Documentation / User guide / Orders Analytics

Orders Analytics

Analyze revenue, profitability, order dynamics, your sales funnel, loss reasons, and the sales forecast.

Overview

The Reports section in the project sidebar brings together several order reports:

  • Orders — a financial summary for the period: revenue, cost, profit, dynamics and an order table.
  • Funnel — how many orders reached each stage and where they drop off.
  • Loss reasons — why orders get canceled and how much revenue that costs.
  • Sales forecast — the revenue trend for the coming months and the current pipeline.

The team report is described separately — see Team productivity.

Filtering

The filter bar at the top of each report narrows it by date range, statuses and contacts. All sections of the page update together when filters change, and the filters are kept in the page address — you can bookmark or share a report.

If the project has several funnels, a funnel selector appears in the bar. The Orders, Loss reasons and Sales forecast reports default to All funnels — then the statuses in the filter are grouped by funnel. Pick a specific funnel to count only its orders; switching funnels resets the status filter, since every funnel has its own statuses.

Orders

KPI cards

At the top of the page, summary cards show the key figures for the selected period:

  • Revenue — the total order amount across all orders in the period.
  • COGS — the total cost of goods (purchase prices) for those orders.
  • Gross profit — revenue minus COGS, shown in green.
  • Margin — gross profit as a percentage of revenue, shown in indigo.
  • Average deal — the average order amount, with the total number of orders shown below.
  • Paid — how much has already been received for those orders.
  • Remaining — how much is still unpaid.

Dynamics

A line chart showing how total order amount and profit changed over time within the selected period. Each data point represents one period interval (day, week, or month depending on the date range). A legend below the chart identifies the two lines.

Order table

A paginated table of individual orders in the selected period, with the following columns:

Column Description
№ Order serial number
Contact Customer name
Status Current order status badge
Purchase amount Total cost of materials (COGS for this order)
Order amount Total sale amount
Profit Order amount minus purchase amount
Profit % Profit as a percentage of the order amount
Potential revenue Projected revenue including unpaid balance
Paid Amount already received
Remaining Outstanding balance (highlighted in amber if non-zero)
Date Order creation date

Row colours provide a quick visual signal: rows with negative profit or negative remaining balance are highlighted in red; fully paid orders are highlighted in green.

Use the pagination controls at the bottom of the table to navigate between pages.

Funnel

This report follows orders through the stages of one funnel. The stages are the funnel's statuses in their order, except statuses of type Canceled: cancellation isn't a stage but an outcome that can happen at any of them. The report covers orders created in the selected period that are currently in this funnel.

Exactly one funnel is always selected here — the default funnel unless you pick another — because comparing the stages of different funnels with each other makes no sense.

For each stage the report shows:

  • Orders — how many orders reached this stage or a later one.
  • Conversion from start — the share of the orders at the first stage.
  • Conversion from previous — the share of the orders at the previous stage.
  • Losses at this stage — how many orders were moved from this stage into a canceled status.

Loss reasons

Canceled orders for the period, grouped by loss reason: the number of orders and the lost revenue — the total of those orders. Reasons are sorted by lost revenue; orders canceled without a reason are collected under Not specified. The reasons themselves are set up in Statuses.

Sales forecast

On first open the report takes the last 6 months — a trend can't be built from a single point.

  • History — the order total per month of the selected period.
  • Forecast — the linear trend of the history extended 3 months ahead. It needs at least 2 months with orders in the period; otherwise widen the date range.
  • Revenue — the trend direction: up, down or flat.
  • Current pipeline — the total and number of deals open right now (orders in statuses of type New and Active). It isn't limited by the selected period.

The funnel selection applies to both the history and the pipeline.