To manage your Lightspeed eCom (E-Series) online catalog and store effectively, you need to know what’s going on. Where your customers come from, how much money they spend, what products they buy, and how your special offers perform. To get these data insights, visit the Online tab in your Retail POS (X-Series) or install apps to help you make data-driven decisions and improve your online catalog and store.

Reports and sales stats in your Retail POS

Lightspeed eCom provides you with two types of reports: basic and detailed.

Basic reports appear on the Online > Overview page in your Retail POS at desktop and on the home screen of your eCom mobile app. These stats offer a quick overview of basic online store metrics:

• Number of visitors and their product views
• How people try to reach out to you through your site—by clicking the map widget, the Call Us button, opening the Contact Widget, etc.
• Orders received and their total revenue + revenue from the abandoned carts
• How many people added items to cart, started checkout and placed an order
• Subscriptions revenue. You will only see these stats if you enabled subscriptions in your online store

On the Online > Reports page in Retail POS, you can get a more comprehensive understanding of your online store's performance. The page provides you with in-depth insights into key metrics: visitors, engagement, conversion, orders, accounting, and marketing. Each metric comes with a variety of specific parameters to provide a deeper understanding of your online store performance. What is more, you can choose a specific period to see how your store performs. For example, during the hot Holiday season or in the summer.

Visitors. Get an overview of the number of visitors, how much time they spend in your online store, if they tend to come back, and what device they use to browse your store. That helps you track your store’s traffic and adjust your marketing strategy to get more visitors.

Engagement. Learn how your online presence drives offline business. In particular, how your site visitors interact with your site to reach out to your business. That can be checking your store locations on a map, chatting with your support, sending you emails, and so on.

Conversion. Track how visitors become your customers. Check the percentage of visitors who view products and add them to cart or favorites, of new and returning visitors who end up placing online orders, and more.

Orders. Check the number of orders and the revenue, whether your customers tend to repeat orders, how many items people usually buy, how many items you sold during a specified period, and more. Once you understand which factors lead to larger orders (for instance, free shipping above a certain spend), you can deploy those tactics to encourage repeat purchases and larger orders.

Revenue. Track your financial flows by looking at your online store revenue, expenses, average order value, average revenue per customer and per visitor. By monitoring this, you can track and project your revenue over time and optimize your buyer journey for better profits.

Marketing. Customers visit your store through various channels, such as advertising links, emails, and so on. You can identify which sources contribute more to your orders. The tracking of sales sources is facilitated through the use of UTM tags.

See the reports breakdown in the Understanding eCom (E-Series) built-in reports article.

For each type of reports, you are flexible to choose a period and compare it with the same period on the previous week, months, or year:

To stay clued-up, you can receive weekly emails from Lightspeed eCom with your weekly stats and bits of advice on how to grow your business. To subscribe to emails, from your Retail POS go to Online > Webstore > Notifications and turn on the Receive weekly stats report toggle.

Apps for more detailed reports and stats

In eCom, you can install different apps to get a more detailed overview of your sales. You can check the best analytic apps on the Online > Reports page in Retail POS and install the one that fits you.

Kliken Stats app

Kliken Stats app helps you better understand your audience by providing information on traffic sources, conversion rates by channels, the customer acquisition cost for ads, and more. The more you know about where people are coming from to your site, the better you can plan your ad campaigns. That means you can cut off ineffective ad channels.

Kliken also calculates revenue and shows top-selling items. Based on that, you can stop selling items that are not worth it.

To install Kliken Stats app:

1. From your Retail POS, go to Online > Reports and click the Overview tab.
2. Under the Free advanced statistics for your store header, click View app, then click Install.

3. Once the app is installed, you will see the Kliken stats on the page:

   

You can change the period for analytics by clicking on the Select Range in the top right and choosing the dates. To learn more about any metrics, click on the Show details button. 

You can find this page anytime. To view Kliken stats data:

1. From your Retail POS, go to Online > Reports and click the Overview tab. 
2. Click Open next to Kliken Stats: Powerful Stats for Your Store.

You can find more tools to analyze your business in the Lightspeed eCom App Market.

Google Analytics

One of the best ways to really dig into analytics to understand the strengths and weaknesses of your business is to use Google Analytics. Google Analytics is a more powerful tool, so it’s more suitable for sites that put a lot of effort into marketing campaigns and want to improve the results.

With Google, you can get detailed stats about:

• The site traffic, so you can stop spending money on ad channels that don’t bring people to your store.
• Measure conversions and sales. This metric helps you understand the quality of leads. If the conversion metrics are low, maybe it’s time to rethink your marketing strategy or site design to make it more user-friendly.
• Search keywords that your customers use during shopping. With this knowledge, you can change the name or description of some items to make them more searchable.
• Customers, so you can use remarketing to reconnect with people that visited your storefront.

You can connect your Lightcommerce eCom site and store to Google Analytics for free. Read our step-by-step guide with a detailed explanation of how to create a Google Analytics account and connect it to eCom.

Once you finish the setup, you can log in to your Google Analytics account to get an overview of your site visitors’ location, language, engagement, and more. You can segment visitors by different criteria and see the reports for each segment. What is more, you can track the biggest traffic sources for your site. Meaning, you can better plan your ad campaign.

Sales reports in spreadsheets

For those who prefer to use spreadsheet editors like Microsoft Excel, Google Sheets, or OpenOffice Calc for sales reports, you can export order data in CSV format to arrange the data as you prefer. This way, you can pull up a report about total sales made last year, check what taxes you have collected, or see what sale source has brought more customers to you (your eCom storefront, Amazon, or eBay if they are connected to your online store). Sales reports in a spreadsheet can also be helpful if you need to draw a list of the sold items to prepare billing to your suppliers.

If you use Google Sheets as your spreadsheet editor, you can automatically save your online eCom orders to Google Sheets using the Save Orders to Google Sheets via Zapier app from the Lightspeed eCom app market.

To export orders from your eCom store:

1. From your Retail POS, go to Online > Overview and click the Go to eCom (E-Series) button.
2. In your eCom admin, go to My Sales > Orders.

3. Use the Filter tool to sort out the orders you want to analyze:

   

4. Select the filtered orders and click Mass Update > Export selected:

   

5. Select the values delimiter and columns to include in the exported CSV file:

   

   Before choosing the delimiter, check what delimiters your spreadsheet editor supports for CSV files to ensure your file opens correctly.

6. Click Download CSV file.
7. Open the file in your spreadsheet editor and compose your report.

Learn how eCom (E-Series) orders work with Retail POS (X-Series).

Custom sales reports via API

The eCom (Ecwid) API provides incredible power and flexibility in creating custom extensions for Lightspeed eCom stores. Using eCom API, you can build an advanced reporting tool and collect additional information for further analysis.

For example, if you use product attributes for keeping some internal information about items like manufacturer’s codes, and want to have it in reports, consider developing a custom app for collecting the attribute values.