Sales reports

Genstore Analytics provides robust sales reporting capabilities, empowering you to analyze sales data in depth, understand customer purchasing patterns, and identify sales trends.

Through multidimensional breakdowns by product, billing location, sales channel, and more, you gain actionable insights to drive business strategies and enhance sales forecasting accuracy.

Data update frequency

Sales reports display real-time data updated every 4-5 seconds, except for the Sales by discount report, which updates once every 24 hours. Refresh your page at any time to access the latest information.

How to access

1. Log in to your Genstore Merchant dashboard.
2. Navigate to Analytic → Reports in the left menu.
3. Locate financial reports under the Sales section on the Reports Summary page.
4. Click any report title to view comprehensive metrics and granular data.

Sales report categories

Analyze sales performance through specialized report type.

Click a report type below to learn more about it.

• Average order value over time
• Sales by traffic referrer
• Sales over time
• Sales by product
• Sales by channel
• Sales by product variant SKU
• Sales by billing location
• Sales by shipping method
• Sales by discount

Common terms

Metric	Definition
Orders	Total orders placed within the selected date range.
Return quantity	Number of products returned.
Net quantity	Sold Quantity - Returned Quantity.
Units per transaction	Net Quantity / Order Count.
Grosssales	Pre-tax value calculated as Product Price × Quantity (excluding shipping, discounts, returns). Includes pending/canceled orders.
Net sales	Gross Sales - Discounts - Return Amounts.
Gross profit	Total profit calculated as Net Sales - Product Cost.
Cost	Aggregate cost of products sold during the period.
Discounts	1. Sum of product-level and order-level discounts. 2. Reductions applied before taxes, proportionally allocated across order items. 3. Includes promotional offers and coupon redemptions.
Returns	Monetary value of returned products (displayed as negative values on return dates).
Shipping	Shipping Charges - Shipping Discounts - Refunded Shipping.
Taxes	Total tax amount applied to orders.
Total sales	Gross Sales - Discounts - Returns + Taxes + Shipping. Positive on order dates, negative on return dates.

Metrics library

Dimensions

Core information

Field	Definition
Time	Exact date/time of order placement or modification.
Sales type	Indicates order (sale) or return (refund).
Line item type	Classifies items as Product or Shipping.
Product name	Name of purchased/returned product.
Product category	Product's assigned category at transaction time.
Product variant SKU	The identification code of the product variant.
Product variant title	Specific product variant description.

Order details

Field	Definition
Order ID	Unique order identifier.
Product ID	Unique product identifier.
Variant ID	Unique product variant SKU identifier.
Price	Pre-discount price per unit.
Sales channel	Platform/channel where transaction occurred.

Market & customer data

Field	Definition
Marke name	Transaction marketplace name.
Is canceled	Yes: Order canceled; No: Active order.
Payment status	Current payment state: Pending/Partially Paid/Authorized/Paid.
Fulfillment status	Shipping progression: Fulfillable/Partially Shipped/Shipped/Delivered.

Customer & shipping

Field	Definition
Billing city	City in billing address.
Billing region	State/province in billing address.
Billing country	Billing address country.
Billing ZIP	Billing postal code.
Customer email	Purchaser's email address.
Customer name	Purchaser's full name.
Shipping method	Selected delivery service.
Shipping city	Destination city.
Shipping state	Destination state/province.
Shipping country	Destination country.
Shipping ZIP	Destination postal code.

Marketing attribution

Field	Definition
UTM campaign content	Content variation identifier in marketing campaigns.
UTM campaign medium	Traffic medium (e.g., email, social).
UTM campaign name	Specific marketing campaign name.
UTM campaign source	Traffic source (e.g., google, facebook).
UTM campaign term	Paid search keywords.

Traffic Sources

Field	Definition
Traffic referrer host	Domain directing traffic (e.g., google.com).
Traffic referrer name	Source name (e.g., Google Search).
Traffic referrer path	URL path on referring site.
Traffic referrer source	Channel categorization: Direct/Search/Email/Social/Unknown.
Traffic referrer URL	Full referring URL.
Device platform	User device: Desktop/Mobile/App.
Referring channel	The method or source through which a customer arrives at your online store.
Referring category	Traffic source classification.
Referring type	Traffic type (Organic/Paid).
Customer ID	Unique purchaser identifier.

Metrics

Sales performance

Metric	Definition
Gross sales	Product Price × Quantity (pre-tax, pre-discount).
Net sales	Gross Sales - Discounts - Returns.
Total sales	Gross Sales - Discounts - Returns + Taxes + Shipping.
Gross profit	Net Sales - Cost.
Gross margin	(Net Sales - Cost) / Net Sales × 100.

Order & customer metrics

Metric	Definition
Orders	Total orders in date range.
Ordered quantity	Net Quantity + Returns.
Customers	Distinct purchasers in date range.

Pricing & costs

Metric	Definition
Discounts	Total discounts applied. line item discount + order level discount share for a collection of sales.
Cost	Total product costs for sold items.

Operational efficiency

Metric	Definition
Units per transaction	Net Quantity / Orders.
Average units ordered	Ordered quantity/ Orders.
Average Order Value (AOV)	(Total Sales - Discounts) / Orders.

Impact of product changes on reports

The report records the details of orders at the time of sale. If you change a product’s name or category, the sales report may show multiple records for the same product, or it may omit some sales information. This is because the report records both the product information before and after the change separately.

Example 1:

Let’s assume you’re selling a pair of sneakers:

• June 1st: You sold a pair of sneakers named Running Shoes - Black.
• June 3rd: You changed the product name to Black Running Shoes.
• June 5th: You sold the same pair of sneakers again.

When you check the sales report for the period from June 1st to June 5th, the product may appear as two separate records in the report due to the different product names for the two sales dates:

• One entry shows as Running Shoes - Black.
• The other entry shows as Black Running Shoes.

Example 2:

Let’s assume your online bookstore sells The Miracles of the Namiya General Store.

• Last year, you sold multiple copies of The Miracles of the Namiya General Store, but you did not assign a category to it at the time.
• This year, you started using category labels and added the Fiction category to The Miracles of the Namiya General Store.

If you view a sales report that spans both last year and this year, and filter for books in the Fiction category, the copies of The Miracles of the Namiya General Store sold last year will not appear in the report, because they were not classified under the Fiction category at that time.