What this means

The Online store page explains what happened on your website: who visited, what they did, where they came from, and which online sales followed.

Choose Today, Last 7 days, Last 30 days, or All time at the top. The selected Indian calendar period applies to the page. Analytics snapshots can be reused for about one minute, so an event may not appear instantly.

Main numbers

  • Gross sales: product value before discounts and returns.
  • Returning customer rate: percentage of customers in the lifetime analysis who bought again.
  • Orders fulfilled: eligible orders whose fulfilment was completed.
  • Orders: eligible online-store orders in the selected period.
  • Total sales: net sales plus shipping charges, return fees shown by the page, and taxes.
  • Average order value: average eligible order value for the selected period.

These are store records, not a bank balance. Payment fees, expenses, unsettled gateway money, and other business costs can make bank money different.

Total sales breakdown

  • Gross sales: product subtotal before reductions.
  • Discounts: product or order value removed by discounts.
  • Returns: returned product value removed from sales.
  • Net sales: gross sales minus discounts and returned product value.
  • Shipping charges: delivery amounts charged to customers.
  • Return fees: a separate return-fee line. The current page reports zero when no supported return fee is included.
  • Taxes: GST and supported taxes included in the sales result.
  • Total sales: the final combination shown by this breakdown.

Sales charts

  • Total sales over time: when total online sales happened across the selected period.
  • Total sales by sales channel: the share attributed to Online store on this page.
  • Average order value over time: whether the average value of orders rose or fell across the period.
  • Total sales by product: products producing the most online revenue among the shown top results.

Sessions and conversion

A session is one visit period on the storefront. One person may create more than one session.

  • Sessions over time: storefront visits by time.
  • Conversion rate: completed checkouts divided by the relevant sessions in the analytics funnel.
  • Sessions: visits entering the funnel.
  • Added to cart: sessions or events that added a product.
  • Reached checkout: checkouts started.
  • Completed checkout: purchases completed.

For example, 1,000 sessions and 20 completed checkouts produce a 2% overall conversion rate. This does not mean exactly 1,000 different people visited.

Visitor and traffic charts

  • Sessions by device type: visits from devices such as mobile or desktop.
  • Sessions by location: visits grouped by detected country or location data.
  • Sessions by landing page: the first storefront page connected to visits.
  • Sessions by referrer: where visits came from, such as direct traffic, a search engine, or another website.
  • Sessions by social referrer: visits whose source name matches a supported social platform.

Location and referrer data can be Unknown or Direct when a browser, privacy setting, link, or tracking data does not reveal the source.

Sales attribution

  • Total sales by referrer: revenue credited to the last recorded source before conversion.
  • Total sales by social referrer: the social-source part of that last-touch revenue.
  • Sales attributed to marketing: non-direct last-touch revenue. Direct and blank sources are excluded.

Attribution is evidence from available tracking, not proof that one post or ad caused the sale. Customers can see several messages before buying.

Customer cohort analysis

A cohort groups customers by the month they first bought. Month 0 is that starting month. Month 1, Month 2, and later cells show the percentage who returned in those later months.

For example, a January cohort with 20% in Month 2 means 20% of those January customers returned in the cohort’s second later month.

Products by sell-through rate

The page estimates a monthly sales amount from daily sales speed, then compares it with current available stock:

Sell-through % = estimated 30-day sales ÷ (estimated 30-day sales + available stock)

A higher percentage means sales speed is large compared with stock left. Use it as a stock-planning clue, not a guaranteed forecast.

Simple example

During seven days, your storefront has 1,000 sessions, 50 reached checkouts, and 20 completed checkouts. The overall conversion rate is 2%. If Instagram is the last recorded source for ₹8,000 of those sales, that amount can appear under social-referrer and marketing attribution—even though some buyers may also have seen another message before purchasing.

What you need to know

  • Today uses hours; longer ranges use calendar dates.
  • A zero can mean no matching data in the selected period.
  • Returns can lower net and total sales after the original purchase date.
  • Refresh failures can leave the previous accepted analytics visible; read the warning before assuming the numbers are new.
  • Analytics can update later than the event because data is processed and short snapshots are reused.