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Understanding the Brand Sales Analytics Dashboard
This article is applicable for users with Order Management access.
Brand Sales Analytics is designed to provide both a high-level and in-depth view of your current sales performance compared to previous periods.
Giving users access to the dashboard
By default, only System Admins have access to the Sales Analytics Dashboard. To give access to other users, you need to give them the analytics permission.
- Click Users on the left navigation menu.
- Select the user you want to give access to.
- Click Edit.
- Click the Analytics checkbox.
- Click Save.
The Hub Analytics Snapshot
The Sales Analytics experience begins when you login to the Hub. You will see six sales data visualizations in the Analytics Snapshot after login. To see the full Sales Analytics Dashboard, you can click on the ‘More’ button or click on the ‘Analytics’ app icon.
The Sales Analytics Dashboard
This dashboard currently includes four tabs or sheets, each with multiple data visualizations.
- Summary – provides overall year-over-year sales comparisons for different periods, by sales channel, and by geographic area.
- Sales Trends – provides sales comparisons over multiple years and over a longer period of time.
- Product Sales – Compares year-over-year changes in sales to specific product and product categories.
- Fulfillment – Provides a geographic view of sales across your fulfillment network.
How Sales Data is Calculated
The base sales data for an order is calculated on the price of items in an order multiplied by the quantity of the items. Filters on each sheet allow you to select which other revenue components to include in sales data:
- Include Discount
- Include Tax
- Include Shipping Fee
Year-over-year data is calculated based on the same actual day of the week in the previous year, using the ISO 8601 standard. For example, sales on Thursday, September 21, 2023 are actually compared with Thursday, September 22, 2022. This type of comparison enables apples-to-apples comparisons of specific days of week and weeks of the month. Some holidays, like July 4th, do not fit neatly into this type of analysis so you’ll need to consider that when comparing some holidays year-over-year.
The Summary Sheet
The top row of visuals provides at-a-glance, year-over-year comparisons based different periods. You can quickly see if sales were up or down compared to the same period last year.
Daily Sales – Year Over Year
This shows a line graph of sales over the date range configured in the sheet filters for the current and previous years. You can also set a percentage-based sales goal in the filters and turn that on to visualize a goal target for the current year.
Sales by Channel
The Change in YoY Sales by Sales Channel and Sales by Channel visual provide different views of changes in sales through your channels.
Orders by Zip Code
Shows a heat map of sales activity by zip code over the date range configured in filters. There is a more detailed map of Sales by Zip Code by Fulfillment Warehouse in the Fulfillment Sheet.
These visuals show multi-year trends in average order value and average items per order. Comparing these two visuals help you identify if order value is going up or down because of pricing or because of the average items per order. You can configure the number of years to compare in the Sheet Filters.
Sales Trends Sheet
These visual provide sales comparisons over multiple years and over a longer period of time.
Year-to-Date and Month-to-Date Sales
These visuals compare changes in sales between the current period and the exact period in the previous year.
This show month by month sales for multiple years. You can configure the number of years to compare in the Sheet Filters.
Sales Channel Trends
The Sales Channel Comparison by Year visuals compares current month-to-date sales for the current year to equivalent periods in previous years. The Sales by Channel visual shows a stacked area graph month by month for the current year. The sum of the stacked areas are equivalent to sales for all channels selected in the sheet filter.
This table show the sales actual transactions based on what you have selected in the other visuals. For example if you want to see sales for a specific month and year, you can click on a point in the Historical Sales line chart that corresponds with a specific year.
Product Sales Sheet
This visuals provide a view of changes in year-over-year sales with specific Master SKUs, Listing SKUs and product categories. Clicking on products or product categories in the horizontal bar charts will filter all of the other visuals on the sheet to show sales just for the selected items.
Overall Year-over-Year Comparisons
These visuals are similar to the summary sheet but they are filtered by the products or product categories selected in the horizontal bar charts.
Year-over-Year Changes in Product Sales
These visuals measure percent changes in Product Categories, Products (Master SKUs), and Listing SKUs.
These visuals provide a geographic perspective on sales as well as an indication of your fulfillment network efficiency.
Sales by /zip Code by Fulfillment Warehouse and Order Detail
The map plots sales by Zip Code and is color-coded by the originating warehouse for the date range selected. The size of the circle represents the relative size of sales to a zip code. By clicking on a warehouse name in the table to the right of the map, you can filter the map by that warehouse, giving you a picture of the reach or efficiency of shipping from that warehouse.
Clicking on a dot on the map filters the Order Detail table (below) to show just the orders from that zip code.
Average Shipping Cost by Postal Code by Originating Warehouse
Instead of sales, this chart shows the average shipping costs paid by the brand relative to the originating warehouse. This provides another valuable perspective on the efficiency of your fulfillment network.