Analytics | Dashboard Metrics Explained
Sessions, total sales, orders, conversion rate — the four dashboard cards defined precisely, with their gotchas.
The four cards at the top of your Dashboard are the store's vital signs. They look simple; the definitions are worth knowing precisely.
Sessions — visits to your storefront in the period. One person visiting twice counts twice; that's normal and matches how every analytics tool counts.
Total sales — gross order value in the period: item totals plus shipping, before any refunds. It's the top line, not the bank deposit (payouts net out fees and refunds — see Payments & Payouts | Transactions & Payouts).
Orders — the count of orders placed, whatever their payment state. Cancelled-today orders still counted when placed.
Conversion rate — orders ÷ sessions, as a percentage. The single best store-health number: 1–3% is the normal ecommerce band.
The date range and comparison
The date selector sets the period (Last 30 days by default), and the small percentages show change versus the previous equivalent period. A green 100% against a tiny base is noise, not triumph — read the absolute numbers with it.
Gotchas
New store, no traffic yet: cards show zeros and 0.0% — nothing is broken.
Just-launched campaigns distort conversion down (lots of curious visitors, few buyers). Read it again in a week.
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