Track your store's revenue, orders, and top products

Track your store's revenue, orders, and top products

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Last updated September 25, 2026 20:10

Use the Sales and Sales by product reports to measure revenue, orders, conversion, and product performance across your site.

Find out how your store is performing overall in the Sales analytics panel, and how each individual product is selling in Sales by product analytics panel. Sales covers your totals across the whole store. Sales by product breaks those totals down item by item, so you can tell which products are driving them.

Also try: Increasing your store's sales

The Sales panel is available in Core, Plus, and Advanced plans. Learn more about choosing the right Squarespace plan.

Review your sales

Open the Analytics panel and click Sales. In the Squarespace app, the same data appears in the Sales overview card.
Click the date range dropdown menu to filter your results by time frame. Sales data is available starting from January 2014, and donations data from June 2024.
Click the sales channel dropdown menu to filter by channel:
Website - Sales through your online store, and memberships to any member sites on your site
POS - Sales you made in person through Squarespace point of sale and Tap to Pay, on a computer only
Third-party platforms - Each platform you import orders from with the orders API, listed separately
All channels - Sales through every channel, with a Channels sold column showing where each sale happened

What each sales metric measures

Click any metric to review its data. Depending on the date range you choose, a percent change comparison may appear under it.

Revenue

Revenue is the total value of all orders and donations. The large number at the top is rounded; the number beneath it is exact.

Two things affect what's counted:

If you use tax-inclusive pricing, tax is included in revenue. Otherwise revenue excludes tax, shipping fees, and payment processor fees.
Gift card sales don't appear here. Revenue from purchases made with a gift card appears only after the gift card is used.

Units sold

Units sold can be higher than your order count, since one order can contain several products.

A donation block counts as one unit, and every contribution through it appears as a sale of that unit. Revenue from an original donation block is attributed to the block title. Revenue from a new donation block is attributed to The General Fund.

If you have a member site, units sold include membership sales. Each membership purchase or renewal counts as one unit.

Checkout

Checkout counts successful checkouts on your site, including physical, service, and download products, pricing plans, donations, and gift card redemptions. Only the first instance of a subscription product or recurring donation counts.

Checkouts exclude point of sale, gift card purchases, invoices, pay links, subscription renewals, and Acuity Scheduling.

Orders

Orders count completed orders, including every instance of a subscription product or recurring donation. It can be lower than units sold, since one order can contain several products.

Each member site membership sold, including renewals, counts as one order.

Conversion rate

Conversion rate shows how you're converting visitor interest into purchases. It’s calculated using this formula: (Checkouts ÷ Total visits) × 100. For a deeper look, use the Purchase funnel report.

AOV

Average order value (AOV) is the average revenue per order or donation.

RPV

Revenue per visit (RPV) is the average revenue generated per visit, including visits that didn't result in a payment. Businesses running paid marketing often use it as a benchmark for how much to spend per visit.

Tip: If you sell member site memberships, your conversion rate and RPV may read lower than they are. Every visit where a member logs in without buying anything still counts toward total visits.

Review your revenue and conversion per product

Sales by product shows revenue, orders, and conversion for each item you sell, so you can make decisions about inventory, merchandising, and marketing. If you also sell in person, you can compare how a product performs across your online store, point of sale, and third-party channels.

Sales by product lists data by product or member site title. If you change a product name or a member site title, the report updates after someone buys it under the new title.

To view your sales by product:

Open the Analytics panel, click Sales, then click Sales by product. In the Squarespace app, the same data appears in the Top products card.
Click the Date range dropdown menu to filter your results by time frame. Data is available starting from January 2014.
Click the Sales channel dropdown menu to filter by channel. The channels match the ones in the Sales panel.

Metrics for each product

Sales by product measures revenue, units sold, orders, views, and conversion rate. We only calculate views and conversion rate for sales through your website.

Compare products in the graph and table

The bar graph shows up to eight items and the table shows up to 100, so you can compare products against each other:

To sort by a metric, click its column name. Click again to reverse the order and surface your lowest performers.
To find a specific product or member site, use the search bar above the graph.
To switch between Total sales per product and sales by Channel, use the toggle above the table.
Revenue in the graph is rounded, and the table shows exact amounts.
Each product's data includes all its variants. You can't review individual variant data.

How to use the graphs for your Sales analytics

Use the line graph to review trends

The line graph shows trends over time for the metric, channel, and time frame you choose. Hover over any point to review the data for a specific date. To change the time scale, click the Daily dropdown menu. Your options depend on how many data points are available.

In the Squarespace app, the graph also compares your data with the previous time frame.

Use the bar graph to compare sources and products

Two bar graphs break down your chosen metric by where the sale came from and what sold:

By source - Your top referrers, meaning where visitors came from before they reached your site. To learn more, visit traffic sources.
By product - Your top products, with conversion rate calculated as the percentage of product views that convert into orders.

Both graphs change with the metric you select. Viewing by revenue shows which sources and products generated the most revenue, and switching to RPV shows which generated the most per visit. Donation blocks appear as products in both.

How do donations appear in Sales analytics?

Contributions through new donation blocks appear under the name of the fund attached to the block. Contributions through original donation blocks appear under the block's title, or without a name if the block isn't titled. Learn more about donation blocks.

Your donations dashboard also has metrics for donations received through new donation blocks. To learn more, visit managing donations.

Why don’t my sales analytics match my transactions?

Your sales analytics and your actual sales measure different things, so the numbers don’t always match exactly:

Fees and taxes

Revenue in your sales analytics excludes shipping fees, payment processor fees, and tax, unless you use tax-inclusive pricing.

Refunds

Revenue doesn't account for refunds, so a refunded order still counts.

Discounts

Discounts are already subtracted from your Sales analytics report.

Gift cards

Gift card sales don't count as revenue until someone spends the gift card.

Point of sale data in the mobile app

Point of sale data doesn’t appear on the mobile app, but they do appear in your sales analytics on a computer. For a more detailed report, review your sales data on a computer.

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Track your store's revenue, orders, and top products