Review key statistics on overall sales data.

The Sales panel in Squarespace analytics is a dashboard that shows you key statistics like revenue from sales and donations, order volume, and conversion. It gives you insight into:

• How much customers order on average
• How your sales change over time
• How much a unique visit is worth on average

To learn more about boosting sales, visit Increasing your store's sales.

• The Sales panel is available in all plans except the Basic plan. To learn more, visit Choosing the right Squarespace plan.
• In the Core, Personal, and Business plans the panel is only available if your site is connected to a payment processor.

Before you begin

• Sales data is available starting from January 2014.
• Donations data is available starting from June 2024.
• Gift card sales don't display in Sales analytics. Instead, revenue from purchases made with gift cards displays after an order is placed.

Review the Sales panel

1. Open the Analytics panel and click Sales.
2. Click the date range drop-down menu at the top of the panel to filter results by time frame. 
3. Click the sales channel drop-down menu to filter results by the following channels:
   • Website - Displays sales of products made through your online store, and memberships to any member sites on your site.
   • POS - Displays sales made in-person through Squarespace point of sale. This channel only appears on desktop devices. 
   • [Third-party platform] - If you use the orders API to import orders from one or more third-party sales channels, view sales made through each platform.
   • All channels - Displays sales made through all available channels. The Channels sold column in the table also displays where a sale was made.

Note: In the Squarespace app, this card is called Sales overview. 

How donations appear in the Sales panel

Contributions made using new donation blocks appear with the name of the fund associated with that block. Contributions made using original donation blocks appear with the title of the donation block. If your original donation block isn't titled, contributions appear without a name or label. 

Keep in mind, your donations dashboard also provides metrics and analytics for donations you receive through new donation blocks. To learn more about your donations dashboard, visit Managing donations.

Filter by KPI

The Sales panel focuses on six key performance indicators, or KPIs. Click any KPI, and the panel will show data related to that metric. Depending on the date range selected, a percent change comparison may show under each KPI.

Revenue

Revenue represents the total revenue value of all orders and donations in the chosen time filter.

• Revenue is the sum of all subtotals and excludes costs like shipping fees, payment processor fees, and taxes. If you're using tax-inclusive pricing, tax is included in the revenue value.
• Discounts on subtotals are subtracted from the revenue number.
• Analytics doesn’t factor in refunds at this time.
• The large number at the top is rounded up or down.
• The number beneath it is the actual revenue.

Units sold

Units sold represents the total number of products sold. Because some orders may contain multiple products, this number can be higher than the total orders.

A donation block counts as one unit, and all contributions made through the block will appear as sales of that unit. The way revenue is attributed depends on the donation block your site uses. Revenue from the original donation block is attributed to the block title, and revenue from the new donation block is attributed to The General Fund.

If you have a Member Site, the units sold value also includes sales of memberships. When a visitor purchases or renews a membership to one of your member sites, the number of units sold will always be 1.

Checkout

Checkout represents a count of all successful checkouts on the site including:

• Physical products
• Service products
• Download products
• Pricing plans
• Donations
• Gift card redemptions

Only the first instance of subscription products and recurring donations is included in checkouts. Checkouts don't include:

• Invoices
• Scheduling
• Recurring subscriptions
• Gift card purchases
• Checkouts made through Squarespace point of sale

Orders

Orders represent the total number of completed orders, including every instance of a subscription product or recurring donation. 

Because some commerce orders may contain multiple products, this number can be lower than units sold.

Each member site membership sold—including membership subscription renewals—will always appear as one order.

Conv. rate

Conv. rate, or conversion rate, is what percentage of visits convert into at least one checkout, or (Checkouts ÷ Total visits) x 100. Conversion rate is a good indicator of how you’re converting visitor interest into purchases. For a deeper look into conversion rates, use Purchase funnel.

AOV

AOV, or average order value, is the average revenue earned per order or donation, or revenue ÷ orders.

RPV

Revenue per visit, or RPV, is revenue ÷ visits, or the average revenue generated per visit—even visits that didn’t result in a payment. Many companies who do paid marketing use this as a benchmark for how much to spend per visit and for measuring marketing return on investment, or ROI.

Tip: If you sell member site memberships, conversion rates and RPV may appear lower than they actually are. This happens because each visit to your site during which a member logs into their customer account but doesn’t make more purchases counts toward total visits.

Graphs

Line graph

The line graph near the top of the panel shows trends over time for the chosen metric, channel, and time. Hover over any point on the graph for a specific date.

Click the Daily drop-down menu to change the time scale. Time scale options depend on the number of available data points.

Tip: In the Squarespace app, the graph in the Sales overview card also shows comparison data for the previous time frame.

Bar graphs

The graphs below the line graph show available data for a metric by source or product.

• By source - Comparison by top referrers, or where visitors came from before landing on your site. For more insight on referral sources, visit Traffic sources.
• By product - Comparison by the top products. Conversion rate by product calculates the percentage of product views that convert into orders. For more insight on top-selling products, visit Sales by product.

When you choose different metrics to view (for example, revenue, RPV, or AOV), the graphs change.

For example, when viewing by revenue:

• The Source graph shows which traffic sources drove the most revenue.
• The Product graph shows which products generated the most revenue. Donation blocks appear as products.

When switching to view data by RPV:

• The Source graph shows which traffic sources generated the most revenue per visit.
• The Product graph shows which products generated the most revenue per visit or view. Donation blocks appear as products.

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