Understanding the Metrics used for Email Reports

With Email Reports by Ablestar, you can receive daily, weekly or monthly sales summaries delivered right to your inbox. You can track orders, customers and top products at a glance and see how they compare to historical data.

In this article we will discuss how the values used in our reports are calculated.

Types of Reports

Daily - All sales days end at midnight. Daily reports will be sent out every day after midnight, unless the "Don't Send First of the Month" box is checked, and then it will skip the first of the month. This way if a monthly report is also scheduled, only one report will go out that day.

Weekly - All weeks start on Monday. A weekly report will go out at midnight every Sunday.

Monthly - Monthly reports are sent out the first of every month. 


In the lists below we have the metrics divided into two categories, Shopify Metrics, and general Metrics. The Shopify metrics should match up with the numbers you see inside Shopify (based on these definitions), while the general metrics might not match up exactly because of the way gift cards are handled.  

Shopify Metrics

Shopify DiscountsEquates to line item discount + order level discount share for a collection of sales.

Shopify Gross SalesEquates to product price x quantity (before taxes, shipping, discounts, and returns) for a collection of sales. Canceled, pending, and unpaid orders are included. Gift Cards, test and deleted orders are not included.

Shopify Net Sales - Equates to gross sales - discounts - returns.  Net Sales do not include giftcards.

Shopify Returns - The value of goods returned by a customer. Returns are accounted for on the day the return is processed, not the day the order is placed.

General Metrics

Gross Sales - This is the sum of the total order price for all orders in a period. It includes tax, shipping and discounts for all products including gift cards, but does not include refunds.

Net SalesThis is the sum of the total order price for all orders in a period. It includes tax, shipping and discounts for all products, including gift cards. Refunds are subtracted from the sum based on the day that the refund was processed.

Order CountThe number of orders in a period.

Refund CountThe number of refunds in a period. Refunds are assigned to the day they were processed, not the day the order was placed.

Refunds - The value of refunds based on the date that the refund was processed.

Sales (ex Tax) - This is the sum of the order subtotals all orders in a period. This value is after discounts but does not include shipping and taxes.

Top-Selling ProductsThis will show a list of top-selling products. Products are sorted by value, not quantity sold. 


VendHQ is a POS and eCommerce solution that works with Shopify. For stores that are on the Email Reports Professional Plan, we have the ability to link the data from VendHQ with the reports. The sales figures from VendHQ will be used, but gift cards and sales tax will not be included. If you are interested in using VendHQ data in your reports, email us at support@ablestar.co.

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