# Sales analytics

> Measure orders, revenue, and customers across your store, see which orders each metric counts, and when sales data starts.

Breadcrumb: Analytics › Sales analytics · Updated: 2026-10-17
Docs index: https://docs.cevoid.com/llms.txt

Sales analytics covers orders, revenue, and customers across your whole store. Each module looks at part of it: [UGC analytics](https://docs.cevoid.com/analytics/metrics/ugc-analytics.md#orders-from-your-content) shows the orders your content leads to, [Loyalty program analytics](https://docs.cevoid.com/analytics/metrics/loyalty-analytics.md#sales-from-members) compares members with other customers, and [Profile analytics](https://docs.cevoid.com/analytics/metrics/profile-analytics.md#customers-and-orders) shows the customers behind your orders.

In the report builder, these metrics are under **Sales**. How to read these tables, and how breakdowns and filters work, is in [How metrics work](https://docs.cevoid.com/analytics/metrics.md#how-to-read-the-metric-tables). Every metric can also be broken down by _Date_.

## Which orders count

Cevoid gets orders in two ways: synced from your connected store, and reported by sales tracking on your checkout. An order that arrives both ways counts once.

- **Order data metrics:** _Orders_, _Customers_, _Order value_, _Average order value_, and the frequency and lifetime metrics that need _Order data_ count orders from either source
- **Synced orders metrics:** _Gross sales_, _Net sales_, returns, _Average items per order_, and _Customer lifetime value_ need the order details only a synced store sends. Sales tracking alone isn't enough for them. Synced order data starts on July 7, 2026, so these metrics show nothing before that date.
- **Orders linked to content:** _Orders_, _Order value_, _Average order value_, and _Customers_ switch to attributed orders when you break them down or filter them by _Post_ or _Post label_, or filter them by _UGC conversion types_ or _Is UGC-attributed_. See [Attribution](https://docs.cevoid.com/analytics/how-it-works/attribution.md).

_Order value_ is the total at checkout. It isn't adjusted for shipping, order status, returns, or refunds, and it counts orders in every status, cancelled included. _Gross sales_, _Net sales_, and the other synced metrics leave cancelled orders out.

Cevoid has no conversion rate metric.

## All sales metrics

| Metric | What it measures | Unit | Counts | Needs |
| --- | --- | --- | --- | --- |
| _Orders_ | Number of orders: from synced order data where available, otherwise from frontend-attributed order events. | Count | In the period | Order data |
| _Customers_ | Number of unique customers who placed an order | Count | In the period | Order data |
| _Order value_ | Total order value at checkout. Not adjusted for shipping, order status, returns, or refunds. | Currency | In the period | Order data |
| _Average order value_ | Average value of an order | Currency | Calculated | Order data |
| _Order membership rate_ | Percentage of orders placed by loyalty program members | Percentage | Calculated | Order data |
| _Gross sales_ | Order revenue before discounts, returns, and shipping | Currency | In the period | Synced orders |
| _Net sales_ | Order revenue after discounts and returns, excluding shipping | Currency | In the period | Synced orders |
| _Average net sales per order_ | Average net sales per order | Currency | Calculated | Synced orders |
| _Revenue return rate_ | Percentage of revenue returned to customers | Percentage | Calculated | Synced orders |
| _Item return rate_ | Percentage of items sold that were returned | Percentage | Calculated | Synced orders |
| _Average items per order_ | Average number of items per order | Count | Calculated | Synced orders |
| _Lifetime order frequency_ | Order pace per customer over their full history, annualized as orders per year | Count | Per customer | Order data |
| _Trailing 12-month order frequency_ | Average number of orders per customer in the last 365 days | Count | Per customer | Order data |
| _Customer lifetime value_ | Average total net revenue per customer across their full history | Currency | Per customer | Synced orders |
| _Customers (lifetime)_ | Number of unique customers who have ever placed an order (cumulative through the end of the selected period) | Count | Running total | Order data |
| _Orders (lifetime)_ | Running cumulative number of orders, from the beginning of all time to the end of the selected period | Count | Running total | Order data |
| _Gross sales (lifetime)_ | Running cumulative gross sales, from the beginning of all time to the end of the selected period | Currency | Running total | Synced orders |
| _Net sales (lifetime)_ | Running cumulative net sales, from the beginning of all time to the end of the selected period | Currency | Running total | Synced orders |

## Breakdowns and filters for sales

| Breakdown | What it shows | Values | Available for |
| --- | --- | --- | --- |
| _Post_ | Individual post | Your own items | _Orders_, _Customers_, _Order value_, _Average order value_ |
| _Post label_ | Post label assigned by the brand team | Your own items | _Orders_, _Customers_, _Order value_, _Average order value_ |
| _Product_ | Individual product | Your own items | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customer lifetime value_, _Customers (lifetime)_ |
| _Product category_ | Product category from the product catalog | Your own items | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customer lifetime value_, _Customers (lifetime)_ |
| _Product variant_ | Individual product variant (size, color, etc.) | Your own items | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customer lifetime value_, _Customers (lifetime)_ |
| _Product collection_ | Product collection from the product catalog | Your own items | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customer lifetime value_, _Customers (lifetime)_ |
| _Product brand_ | Brand of the product (from the product catalog) | Your own items | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customer lifetime value_, _Customers (lifetime)_ |
| _Market_ | Storefront market the visitor was browsing when the event occurred | Your own items | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customers (lifetime)_ |
| _Profile_ | The customer who placed the order | Your own items | All |
| _Segment_ | Segments the customer belongs to | Your own items | All |
| _Profile label_ | Profile labels of the customer | Your own items | All |
| _Profile market_ | The market of the customer's profile | Your own items | All |
| _Tier_ | The loyalty tier the member belongs to (interpreted at the relevant moment for the metric: snapshot time for state metrics, event time for event metrics) | Your own items | All |
| _Reward_ | An individual reward given to a member | Your own items | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customers (lifetime)_ |
| _Discount code type_ | Sub-type for discount-code rewards (only applies when reward_type = Discount code) | Amount off, Percentage off, Free shipping, Free product | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customers (lifetime)_ |
| _Currency_ | The original currency of the order (before conversion to workspace currency) | Your own items | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customers (lifetime)_ |
| _Is member at order_ | Whether the customer was a member of the loyalty program at the time of the order | Non-member, Member | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customers (lifetime)_ |
| _Is program attributed_ | Whether the order used a program-generated discount code | No, Yes | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customers (lifetime)_ |
| _Order status_ | The order completion status | Completed, Partially returned, Returned, Cancelled, Pending | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customers (lifetime)_ |
| _Is fully discounted_ | Whether the order was fully discounted (net sales = 0). Use this to filter out 100%-off orders (e.g. free product + free shipping rewards) from rate/average calculations. | No, Yes | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customers (lifetime)_ |
| _Member tier at order_ | The tier the member was on at the time of the order. For orders placed by non-members, this shows "not_member" so member-tier and non-member orders can be compared. | Your own items | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customers (lifetime)_ |
| _Is UGC-attributed_ | Whether the order had at least one UGC conversion event (post impression, popup view, or product tag click) | No, Yes | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customers (lifetime)_ |
| _UGC conversion types_ | UGC conversion events linked to the order. An order can have multiple values when it had several touchpoints; orders with no UGC attribution are left empty (not set). | Post impression, Popup view, Product tag click | All except _Lifetime order frequency_, _Trailing 12-month order frequency_, _Customers (lifetime)_ |

_Post_, _Post label_, _Is UGC-attributed_, and _UGC conversion types_ follow the attribution rules: see [Orders from your content](https://docs.cevoid.com/analytics/metrics/ugc-analytics.md#orders-from-your-content). Product breakdowns of sales use synced order lines, so they show nothing before July 7, 2026.

## Amounts and currencies

All amounts show in the report currency. Cevoid stores order amounts in USD, converted near the order time, and converts them to the report currency when the report runs. A report in your store's own currency can differ slightly from your store's own figures.

## Related articles

- [How metrics work](https://docs.cevoid.com/analytics/metrics.md)
- [Attribution](https://docs.cevoid.com/analytics/how-it-works/attribution.md)
- [Report requirements](https://docs.cevoid.com/analytics/setup/report-requirements.md)
- [UGC analytics](https://docs.cevoid.com/analytics/metrics/ugc-analytics.md)

---

Canonical: https://docs.cevoid.com/analytics/metrics/sales-analytics