Understand the reports
Filter and compare the 29 sales, conversion, subscription, customer and finance reports, export CSV by e-mail and get the weekly summary.
HomeReports holds 29 reports in five groups: Sales, Conversion and recovery, Subscriptions, Customers and Finance and operations. They all share the same filter bar, and the filters live in the page address.
Every team role sees every report, including Sales. With that role, Sellers and Quick links show only your own numbers, and the export button doesn't show.
en/app/sales/reports/catalogReports page with the cards of the Sales groupThe reports
Click a card to open the report. At the top of each one, the icon next to the description explains how the numbers are calculated.
Sales
| Report | What it's for |
|---|---|
| Sales over time | What came in, what went out and how it compares to the previous period. |
| Sales by product and offer | What sells, in which offer, and what packs and bumps add. |
| Sales by payment method, provider and installments | Where the money comes in and what installments cost. |
| Sales by coupon | Which coupon brings new orders and which only discounts buyers who would buy anyway. |
| New vs returning | Does growth come from new customers or repeat purchases? |
| Sales by location | Where orders come from and where the average order is highest. |
| Order bump, upsell and downsell | How much the post-click funnel adds to the order and which step converts. |
| Sellers | Who sells, what they sell and how their links convert. |
| Quick links | How much each payment link sold, how it converted and the discount negotiated. |
Conversion and recovery
| Report | What it's for |
|---|---|
| Approvals and declines | How many attempts become payments, where they fail and why the provider declines. |
| PIX and boleto: generated vs paid | How much generated PIX dies unpaid, and how long buyers take to pay. |
| Checkout funnel | Where buyers give up: before filling in, at the address or at payment. |
| Sales recovery | How much was recovered from abandonment, declined cards and expired PIX. |
| Sales sources | Which channel and campaign bring orders, and whether buyers are new. See sales sources. |
Subscriptions
| Report | What it's for |
|---|---|
| MRR movements | Did MRR grow from new sales or upgrades, and shrink from cancellations or downgrades? |
| Churn and retention | Who leaves, when, and whether by choice or because a card failed. |
| Dunning | How much MRR is at risk now, how much was recovered and on which attempt. |
| Upcoming recurring revenue | How much renewal revenue is due in the next 30, 60 and 90 days. |
| Subscriptions by plan | Which plan keeps customers and which earns most per subscriber. |
| Plan switches and trials | Where customers move within the family, and how many free trials turn into payment. |
| Cancellation reasons | Why they cancel: price, usage, a change of phase or a payment failure. |
Customers
| Report | What it's for |
|---|---|
| Customers | Who the best customers are and who is fading away. |
| Customer cohorts | Of the customers who first bought in each month, how many came back and how much they spent afterwards. |
| RFM segments | Who deserves an offer now: champions, at risk or dormant. |
Finance and operations
| Report | What it's for |
|---|---|
| Refunds, chargebacks and disputes | How much leaves through refunds and disputes, why, and on which product or provider. |
| Invoices | Does every paid order have an invoice? Where are the failures? |
| Shipping and deliveries | How much shipping was charged, how much was free and what is still to ship. |
| Digital deliveries and communication | Did the buyer get the access, the download and the e-mail? |
| Margin by product | What is left after the cost of the product. |
The sales numbers
The sales reports count paid orders. The card check at the start of a free trial and saving a card without a charge don't count.
- Gross sales: Sum of the products before coupon, shipping and interest.
- Net sales: Gross sales minus discounts and refunds. Payment provider fees are not deducted.
- Total charged: What went through the card or PIX: net sales + shipping + interest.
- Average order value: Net sales divided by paid orders.
A refunded order still counts as an order, and the refunded amount comes off its net revenue.
How to read some reports
The reports below use data that doesn't show up in the others, or count in their own way.
Sales by quick link
Quick links shows one row per quick link, with Visits to the link's page, checkout Sessions, Paid orders and Conversion, which is paid orders divided by visits.
- Negotiated discount: What the composed products would cost at catalog price minus what was charged for them.
- Awaiting composition: orders paid through links that don't have their products set yet, from any date. See Compose a quick link order.
The bar filters the links themselves: by seller and by link status. Click a link to open its page.
Plan changes and free trials
Plan switches and trials counts the plan changes made in the period, inside a family: upgrades, downgrades and changes through the portal. A change counts once per subscription and destination plan. The MRR of the switch column is the monthly list price of the destination plan minus that of the origin plan. The From → to table shows each origin and destination pair.
The free trial part takes the subscriptions whose trial started in the period:
- Converted: the trial became a paid subscription.
- Expired: the trial ended without a payment.
- In trial: the trial hasn't ended yet.
Conversion is converted divided by started. Trials still running are part of the division, so the rate of a recent period can still go up.
The product and offer filters pick subscriptions by their current plan, not by the plan of the change.
Why subscribers cancel
Cancellation reasons counts the subscriptions cancelled or expired in the period. A cancellation scheduled for the end of the cycle only counts when it happens. See how to cancel a subscription.
- Reason. What the subscriber chose in the cancellation survey of the customer portal, or what the team chose when cancelling in the dashboard: Too expensive, Not using it enough, Missing features, Switched to another service, Only for now, Payment failed or Other. Without a reason, the subscription shows as Not informed.
- Who cancelled. Customer (portal), Team (dashboard), Provider or Not identified.
- MRR lost. Monthly value of the ended subscriptions (amount ÷ cycle months) at the rate of the cancellation day. A subscription still in trial loses no MRR.
The Latest comments card brings the 20 most recent comments of the period. Click one to open the subscription.
Who buys again: cohorts
A cohort groups the customers who made their first paid purchase in the same month. In Cohort by, you switch the month to a week or a quarter. The period and the bar's filters pick those first purchases: a product filter, for example, builds cohorts of people whose first purchase was that product. After that, any paid order from the customer counts, of any product.
In the Cohort grid, each row is a cohort and each column is a period after the first purchase. Period 0 is the period of the first purchase itself. In Show, choose what the cell shows:
- % who bought again: the share of the cohort that placed a paid order in that period.
- Cumulative spend per customer: how much each customer paid, on average, from the first purchase up to that period.
Only periods that have already started show, up to 12 after the first purchase. A second order in the same period as the first purchase doesn't count as coming back. In the Summary by cohort table, click a cohort to see in the transactions the first purchases that form it.
Recency, frequency and monetary value (RFM)
RFM gives each customer three scores, from 1 to 5:
- R, recency: days from the last purchase in the period to today.
- F, frequency: paid orders in the period.
- M, monetary value: how much the customer spent in the period.
The scores split the store's own customers into five bands of the same size, and 5 is the band of the best. Customers with the same value get the same score. The period and the bar's filters pick the orders that count, and each customer counts once, by e-mail.
Each customer falls into the first segment whose rule they meet, in this order:
| Segment | Rule |
|---|---|
| Champions | Bought recently, often, and spend a lot (R, F and M ≥ 4) |
| Loyal | Among the most frequent buyers (F ≥ 4), even if not that recently |
| New | One order, placed recently (R ≥ 4) |
| Promising | Bought recently and are starting to repeat (R ≥ 4, F 2–3) |
| Need attention | Used to repeat, but the last order is getting old (R = 3, F 2–3) |
| At risk | Bought often and stopped (R ≤ 2, F ≥ 3) |
| About to lose | Spent a lot and stopped (R ≤ 2, M ≥ 4) |
| One purchase only | Bought once and did not come back (not recent) |
| Hibernating | Low on every score: long ago, few orders, little spend |
Click a segment to list its customers, with the three scores. With a segment open, Export CSV exports that whole list.
Shipping and fulfillment
Shipping and deliveries counts the paid orders that require shipping. Shipping is what the customer paid, not the carrier's cost. Free shipping counts the orders with shipping and zero shipping charged, by rule or by coupon.
To ship, Shipped, Delivered and Hours to ship depend on the shipping status the team marks on each order. A paid order with shipping starts as To ship and stays that way until someone marks it as shipped. See Mark shipping and delivery.
The Orders to ship list shows the orders of the period not marked as shipped yet. Cancelled, refunded or charged-back orders are left out.
Digital deliveries
Digital deliveries and communication shows what was created in the period and the final status of each record, in five parts:
- Member areas: Access grants and revocations sent to the connected platforms.
- Downloads: the files buyers downloaded through the download links, and the accesses granted, one per paid order of a product with files.
- E-mails: Transactional e-mails to buyers and the team. "Delivered" depends on the provider's webhook; without it an e-mail stays "sent".
- Automations: Calls to the connected WhatsApp and CRM automations.
- Outbound webhooks: Deliveries of the outbound webhooks set up under Integrations, by the event's date.
A part the store hasn't set up shows a notice with a shortcut to set it up, instead of zeros.
Margin and product cost
Margin by product takes the cost of the products out of net revenue: units sold times the Unit cost (BRL) field of the product. The cost of products sold as a bump counts too.
- The cost is whatever is on the product today. Changing the cost changes the margin of past periods too.
- The cost is in the store's currency and is converted at the rate of each order's day.
- A product without a cost shows No cost, and the Products without cost card counts how many there are. Gross profit and Margin only take the products with a cost into account.
The margin is approximate: net revenue doesn't deduct the payment provider's fee, and the cost doesn't include real shipping, taxes or packaging.
The filter bar
en/app/sales/reports/filtersA report's filter bar with period, comparison, date, a payment method filter and the test connections box- Period. Today, Yesterday, Last 7 days, Last 30 days (the default in most reports), Last 90 days, Week to date, Month to date, Last month, Quarter to date, Year to date or Custom, which opens the From and To fields. Periods count whole days in the store's time zone: Last 7 days is today and the 6 days before.
- Compare. vs. previous period (the default) uses the period of the same length right before the one chosen. vs. same period last year uses the same dates a year earlier. No comparison turns the comparison off.
- Date. Payment date (the default) or Order date: which date places the order in the period. The selector only shows in reports that accept both.
- Currency. With orders in more than one currency, the Consolidate in USD selector shows up. Each value is converted at the rate of the order's day and added up in the chosen currency. The store's currency comes selected.
- Filter. Adds a filter by product, offer, payment method, provider, coupon, source channel, country and more. Each report offers the filters that make sense for it. In the filter, choose Include or Exclude and tick the values. The report only changes once you tick the first value.
- Include test connections. Orders from connections in test mode are left out of the reports. Tick it to include them.
Clear filters removes the filters you added, unticks the test connections and goes back to the filters the report has by default. Period, comparison and currency stay as they are. Sales sources, for example, opens without subscription renewals.
Some charts over time have the Group by selector: choose whether each point is a day, a week or a month and click Apply. With Automatic, the size follows the period: the longer the period, the bigger each point.
Below the bar, a line shows the exact dates of the period and of the comparison, the store's time zone and the currency of the values.
MRR movements, Upcoming recurring revenue, Customers, Customer cohorts and RFM segments don't compare periods. Upcoming recurring revenue looks ahead and has no period selector.
The filters live in the address
Every change in the bar updates the page address. Copy the link to come back to the same view later or to send it to someone on the store's team: whoever opens the link sees the same filters.
An address ending in /reports/sales-by-payment?p=90d&cmp=year&f.method=pix opens Sales by payment method, provider and installments for the last 90 days, compared with the same dates a year earlier, PIX only.
| Parameter | What it does |
|---|---|
p | Period: today, yesterday, 7d, 30d, 90d, wtd, mtd, lastm, qtd, ytd or custom |
from, to | First and last day of the custom period, as 2026-09-01 |
cmp | Comparison: previous, year or none |
dt | Date: paid or created |
ccy | Currency of the values, such as BRL or USD |
g | Size of each chart point: hour, day, week or month. Without it, the size is automatic |
test | 1 includes test connections, 0 leaves them out |
f.<filter>, x.<filter> | Includes or excludes values, separated by commas, such as f.method=pix,boleto or x.kind=renewal |
x.<filter>= | With no value, removes an exclusion the report has by default: x.kind= shows renewals in Sales sources |
f.link_status, x.link_status | Link status: active, paused or archived. Only in Quick links |
Only what differs from the default goes into the address. A report opened without changes has a clean address.
From the number to the order
In the tables, a row's name usually filters the report by it, and the orders count opens the transactions with the same period and filters. Each table's description says what the click does.
Export CSV
Only the Admin and Owner roles export. The file always goes by e-mail: there's no direct download in the dashboard.
- Open the report and set the filters the way you want the file.
- Click Export CSV at the top of the report.
- The message Export queued shows up. In a few minutes, a Download CSV link arrives at your account's e-mail.
The link expires in 7 days
After that, the file is deleted. To download it again, request a new export.
The file has the rows of the report's main table, with exactly the page's filters. The e-mail spells out the filters again.
- Separator: semicolon for people who use the dashboard in Portuguese or Spanish, and comma in English, which is what Excel expects in each language. The language is the one in your profile.
- Numbers: values with a decimal point, no currency symbol.
- Accents: the file is UTF-8 and opens with accents in Excel.
Each person can have up to 5 exports waiting at the same time. Beyond that, the dashboard shows You already have exports waiting. Watch your e-mail.
Follow the exports
After the first export, the bottom of the HomeReports page gets the Recent exports card, with the store's last 10 exports, requested by any admin or owner. Each one shows its status (Queued, Building, Sent or Failed), the number of rows and when the link expires. A failed export shows the reason, and the person who requested it gets an e-mail with the Open report button.
Weekly summary by e-mail
Every Monday, around 8 a.m. Brasília time, owners and admins get one e-mail per store with the previous week, Monday to Sunday in the store's time zone, compared with the week before it:
- Net sales, Orders, Average order value and Refunds, with the percentage change;
- subscriptions, when the store has subscriptions: MRR, New subscriptions, Ended subscriptions, Churn and In dunning;
- Best sellers, the 5 products with the most net revenue;
- By payment method;
- the Open reports button.
The e-mail comes in your profile's language. A store with no paid order in either week and no active subscription sends no summary.
Stop receiving it
- In My profile, on the Weekly summary by e-mail card, turn off Receive the weekly summary by e-mail. The change saves on its own.
- Or click Stop receiving the weekly summary at the bottom of the e-mail and confirm on the page that opens.
Turning it off applies to every store. To get it again, turn the switch back on in My profile.
Common questions
-
The report's net revenue doesn't match the Dashboard.
There are three differences. The Dashboard adds up the total charged, with shipping and interest, and the reports' net revenue leaves both out. The Dashboard deducts refunds made in the period, by refund date, and the reports deduct refunds of the orders paid in the period, whatever the refund date. And on the Dashboard the last 30 days count back from now, while in the reports they are whole days in the store's time zone.
-
The report is empty.
Change the period or click Clear filters. If the store has only sold on test connections, tick Include test connections.
-
Margin by product shows no profit or margin.
No product sold in the period has a cost. Fill in Unit cost (BRL) when editing each product.
-
Orders already shipped show up in Orders to ship.
The report only knows about shipping from the status marked on the order. Mark the order as shipped: see Mark shipping and delivery.
-
The Export CSV button doesn't show.
Your role in the store is Sales. Ask someone with the Admin or Owner role for the export.
-
The export e-mail didn't arrive.
Check the Recent exports card. Queued or Building means the file is still being built. Sent means the e-mail went out: look in the spam folder of your account's e-mail. Failed shows the reason; request it again.
What to do next
- See the day-to-day numbers on the home dashboard.
- Carry the sales source to the checkout with the UTM script.
- Open the orders behind a number in Transactions: search and filter.