Store

See what your Store sold and earned, and what each customer has bought.

Reports show a Store's sales, Stripe fees, margins, stock, buyers and visits for any dates, and each table downloads as a CSV file. Customers lists everyone who has paid for an order, with their orders and spending, and saves filters as segments. Product feeds list your Products in Google Merchant Center and Meta catalogs.

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Sales and Stripe fees

Choose a range such as Last 30 days or This year, or your own dates. An order counts on the day it was paid, and a refund on the day it was made. Days start at midnight in the team owner's time zone.

Team admins can open Reports, and so can members an admin gives See reports, which includes costs and margins.

Net and total sales: Net sales is gross sales less discounts and refunds. Total sales adds shipping and tax.
Orders and units: Reports count paid orders, their average value before shipping and tax, and units sold.
Stripe fees and payouts: Stripe fees are what Stripe took from these payments, and Paid out from Store sales is the part of Stripe payouts that reached your bank. Magpie takes no fee from Store orders.
In Accounting: When the team keeps its books in Accounting, each paid order is added to them, split between Sales, Shipping income and Sales tax payable, with the cost of the items sold moved to Cost of goods sold.

Products, margins and stock

The Products table lists each Product or variant sold, with units, sales after discounts, page views, cost of goods and margin.

Cost of goods: Cost of goods uses the variant's Cost per item when each unit sold, averaged over the stock received. A Product sold without a cost shows its margin as Unknown, not as if the cost were zero.
Stock value: Stock value is the units on hand now times each variant's average cost.
Sell-through: Sell-through is units sold in the range as a share of those units plus the units on hand now.

Buyers, visits and where sales came from

New and returning buyers: Buyers are told apart by email address. A buyer is new when their first paid order is in the range, and returning when they had paid before.
Visits and conversion: Visits are views of the Store's home, Product and Collection pages, and conversion is orders as a percentage of those views. No cookie is set and nothing about a visitor is stored.
Sales by source: Sales by source groups orders by the campaign tags (utm_source, utm_medium, utm_campaign) on the link a buyer followed, or else by the website that linked to the Store.

CSV exports and the weekly summary email

Export CSV on each table downloads it for the chosen dates, including buyers with their email addresses.

With Weekly summary email on in Store settings, team admins and the team's owner will get an email each Monday after 07:00: the past week's net sales, orders, refunds, views and conversion beside the week before, and the best-selling Products. The assistant on the Dashboard can also summarise Store sales for any dates, for people who can open Reports.

Customers and segments

Customers lists everyone who has paid for an order, one row per email address. Team admins can open it, and so can members an admin gives Manage customers.

A customer's page: A customer's page shows their orders, what they have spent after refunds, saved addresses, gift cards and store credit, and whether they agreed to marketing email. Name, phone, tags and notes edit in place, and only your team sees them.
Add to Contacts: It makes a contact in Contacts with the customer's name, email and phone, linked to the customer. A customer is never linked to a contact automatically.
Segments: Filter by amount spent, number of orders, a Product bought, days since the last order, a tag or the marketing email answer, and save the filters as a segment. A discount can be limited to a segment.
Export CSV: Export CSV downloads the customers shown, or a segment's, with their contact details, orders, spending, tags and marketing consent.

Export or erase a customer's data

For a data request, Export personal data downloads everything the Store holds about one customer: their details, saved addresses, orders and gift cards, without the cards' codes.

Erase personal data replaces the customer's name, email, phone, tax IDs and addresses on their orders, and deletes their saved addresses, notes, tags and wholesale terms. Amounts, items, discounts and tax are kept, so orders and Accounting still add up. Erasing cannot be undone, and it does not change the customer's records in your Stripe account.

Product feeds for Google and Meta

Store settings shows two feed addresses: one for Google Merchant Center, and one for a Meta catalog, used by Facebook and Instagram shopping. Prices, stock and links are read from the Store each time a feed is fetched.

What is listed: One item for each variant for sale, on a published Product that has an image, with its price, availability, images and link, while the Store is published.

See your Store's sales.

Create a Magpie account, set up a Store and connect Stripe. Each order will appear in Reports and Customers once it is paid.

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