Statistics & Reports
The backend provides sales figures, profits, sales numbers by item, visitor counts, and Excel exports. This guide explains which analysis answers which question, how the store tracks cancellations, returns, and offers, and why two numbers sometimes don’t match.
At a Glance
- Revenue: under Reports → Sales Report. The report does not include orders with the “Cancellation” status; returns are listed in a separate column and are counted as of the order date.
- Dashboard: The tiles and charts count every order, including canceled ones. Therefore, they often show higher numbers than the Sales Report.
- Profit: Appears if purchase prices are maintained, Settings → Checkout → Inventory → Profit Calculation (Backend) is set to “
true,” and you have the “Purchase Prices” permission. The percentage refers to the purchase price. - Excel: Items, quantities, and revenue are available in Reports → Sales Report (Stat.) and Reports → Purchased Products; one row per order is available in Reports → CSV Sales Export.
- Visitors: xoStats tracks visits, referral sources, and page views; with the cookie banner active, this data is collected only with consent. “Who’s Online” displays only truncated IP addresses to employees other than the main administrator.
In this guide
Not covered in this guide: processing orders, creating returns and cancellations ( Order Guide), detailed analysis of the store search ( Search Guide), and Google Analytics ( Google Analytics, Ads & Tag Manager Guide).
Which Report for Which Question
The reports are located in the backend under the Reports menu. You can find visitor statistics under Tools, and the order map in the Order Overview.
| You’d like to know… | Analysis | Section |
|---|---|---|
| how much revenue was generated per day, month, or year | Reports → Sales Report | Sales Report |
| Which items were sold and how often during a specific period | Reports → Purchased Products, Reports → Sales Report (Stat.) | Export |
| How much an order earned | The order itself, Reports → Profit Calculation for Sales | Profit |
| What is the markup on an item? | Reports → Profit Calculation: Products | Profit Calculation |
| Where your customers live | "Customer Origin (Beta)" tab under Orders → Orders | By Country |
| Net, Gross, and Tax per Order for Accounting | Reports → CSV Sales Export | Export |
| Which customers buy the most | Reports → Customer Order Statistics | Export |
| Which items and categories are viewed | Reports → Viewed Products, Reports → Viewed Categories | Customer Behavior |
| What is being searched for | Reports → Store Search Analysis | Search Guide |
| Which items need to be reordered | Reports → Sold-Out Products | – |
| How many visitors came and where they came from | Tools → xoStat | xoStats |
| Who’s currently in the store | Tools → Who's Online | Who's Online |
| Which shopping carts have been abandoned | Orders → Shopping Cart Overview | Customer Behavior |
You define which reports an employee can view for each user group in the Permissions Editor; see the Employee, Permissions & 2FA Guide. The Product Notifications Guide describes how to analyze product notifications.
The Dashboard
The dashboard is the home page of the backend. It displays key metrics, three charts, and notifications that require your attention. What a user sees depends on their permissions.
The dashboard with quick access, key metrics, and the three charts in the monthly view; the percentage compares to the previous period. Click to enlarge.
Key Metrics
The “Products,” “Categories,” “Orders,” and “Customers” tiles display total figures. “Orders” counts every order, including canceled orders and quotes. “Customers” counts customer accounts, excluding guest orders. “Tickets” appears as soon as there are tickets, and “Current Notes” appears if an admin note is due today. Clicking on them opens the corresponding list.
Statistics
“Visitors” comes from xoStats and appears only when xoStats is enabled. “Orders” and “Sales” include all orders and their total amount. At the top, select “Daily,” “Weekly,” “Monthly,” or “Annual.” The percentage compares the current period to the previous one. The daily view refreshes every five minutes.
Quick Access and Search
The “Quick Access” link in the header opens the sales report in daily view, orders, and tickets. Under “Search & System,” you can search for customers, orders, and products. Entering an existing order number opens the order directly.
Tickets on the Dashboard
The “Tickets” tile shows the total number of all tickets and tasks, including closed ones. It appears only for users who are authorized to view Tools → Tickets & Tasks. You can view your open items in the ticket list under “My Open Tickets”; see the Tickets & Tasks Guide. A daily overview of each person’s open tickets, tasks, and appointments is available under xoCRM → My Day.XONIC Premium: CRM
Expandable quick views are no longer available in the current dashboard. Instead of an embedded window, the quick access feature opens the page itself.
Notes and News
- Notifications such as “SEO Sitemaps Outdated,” a warning about the xoPort data interface, or an expired eBay account appear as a colored line with a button that takes you directly to the solution.
- The “News / Information” box is fed live from XONIC. It displays your license, purchased add-on modules, your support status, and available updates.
- The notification about an update is generated by the XONIC license server. It knows the version status reported by the Update Wizard upon completion of an update. If an update was previously canceled or installed without the wizard, the old version status remains there and the notification continues to appear. In that case, please contact Support, and we’ll synchronize the version status. The header displays your installed version to the main administrator.
What the Numbers Mean
Each report tracks something different. The table shows how the most important reports handle cancellations, returns, quotes, and deleted orders.
| Case | Sales Report | Purchased Products, Profit-Calculated Sales | Dashboard, CSV sales export, customer origin |
|---|---|---|---|
| Order in a status marked “Cancellation” | is missing; its return document is listed under “Total Returns/Cancellations” | It counts purchased products; profit calculation for sales only includes “Canceled Orders” | Includes |
| Returns from returns management | Separate column, as of the order date | Separate columns or deducted from sales price and cost of goods sold | They are not deducted from the dashboard or map; the CSV sales export includes a “Returns/Cancellations” column |
| Quote (order in quote status) | Included in the count | included | Counts toward |
| Deleted order | Missing everywhere, including retroactively in past time periods | ||
| Entry in the blacklist | Missing | Missing | Included |
| Order without an invoice number when using a custom invoice number range | Missing as long as “Individual Invoice Number Range: Statistics” is enabled | Included | Counts |
Mark cancellations correctly
You define which status counts as a cancellation under Orders → Order Status: Edit Status and enable “Cancellation.” The sales report omits orders with this status.
A cancellation appears in the sales report under “Total Returns/Cancellations” if the cancellation status has created a return document. This happens if the order has an invoice number or if you are not using a separate invoice number range. Otherwise, the canceled order is simply omitted. For instructions on how to cancel an order, see the Orders guide.
Exclude Test Orders and Quotes
Under Settings → Reports → Blacklist (Exclusions), you can exclude customer groups, customer numbers, order numbers, and order statuses from the reports. Enter numbers as a range (from–to); for a single number, enter it in both fields.
Reports treat quotes the same as orders. Therefore, select your quote status under “Reports: Blacklist - Order Statuses.” To see which statuses correspond to quotes, go to Settings → Design → Product Detail View → Quote Status IDs; see the Orders Guide.
The Sales Report
Under Reports → Sales Report, you can view your sales by hour, day, week, month, or year. By default, it shows the current week day by day. The report is based on the order date.
The Sales Report in the monthly view: Returns in September are listed under “Total Returns/Cancellations”; below the table, you’ll find the average, total, and forecast. Click to enlarge.
Select a time period
- In the upper right corner, you’ll see “Hourly,” “Daily,” “Weekly,” “Monthly,” and “Annual.”
- Clicking on a row opens a more detailed breakdown of the time period, such as a month broken down into weeks.
- “<< Scroll Forward” takes you to an earlier time period; “>> Scroll Back” takes you to a later one. Use the arrows as a guide, not the words.
- By default, the annual view shows the last 5 years, including the current one. You can change this value under Settings → General → Maximum Values → Sales Report: Years in Retrospect. The main administrator can view at least 30 years; the report never goes back further than the first order.
Filter
- “Calculation Basis”: “Total Order Amount” (by default, including shipping and surcharges) or “Products in Orders” (subtotal of goods).
- “Country Zones” by delivery country; see “By Country.”
- “Manufacturer Filter” and “Supplier Filter” count only orders containing items from that manufacturer or supplier.
- “Partner Assignment,” “Pickup Location Filter,” and “Store Assignment” appear if you have partners, pickup locations, or multiple stores.
| Column | Meaning |
|---|---|
| “Order” | Number of orders counted |
| “Average Order Total” | “Total Sales minus Returns/Cancellations” divided by the number |
| “Total Sales” | Revenue before deducting returns and cancellations |
| “Total sales minus returns/cancellations” | Revenue after deducting return documents |
| “Total Returns/Cancellations” | Value of returned items, including tax; their percentage of “Total Sales” is shown in parentheses |
| “Variance” | Change from the previous line, in percent |
| “Net Sales” | Revenue excluding tax; for “Total Orders,” net of shipping costs |
| “Gross Profit” | Profit calculated using the formula in the “Profit” section |
| “Donation” | Available only with the module for voluntary contributions |
- Below the table are the average per time period, the total, and a forecast: The report extrapolates the current day, week, month, or year based on the data so far.
- “Net Sales” and “Gross Profit” are visible only to users who have the “Purchase Prices” permission in the permissions editor for the sales report, and only when “Profit Calculation (Backend)” is enabled.
- Returns and cancellations are counted toward the period of the order, not the date of the return. A return in March for an order placed in January therefore affects the January figures.
Profit per Order
In the open order, the store displays “Profit (Net):” below the totals. The sales report uses the same formula for “Gross Profit” and the profit calculation for sales.
Prerequisites
- Set Settings → Checkout → Inventory → Profit Calculation (Backend) to “
true.” The default setting here is “false.” - Grant your employees the “Purchase Prices” permission in the Permissions Editor for orders and the sales report; see the Employee, Permissions & 2FA Guide.
- Maintain the purchase prices: for each item, go to Products → Categories / Products, then in the “Prices” tab, enter the value in the “Purchase Price (Net)” field. For multiple items, use Products → Quick Updates after enabling “Show Purchase Price” and “Edit Purchase Price” under Settings → General → Quick Updates, or use the Porter with the “Purchase Price (net)” field; see the Import & Export Guide.
How the Store Calculates
| Step | Example |
|---|---|
| Total order amount (Products €100.00 net, Shipping €4.90 net, 19% tax) | €124.83 |
| minus VAT | − €19.93 |
| minus net shipping revenue, as long as shipping is break-even | − €4.90 |
| minus the purchase prices of the items | − €60.00 |
| minus order fees (in this case, a transaction fee) | − €2.10 |
| Profit (net) | €37.90 (63.2%) |
- The percentage represents the profit relative to the purchase price—that is, the markup: 37.90 € on a 60.00 € purchase is 63.2%. It is not a return on sales. The order view displays it with a period, such as “(63.2%)”. If no purchase price is entered, it says “no purchase price entered.”
- Discounts, coupons, cash discounts, and surcharges are included in the total amount and thus factor into the calculation.
- Returns reduce revenue; the purchase prices of the returned items are excluded.
- Canceled orders have neither sales nor purchase costs. Only their fees remain as a loss.
- The purchase price is saved with the order line item at the time of purchase. Subsequent changes to the item do not affect old orders. If the purchase price is missing from the line item, the store uses the item’s current purchase price. The store adds the purchase prices of variants with their own purchase prices to the total.
The calculation example in the order: After tax, shipping revenue, purchase price, and transaction fee, a net profit of €37.90 remains. Click to enlarge.
Shipping Included in Profit
Ex works, shipping is a pass-through item: The store deducts the shipping revenue and displays it as the line “Shipping Revenue (profit-neutral).” If you set Settings → Reports → General → Treat shipping as profit-neutral to “ false,” the shipping revenue counts as revenue. Then enter your actual shipping costs for each order as a “processing fee”; otherwise, the profit will be too high.
Correcting Fees and Purchase Price
In the order, under “Edit Order” in the “3. Delivery, Payment, Discounts, and Totals” section, you’ll find “Processing Fee,” “Transaction Fee,” “Sales Fees,” and “Cancellation Fee.” For Adyen, Amazon Pay, Klarna, payever, PayPal, and Stripe, the button next to the field retrieves the transaction fee from the provider; for PayPal, it also retrieves the sales fees. The Amazon import applies a flat rate of 15% of the net value of the items as sales fees; compare this with your Amazon statement. You can change the purchase price of an item in the “2. Products” section in the “Purchase Price” field.
Profit Calculation for Sales and Products
Two reports use purchase prices in their calculations: one per order and one per item.
The sales profit calculation lists every order for the month, including the selling price, purchase price, fees, shipping, and profit. Click to enlarge.
Profit Calculation: Sales
Reports → Sales Profit Calculation lists every order for a given period: from “Daily Overview” to “Annual Overview” or a “Custom Period” with a specific date.
- “Sales” is the net value of the items, “Cost” is their purchase price; both are net of returns.
- “Profit” = Sales plus all discounts, coupons, cash discounts, and surcharges (net), minus Cost of Goods Sold, minus fees. The report calculates shipping costs the same way as the order; see Shipping in Profit.
- Canceled orders are omitted. Selecting “Include Canceled Orders” displays them in the list with the label “canceled.”
- The “Marketplace” column shows which marketplace an order came from.
- “Excel” downloads an Excel file; “TXT” downloads a text file with semicolon-delimited fields.
Product Profit Calculation
Reports → Product Profit Calculation compares the purchase price and selling price for each item, both net.
- If the item has an active special offer for guests, the report uses that price.
- "Profit" is the selling price minus the purchase price; "Profit (%)" is the profit as a percentage of the purchase price.
- You can filter by manufacturer and category, and optionally select “Include Subcategories.”
- “Export” downloads the list as a CSV file.
Bundles: Purchase Price and Profit
The “Individual Products by Order” setting in the “Bundle” tab of the bundle item determines where the purchase price of a bundle is listed.
| “Individual Products by Order” | The order shows | Maintain Purchase Price |
|---|---|---|
| No (ex works) | The bundle appears as a single line item | on the bundle item in the “Prices” tab under “Purchase Price (net).” The purchase prices of the individual components do not count. |
| Yes | The components as separate items with their own purchase prices; the price remains on the bundle | for the individual items. Leave the purchase price of the bundle blank: Otherwise, the order view would deduct it as well. |
- If “Main Product Also as a Single Product” is selected, the bundle also appears as a separate line item in the order. Even then, only enter the purchase price for the individual components.
- If “Individual Products by Order” = Yes, the components do not have their own selling price. Without “Main Product Also as an Individual Product,” the profit calculation—which calculates sales based only on item prices—will therefore show an overly low selling price for such bundles. You can then view the profit in the order or in the sales report.
- The store can also automatically calculate the bundle price from the components. This automatic calculation does not set the purchase price; youmust continue to enter that yourself.from 4.10
The “Sold” Column
Under Products → Categories / Products, the “Sold” column displays a running counter for each item. It has been active since the item was created and is not tied to any specific time period.
Here’s how the store counts
- Each new order increases the counter by the quantity, including orders from marketplaces, from the backend, and via the API.
- For variants, the sale is counted for both the variant item and the main item.
- For bundles, the bundle and each component are counted along with their respective quantities.
- The list displays whole numbers; quantities with decimal places are truncated.
- For categories, the list shows the total number of items in that category.
When the counter decreases
- If you delete an order using “Credit item quantity to inventory,” the counter decreases. Without this option, the counter remains unchanged; this also clears the automatic retention period.
- If you remove an item in the order editor, the store deducts its quantity.
- Up to XONIC 4.9, a cancellation or a quantity change in the order editor only updates the counter if the store does not post the inventory.Starting with version 4.10, the store always recalculates both.from 4.10
Sales figures for a specific time period, with and without cancellations and returns, are available in Reports → Purchased Products; see Export. The “Sold” column hides the product list on medium-width windows; in that case, enlarge the window.
Orders by Country
There are three ways to view distribution by country: a map, the sales report by country zone, and the CSV sales export with the shipping country.
The “Customer Origin (Beta)” map shows orders by the delivery address’s ZIP code; “Load Missing ZIP Codes” retrieves ZIP codes without coordinates. Click to enlarge.
“Customer Origin” Map
Under Orders → Orders, the “Customer Origin (Beta)” tab displays a map based on the delivery address’s ZIP code. You can select “Europe” (EU, Switzerland, Norway, United Kingdom) or “Worldwide.” The date range fields do not currently filter reliably: If you select both “From” and “To,” the map shows no orders; if you select only “From,” it shows all orders. If you leave them blank, the map shows all orders. Next to them are the number of orders, revenue, and the “Top 20 Regions” by ZIP code.
Sales Report by Country Zone
Under Settings → Country / Tax → Country Zones, create a zone for each country or group of countries and enable “Show in statistics dropdown.” In the sales report, select the zone under “Country Zones.” Data is counted by delivery country. Use custom zones instead of modifying tax or shipping zones.
Table with Delivery Country
Reports → CSV Sales Export provides one row per order with the “Delivery Country” column containing the country code. In Excel, use a pivot table to summarize the rows by country.
- The map counts all orders, including canceled orders and quotes. “Sales” is the total amount including tax and shipping.
- ZIP codes without coordinates are missing from the map. With “Load Missing ZIP Codes,” the store retrieves them from OpenStreetMap, one ZIP code per second. Only the ZIP code and country are transferred. ZIP codes with at least three orders are reloaded.
Export to Excel and CSV
Depending on your needs, choose a different export option. All methods download a file that opens in Excel.
| You’ll need … | Method | Content |
|---|---|---|
| Items with quantities and sales by time period | Reports → Sales Report (Stat.) | Select a time period, “Detail (Order List)” = “Show Details” or “Details with Amount,” and under “Export,” choose “Excel,” “CSV,” or “HTML.” The Excel file lists items and quantities by time period; the HTML and CSV files show the amount per item when “Details with Amount” is selected. |
| Sales figures by item | Reports → Purchased Products | Select start and end dates, “Export”: Sales, Sales Excluding Cancellations/Returns, and Net Revenue per Item; CSV with semicolons |
| One row per order for accounting | Reports → CSV Sales Export | By order number, date, or customer group: Net total, gross total, and tax by tax rate, shipping, coupons, status, delivery country, currency, returns/cancellations |
| Profit per order | Reports → Profit Calculation for Sales | “Excel” or “TXT” |
| One row per order line item with customizable columns | Porter “Order Data (Products)” | See the Import & Export Guide |
| Customers with Sales | Reports → Customer Order Statistics | “Export”: Customer, number of orders, total net value of items |
Detailed Sales Report (Stat.)
- “Annual,” “Monthly,” “Weekly,” or “Daily” divides the time period between “Date From” and “Date To.”
- “Order Status” limits the selection to a single status. “Include Canceled Orders” includes canceled orders.
- Use “Product Filter” to select individual items.
- Save frequently used settings with “Save as New Report” and retrieve them via “Load Existing Report.”
What the exports include
- “Purchased Products” and the CSV sales export count all orders, including canceled ones. Cancellations and returns with a return receipt are listed in separate columns.
- The CSV sales export calculates each order in its own currency, while “Purchased Products” uses the default currency.
- The blacklist applies to “Purchased Products,” the sales report (Stat.), and customer order statistics, but not to the CSV sales export.
Visitor Statistics xoStats
xoStats is the built-in visitor statistics tool. It tracks visits, page views, visitor sources, and device types, and stores the data in your store’s database.
Enable and Open
- Set Settings → Interfaces → SEO/SEA → xoStats (Shop Statistics) → xoStats On/Off to “
true.” By default, xoStats is turned off. - Open Tools → xoStat or click “View Visitor Statistics” in the dashboard. xoStats opens in its own interface.
- On the left, below the calendar in the “Display Filter,” select the time period and click “Show Data.”
In xoStats, select the time period on the left and open “Visitors → Referrers”: the pages from which your visitors came. Click to enlarge.
| Section | What You’ll See There |
|---|---|
| “Visitors” | Number of visitors, returning and unique visitors, bounce rates, ISPs, and “Referrers”—that is, the sites from which visitors came |
| “Geographic Information” | Visits by country, region, and domain |
| “Website Usage” | Visits per page, page impressions, time spent on site, entry and exit pages |
| “SEO/Robots” | Search engines, search phrases, and search terms. Major search engines generally no longer report search terms these days, so the lists remain empty. |
| “Technology” | Operating systems, screen resolution, browsers |
| “Administration” | Data updates and the deletion of statistical data |
- xoStats is only accessible to users who are logged into the backend and have permission to view “Tools → xoStat” in the permissions editor. Only users with edit and delete permissions there may delete statistical data.from 4.9.123
- If the cookie banner is active, xoStats only counts visitors who have consented to “xoStats (in-store user statistics).” As a result, the numbers drop to reflect the percentage of users who have given their consent. Set Settings → Privacy → General → Privacy Consents for Tracking Scripts to “
false”: Otherwise, a pre-selected consent counts even before the user makes a decision, which is inadmissible according to the European Court of Justice ruling of October 1, 2019.from 4.9.89 - By default, xoStats does not count search engines and other bots. You can change this with “Count xoStats Bots On/Off.”
- “Export” generates a CSV file only for “Search Words” and “Search Phrases,” and only for entries with at least 100 hits.
- The store deletes older data after the “xoStats archiving period,” which is set by default to “
P1Y” (one year). You can specify other values in the same format, such as “P6M” for six months.
Where Your Customers Come From
There isn’t a single “Source” column on the order. These paths show which channel customers came from.
| Path | What You See |
|---|---|
| xoStats | “Referrer,” “Search Engines,” and “Visits by Country” show where visits come from, not who placed an order. |
| Survey During Registration | Under Tools → Survey Manager, create a survey—for example, “How did you hear about us?”—and select it under Settings → Checkout → Customer Details → Customer Survey: Account Creation. The answer appears in the customer account under the “Customer Data” tab in the “How did the customer find out about us?” section; the distribution is shown in the Survey Manager. The store automatically adds “No information provided” and “Other (please specify)”; free-text responses are only available in the customer account. |
| Referring Page | When a customer account is created, the store saves the first referring URL of the visit. If the visitor came directly to the site, this is often a page from your store. You can export this value using the “Customer Data” porter in the “Referrer URL” field; see the Import & Export Guide. |
| Partners and Influencers | In the sales report, “Partner Assignment” filters by partner; see the Partner Program Guide. |
| Coupon Codes | The coupon analysis shows which code was redeemed and how often; see the Coupons & Vouchers Guide. |
| Marketplaces | The “Marketplace” column in Reports → Profit Calculation → Sales. |
| Advertising and Campaigns | Google Analytics, Google Ads, and other advertising platforms attribute purchases to their campaigns, provided the visitor has given consent. The setup is described in the guides Google Analytics, Ads & Tag Manager and Advertising Platforms & Conversion Tracking. |
Who’s Online
Tools → Who’s Online shows visitors who have been active in the store in the last 15 minutes. This is a snapshot, not a statistic.
What the list shows
- “IP Address” with country, “ASN / Organization” of the network operator, “Online Time,” “Name,” “Start Time,” “Last Click,” “Last URL,” and “Referrer.”
- For logged-in customers with items in their shopping cart, you’ll see the shopping cart.
- “User Type” filters by customers and guests, active or inactive users, or “Bots Only”; “Online for at least” filters for longer visits.
- The main administrator sets how long a visitor is considered online under Settings → General → Module Options → Who’s Online (Time); the default is 900 seconds.
Why the IP address is truncated
In the list, only the main administrator sees the full IP address. All other staff members see it truncated, for example, 203.0.x.x.
IP addresses are personal data. The truncated value is sufficient for day-to-day work, which complies with the data minimization principle of the GDPR. The full address is only needed to block attacks or annoying bots. For this purpose, the main administrator also has the “Traffic Analysis” tab.
Customer Behavior: Page Views, Searches, Shopping Carts, Banners
Custom reports show which items are viewed, what customers search for, and which shopping carts are abandoned.
Product Views
Reports → Viewed Products displays, for each item, the number of product page views in the “Visitors” column, along with “Sold” (ordered quantity minus returns), inventory, and “Last Click.” You can filter by time period, product category, and inventory; “Export” downloads a CSV file.
Bots are not counted by default. Under Settings → Interfaces → SEO/SEA → xoStats (Shop Statistics), you can change this using “Visitor Counter: Count Bots Yes/No” or, with “Visitor Counter: Count Only Logged-In Visitors Yes/No,” count only logged-in customers. The shop retains individual page views for one year. Reports → Visited Categories counts category views, visitors, and bots separately.
Abandoned shopping carts
Orders → Shopping Cart Overview lists the saved shopping carts of logged-in customers, showing their contents (net), date, and “Ordered so far.” Use “Show” to toggle between customers who have and haven’t received a notification. The store does not save shopping carts from guests.
You can contact marked customers by clicking “Notify.” Set up automatic reminders using the customer event “Customer: Shopping Cart Unchanged Since”; see the Marketing & Automation Guide. A reminder email is usually considered advertising for legal purposes; please refer to the section on promotional emails there.
Search
Reports → Shop Search Analysis shows search terms, frequency, and hits. Click “Only without found products” to see what customers are searching for in vain. For more information, see the Search Guide.
Sliders and Banners
The store does not count clicks on sliders. For banners from Tools → Banner Manager, the “Impressions / Clicks” column shows how often a banner was displayed and clicked. To see how often the landing page of a slider is visited, check xoStats under “Website Usage” → “Visits per Page” or in Google Analytics.
The store automatically logs order abandonment events for support purposes. There is no backend report available for this.
Data Protection and Retention
Statistics rely on data from your visitors and customers. You should be aware of these points and include them in your privacy policy.
| Data | What the store does | How long |
|---|---|---|
| xoStats | only tracks data with consent when the cookie banner is active (Settings → Privacy → General → Cookie Consent Tool: Mode); displays IP addresses in truncated form | “xoStats retention period,” one year by default |
| Who’s online | Displays IP addresses as truncated except for the main administrator | as long as the visitor is active; default is 15 minutes |
| Product views | Stores the customer number for logged-in customers when the page is accessed | one year |
| Orders | Basis for all sales reports | “Retention period for orders”: 10 years ex-factory; after that, the store deletes them |
- Consult your tax advisor to determine how long you must retain orders before changing the retention period.
- Share reports only with those who need them. Purchase prices and profit are governed by the “Purchase Prices” permission; for the two profit calculations, the report’s read permission applies.
- For information on how to obtain consent for Google services, see the Google Analytics, Ads & Tag Manager guide.
Numbers Don’t Match
If two reports differ from one another, it’s almost always due to what they’re counting. Go through these points one by one.
- Dashboard vs. Sales Report: The dashboard counts every order with a total amount, including cancellations and quotes.
- Cancellation status: Under Orders → Order Status, is “Cancellation” enabled for your cancellation status? Otherwise, cancellations count as revenue.
- Quotes and test orders: Are “Quote Status” and “Test Orders” on the blacklist?
- Invoice Number Range: With a custom number range and “Custom Invoice Number Range: Statistics” enabled (Settings → Checkout → Number Ranges), the sales report counts only orders with an invoice.
- Returns: The sales report assigns them to the order date. The list under Orders → View Returns/Exchanges shows the return date, while the order overview shows only the current status.
- Calculation basis and filters: “Total” or “Products”? Are all filters still applied after scrolling?
- Deleted Orders: Are previous months missing? Were orders deleted, or are they older than the retention period?
- Profit: Does it say “no cost price entered”? Is shipping profit-neutral? Have fees been entered?
Frequently Asked Questions
Why doesn’t the sales report show cancellations?
How does the sales report count deleted orders?
Why do the returns in the statistics differ from the order list?
How is profit calculated in an order?
How does the profit calculation work for sales?
How do I enter the purchase price of a bundle?
How is the “Sold” column calculated in the item overview?
How do I export orders with items, quantities, and sales to Excel?
How do I get an order overview by country?
Where can I see product clicks and the origin of visitors?
Where can I see customer behavior such as clicks and abandoned carts?
How can I see which source led customers to place an order?
How do I track clicks on sliders?
Where can I see the full IP addresses under “Who’s Online”?
How do I view open tickets on the dashboard?
Why does the dashboard display an update notification even though the store is up to date?
How do I sort the product lists by availability?
Additional Guides
We Help with Analysis
We’ll work with you to set up cancellation statuses, blacklists, and purchase prices, and clarify why two numbers don’t match.
Contact Support Now