Reports – Magento Manual

Sales Reports

<div class="prose prose-hyva max-w-none"><p>Analyze revenue, orders and taxes by time period – and how to keep the reports up to date.</p><p>You'll find sales reports under <em>Reports > Sales</em>. The most important sub-reports:</p> <ul> <li><strong>Orders:</strong> order count and value over a selectable time period.</li> <li><strong>Tax:</strong> collected tax amounts by tax class/rate, useful for accounting and VAT filings.</li> <li><strong>Invoiced / Shipped / Refunded:</strong> invoiced, shipped and refunded amounts viewed separately – helpful for distinguishing revenue (Invoiced) from actually delivered goods (Shipped).</li> <li><strong>Coupons:</strong> which coupon codes were redeemed how often and how much revenue they generated – the most direct success metric for a price rule campaign (see the "Cart Price Rules" chapter).</li> </ul> <img loading="lazy" src="{{media url=wysiwyg/handbuch/1kapitel/reports8kategorie.png}}" alt="Sales" /> <h3>Time period and display</h3> <p>At the top of each report, choose the <strong>Period</strong> (day, week, month, year) and the specific from/to range, then click <strong>Show Report</strong>. Results can be shown as both a table and a chart, and downloaded via the <strong>Export</strong> button as CSV or Excel, e.g. for further processing elsewhere.</p> <h3>Keeping statistics current</h3> <p>Some reports are based on pre-calculated statistics tables that need to be refreshed periodically – if so, check the "Refresh Statistics" notice at the top of the report and click <strong>Refresh Statistics for the Last Day</strong> if needed, so the numbers are actually up to date. In production, a cron job usually handles this refresh automatically in the background.</p> <h3>Restricting by store view</h3> <p>Every sales report offers a <strong>Store View</strong> field at the top that lets you limit the evaluation to a single website, store, or specific store view, instead of always seeing every sales channel combined. If you run several shops or language versions on the same Magento installation, this lets you, for example, evaluate revenue for the German store separately from the English one.</p> <h3>Settlement reports for PayPal and Braintree</h3> <p>If you use PayPal Payments Standard/Advanced or Braintree as a payment method, additional reports are available under <em>Reports > Sales > PayPal Settlement Reports</em> and <em>Braintree Settlement Reports</em> respectively. Here you can import the settlement files provided by the payment provider to reconcile transactions, fees and payouts against your own order data – useful for bookkeeping when payment provider fees aren't automatically captured in Magento.</p> <h3>Live data vs. pre-calculated statistics</h3> <p>Not every sales report needs a refresh: <strong>Orders</strong>, <strong>Tax</strong>, <strong>Invoiced</strong>, <strong>Shipping</strong>, <strong>Refunds</strong> and <strong>Coupons</strong> query order data directly and in real time, so they're always current. The "Refresh Statistics" notice usually applies to other, aggregated reports instead (e.g. bestsellers in the product reports). Practical tip: if a sales report looks "empty" or incomplete, it's usually not missing statistics but the selected time period or store view filter.</p></div>

Product Reports

<div class="prose prose-hyva max-w-none"><p>Which products sell best, which barely sell at all, and where stock is running low.</p><p>You'll find product reports under <em>Reports > Products</em>. Particularly useful day to day:</p> <ul> <li><strong>Ordered:</strong> which products were ordered most often within a given time period.</li> <li><strong>Bestsellers:</strong> the top sellers, aggregated monthly by default – good for comparing seasonal trends across several months.</li> <li><strong>Low Stock:</strong> products whose stock has fallen below a threshold you define – great for reordering in time.</li> <li><strong>Viewed:</strong> which products got viewed the most, but possibly bought rarely (a hint at pricing or description issues, or even a checkout problem).</li> <li><strong>Downloads:</strong> for downloadable products, how often a file was downloaded.</li> <li><strong>Product Reviews:</strong> an overview of every submitted product review, grouped by product.</li> </ul> <h3>Configuring the low-stock threshold</h3> <p>The <strong>Low Stock</strong> report can be configured with your own threshold (<em>Stores > Configuration > Catalog > Inventory > Product Stock Options > Notify for Quantity Below</em>) – products below that value then automatically show up in the report (and on the dashboard, see the "Understanding the Dashboard" chapter) and can be worked through systematically, instead of manually going through inventory.</p> <img loading="lazy" src="{{media url=wysiwyg/handbuch/1kapitel/productstock8kategorie.png}}" alt="Low-Stock-Schwelle" /> <h3>Reading bestsellers correctly</h3> <p>The bestsellers report shows quantity sold, not revenue – so a cheap product sold in high volume can rank above an expensive product with few sales, even though the latter generated more revenue. For a revenue-based view, combine it with the "Orders" sales report broken down by product.</p> <h3>Using order status as a filter</h3> <p>For the <strong>Ordered</strong> and <strong>Bestsellers</strong> reports, you can additionally narrow results by <strong>Order Status</strong> (e.g. only "Complete" or "Processing") before clicking <strong>Refresh</strong> or <strong>Show Report</strong>. This prevents cancelled or still-open orders from skewing a product's sales figures.</p> <h3>Low stock per warehouse (Multi Source Inventory)</h3> <p>If you work with multiple warehouses (Multi Source Inventory), the <strong>Low Stock</strong> report doesn't just show global stock – it can be narrowed down via the <strong>Website</strong> field to individual sales channels and the sources behind them. This lets you see whether a product is running low overall or only at a specific location.</p> <h3>Moderating reviews directly from the report</h3> <p>The <strong>Product Reviews</strong> report shows the numbers but doesn't link directly to moderation – actually approving or rejecting individual reviews happens under <em>Marketing > User Content > Reviews</em>. Practical tip: regularly check whether products with many reviews actually show approved (not just submitted) reviews, since new reviews default to "Pending" and won't appear on the storefront without manual approval.</p></div>

Customer Reports

New customers, orders per customer, and other evaluations around your customer base.

You'll find customer reports under Reports > Customers. The most important evaluations:

Order Total: customers sorted by total order value – your most valuable customers at a glance.
Order Count: customers sorted by number of orders – useful for distinguishing repeat customers from one-time buyers.
New: newly registered customers over a selectable time period.
Customer by Orders Count/Total: more finely filterable variants of the two reports above, with an additional store view restriction.

Using the time window deliberately

Both "Order" reports also let you set a time window the orders must fall within (e.g. only the last 30 days) – so you can spot customers who haven't ordered in a while (candidates for a re-engagement campaign), or identify your most active buyers of the past few weeks for targeted VIP outreach.

Limits and what to add

Since native customer reports in Magento are fairly basic (no cohort analysis, no lifetime-value forecasting, no segmentation across several criteria at once), many stores combine them with an export starting at Reports > Customers > Order Total as a starting point for deeper analysis in an external BI tool or spreadsheet – or use a connected CRM/email marketing tool that offers this kind of analysis more comfortably out of the box.

Registered customers only, no guest orders

The reports under Reports > Customers only cover registered customer accounts – orders placed as a guest, without a customer account, aren't included, even if the same email address later creates an account. If you want to evaluate total revenue including guest orders, use the sales reports under Reports > Sales instead.

Restricting by store view

Customer reports can also be limited at the top via the Store View field to a single website or store view – handy if you only want to evaluate the customers of a specific country shop, for example, instead of all store views combined.

Exporting reports as a basis for campaigns

The Export button (CSV/Excel) on customer reports gives you a list of customer data and order count or total – combined with the time-window filter, that's e.g. a list of all customers with a high order value from the last 90 days. This list can serve as a starting point for a targeted email campaign in a connected newsletter tool, provided the relevant customers have opted in to newsletter communications.