> ## 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
> 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.
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](/developers/quickstart) or [API Reference](/api-reference/order-items/list-order-items).
## 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.
```text theme={null}
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.
```text theme={null}
Gross Profit = Revenue - COGS - Platform Fees - Refunds
Gross Margin % = (Gross Profit / Revenue) × 100
```
**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.
```text theme={null}
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, 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.
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 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 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.
## 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.