Understanding WooCommerce Sales Dashboard: A Comprehensive Guide

Muhammad Faraz • Last Modified: April 6th, 2023

Sales Dashboards are the combination of tools and techniques that help Marketers effectively manage their Sales KPIs (Key Performance Indicators) and monitor them in one central location. It helps the Sales team reach their goals through a detailed analysis of Sales Performance, Cycle Lengths, and Sales Funnels. One such type of Sales Dashboard that caters to these features is the WooCommerce Sales Dashboard.

WooCommerce is an open-source E-Commerce plug in designed for WordPress. Its main goal is to powerfully blend content and E-Commerce in one framework. The WooCommerce Sales Dashboard is designed to help Marketers rise to the top of the search results and help them gain valuable insights from their sales.

This article provides a comprehensive guide on the features of the WooCommerce Sales Dashboard. It also provides an overview of the parameters that certain sections of the Dashboard depend on. Read along to find out about this amazing Sales Dashboard.

Table of Contents

Introduction to the WooCommerce Sales Dashboard

WooCommerce Logo

WooCommerce is an open-source plugin for WordPress that provides core E-Commerce functionalities such as Add to Cart, Checkout functionalities, Products Analytics & much more. It is because of WooCommerce that WordPress is used widely in E-Commerce development.   

It allows any type of business (from small to enterprise-level) to develop a responsive end-to-end E-Commerce solution with the ability to integrate thousands of plugins. Moreover, thousands of WooCommerce templates are available to be purchased by different template vendors & marketplaces. This makes the Web Development process very easy & time-saving.  Along with WordPress, WooCommerce enables millions of customers to shop online because of its relatively easy user interface & hence benefits businesses by increasing their sales.

The WooCommerce Sales Dashboard also provides services for Sales Analytics. It does this by providing the WooCommerce Analytics service.

WooCommerce Analytics is a new feature for reporting and data analysis. WooCommerce has introduced new reports along with segmenting tools, advanced filtering, and the ability to download data to CSV(Comma Seperated Value), a Dashboard that can be customized to monitor all the important key metrics of a website.

It provides detailed reports and performs analysis on day-to-day E-Commerce activities regularly. The Dashboard also provides many analysis metrics to look for & develops many Sales strategies. The following image provides a list of all parameters that are available to view & analyze on the WooCommerce Analytics Dashboard.

Parameters for the WooCommerce Analytics Dashboard
Image Source: Self

To understand WooCommerce and their services in detail, click this link.

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Overview of the WooCommerce Analytics Sales Dashboard

The WooCommerce Sales Dashboard allows you to keep track of the numbers and data points. These are the most important metrics to take care of when using Sales Analytics. Each section of the Dashboard has the flexibility of getting customized as per the needs of the organization. The WooCommerce Sales Dashboard is divided into 3 main sections:

1) Performance Indicators

Performance Indicators are the metrics that are used to monitor Sales data regularly. Generally, data present on the WooCommerce Sales Dashboard is controlled by the Date Picker. The Date Picker is present at the top of every page and it provides the ability to select the needed time period for operating Sales and also helps to analyze the data present at that particular interval.

The interval durations are categorized in the following manner:

Time Interval Categories in the Date Picker
Image Source: Self

The option for comparison is available. This option helps when any two specific “Time Intervals” need to be compared.

2) Summary Numbers/Charts

Summary Numbers or Charts are pictorial representations of the Sales data. They help both the Marketing and Sales teams to see how their campaigns are running by comparing past performances. The Chart and Summary numbers present images to crunch data, through interactive visualizations that help in better understanding of the data & trends. 

An example of an interactive visualization is shown in the figure below.

Summary Numbers/Charts for a particular Sales data
Image Source: Self

3) Leaderboards

Leaderboards provide information about all the metrics that are being analyzed in a summarized manner. The WooCommerce Sales Dashboard’s Leaderboard provides information about the 4 parameters listed below:

  • Top Customers & Total Spend
  • Top Coupons & Number of Orders
  • Top Categories & Items Sold
  • Top Products & Items Sold

These categories can also be compared among themselves. For example, you can analyze Top Categories – Items Sold vs Top Products – Items Sold (etc).

Leaderboards Comparison
Image Source: Self

Product Analytics in the WooCommerce Analytics Sales Dashboard

The WooCommerce Sales Dashboard has a set of metrics for Product Analytics as well. Product Analytics are the combinations of the techniques and a robust set of tools that allow the Product team to analyze the performance of their products. In the WooCommerce Sales Dashboard, the sold Product details can be selected from the Date Range.

The Date Range shows the Items Sold, Net Sales & Orders.  This can be seen in the figure below.

Data Range option in the Product Analytics Section
Image Source: Self

Additional Product Details can be found with custom columns when they are available. The WooCommerce Sales Dashboard allows Product data to get downloaded. This is done by using the Download option as shown in the figure below.

Download Option in Product Analytics Section
Image Source: Self

Revenue Section in the WooCommerce Analytics Sales Dashboard

Revenue is the income that an organization receives when customers buy its product or use its services. The WooCommerce Sales Dashboard has a Revenue section primarily for the Sales and Marketing team to provide an estimate Revenue through their products and services.

The important Revenue parameters to be considered when dealing with Sales are given below:

  • Gross Sales: Gross Sales are the Total Sales an organization makes in a given time period. It can be calculated by multiplying the Sale price of the product(s) by the total quantity sold. It does not include refunds, taxes, shipping & coupons. 
  • Total Sales: Total Sales are similar to Gross Sales except that they are the Total Sales made by an organization without any adjustments. It can be calculated by the formula: Gross Sales – Returns – Coupons + Taxes + Shipping.
  • Net Sales: Net Sales are the Total Revenue excluding any discounts, returns, and allowances. It can be calculated by the formula: Gross Sales – Returns – Coupons.
  • Shipping: Shipping is the transportation charges associated with an order or refund. 
  • Tax Amount: Tax Amount is the sum of Order Tax and Shipping Tax.

In case you want to analyze more important Revenue parameters regarding Sales, you can click this link.

The WooCommerce Sales Dashboard provides a table to aggregate all the Revenue data. Parameters can be selected according to the user’s need. The following figure shows further details about the Revenue table.

Revenue Table in the WooCommerce Sales Dashboard
Image Source: Self

At the bottom of the report is the summary of all that data that is acquired everyday (as per the selected date parameter).

Summary of the Revenue Data
Image Source: Self

Order Details in the WooCommerce Analytics Sales Dashboard

The Order Details in the WooCommerce Sales Dashboard ensures that all the orders are tracked in a periodic manner. The main parameters in this section are Orders, Net Sales, Average Order Value & Average Items Per Order.

The below figure shows the WooCommerce Sales Dashboard’s Order Details section.

Order Details section of the WooCommerce Sales Dashboard
Image Source: Self

Further details on Orders are available in the table with parameters selection value as shown below.

Further Order Details in the Parameters Section.
Image Source: Self

The WooCommerce Sales Dashboard categorizes the Order details section into Category Reports and Coupon Reports.

The Categories Report provides insights into the product categories of the store. It shows categories sold in descending order as shown in the below figure.

Category Report Example
Image Source: Self

Category Reports have a Comparison Button that allows you to compare different categories of products both Sales-wise & Quantity-wise as depicted in the below figure.

Comparison Button in the Category Report.
Image Source: Self

There is an option available to Search & Download the data in Category Reports as well.

Search & Download option of Category Reports
Image Source: Self

The Coupon Reports show all the Coupons/Discounts availed by the customer as shown below.

Coupon Report Example
Image Source: Self

Coupon Reports also have Compare, Search & Custom Column options for further analysis. 

Compare, Search & Custom Column options for Coupon Reports
Image Source: Self

Overview of the WooCommerce Analytics Settings

The WooCommerce Sales Dashboard’s Analytics settings panel provides  functionality & parameters control as per the user’s requirement. It plays a crucial role whenever organizations want to get their reports in a specific manner to be understood by the whole team.

The Analytics settings are divided into Excluded Statuses and Actionable Statuses. Their figures are shown below.

Excluded Statuses
Image Source: Self
Actionable Statuses
Image Source: Self

The Analytics Setting also allows users to import their historical data to help users understand how reports need to be visualized by analyzing them from past experience.

Import Historical Data in the Analytical Section
Image Source: Self


This article provided a comprehensive guide on the working of the WooCommerce Sales Dashboard. It explained all the features of each section of the Dashboard and provided relevant screenshots for the same. Overall, WooCommerce is an amazing plug-in which can be easily incorporated onto WordPress. Companies that already use WordPress can use this feature with ease. The WooCommerce Sales Analytics Dashboard provides comprehensive reporting that helps business managers & owners to make data-driven decisions to make their businesses successful.

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Share your experience of working with the WooCommerce Sales Dashboard in the comments section below!

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