Store reports
See a Store's sales, Stripe fees, margins, stock, buyers and visits for any dates, export each table as CSV, and get a weekly summary email.
Store › Reports shows what a Store sold, earned, holds and was visited for between two dates. The Store Overview shows the last 30 days in brief, with the five best-selling Products, and links to Reports. Team admins can open both.
Choosing dates
Choose Today, Last 7 days, Last 30 days, This month, Last month, This year or Custom dates, then Show. For custom dates, choose Custom dates and enter the first and last day; both days are included.
Days start at midnight in the time zone of the team's owner, set in their Account settings. Every admin sees the same figures, and the weekly summary email uses the same days.
Sales
An order counts in Reports when it was paid on a day in the range. Orders that were never paid, failed or were canceled are not counted. An order refunded later still counts on the day it was paid, and its refund counts on the day the refund was made.
| Figure | What it is |
|---|---|
| Gross sales | The price of each item sold, times its quantity. |
| Discounts | The discounts taken off those items. |
| Refunds | Money returned to buyers in the range, for any order. A refund can include shipping and tax the buyer paid. |
| Net sales | Gross sales less discounts and refunds. |
| Shipping | Shipping charged on the orders. |
| Tax | Tax charged on the orders. |
| Total sales | Net sales plus shipping and tax. |
| Orders | How many orders were paid. |
| Average order value | Gross sales less discounts, divided by the number of orders. Shipping and tax are not included. |
| Units sold | How many items the orders contained. |
| Stripe fees | The fees Stripe took from the payments for these orders, as recorded from Stripe. |
| Total after Stripe fees | Total sales less Stripe fees, shown when Stripe charged its fees in the Store's currency. |
| Paid out from Store sales | The part of Stripe payouts that reached your bank in the range and came from Store sales, after fees. |
Stripe keeps your balance in your bank account's currency. When it converted a payment into another currency, Stripe fees and payouts are shown in that currency on their own line and are not subtracted from sales. A Stripe fee is recorded when the payment succeeds; if Stripe could not be reached then, it is recorded when the payout that includes it arrives.
The line under the table lists every payout of the team's payment account in the range, including money from other areas such as Forms and Invoicing.
Sales by day has a bar for each day with that day's sales after discounts and its number of orders. A range longer than 62 days has a bar for each month instead, under Sales by month.
Products
The Products table lists each Product sold in the range, or each variant with By variant. Select a column heading to sort by it. The table shows 25 rows a page.
| Column | What it is |
|---|---|
| Units | How many were sold. |
| Sales | Their prices less discounts. Refunds are not split by Product, so they are not taken off here. |
| Views | How many times the Product's page was viewed. |
| Cost of goods | The cost per item recorded when each item sold, times the units. |
| Margin | Sales less cost of goods. |
| Margin % | Margin as a share of sales. |
The cost recorded for a sale is the variant's Cost per item on Price and inventory at the time of the sale, averaged over the stock received (Create products, options, and inventory). When a Product sold without a cost, its cost of goods says how many units had no cost, and its margin is Unknown rather than treating the cost as zero. Setting a cost now does not change sales already made.
Stock
Stock covers variants that track stock, as they are at the moment you open the page.
| Figure | What it is |
|---|---|
| Units on hand | Units in stock, including units held in open checkouts. |
| Stock value at average cost | Units on hand times each variant's average cost. Units with no cost are left out and counted below the figure. |
| Sell-through | Units sold in the range as a share of those units plus the units on hand now. |
| Out of stock | Variants with no units available to buy. Units held in an open checkout are not available. |
Out of stock lists those variants, each linked to its stock page. It shows the first 25; the Stock CSV export lists every variant that tracks stock.
Buyers
Buyers are told apart by email address. A buyer is new when their first paid order at the Store is in the range, and returning when they had paid for an order before it. The returning rate is returning buyers as a share of all buyers in the range. Orders without an email address are counted on their own line.
Visits
Magpie counts views of the Store's home, Product and Collection pages, for each day. No cookie is set and nothing about a visitor is stored: each day has only a number for each page. Views by crawlers and link previews, and by signed-in members of the Store's team, are not counted, and neither is a page a browser loads in advance before it is opened.
Conversion is the number of orders as a percentage of those views: 3 orders from 200 views is 1.5%. One person who views several pages adds a view for each, so conversion is lower than the share of visitors who buy.
Views are counted from the day Store reports were added, so earlier dates show no visits.
Discounts
Discounts lists each discount used on orders paid in the range, with how many orders used it and the amount it took off. A discount held by a checkout that was never paid is not counted.
Sales by source
Sales by source shows where buyers of the orders paid in the dates came from, with the number of orders and their totals. The source is taken from the first Store page a visitor opens in a visit:
- If the link has campaign tags, such as
?utm_source=newsletter&utm_medium=email&utm_campaign=spring, the source, medium and campaign come from them. Add these tags to links you share. - Otherwise, the source is the other website that linked to the Store, such as
instagram.com, with the medium referral. - Visits typed in, from bookmarks, or from apps that do not say where they came from are Direct or unknown. Sales recorded by hand have their own row.
No extra cookie is used. Each order's page shows its source under Came from.
Exporting
Each section has Export CSV, which downloads its table for the chosen
dates: sales (with a row for each day or month), Products or variants, stock
for every variant that tracks stock, buyers with their email addresses,
visits, and discounts. Amounts are written in the Store's currency with a decimal point, such
as 12.50.
Weekly summary email
Turn on Weekly summary email under Orders in Store settings. Team admins and the team's owner will get an email on Monday after 07:00 in the owner's time zone, with the week from Monday to Sunday: net sales, orders, average order value, units sold, refunds, views and conversion beside the week before, and the five best-selling Products. Each week is sent once. The email is off for a new Store.
If a figure looks wrong after a refund or a payout, check the order in Manage Store orders, fulfillment, and refunds. For anything else, Contact support.