Online store sales report for clients

Online store sales report: what the client sees

A store owner opens the agency report with one question: how much money did the month bring and why. Ad dashboards answer with clicks and spend, while the answer about money lives in the store engine or the payment service. Reportkey pulls those numbers directly and places them as a section of a recurring document with period comparison. The sources fall into three kinds:

• store engines: InSales, Ecwid, CS-Cart, WooCommerce, PrestaShop and AdvantShop give orders, average order value, statuses and top products;
• payment acceptance: YooKassa and CloudPayments give successful payments, declines, refunds and payment methods;
• site builder: Flexbe gives form leads, their statuses and online payments.

The client receives the document as a link or a PDF. Scheduled sending and agency branding can be switched on, though they are not on every plan.

Orders, payments and refunds: why there are several numbers

The most common confusion in store reports is a single revenue line where three different values exist. The order total includes shipping and taxes and shows what the buyer intended to pay. The paid amount shows what actually arrived. Refunds reduce the result after the fact. That is why the sources in this group keep these values on separate lines. PrestaShop splits order total from the amount actually paid, InSales splits all orders from orders with a paid status, and WooCommerce reports gross and net sales. YooKassa also has the amount credited after the service fee, labelled apart from the payment amount.

YooKassa and CloudPayments payment reports

A payment service is useful even when the store runs on a custom engine or is not a store at all: an online school, a booking service or a subscription also needs to see money. The YooKassa section shows successful payments by capture date, the average payment, the split by payment method (card, SBP, wallet, banks) and net receipts after refunds. A separate block collects unfinished payments with cancellation reasons, a frequent sign of trouble at checkout. The YooKassa API returns payments and refunds no older than three years.

CloudPayments adds a view of declines: how many payments were rejected, for which reasons and from which card types. Authorized but unconfirmed charges are not counted as receipts. Transaction dates arrive in UTC, and the report is built in the project time zone.

Store analytics for InSales, Ecwid and WooCommerce

For engines the core set is similar: orders by day, week or month, average order value and top products by units sold and amount. The differences are in the details. Ecwid also returns visitors, the store sales funnel stages and new versus repeat orders, and its API works only on paid store plans. WooCommerce shows coupon discounts and orders with a coupon. InSales has a separate block of paid orders by payment date and the first-visit source, if the store records it.

Stores on CS-Cart, PrestaShop and AdvantShop

These engines often run on the client’s own hosting, so data loading speed depends on that server. CS-Cart can break sales down by storefront and by vendor in its multi-vendor edition, which suits platforms with several suppliers. PrestaShop provides discount totals and shipping cost, and converts amounts by the order rate for a multi-currency store. AdvantShop shows where an order came from: the site, the basket, a phone call or a marketplace. That is the checkout method, not an ad campaign.

Flexbe site leads by UTM tag

A Flexbe site is more often a landing page with forms than a catalogue with a basket. So its section is built around leads: total, completed and cancelled, split by page and form. Leads from tagged links are grouped by source, medium and campaign; the rest land in a no-source group. Only completed online payments count as revenue, by payment date, not every issued invoice. Keep in mind that managers set the completed status by hand.

Store sales next to ads and web analytics

The store section answers how much, while ad and analytics sources answer where from. The same project can hold Yandex Direct, Yandex Metrica and Google Analytics, with other accounts from the advertising and web analytics groups. If the client also sells on Ozon or Wildberries, a marketplace section goes alongside. A payment is a money result, not a conversion: it can be tied to a campaign only if the store passes the order number or tags further.

How to connect a store or payment account

1. Sign up for Reportkey: 14 days free, 30+ integrations.
2. In the integrations section add access: the YooKassa shopId and secret key, the CloudPayments Public ID and API password, a read-only REST API key pair for WooCommerce, a PrestaShop webservice key, an AdvantShop or Flexbe API key, the CS-Cart admin email and key, or the app in an InSales or Ecwid store.
3. In the project pick the store, add ads and analytics, and set up sending.

See a multi-channel document in the in-house team demo report, terms on the pricing page, and every group in the integration catalog.