Tendlio’s reports answer questions about your numbers: how sales are going, which products sell and earn the most, what’s sold out, and whether the tools you’ve switched on are working. To find out what to fix next, open your To do page instead.
Open Reports #
- In your WordPress admin, open Tendlio → Reports.
Reports opens on its Overview tab. The tabs next to Overview are the sales and product reports. Every other report has a page of its own: the Overview lists those pages in four groups, and you’ll also find them under Reports in the Tendlio menu.
The summary on the Overview #
The Overview starts with your revenue and orders from the last 30 days, and three cards from Tendlio’s last analysis of your store:
- Revenue, last 30 days, with a chart of each day. Hover over the chart to see a day’s revenue, and click Open revenue for the full report.
- Orders: how many orders you had in those 30 days, and your average order value.
- Top seller: the product that brings in the most revenue per month.
- Out of stock: how many products are sold out, and how much revenue a month is at risk on the ones that were still selling before they ran out.
- Margin: your average margin, and how much profit your products make in a month, at the pace they sold over the last 12 months while in stock.
Click Orders, Top seller, Out of stock or Margin to open the report behind it.
The sales and product reports #
These are the tabs next to Overview:
- Revenue: your revenue, orders and average order value for the last 7, 30 or 90 days, or for dates you pick, with trend charts and a table month by month. For 7 and 30 days, each figure is compared with the same number of days right before. For 90 days, or for dates you pick that span more than about a month, it’s compared with the same days last year, as long as your sales history reaches back that far. If it doesn’t, the comparison is with the days right before too. The line under each figure says which comparison you’re looking at.
- Best sellers: your products ranked by how much they bring in a month, which is how many they sold a month on average over the last 12 months, times their price. When you’re ordering for a season, pick the months instead, for example August to October. The list then ranks products by the units they sold the last time those months were fully over: this year if they’ve already passed, last year if they haven’t. Next to each product’s units it shows the same months a year earlier, and it gives each product a + Restock button that adds it to your restock list.
- Period comparison: this month so far against the same days last month, this quarter so far against the same dates last year, or two ranges you pick. It shows which products rose and fell the most, and every product that sold in either period, side by side.
- Categories: revenue, stock value and product health for each category. A product in more than one category counts in each of them.
- Margins: your products ranked by the profit they make in a month, and your best-sellers with a low margin. It needs cost prices on your products, or an average margin under Settings → Costs & profit.
- Out of stock: the products that were sold out at your last analysis, ranked by the revenue they miss each month.
- Did it work?: your Inventory and Customers scores over time, and a before-and-after card for each of these once there’s something to measure: your Outlet discounts, your latest campaign, the abandoned checkouts and carts that came back, and your review requests. Each before-and-after card says how sure it is so far, except a campaign card that can only show opens and clicks.
Reports on their own pages #
The rest of the Overview lists the reports that have a page of their own, under four headings:
- How are sales?
- Discount report: whether your coupons and discounts bring in more sales or only cost you margin.
- Products & stock
- Views to sales: where each product loses shoppers on the way from being seen to being bought.
- Customers & email
- Customers report: where your customer revenue comes from, how your Customer Score has moved, and what each month’s new customers turn out to be worth.
- Recovery & reviews: how many abandoned checkouts and saved carts came back and what they were worth, and how your review requests are doing.
- Email report: how many emails went out, how many were opened and clicked, and whether your last campaign lifted that group’s orders.
- Is it working?
- Storefront widgets: how often shoppers see and click your storefront widgets, and what they buy from them.
- Sales lift: the sales Tendlio brought in, feature by feature.
- Store summary: what changed since the week or month before, and what to do next.
- Marketing & profit: what it costs you to win a new customer (CAC), what your ad spend brings back (ROAS), and your net profit. It’s on the list only while Experimental features are on.
When the numbers change #
Some reports read your orders directly, and others come from Tendlio’s last analysis of your store:
- Revenue, Period comparison and Best sellers for months you pick read your orders. The ready-made periods, such as the last 30 days on Revenue, end with yesterday, so today’s orders show up tomorrow.
- Best sellers by revenue per month, Categories, Margins and Out of stock come from the last analysis, so they change after the next one. Tendlio runs an analysis every week, and you can start one yourself with Re-scan store, a button on your Dashboard and your To do page.
Why the same days can show different revenue #
Each report counts the money that fits its question:
- Revenue and the revenue card on the Overview count what your orders were worth with tax taken off. Shipping is included.
- Period comparison counts the products alone, with no tax and no shipping, because it compares product by product.
- Views to sales counts what shoppers paid for each product after discounts, with no tax, no shipping and no free gifts.
- Storefront widgets counts only the recommended products shoppers bought from a widget, at the price they paid after discounts, with no tax and no shipping.
- Discount report counts the full totals of the orders that used a coupon, tax and shipping included.
- Most amounts in the Customers report count what customers paid in full, tax and shipping included. The ? next to a column title says which amount that column counts.
Additional resources #
- AOV and gross profit: average order value, gross profit, and why the same orders can show different amounts.
- Views to sales (where shoppers drop off)
- Are your discounts paying off? (Discount report)
- Measuring what the widgets earn
- How Sales lift counts what Tendlio brought in
- How to read your Store summary and get it by email
- How and when to re-scan your store
Frequently asked questions #
Why didn't Best sellers change after today's sales? #
Best sellers by revenue per month comes from your last analysis, so it changes after the next one. Tendlio runs an analysis every week, and Re-scan store starts one right away. Revenue reads your orders directly, and today's orders show up there tomorrow.
Where are the Customers report and the Email report? #
They have pages of their own. The Overview lists them under Customers & email, and they're under Reports in the Tendlio menu.
Why is Marketing & profit missing? #
It's on the list only while Experimental features are on. You switch them on under Settings → Experimental & license.