RetailCRM report: orders, payments, and channels

Online store orders report from RetailCRM

RetailCRM is built for online stores, and its core entity is an order rather than a deal: a basket of items, an order method, a status, payments and a source. Orders from the website, call centre, messengers and marketplaces flow into one system, where managers confirm, pack and ship them. That makes it a strong source for a client report: it shows that ads produced placed and paid orders, not just visits and goals. Reportkey reads them through API v5 and builds a section of the recurring report.

Connecting RetailCRM with an API key

Two values are needed: your system address and an API key. An administrator creates the key in integration settings and chooses its rights and stores. Reading orders plus the status, order method and store references is enough. The key is entered once on the integrations page and checked immediately, as Reportkey looks up which methods and stores it can reach; after that the connection is available in any project.

If the key is deleted or its rights reduced, the connection is flagged for re-authorisation. You enter a new key on the same page, and the stores and blocks chosen in the project stay in place.

RetailCRM order analytics: amount and paid

The main block shows the trend by day, week or month:

• Orders — placed in the period, by creation date.
• Order amount — the total after discounts.
• Paid amount — what was paid on those orders according to payments.
• Average order — order amount per order.
• Cancelled orders — orders currently in the cancellation status group.

Amount and paid sit together on purpose: the gap between them shows the share of unpaid and cancelled orders at a glance. With several stores, each can be shown separately or summed.

RetailCRM order sources: medium, campaign, tags

Every RetailCRM order has a source block with source, medium, campaign, keyword and ad content. With the website tracker configured, UTM tags land there, and the report shows orders, amount and payments per campaign. Another breakdown is order method: website cart, phone call, quick order, messenger. It explains why the system holds more orders than web analytics shows purchases.

This is order data, not an attribution model: if a buyer came from an ad and then called, the source is whatever the form or the manager recorded.

Orders by status

RetailCRM statuses are grouped: new, approval, assembly, delivery, complete, cancelled. The status block shows how many orders from the period sit in each group now, which explains why completed orders trail placed ones while some are still in delivery.

RetailCRM orders and Yandex Direct spend together

Next to orders you can show Yandex Direct campaigns, VK Ads and ecommerce data from Yandex Metrica. If the brand also sells on marketplaces, add Ozon orders and the Wildberries funnel. For cost and revenue per customer, use Roistat.

Automatic AI commentary and white-label design are offered, not on every plan. Other sales systems are listed under CRM integrations, store platforms under ecommerce. See the in-house team demo report for an example and the pricing page for terms.