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Analytics transforms your ingested order data and recorded expenses into reporting views for store performance, order volume, costs, margins, and operational decisions. Use it to compare stores, review trends, drill into line items, and export data for spreadsheet analysis.
Analytics — Overview

The Analytics Overview tab with summary cards and per-store performance

Product analytics in the Sellfern app may include financial reporting for signed-in users. Public V1 API analytics are documented separately and are limited to reviewed, read-only operational analytics. For automation, use the developer quickstart or API Reference.

Core metrics

Sellfern calculates profitability in layers. Understanding each metric helps you read reports accurately. Revenue (ex-tax) is total sales from orders, excluding tax. Revenue is distributed evenly across all items in an order.
Cost of Goods Sold (COGS) is the direct cost of products sold, including base costs and supplier shipping fees. Gross Profit and Gross Margin measure profitability before operating expenses.
Operating Expenses (OpEx) are indirect business costs not tied to individual orders, such as ad spend, software subscriptions, tools, services, and other overhead. Net Profit and Net Margin subtract operating expenses from gross profit.
Operating expenses must be logged for the same time period you are analyzing. If OpEx is missing or incomplete, Net Profit can appear higher than expected.

Analytics tabs

The Overview tab provides a high-level snapshot of business performance with summary cards, a profit-by-store chart, a performance table, and CSV export.

Filters

The filter bar applies across analytics tabs.
  • Search by Order ID focuses on a single order. When search is active, date range filters are overridden and operating expenses show as zero because they are not tied to individual orders.
  • Date range supports custom start and end dates plus quick presets such as last 7 days, last 30 days, month to date, and last month.
  • Store filter isolates one or more stores.
  • Supplier filter narrows results to a specific fulfillment partner.
After adjusting filters, click Update to refresh analytics data. Use the reset control to clear active filters.

Drill-down analysis

Most numeric cells across Overview, Daily, and Designer Count are clickable. Clicking a cell opens a modal showing the individual orders behind that aggregate, including order ID, date, store, customer, total amount, and status. You can export filtered drill-down results as CSV.

Exporting data

CSV exports are available from Overview, Pivot, Volume, and Details. Exported files open in Excel, Google Sheets, or any spreadsheet application.