Every number in EcomDrama Analytics has a short definition behind the i next to it. This article collects them in one place, with the rules they share.
Rules every report follows
- Which orders count. The same order statuses as WooCommerce Analytics, so the totals match. You change them in WooCommerce → Analytics → Settings.
- Refunds count on the day they were made. An order from last month refunded this month lowers this month’s net sales — exactly as in WooCommerce Analytics.
- Your store’s currency. Orders in other currencies are left out of the totals.
- Dates in your site’s timezone, as set in Settings → General.
- Comparisons are against the period just before, or the same period a year earlier — your choice in the report bar.
Store numbers
- Net sales — order totals without tax and shipping, after discounts, minus refunds.
- Gross sales — order totals including tax and shipping, before refunds.
- Orders — orders placed in the period.
- Average order value — net sales divided by orders.
- Items per order — units sold divided by orders.
- New customers — customers whose first order was in the period. Guests count by email, as in WooCommerce Analytics.
- Returning customer rate — share of orders placed by customers who had ordered before.
- Refund rate — share of the period’s orders later refunded, fully or in part.
- Discounts given — coupon discounts plus the bundle discounts Smart Cross Sell takes off line prices.
Plugin numbers
- Influenced revenue — what the plugins brought in: the bundle lines Smart Cross Sell added, the lines added from Side Cart’s cross-sell cards, and the rest of each order that earned a Progressive Discount reward. Each amount is counted once, in that order of priority, so the three parts add up to the total.
- Influenced orders — orders with a bundle line, a drawer cross-sell line or a Progressive Discount reward.
- Incentive cost — what the plugins gave away: bundle and reward discounts, the regular price of free gifts, and shipping they waived.
With vs without
Average order value with a bundle, cross-sell or reward is compared with orders without one — but only orders placed while that plugin was recording, so older orders never pull the comparison down. A gap between the two is a correlation, not proof: shoppers who already plan a bigger order are also more likely to take a bundle. The reports say so wherever the comparison appears.
Subscriptions
With WooCommerce Subscriptions active, renewal orders count in store totals, and the report bar gets a switch to leave them out. Renewals never count as new customers, and they are always left out of plugin comparisons and Journeys — no shopper chose a bundle or a reward in a renewal.
Metrics marked “v2”
Conversion rate, add-to-cart rate, cart abandonment and similar numbers need visit and cart events that WooCommerce does not store. They are shown locked until event tracking arrives in a later version.