Use Sellfern analytics to review store performance, order volume, costs, margins, and exportable reporting views.
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.
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.
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.
Revenue = (Order Total - Tax) / Item Count
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.
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.
The Daily tab shows day-by-day performance for spotting trends. Click supported metric cells to drill down into the orders behind a number.
The Daily tab — day-by-day performance with clickable drill-down cells
The Pivot tab lets you analyze Revenue, Profit, COGS, or Order Count by Date, Store, or Supplier, with daily or monthly grouping and CSV export.
The Pivot tab — cross-tab analysis by date, store, or supplier
The Volume tab tracks order and item counts across stores and dates, with a matrix view and CSV export for inventory planning.
Designer Count shows unique design counts by store and designer. Use it to review production workload and design coverage.
The Details tab shows line-item transaction data with order, store, customer, SKU, quantity, status, revenue, costs, supplier, design, shipping, tax, fees, and refund fields.
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.
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.
