RetentionX's Total Sales report allows you to track and analyze your sales performance over time, offering flexibility to switch between different metrics and sales channels. Let’s dive into how it works!
Metrics
The report lets you toggle between different metrics to gain insights into various aspects of your sales performance. The available metrics include:
Revenue
Track your gross and net revenues over time, representing the total sum of money from the sales of your goods and services. By default, both gross and net revenue exclude sales tax, shipping fees, and are calculated after discounts.
Net revenue represents gross revenue generated after refunds. For calculating net revenue, RetentionX automatically attributes refunds back to the original order date, regardless of when the refund was processed. Learn more about RetentionX's revenue definitions and how to change them here.
Orders
Track the number of orders placed by your customers over time. By default RetentionX does not consider $0 orders and unpaid orders on import. If you'd like to change this settings for your account, that's no problem at all, just reach out to success@retentionx.com.
Items
Track the number of items sold - before product returns.
To help you fine-tune the analysis, RetentionX allows you to define certain products as add-ons, such as samples, flyers, gift wrapping, or package protection. While it’s important to track the revenue from these SKUs and, for example, segment customers who made gift purchases, these extras are not counted as items sold. Learn more here.
Refunds
Track the refunds you have issued over time. Unlike net revenue calculations, which attribute refunds to the original order date, the refund development tracks them based on their processing date. This helps you monitor the cash flow impact caused by returns or other types of reimbursements.
Returns
Track the number of items returned by your customers, along with the associated returned revenue. The returned revenue reflects the gross merchandise value (GMV) after discounts of all products marked as returned, regardless of the actual refund amount. Returns are attributed to the date of the original order.
Discounts
Track the total discounts—and the resulting discount percentage—you’ve granted your customers over time, based on discount codes (excluding markdowns). To explore the usage and performance of individual discount codes in more detail, check out Best Coupon Codes.
COGS
Track the total cost required to bring your products into inventory and prepare it for sale: the Cost of Goods Sold. COGS is a crucial component in LTV calculations, as it helps assess profitability at the Contribution Margin 1 level. Learn more about COGS and how to configure them here.
Gross Margin
Track the percentage of revenue that represents profit – shown as the Gross Margin. This metric is calculated as [(Sum of Net Revenue - Sum of COGS) / Net Revenue] x 100. In eCommerce, gross margins between 50-70% are typically considered "good."
CM1
Track the Contribution Margin 1 over time to monitor your profitability, calculated as Sum of Net Revenue – Sum of COGS.
With the activation of RX Forecast™ you will additionally receive three forecast scenarios for the coming months. To enable predictions, simply book the add-on Forecast Plus.
Breakdown by Sales Channel
By toggling between these metrics, you can assess your sales performance from multiple angles. Additionally, RetentionX allows you to isolate data by sales channel, helping you understand how each channel of your business is performing and enabling you to optimize your strategy for maximum impact—simply select the sales channel in the respective drop-down. Our compare-with functionality even lets you easily cross-check different sales channels side-by-side:
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