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Documentation Index

Fetch the complete documentation index at: https://docs.sellfern.com/llms.txt

Use this file to discover all available pages before exploring further.

Analytics transforms the order data you ingest and the expenses you record into a complete picture of your business finances. Revenue, costs, margins, and net profit are all calculated automatically—so instead of building spreadsheets, you can spend your time acting on the numbers.

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Core metrics

Sellfern calculates profitability in layers. Understanding each metric helps you read your reports accurately. Revenue (ex-tax) Total sales from all orders, excluding tax. Revenue is distributed evenly across all items in an order: 
Revenue = (Order Total - Tax) / Item Count
Cost of Goods Sold (COGS) The direct cost of products sold, including base costs and supplier shipping fees. Gross Profit and Gross Margin 
Gross Profit = Revenue - COGS - Platform Fees - Refunds
Gross Margin % = (Gross Profit / Revenue) × 100
Operating Expenses (OpEx) Indirect business costs not tied to individual orders — ad spend, software subscriptions, tools, services, and other overhead. These are managed in the Operating Expenses module. Net Profit and Net Margin 
Net Profit = Gross Profit - Operating Expenses
Net Margin % = (Net Profit / Revenue) × 100
Operating expenses must be logged for the same time period you are analyzing. If OpEx is missing or incomplete, your Net Profit will appear higher than it actually is. Go to Operating Expenses to record any costs you have not yet entered.

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Analytics tabs

Your financial command center. The Overview tab gives you a high-level snapshot of business performance.
  • Summary cards — quick totals for Revenue, COGS, Ads, Refunds, Gross Margin, OpEx, and Net Profit.
  • Profit by Store chart — a bar chart comparing revenue vs. profit across your top 15 stores.
  • Performance table — a full breakdown by store showing order count, all financial metrics, gross margin percentage, and net margin percentage. Most numeric cells are clickable for drill-down.
  • Export — download the performance table as a CSV file.

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Filters

The filter bar at the top of the Analytics page applies across all tabs.
  • Search by Order ID — enter an order ID to focus on a single order. When search is active, date range filters are overridden and a blue Overriding Dates badge appears. Operating expenses show as $0.00 in this mode because they are not tied to specific orders.
  • Date range — set a custom start and end date, or use a quick preset: 7D (last 7 days), 30D (last 30 days), MTD (month to date), or Last Month.
  • Store filter — select one or more stores to isolate their performance, or use Select All to toggle all stores at once.
  • Supplier filter — narrow results to a specific fulfillment partner to compare margins and volume across suppliers.
After adjusting any filter, click Update to refresh all analytics data. Click the reset icon next to the Update button to clear all active filters and return to the default view.

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Drill-down analysis

Most numeric cells across the Overview, Daily, and Designer Count tabs are clickable. Clicking a cell opens a modal showing the individual orders that make up that aggregate number — including Order ID, date, store, customer, total amount, and status. From the modal, you can also export the filtered order list as CSV. Available drill-down targets: Orders, Revenue, COGS, Ads (with 5% VAT breakdown), Platform Fees, Refunds, Gross Margin, and OpEx.

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Exporting data

Each of the following tabs includes a CSV export button:
  • Overview tab — store performance summary
  • Pivot tab — your current pivot table configuration
  • Volume tab — order and item volume matrix
  • Details tab — all line-item details across all pages
Exported files open in Excel, Google Sheets, or any spreadsheet application.