--- title: Use the analytics page to track sales and profits shortDescription: See how your shop and membership are performing with the redesigned analytics dashboard, including tabbed views, cost breakdowns, and CSV-ready reports. articleType: Reference primaryTopic: analytics-dashboard categories: - Analytics - Creator Dashboard tags: - analytics - data - metrics - charts - profit - sales-data - membership-analytics - utm-tracking - payment-method - reports tasks: - Track sales and profit in the analytics dashboard - View membership analytics and churn rate - Filter analytics by date range or gifting - Download a CSV report from the Reports tab - Check top-selling products by units sold - View payment methods used at checkout - Track UTM source performance - Compare analytics across two date ranges terms: - analytics - sales report - profit tracking - dashboard metrics - average order value - AOV - membership analytics - top selling products - export sales data - CSV report - how to see sales - churn rate - UTM report - payment method used - customers over time labels: - analytics - data - metrics - reporting contextString: Available on all Fourthwall plans. Accessed via the Analytics tab in your dashboard. Memberships tab visible only when memberships are enabled on your shop. breadcrumbPath: "FAQs > Products and Shop Features > Use the analytics page to track sales and profits" relatedModules: - name: analytics-v2-report-sales-by-source route: /admin/dashboard/analytics-v2/reports/sales_by_source/ - name: analytics-v2-report-average-order-value route: /admin/dashboard/analytics-v2/reports/average_order_value/ - name: analytics-v2-report-membership-active-members route: /admin/dashboard/analytics-v2/reports/membership_active_members/ - name: analytics-v2-report-sales-by-country route: /admin/dashboard/analytics-v2/reports/sales_by_country/ - name: analytics-v2-report-sales-by-utm route: /admin/dashboard/analytics-v2/reports/sales_by_utm/ path: frequently-asked-questions/products-and-shop-features/use-analytics-page last_updated: '2026-05-31' --- # Use the analytics page to track sales and profits The [Analytics](https://my-shop.fourthwall.com/admin/dashboard/analytics/?redirect) page in your Fourthwall dashboard brings your shop and membership data together in one place. Use it to understand where your revenue comes from, spot your best-selling products, and track membership health over time. ## Analytics tabs The analytics dashboard is organized into three tabs: **Overview**, **Shop**, and **Memberships**. The **Memberships** tab appears only when memberships are active on your shop. [Image: Analytics dashboard showing Overview, Shop, and Memberships tabs at the top, with Total profit and Shop orders charts below] Use the tab bar to switch between views. Each tab focuses on a different part of your business. ## Overview tab The Overview tab shows a high-level summary of your key metrics across both shop and membership activity. Use it to get a quick snapshot before drilling into details on the other tabs. ## Shop tab The Shop tab covers your ecommerce performance. Charts and report cards include: - **Total Profit** — your profit over the selected date range, with a cost breakdown on hover (see Profit chart cost breakdown section below) - **Average Order Value (AOV)** — the average amount supporters spend per order - **Orders** — total order count - **Top Products by Units Sold** — your best-performing products ranked by quantity sold - **Sales by Country** — a geographic breakdown of where orders are coming from - **Payment Method Used** — how supporters paid at checkout (card, PayPal, Apple Pay, etc.) - **Sales by Source** — revenue split by traffic source - **Sessions by Source** — visit volume by referral channel - **Conversion Rate** — percentage of sessions that result in a purchase [Image: Analytics Shop tab showing Shop profit, Shop orders, Average shop order value, and Top products by units sold charts with Full report links] ## Memberships tab The Memberships tab gives you a dedicated view of your subscription business. Charts include: - **Active Members** — total active members with a daily breakdown over the selected period - **New Members** — members who joined in the selected date range - **Cancelled Members** — members who cancelled in the selected period - **Free Accounts** — members on a free tier - **Free Trials** — active trial members - **Tier Activity** — movement between membership tiers - **Top Tiers by New Members** — which tiers are attracting the most new subscribers - **Most Played Content** — your top-performing membership posts by play count (requires Mux video) - **Total Play Time** — cumulative watch time across membership video content - **Number of Plays** — total video play count [Image: Analytics Memberships tab showing Memberships profit, Active members, New members, and Cancelled members charts with Full report links] You can filter membership charts by tier using the tier filter at the top of the tab. ## Reports tab The Reports tab provides detailed data tables for downloading and analysis. Reports available include: - **Sales by UTM** — revenue broken down by UTM parameters so you can see which campaigns and links are driving purchases - **Customers Over Time** — tracks new and returning customer trends across the selected date range - Additional sales splits by product, country, source, and date To download a report as a CSV, open the report and click **Export**. [Image: Analytics Reports page showing a list of downloadable reports including Affiliate plus earnings, Average order value, Contributions per type, and others, each with a CSV download button] ## Profit chart cost breakdown Hover over any point on the Profit chart to see a breakdown of the costs subtracted from Gross sales. The breakdown includes: - **Product costs** — manufacturing and printing costs - **Fulfillment** — shipping and handling - **Payment processing** — transaction fees - **Membership fees** — platform fees on membership revenue This breakdown helps you understand your margin at a glance without running a separate report. ## Filters All tabs share the same filter toolbar at the top of the analytics page: - **Date range** — choose from presets (today, yesterday, last 7 days, last 30 days, etc.) or set a custom range - **Compare** — overlay a second date range to compare performance period over period - **Precision** — switch between grouping data by day or by hour (available for shorter date ranges like today, yesterday, and last 7 days) Some tabs also include additional filters, such as the tier filter on the Memberships tab and a gifting filter for separating gifting-related revenue. ## Geography filter A **Geography** multi-select dropdown is available on five reports: **Contributions per type**, **Customers over time**, **Sales over time**, **Top products by units sold**, and **Total profit**. Open the report, click **Select countries**, then check one or more countries to scope the report to those markets. Selected countries appear as removable chips below the dropdown. [Image: The Profit page 'Filters' pane is open, showing the 'Shop metrics' and 'Select countries' options. "United States" and "Canada" are selected as countries to filter data by.] [Image: Total profit data for the last 7 days, from May 13 to May 19, 2026, is zero. Filters are open, showing options for shop and membership metrics, with United States and Canada selected for geography.] Country is determined from the order's billing address. If no billing address is present, the shipping address is used instead. ## Frequently asked questions ### Can I filter analytics by gifting activity? Yes. A gifting filter is available to separate revenue and orders that came through gifting (Twitch gifting, giveaway links) from standard shop purchases. ### How do I see which UTM links are driving sales? Open the **Reports** tab and select **Sales by UTM**. You'll see revenue and order counts broken down by UTM source, medium, and campaign. Export to CSV for detailed analysis. ### Does the Memberships tab show churn rate? The Memberships tab shows cancelled members and active member trends, which you can use to calculate churn. A dedicated churn rate metric is visible in the active members daily breakdown. ### Can I compare two time periods? Yes. Use the **Compare** filter in the toolbar to add a second date range. Both periods appear on the same charts for side-by-side comparison. ### Why don't I see the Memberships tab? The **Memberships** tab only appears when memberships are active on your shop. If you don't see it, check that your membership is set up and published under [**Memberships**](https://my-shop.fourthwall.com/admin/dashboard/memberships/?redirect) in the dashboard. ### Who counts as a "customer" in analytics? A customer in Fourthwall analytics is someone who has placed an order or signed up as a paying member. Visitors who browse your shop without completing a purchase are not included in customer metrics. The **Customers Over Time** report in the **Reports** tab shows how your customer base is growing by tracking new and returning customers across the selected date range. ### How do I track website traffic and site visits? For traffic data, connect Google Analytics 4. See [Adding Google Analytics to your site](/manage-my-shop/shop-settings/add-google-analytics-to-your-site) for setup instructions. ### Can I see which products get the most page views? Fourthwall's built-in analytics do not track page views for individual products. The **Top Products by Units Sold** report ranks products by quantity sold, not by how many times their pages were viewed. To see per-product page view data, connect Google Analytics 4 (GA4) to your shop and use the **Pages and screens** report in GA4 to see traffic for each product page. See [Adding Google Analytics to your site](/manage-my-shop/shop-settings/add-google-analytics-to-your-site) for setup instructions.