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 on 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 Discounts - Equates to line item discount + order level discount share for a collection of sales.

Shopify Gross Sales - Equates 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 gift cards.

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.

Shopify Shipping - Equates to shipping charges - shipping discounts - refunded shipping amounts.

Shopify Tax - The total amount of taxes based on the orders.

Shopify Total Sales - Equates to gross sales - discounts - returns + taxes + shipping charges. Total sales will be a positive number for a sale on the date that an order was placed and a negative number for a return on the date that an order was returned.

Shopify Units Per Transaction - Equates to net quantity / total_orders.

General Metrics

Average Order Value - Total order values for a period divided by the number of orders

Order Count - The number of orders in a period.

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

Product Count - The number of products sold over a particular time.

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

Units Per Transaction - This is the average number of units sold per transaction. Unlike the "Shopify Units per Transaction" metric, this does not include returns.


VendHQ is a POS and eCommerce solution that works with Shopify. For stores that are on the Email Reports app 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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