Sales, inventory and customer reports
Three ready-made reports in the Analytics menu give you detailed tables you can filter, sort and search: Sales reports, Inventory reports and Customers reports. Each one opens on the last 90 days, and its description shows when the data was last updated. The data refreshes periodically, so reload the report later to see newer figures.
Each report needs its own staff permission and a plan that includes it. Without the plan, the table shows an upgrade message. Nonprofit stores see Donation reports and Donors reports, and don't have Inventory reports.
Sales reports
Analytics > Sales reports breaks your sales down by period or by any of 12 other views, with revenue, costs, discounts, shipping, tax and margin for each row.
Choose how to group your sales
Pick a tab above the table. The first column changes to match it. Use the arrow at the end of the tab row to reach the tabs that don't fit on screen.
| Tab | Each row is |
|---|---|
| Periods | A period of time: hour, day, week, month, quarter or year |
| Channels | An order source, such as your online store, mobile app, POS or a marketplace |
| Location | An inventory location |
| Products | A product |
| Category | A product category |
| Coupons | A coupon |
| City | A customer city |
| Payment methods | A payment method |
| Shipping courier | A shipping method |
| Cashier | A POS cashier |
| User | A staff member |
| Affiliates | An affiliate marketer |
| Bundle offers | A bundle offer |
The Periods, Channels, Products, Coupons, City and Shipping courier tabs show the alert This report will be deprecated soon: these reports have moved to Analytics > Reports and will be removed from this page. Click new Reports page in the alert to open them there. See Custom reports.
Filter by date and duration
Click the filter button in the table toolbar, next to the search box. The Filters panel opens.
Sample data from a demo store. Pick a date range.
On the Periods tab, pick a Duration to group rows by Hour, Day, Week, Month, Quarter or Year. It starts on Month. The other tabs don't have this field.
Click Apply. The filters appear as chips above the table; remove a chip to go back to the default, or click Reset in the panel to clear them all.
Sort and search
Click the sort button next to the filter button, then sort by Number of orders, Average basket size or Total sales, ascending or descending. On the Periods tab, you can also sort by Period. The table starts sorted by number of orders, highest first.
Sample data from a demo store. On every tab except Periods, search by the name of the row, such as a product, coupon or city.
Read the columns
Hover the information icon in a column header for its definition and formula. Amounts are in your store currency and exclude cancelled and returned orders unless stated otherwise.
| Column | What it measures |
|---|---|
| Number of orders | Orders created in the period. |
| Average basket size | Average amount spent per order, including taxes: total sales divided by orders. |
| Total sales (VAT incl.) | What customers spent: subtotal minus discounts, plus shipping and cash on delivery fees, plus tax. |
| Cogs (VAT excl.) | Cost of goods sold, based on the cost prices of your products. |
| Discounts (VAT excl.) | Coupon discounts plus shipping discounts. |
| Shipping revenue (VAT excl.) | Shipping fees collected from customers, including cash on delivery fees. |
| Shipping cost (VAT excl.) | What you pay the carrier for Zid Logistics orders, including cash on delivery fees. |
| Payment processing fees (VAT incl.) | Zid Payments fees on orders paid with Zid Payments, whatever the order status. |
| Tax amount | Taxes collected. |
| Gross margin | Profit margin after tax and cost of goods: (net revenue minus tax minus COGS) divided by (net revenue minus tax), as a percentage. |
| Returned orders value | Value of returned, reversed or cancelled orders, including taxes. |
| Number of completed orders | Completed orders. |
| Number of cancelled/returned orders | Orders that were cancelled or returned. |
Click the view button at the end of a row to open the orders list filtered to the orders behind that row.
Cogs and Gross margin are only as accurate as the cost prices on your products. Add a cost price to each product to get a real margin. See Product details.
Inventory reports
Analytics > Inventory reports lists each product at each inventory location with its stock, value, sales and turnover.
Go to Analytics > Inventory reports.
Click the filter button to pick a date range and an Inventory location, or keep all locations.
Sample data from a demo store. Search for a product, or sort by any column. The table starts sorted by Inventory on hand, lowest first.
| Column | What it shows |
|---|---|
| Product | The product name and SKU. |
| Location/inventory | The inventory location. Click it to open the location in a new tab. |
| Inventory on hand | Units in stock at the location now, whatever date range you pick. |
| Current inventory value (VAT excl.) | Inventory on hand multiplied by the product's current selling price, without VAT. |
| Current inventory cost | Inventory on hand multiplied by the product's current cost price. |
| Minimum stock level | The lowest stock level the product reached at the location during the period. |
| Maximum stock level | The highest stock level the product reached at the location during the period. |
| Average cost price per product | Average cost price of the product's units in the period. |
| Discounts applied (VAT excl.) | Total discounts on the product, from coupons or direct discounts, without VAT. |
| Retail price per product (vat excl.) | The product's current selling price, without VAT. |
| Unit of measure | The product's unit of measure, such as kilogram or gram. |
| Units sold | Units sold in the period. |
| Sales revenue (VAT excl.) | Revenue from the product's sales after discounts, without VAT. |
| Average selling price (vat excl.) | Average price the product sold at in the period. |
| Inventory turnover ratio | Cost of goods sold divided by the average of the opening and closing stock. The higher the ratio, the faster the stock sells through. |
| Days sales in inventory | The average of the opening and closing stock cost, divided by cost of goods sold, multiplied by 365: roughly how many days the stock lasts before it sells. |
| Interested customers (out of stock) | Customers who left their email to be notified while the product was out of stock. |
| Gross margin | Profit from the product's sales after tax and its cost, in your store currency. |
| Return rate | Share of the product's units that were returned or cancelled. |
Sort by Days sales in inventory, highest first, to find stock that sits too long, and by Interested customers (out of stock) to see which products to restock first. See Stock management and Back-in-stock requests.
Customers reports
Analytics > Customers reports lists each customer with their value to your store, order history, loyalty points and engagement.
Customers reports are part of the Professional and Enterprise plans.
Go to Analytics > Customers reports.
Click the filter button to pick a date range, or search and select a customer in Customer Name, then click Apply.
Search by customer name, or sort by any column, ascending or descending.
| Column | What it shows |
|---|---|
| Customer Phone Number | The customer's mobile number. |
| Customer Name | The customer's name. |
| Life Time Value | Total value of the customer's orders. |
| Average Order Value | Life Time Value divided by Number of Orders. |
| Number of Orders | Orders the customer placed. |
| Active Loyalty Points | Loyalty points the customer can still use. |
| Used loyalty points | Loyalty points the customer redeemed. |
| Expired Loyalty Points | Loyalty points that expired before use. |
| First Order Date / Last Order Date | Dates of the customer's first and latest orders. |
| Number of Different Products Purchased | Distinct products the customer bought. |
| First Purchase Channel | The sales channel of the customer's first order. |
| Most Purchase Channel | The sales channel the customer orders from most. |
| Number of Coupons Used | Different coupons the customer used. |
| Return Rate | Returned products as a percentage of all the products the customer bought. |
| Number of Reviews | Approved reviews the customer wrote. |
Cancelled orders don't count toward the values, order counts, order dates or channels.
Nonprofit stores see donor wording, such as Donor Name and Donor Life Time Value.
Get a report as a file
These three reports don't have an export button. To download your data as a file, build a custom report with the metrics you need and export it to CSV, or request a report from Zid Insights.
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