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E-Commerce Overview

The E-Commerce dashboard provides a comprehensive view of your store's performance, customer behavior, and revenue metrics. Access it from the sidebar under E-Commerce > Overview.

Dashboard Features​

Key Metrics​

The dashboard displays six essential metrics at the top:

MetricDescription
RevenueOrders placed, net of cancellations and refunds
OrdersThe orders that revenue is summed over - cancelled and fully refunded orders are excluded from both, so the two always describe the same set
Average Order ValueRevenue divided by order count
CustomersDistinct people who placed those orders in the period - one person with four orders counts once. The RFM table and the repeat rate further down are all-time and do not follow the date picker
Repeat Purchase RateShare of customers who have ordered more than once
Abandoned Cart ValueTotal value of abandoned shopping carts - the card opens Carts

Two things the revenue figure includes, and says so on the card:

  • Unpaid and on-hold orders count as revenue. An order that has been placed but not yet paid is inside the total, and the card discloses how much of it that is - "incl. 12 unpaid, $3,400".
  • A partially refunded order is still a purchase. It stays in the order count with the refunded amount netted off the revenue. Only a cancellation or a full refund removes an order from both.

Every card and list on this page is bounded by whole days in your workspace timezone, so "Today" returns today's orders rather than an empty window.

Revenue Trend Chart​

An interactive area chart showing revenue over time. Use this to:

  • Identify sales patterns and seasonality
  • Track the impact of marketing campaigns
  • Monitor growth trends

Where revenue came from​

The attribution card splits net revenue into Campaigns, Journeys, and Unattributed, and shows the share Joryio influenced. It reads the same per-order attribution the Orders page shows, so the two always agree. Two controls:

  • Click-through only - a toggle that counts only deterministic click-and-buy purchases (jr_cid), ignoring the windowed/assisted effect.
  • Compare models - opens a table of net revenue by source under Last touch / Last click / First touch for the selected range, so you can see how credit shifts. Set the active model under Settings → Revenue attribution; see Revenue Attribution.

When the date range is All time the cards drop the "vs. previous period" comparison (there is no prior period to compare against).

Sales by store and channel​

Net revenue and orders for the selected range, split two ways: by sales channel (online, point of sale, app, phone and manual, marketplace, other) and by store. Each part is counted over the same orders as the Revenue card - cancelled and fully refunded orders left out, refunds netted, in your reporting currency - so the parts add up to it. The 50 stores with the most revenue are listed by name and the rest are summed as "Other stores"; orders that name no store (an API order without storeId) are shown on their own. See Store and sales channel.

RFM Overview​

A pie chart showing customer distribution across RFM (Recency, Frequency, Monetary) segments. This provides a quick snapshot of your customer base health:

  • Green segments (Champions, Loyal): Your best customers
  • Blue/Purple segments (Potential Loyalists, New): Growing customers
  • Yellow/Orange segments (Needs Attention, About to Sleep): At-risk customers
  • Red/Gray segments (At Risk, Lost): Churned or churning customers

Direct access to:

  • RFM Analysis: Detailed customer segmentation
  • Products: Product catalog management
  • Orders: Order tracking and management

Getting Started​

  1. Navigate to E-Commerce > Overview in the sidebar
  2. Review your key metrics at the top
  3. Analyze the revenue trend to identify patterns
  4. Check the RFM overview for customer health
  5. Use quick links to dive deeper into specific areas

Data Sources​

The dashboard pulls data from:

  • Order Statistics API: Revenue, order counts, and averages
  • Cart Statistics API: Abandoned cart tracking
  • RFM Distribution API: Customer segmentation data

Best Practices​

  1. Check daily: Monitor the dashboard regularly to catch issues early
  2. Compare periods: Use date ranges to compare performance over time
  3. Act on RFM insights: Use segment data to create targeted campaigns
  4. Track abandoned carts: Set up recovery campaigns for high-value abandoned carts

Next Steps​