Sales reports and revenue in dashboard

The dashboard is the home page you land on when you log in to Shoporama’s admin panel. It gives you a quick overview of your online store’s revenue, orders, visitors, and the items that currently require your attention. The dashboard is made up of small cards—which we call modules—and you decide which ones to display on your dashboard.

Here’s what you’ll see by default

A new user starts with 14 modules enabled, or 15 if the store has set up countries. They’re selected so you get both today’s figures and the alerts you can’t afford to miss:

• Sales: Today’s Revenue, This Month’s Revenue, the Sales Trend graph, and Sales by Country, if the store has set up country settings.
• Orders: New orders, Today’s orders, This month’s orders, and Packages due for return soon.
• Visits and Traffic: Visitors Today.
• Store Status: References to deleted products, Broken ad links, “Manage your store with AI,” “Do you want to accept card payments?,” and “Shoporama Academy.”
• Your Own: A shared board where you and your colleagues can share messages.

Several of the standard modules—such as “Packages to be returned soon,” “Broken ad links,” “Manage your store with AI,” “Do you want to accept card payments?”, and “Shoporama Academy”—only appear when there is content to display. That’s why you’ll usually see fewer than 14 cards on a new homepage.

The cards showing revenue and orders have fixed time periods built in, namely “Today” and “This Month.” There isn’t a single date selector for the entire dashboard. If you want to choose a custom time period, you’ll need to use the graph modules or the detailed reports under Statistics.

The dashboard is built from modules, and you decide which ones to use

There are a total of 46 modules—47 if the store has set up countries—divided into eight groups: Sales, Orders, Visits and Traffic, Inventory, Marketing, Customers, Store Status, and Your Own. This means you can customize the dashboard to show exactly the numbers you’re looking for every morning and leave the rest out.

How to customize the dashboard

1. Click “Customize” in the top-right corner of the dashboard. You’re now in edit mode, and three buttons will appear: “Add Module,” “Reset,” and “Done.” You can also double-click on an empty space next to the modules or in the area at the top with the store’s name.
2. Remove a module by clicking the checkmark (“Remove Module”) on the module you don’t want to use.
3. Move a module using the “Move Left” and “Move Right” arrows on the card. You can also drag the card to where you want it using the mouse.
4. Add a module using the "Add Module" button. A panel will open on the right-hand side showing all the modules you have access to, organized into eight groups, along with a search bar if you want to quickly find a specific one. If you already have all modules on the front page, it will say "All modules are already on your front page."
5. Click “Done” when you’re satisfied.

Your homepage is personalized

The setup is saved to your own user account. If you have colleagues in the same store, you can each have your own front page. The bookkeeper can have revenue and contribution margin at the top, while the person packing orders can have new orders and returns at the top. New users start with the store’s default setup and can then customize their own.

If you’ve accidentally messed things up too much, you can click “Reset” in edit mode. You’ll be asked, “Reset the homepage to the default setup? Any modules you’ve added or removed will be lost.” If you confirm, the homepage will return to its original state.

Your role determines which modules you see

If the company administrator assigns a user a role other than “Full Access,” the front page will only display the modules that the role grants access to, and the panel under “Add Module” will only offer those. This also applies to the default modules:

• Revenue and Visits: The revenue modules, such as Today’s Revenue, Sales Trends, Best-Selling Products, and Sales by Country, as well as the visitor modules, such as Visitors Today and Conversion Rate This Month, require the Revenue and Statistics add-on. This also applies to the "Countries," "Shipping Methods," and "Payment Gateways" charts. The "Bookkeeper" role always has this add-on.
• Cost Prices: Contribution Margin and Specified Inventory Value require the Cost Prices and Profit Margin add-on, even for the Bookkeeper role.
• Areas: The other modules require that the role have access to the area the module pertains to. The modules related to orders, such as “New Orders” and “Orders Today,” require access to orders, and “Next 7 Days” requires access to marketing. Action Required, References to Deleted Products, and Broken Ad Links require access to the store’s setup, which is available only to users with Full Access and Developer roles.
• For everyone: Post-it, Countdown, Shared Notes, and Shoporama Academy.

For example, a user with the Employee role can see New Orders and Today’s Orders, but not Today’s Revenue, Sales Trends, and Today’s Visitors until the user is granted the Revenue and Statistics option. The company administrator selects roles and add-ons under Company → Users by clicking on the user’s name. Read more in Roles and Permissions.

Modules You Can Add Yourself

The remaining 32 modules are available in the panel under “Add Module”:

• Sales: Revenue, Year-to-Date Revenue, Revenue Compared to Same Month Last Year, Contribution Margin, Average Order Value, Average Order Value and Profit, Best-Selling Products, Best-Selling Variant.
• Orders: Action Required, Number of Orders, Shipped Orders, Shipped Today, New Returns, Average Number of Products per Order, Shipping Methods, Payment Gateway, Credit Cards.
• Visits and Traffic: Visitors, Traffic Sources, Countries, Conversion Rate This Month, Conversion Rate, Empty Searches.
• Inventory: Reported inventory value, Products below minimum stock.
• Marketing: Revenue from referrals, Newsletter subscribers.
• Customers: New Reviews.
• Store Status: Next 7 Days, 404 Errors.
• Your Own: Post-it and Countdown. These two can appear on the front page multiple times, so you can, for example, have a reminder note and a countdown for each of your campaigns.

The “Action Required” module displays the most important items waiting for you, such as errors in the order queue, payments that could not be processed, and reviews that need to be approved. It displays a maximum of five tasks at a time with a link to the rest, and once everything is resolved, it says “Action Required: Everything is taken care of.” The module is not enabled by default, so you’ll need to add it yourself. Read more in Action Required.

Note that Average Order Value is not enabled by default. If you want to track your average order value daily, you’ll need to enable the module yourself.

Modules that require certain conditions before displaying numbers

None of the modules require a specific subscription or add-on. However, a few require that a feature be enabled or that data be available to display:

• Visitors Today, Conversion Rate This Month, and Revenue from Recommendations: Require that visitor statistics be enabled. You can do this under Webshop → General, where you check the box next to “Enable visitor statistics.” Data is only available from the day you enable the statistics; there is no historical data. Learn more about visitor statistics and conversion rates.
• Newsletter Subscribers: Requires that you use Shoporama’s own newsletter module.
• Contribution Margin: Based on your cost of goods sold and a calculation run overnight. The chart shows the most recent calculated month, not necessarily the current month.
• Reported inventory value: Displays your current inventory value and a link labeled “View Trends” to track inventory value over time. Below the figure, you’ll also see the change in amount and percentage “over 30 days,” but only once the history extends 30 days back from the most recent calculation—that is, approximately one month after the feature went live. Until then, only the link appears. The change is calculated between the most recent nightly calculation and the calculation from 30 days prior, not based on the total figure. If the user has a role other than “Full Access,” the page behind the link also requires the “Revenue and Statistics” option to be enabled.
• New Returns and New Reviews: These sections will not display anything until there are actually new entries of that type.
• Sales by Country: Available only after you’ve created at least one country under Webshop → Countries, and displayed when at least one of the countries is active or has had sales in the last 30 days.

Sales by Country When You Sell in Multiple Countries

If you’ve created countries under Webshop → Countries, you’ll also see the Sales by Country module in the Sales group. It is enabled by default, and the card displays “Sales from Other Countries.” The card shows revenue from countries other than the main country over the past 30 days, the trend compared to the previous 30 days, and what percentage of total revenue the other countries account for. Below that, you’ll see the main country and up to three of the other countries with the highest revenue, along with their revenue, share, and trend.

The figures are always exclusive of VAT and in the shop’s currency, even if you’ve chosen to view the dashboard including VAT. If an active country that typically receives at least 30 orders in 30 days has not received an order in three days, it will say “No orders since” followed by the date next to the country. The module appears when at least one of your countries is active or has had sales in the last 30 days. Read more in Sales by Country.

Good to know about the front page

• Modules you’ve added yourself remain visible, even when they’re empty. The standard warning modules, such as “Packages to be returned soon” and “Broken ad links,” however, hide automatically when there’s nothing to flag.
• If we create new standard modules later, they’ll automatically appear on your page. A module you’ve removed yourself, however, won’t reappear on its own.
• If you remove all modules, the message “You have removed all modules from your homepage” will appear, along with an “Add modules” button, so you can easily get started again.
• The charts are loaded continuously after the page has loaded. That’s why you might see some gray placeholders for a moment before the numbers appear.

Select a time period in the chart modules

Each chart module has its own period selector in the corner of the chart. You can choose Last 7 Days, Last 30 Days, Last 90 Days, Last 365 Days, This Year, Last Year, or a custom period with your own dates.

Several of the charts also allow you to compare with the previous year, so you can see whether the trend is due to seasonality or actual growth. Use the download button in the same corner to save the chart as an image that you can insert into a report or share.

With or without VAT

By default, the dashboard’s revenue figures are displayed without VAT. If you want to see them with VAT, click “Customize” and check the box next to “Show dashboard incl. VAT.” Checking this box updates both the key metrics cards and the charts at once, and your browser will remember this setting until you change it again. The “Sales by Country” module is an exception: it always displays figures excluding VAT, since VAT rates vary from country to country.

Detailed reports under “Statistics”

The dashboard gives you the big picture. If you need to dig deeper into the numbers, the relevant reports are located in the menu under “Statistics.” Users with a role other than “Full Access” must have the “Revenue and Statistics” add-on to open the reports, and the “Bookkeeper” role always has it. Cost of Goods Sold & Profit Margin, ABC Analysis, and Inventory Statistics also require the “Cost of Goods Sold and Profit Margin” add-on. The most important reports are:

• Monthly Revenue: Your revenue month by month, including the number of orders, average order value, and credit memos.
• Products Sold: Which items sell best. See Products Sold.
• Cost of Goods Sold & Profit Margin: Your contribution margin and what you’re actually earning.
• Customer Statistics: New versus returning customers and your best customers. See Customer Statistics.
• Visitor Statistics and Conversion Rate: Traffic and what percentage of visitors make a purchase.
• ABC Analysis: Find the products that make you money.
• Sales by Country: Revenue, orders, and customers by country when you sell in multiple countries. This menu item appears only after you’ve set up countries, and the “Profit Margin” column requires the “Cost of Goods Sold and Profit Margin” add-on. See Sales by Country.
• Sales by Channel, Abandoned Carts, Returns, Shipping Methods, Discount Codes, Inventory Statistics, Suppliers, Brands, Time Analysis, Customer Retention, Bundled Purchases, and Recommendations: Custom reports for the questions that arise along the way.

You’ll find a comprehensive overview of all reports in the article “Statistics and Analysis in Shoporama.” If you need the numbers in a spreadsheet, you can export sales data from the product overview.

Three suggestions for a dashboard tailored to your work

If you’re having trouble choosing between the modules, you can start with one of these layouts and adjust it from there:

1. Daily Operations: New Orders, Today’s Orders, Today’s Revenue, Shipments Today, Packages Due for Return Soon, and New Returns. This layout focuses on what you need to accomplish today, not how the year is going.
2. Growth and Marketing: Revenue compared to the same month last year, This Month’s Conversion Rate, Traffic Sources, Empty Searches, Best-Selling Products, and Revenue from Recommendations. The comparison to last year is the metric that shows whether you’re actually growing.
3. Inventory and Purchasing: Products Below Minimum Stock, Reported Inventory Value, Best-Selling Variant, Contribution Margin, and Average Number of Products per Order. The best-selling variant reveals, for example, that it’s size M that’s selling, not just the model.

Frequently Asked Questions

Where is the date picker for the entire dashboard?

There isn’t one. The key figure cards have fixed time periods built in, such as “today” and “this month.” If you want to choose a period yourself, use the period selector in the corner of a chart module or one of the reports under Statistics, where you can set the start and end dates.

Will I mess things up for my coworkers if I move the modules around?

No. The setup is personal and saved to your own user account. Your coworkers will keep their own home screen, no matter what you do to yours. If you change your mind, click “Customize” and then “Reset” to return to the default setup.

Why can’t my colleague see the revenue on the home screen?

If the colleague has a role other than Full Access, the “Revenue and Statistics” option is likely missing from their role. The company administrator should click the colleague’s name under Company → Users and check the box for that option. If the colleague has "Full Access," the module simply isn’t on their home page. The home page is personalized, so the colleague can add it themselves by clicking "Customize" and then "Add Module."

Is there a faster way to access “Customize”?

Yes. Double-click on an empty area next to the modules or in the area at the top with the store’s name, and you’ll enter edit mode. Double-clicking inside a map, on a link, or on a button does nothing.

Where is the save button?

There isn’t one. Everything is saved automatically every time you move, remove, or add a module, and you’ll see the “Saved” status. If you see “Couldn’t save” instead, the change wasn’t saved, and you should try again. The “Done” button simply exits edit mode.

Can I see what requires my action on the front page?

Yes. Add the “Action Required” module from the “Orders” group under “Add Module.” It displays the same tasks as the “Action Required” page, and you can postpone them directly from the card; you can also hide the less important ones. You can also access the page via the icon in the top bar to the left of the clock. If the company administrator assigns a user a role other than Full Access or Developer, the module and icon will not appear for that user.

Why is my “Visitors Today” card empty?

Because visitor statistics are not enabled. Go to Webstore, General, and check the box next to “Enable visitor statistics.” Note that data will only be available starting from the day you enable it, so you won’t have a retroactive history. The same applies to “Conversion Rate This Month” and “Revenue from Recommendations.”

Do the extra modules cost anything?

No. None of the dashboard modules require a specific subscription or an additional purchase. However, some modules only display data once the feature they’re based on is in use—for example, visitor statistics, the newsletter module, or cost of goods sold.

Are the dashboard figures shown with or without sales tax?

They’re shown without VAT by default. Click “Customize” and check the box next to “Show dashboard incl. VAT” if you want to see them with VAT. This setting applies to both charts and graphs and is saved in your browser. Always check the box before comparing the figures with your accounting records.

I sell in multiple countries. Why don’t I see sales from the other countries on the front page?

The module appears when at least one of your countries under Webshop → Countries is active or has had sales in the last 30 days. If you’ve removed it, you can re-enable it by clicking “Customize” and “Add module,” where it’s labeled “Sales by Country.” If you have a role other than Full Access, you’ll also need the “Revenue and Statistics” add-on.

What happens to my setup when Shoporama releases new modules?

New standard modules automatically appear on your homepage so you don’t miss them. Modules you’ve removed yourself won’t reappear on their own. If you want to start completely from scratch, use “Reset,” but remember that any modules you’ve added or removed will be lost.

Why are some of my cards blank?

Modules you’ve added yourself remain visible, even when there’s nothing to display. This is intentional, so that a click always provides a visible response. Conversely, the warning standard modules—such as “Packages to Be Returned Soon” and “Broken Ad Links”—hide themselves when everything is as it should be.

How up-to-date are the numbers on “Contribution Margin”?

Contribution margin is based on your cost prices and a calculation run overnight. The chart shows the most recent month for which calculations have been completed, not the current month, so don’t use it to measure this week’s campaign. For that purpose, the “Cost of Goods Sold & Profit Margin” report under “Statistics” is a better option.

Can I include the dashboard’s graphs in a report?

Yes. Each chart module has a download button in the corner that saves the chart as an image. If you need the actual numbers for a spreadsheet, retrieve them instead from the reports under “Statistics” or by exporting sales data from the product overview.

Related Articles

• Statistics and Analysis in Shoporama: Overview of all reports under “Statistics.”
• View Your Revenue: How to find revenue for a specific period.
• Sales by Country: Compare countries when you sell in multiple countries.
• Visitor Statistics: Enable and understand traffic figures.
• Are the numbers in the backend inclusive or exclusive of tax?
• Create multiple users in your store: Give your colleagues their own access and their own dashboard.
• Roles and Permissions: What each role can view on the dashboard and in the statistics.

Do you have any questions? Email us at support@shoporama.dk.