected, the keywords and the number of times visitors searched for products in your store's search bar.
  • Words search without results - Within the time frame you selected, the keywords and the number of times that visitors found no result when searched for items in your store's search bar but got no results.

You can use these reports to learn the specific keywords that your customers are using when looking for items in your store. Then you can adjust product titles and descriptions, or add related items to match customers' needs.

 

Relevant metrics

This report reveals several data metrics, some of which are described in the table below.

Metric Description

Keyword

The keywords entered by customers when searching for products.

Searches

For each search request submission is counted as one.

There aren't any searches yet

The number of customer's product searches that received empty results.

 

4. Page

The Pages report shows the number of views and visitors to different pages.

It will take about a few seconds to generate the latest data for your report. You can reopen or refresh the page to view the updated report.

 

Related topics on this report page:

  • By hot page - The number of views and visitors to different pages within the time frame you selected. You can find the popular pages of your store, thus get directions for advertising and product operation. 

Screenshot_2022-04-12_at_12_35_47_PM.png

 

Relevant metrics

The "Page" report reveals several data metrics, some of which are described in the table below.

Metric Description

Pageviews

The number of visits to the specified page within your selected date range. (Refer to Note 3)

Sessions

The sessions who browsed the specified page within your selected date range.

URL(without parameter)

The visitor source URL without parameters.

 

Note 3:

The pageviews are different from sessions as a visitor may have multiple views.

For example, Amy browsed the product details page of Product A 1 time; Tom browsed 2 times; Jennie browsed 3 times. The pageview of the Product A details page = 6 while the session = 3. 

 

5. Customers

Customers report allow you to understand your customer base and their purchases in your store.

It will take about a few seconds to generate the latest data for your report. You can reopen or refresh the page to view the updated report.

 

Related topics on this report page:

  • Customers by time trend - The population of different customer types, their distribution, and trends within the selected time range.
  • Sales of new customers and returned customers - The sales from new and returning customers within your selected time frame.
  • Returned customers - The order history data for all customers who have two or more orders.
  • One-time customers - The order history data for all customers who have only one order.

*Note: If a customer is both a new and returning customer within the time frame you selected, the total number of customers will be measured based on the number of people. That is, only 1 customer will be counted.

For example, 5 customers placed their first order on the morning of 17 February, and 2 of them returned to your store in the afternoon to place their order again. When you look at the number of customers on 17 February, you will see that the new customer count is 5, the returning customer count is 2, and the total customer count is 5.

Screenshot_2022-04-12_at_12.42.47_PM.png

 

Relevant metrics

The "Customers" report reveals several data metrics, some of which are described in the table below.

Metric Description
Customer The number of customers who completed orders within your selected time frame you selected.
Average order value The average order value within your selected time frame you selected, Calculation: Customer's order amount (before refunds) / The customer's order count.
Accumulated order amount

The total amount spent by the customer, after deducting refunds.

For example, a customer placed an order in your store for two $100 products with a $15 shipping fee and 10% commodity tax, and later he/she received a $5 refund due to shipping delays. The customer's accumulated order amount is: 100*2+15+100*2*10%-5 = $230

Accumulated orders The number of orders since the customer's first order.

 

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