Magento Reports and Analytics

Please view our Magento Showcase to see some examples of online Web stores that we have completed for our clients.

One of the things that make Magento such a helpful tool to use when setting up an eCommerce site is the reports and analytics feature. This tool, which is built into the core Magento code, allows you to track sales, watch your shopping carts, learn about your customers, and analyze your traffic patterns, all from your administrative panel. You can also download all of the reports to an Excel spreadsheet or CSV to make it easier to keep track of your numbers.

Magento Reports


Google Analytics are integrated into Magento. This allows you access to detailed information about the activities of your customers on your site. For instance, you can see which pages are most frequently visited, which pages are left quickly, and how your customers arrived at your site. You have to set this up by creating a Google Analytics account. Then, go to System – Configuration and choose the Google API tab. Then, select enable (yes). Enter your account number for Google Analytics, save, and you will begin tracking your traffic.


The only way you can know that your website is being effective is through quality reports. Magento offers seven reports, including sales, shopping cart, products, customers, review, tags, and search terms reports. Understanding each of these a little better will help you make the most out of your eCommerce store. All of the sales reports can be filtered for a specific period, such as a day, month, or year, and this is controlled by the drop down menus at the top of the page. You can also choose the scope you want to see, such as the number of days you want the report to show.

Sales Reporting

The main part of the sales reporting section is the actual sales report, which shows the following:

  • Total orders placed
  • Total items ordered
  • Monetary subtotal
  • Monetary tax total
  • Monetary shipping total
  • Monetary discount
  • Monetary total sales
  • Invoices
  • Credit memos

Some of these sections can be broken down into their own reports.

Shipping Reporting

The shipping report shows the shipping carrier/method for your orders. It also shows the total amount of shipping you were charged by each carrier/method, along with a total shipping cost for the period and scope you choose.

Tax Reporting

Once you choose a period and scope for your tax report, the report will be divided by tax rates. You will see how many orders were placed at each tax rate, as well as the total amount of tax charged for orders.

Coupons Reporting

If your eCommerce site allows the use of coupons, this report will show you how many orders used a specific coupon code. For each code, you will be shown the subtotal, amount of discount, and total number of orders, allowing you to decide which coupon codes were the most effective, and which ended up costing you money.

Total Refunded Reporting

If you have had to offer any refunds the refund report will show you the total number of orders that had credits associated with them. You will also see how much money was refunded, both online and offline.

Total Invoiced Reporting

This report shows the total number of orders placed in a certain period that have invoices connected to them. It also designates how much money from invoices was received, and how much is still outstanding. The total invoiced amount for the period is also shown.

Customers Reporting

One of the potential downsides of an eCommerce site is the fact that you do not get the chance to know your customers. Customers reporting offered by Magento cannot tell you much about your customers as people, but it does help you understand the actions of your customers.

In this report section you can see the total number of new customer accounts added to the website. you can also sort your customers by order totals, allowing you to see which customers spend the most on your site. Customers can also be filtered by number of orders, so you can see who shops with you the most frequently.

Shopping Cart Reporting

Knowing some things about the shopping carts your customers fill, whether or not they make a purchase, will help you as you design your site. You can see the products in carts report, which lists all of your products, their prices, and the amount of shopping carts that currently have that item in them. it also shows how many completed orders had that product in them.

However, knowing just what customers bought is not as helpful as you might think. You also want to know what customers started to buy, and then did not end up purchasing. The abandoned carts report will show you this, along with the total monetary amount of the products used, any coupons entered, and the times when the carts were filled.

Products Reporting

Have you ever wondered what products your eCommerce site offers that are the most popular? You may know, but if you do not, this information could help you better promote your site. Products reporting helps with this.

The bestsellers report shows you your products ranked by popularity based on purchase. the most viewed report shows you the products ranked by the total number of times they were viewed by a customer. The products reporting section also gives you a low stock inventory report, which shows you all of your products, their SKU numbers, and the current inventory, listed from lowest to highest quantity.

Tags Reporting

The tags reporting section shows all customers that have submitted tags, and which tags have an "approved" status. The customer's names are clickable, and doing so will show all of the tags submitted by that customer, what product they were connected to, where they are online, and the timestamp of the tag. Tag reports can also be sorted by products, allowing you to see how many approved tags there are for a particular product.

Search Terms Reporting

This report shows all of the search terms attached to your site, how often they are used, and the time each one was last used.

Reviews Reporting

The reviews report can be sorted by customers who have submitted reviews, and by products that have received reviews. In this report, products can be clicked to show more details, such as a list of the reviews and the timestamp of each review.

Please view our Magento Showcase to see some examples of online Web stores that we have completed for our clients.