# Analytics — where everything is

> A ten-tab reporting page over orders, money, stores, listings and operations, with a KPI strip, a live event stream and an orders map. Every feature on the page, with the exact path to reach it. 137 features. The page itself is at https://eto.tools/dashboard/analytics/.

Part of [Where everything is](https://eto.tools/dev/docs/where-everything-is.md) in the [Eto API reference](https://eto.tools/dev/docs/).

## Analytics

- URL: https://eto.tools/dashboard/analytics/
- Anchor: https://eto.tools/dev/docs/#where-analytics
- Markdown: https://eto.tools/dev/docs/where/analytics.md
- Features: 137

A ten-tab reporting page over orders, money, stores, listings and operations, with a KPI strip, a live event stream and an orders map.

### Page header

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Store switcher | Picks one connected store or All stores for every panel on the page. | `Analytics > All stores` | - |
| Search stores | Filters the store switcher list by shop name, with a match count beside it. | `Analytics > All stores > Search stores` | - |
| Today | Reports every panel over today only. | `Analytics > Today` | - |
| 7d | Reports every panel over the last seven days. | `Analytics > 7d` | - |
| 30d | Reports every panel over the last thirty days, the page default. | `Analytics > 30d` | - |
| 90d | Reports every panel over the last ninety days. | `Analytics > 90d` | - |
| YTD | Reports every panel from the start of the year to today. | `Analytics > YTD` | - |
| Custom | Reveals a start date, an end date and an Apply button for an arbitrary window. | `Analytics > Custom` | - |
| Compare against | Chooses what every KPI delta is measured against: the previous period, the same period last year, or nothing. | `Analytics > vs previous period` | - |
| Live indicator | Shows whether the page is connected to the live event stream, reconnecting, or paused. | `Analytics > Live` | - |
| Refresh | Throws away the cached answers and re-fetches every panel for the current store and period. | `Analytics > Refresh` | - |

### KPI strip

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Orders | The order count for the period, with its change against the comparison window. | `Analytics > KPI strip` | - |
| Revenue | Gross money taken in the period. | `Analytics > KPI strip` | - |
| Net profit | Revenue less fees, ads, refunds and cost of goods. | `Analytics > KPI strip` | - |
| COGS | The cost of goods for the orders in the period. | `Analytics > KPI strip` | - |
| Etsy fees | Every Etsy fee charged in the period. | `Analytics > KPI strip` | - |
| Ads | Advertising spend in the period. | `Analytics > KPI strip` | - |
| Average order | Revenue divided by the number of orders. | `Analytics > KPI strip` | - |
| Refund rate | The share of orders that were refunded, coloured so a rise reads as bad. | `Analytics > KPI strip` | - |
| Active listings | How many listings are active right now across the stores in view. | `Analytics > KPI strip` | - |
| Comparison caption | The single line under the strip naming the baseline window every delta is measured against. | `Analytics > KPI strip` | - |

### Overview tab

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Orders and money | The headline chart plotting orders, revenue and gross profit across the period. | `Analytics > Overview > Orders and money` | - |
| Both / Orders / Money | Switches the headline chart between both axes, order counts only, or money only. | `Analytics > Overview > Orders and money > Both` | - |
| This period | Total revenue and order count for the window, plus average order, days with ledger data, stores in view and order cost coverage. | `Analytics > Overview > This period` | - |
| Where the money goes | A ranked bar list of revenue, net profit, COGS, fees and ads. | `Analytics > Overview > Where the money goes` | - |
| Rates | Refund rate, fees, ads and COGS as shares of revenue, and the active listing count. | `Analytics > Overview > Rates` | - |
| Live updates | The event feed, prepending new orders and order events as the stream delivers them. | `Analytics > Overview > Live updates` | - |

### Orders tab

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Order volume | Orders, shipped orders and revenue across the period. | `Analytics > Orders > Order volume` | - |
| Count / Money | Switches the volume chart between order counts and revenue. | `Analytics > Orders > Order volume > Count` | - |
| Top products | The best selling products drawn as a ranked chart, with its own order-by menu. | `Analytics > Orders > Top products` | - |
| Needs fulfilment | How many paid orders are waiting to ship, with the oldest of them listed and linked. | `Analytics > Orders > Needs fulfilment` | - |
| By status | Order counts split by Paid, Completed, Open, Processing, Cancelled and Unknown. | `Analytics > Orders > By status` | - |
| By country | Order counts split by buyer country. | `Analytics > Orders > By country` | - |
| By store | Order counts split by shop. | `Analytics > Orders > By store` | - |
| Fulfilment | Average time to ship, lines shipped, orders shipped, shipped share and gift orders. | `Analytics > Orders > Fulfilment` | - |
| Money per order | Revenue, Etsy fees, COGS, net profit and refunded orders for the window. | `Analytics > Orders > Money per order` | - |
| Top products, in figures | The same products as a table of product, listing id, units and order lines. | `Analytics > Orders > Top products, in figures` | - |

### Map tab: toolbar

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Size by | Chooses whether places on the map are sized by Orders, Order value, Items or Average order. | `Analytics > Map > Size by` (needs placed orders) | - |
| Dots | Draws each place as a clustered dot. | `Analytics > Map > Dots` (needs placed orders) | - |
| Heat | Draws the orders as a heat surface instead of dots. | `Analytics > Map > Heat` (needs placed orders) | - |
| Countries | Fills whole countries by their share instead of plotting places. | `Analytics > Map > Countries` (needs placed orders) | - |
| Flat | Draws the map as a flat projection. | `Analytics > Map > Flat` (needs placed orders) | - |
| 3D | Draws the map as a globe, with a starfield behind it. | `Analytics > Map > 3D` (needs placed orders) | - |
| Find a place | Searches the places currently on the map and flies to the one you pick. | `Analytics > Map > Find a place` (needs placed orders) | - |
| Reload the map | Re-fetches the map points, spinning while anything is in flight. | `Analytics > Map > Reload the map` (needs placed orders) | - |
| Fit the map to your orders | Zooms and pans so every placed order is on screen. | `Analytics > Map > Fit the map to your orders` (needs placed orders) | - |
| Back to the whole world | Resets the camera to the default world view. | `Analytics > Map > Back to the whole world` (needs placed orders) | - |
| Download these places as CSV | Saves the places on screen with orders, items, value, average order, share and coordinates as a CSV file. | `Analytics > Map > Download these places as CSV` (needs placed orders) | - |
| Show or hide the side panel | Collapses or reopens the details panel beside the map. | `Analytics > Map > Show or hide the side panel` (needs placed orders) | - |
| Fill the window | Expands the map to fill the browser window. | `Analytics > Map > Fill the window` (needs placed orders) | - |
| Zoom in | Steps the map camera one level closer. | `Analytics > Map > Zoom in` (needs placed orders) | - |
| Zoom out | Steps the map camera one level back. | `Analytics > Map > Zoom out` (needs placed orders) | - |
| Place names | Turns the place-name labels on the map on or off. | `Analytics > Map > Place names` (needs placed orders) | - |
| Resize the panel | A drag handle, also movable with the arrow keys, that sets how wide the side panel is. | `Analytics > Map > Resize the panel` (needs placed orders) | - |
| Place my orders on the map | Works out where past orders came from, offline from the addresses already stored, so the map has something to draw. | `Analytics > Map > Place my orders on the map` (needs account owner) | - |

### Map tab: side panel

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Overview | The panel tab counting the places reached, with the Reach, Top countries and Top places sections. | `Analytics > Map > Overview` (needs placed orders) | - |
| Reach | Countries, new places this period, orders, items, order value, average order and how many orders were placed to a town. | `Analytics > Map > Overview > Reach` (needs placed orders) | - |
| Top countries | The countries with the most orders, each with how many distinct places it covers. | `Analytics > Map > Overview > Top countries` (needs placed orders) | - |
| Top places | The individual towns and districts with the most orders. | `Analytics > Map > Overview > Top places` (needs placed orders) | - |
| Place | The panel tab showing one place picked on the map in full. | `Analytics > Map > Place` (needs placed orders) | - |
| This period | Order value, average order, growth against the previous period, buyers, repeat buyers, first and last order, and how precisely the place was located. | `Analytics > Map > Place > This period` (needs placed orders) | - |
| What it buys | The products that place buys, with each product share and its lift against the whole account. | `Analytics > Map > Place > What it buys` (needs placed orders) | - |
| Stores selling here | Which of your shops have sold into that place, and how many orders each. | `Analytics > Map > Place > Stores selling here` (needs placed orders) | - |
| Insights | The panel tab ranking places into five lists with a Show button that flies the map to each. | `Analytics > Map > Insights` (needs placed orders) | - |
| Biggest markets | The places bringing in the most money. | `Analytics > Map > Insights > Biggest markets` (needs placed orders) | - |
| Growing fastest | The places whose order count rose most against the period before. | `Analytics > Map > Insights > Growing fastest` (needs placed orders) | - |
| Biggest baskets | The places with the highest average order value. | `Analytics > Map > Insights > Biggest baskets` (needs placed orders) | - |
| Barely served | Places that spend well but that only one of your stores, or none, reaches. | `Analytics > Map > Insights > Barely served` (needs placed orders) | - |
| Gone quiet | Places that ordered last period and nothing this one. | `Analytics > Map > Insights > Gone quiet` (needs placed orders) | - |
| What each country buys | A per-country product table added under the rankings, with each product lift for that country. | `Analytics > Map > Insights` (needs placed orders) | - |
| Live | The panel tab counting orders in the last minute and listing each new one as it lands and pulses on the map. | `Analytics > Map > Live` (needs placed orders) | - |

### Finance tab

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Revenue, profit and cost | The headline money chart plotting revenue, gross profit, COGS and net profit, with fees, ads and refunds available behind the legend. | `Analytics > Finance > Revenue, profit and cost` | - |
| Lines / Costs | Switches the money chart between the profit lines and the cost lines. | `Analytics > Finance > Revenue, profit and cost > Lines` | - |
| Money per store | Every store ranked as a chart, ordered by revenue, gross profit, fees, ads, sales or name. | `Analytics > Finance > Money per store` | - |
| Totals | Net profit as a hero figure over revenue, gross profit, COGS, Etsy fees, ads, refunds, cancelled and paid out to bank. | `Analytics > Finance > Totals` | - |
| Fees breakdown | Each kind of Etsy fee as its own bar. | `Analytics > Finance > Fees breakdown` | - |
| Ads breakdown | Each kind of advertising charge as its own bar. | `Analytics > Finance > Ads breakdown` | - |
| Taxes and other | Every remaining ledger movement that is not a fee or an ad. | `Analytics > Finance > Taxes and other` | - |
| Per store | A sortable, paged table of store, sales, revenue, fees, ads, refunds and gross profit. | `Analytics > Finance > Per store` | - |

### Stores tab

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Store comparison | Plots every store on two axes you choose, or reads the same stores as a ranked league table. | `Analytics > Stores > Store comparison` | - |
| X axis picker | Chooses which measure the comparison plot uses for its horizontal axis. | `Analytics > Stores > Store comparison > X` | - |
| Y axis picker | Chooses which measure the comparison plot uses for its vertical axis. | `Analytics > Stores > Store comparison > Y` | - |
| Top 10 / 25 / 50 / All stores | Limits the comparison plot to the leading stores by the Y measure, or shows every store. | `Analytics > Stores > Store comparison > Top 25` | - |
| Revenue leaders | A fixed-height ranked list of shops by revenue for the period. | `Analytics > Stores > Revenue leaders` | - |
| Flags | The stores that need reconnecting, are on vacation, or are hidden from a page, each with a chip saying which. | `Analytics > Stores > Flags` | - |
| Store age against sales | Plots how old each store is against its lifetime sales. | `Analytics > Stores > Store age against sales` | - |
| Every store | A sortable, paged table of store, products, active, stock, views, favourites, orders, revenue, profit, lifetime sales and age. | `Analytics > Stores > Every store` | - |

### Listings tab

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Revenue per listing | Every listing ranked by what it earned, windowed so thousands of bars stay readable. | `Analytics > Listings > Revenue per listing` | - |
| Find a listing | Jumps the revenue ranking to the listing whose title or id matches. | `Analytics > Listings > Revenue per listing > Find a listing` | - |
| Revenue / Profit / Units / Orders | Chooses which measure the revenue-per-listing bars are drawn from. | `Analytics > Listings > Revenue per listing > Revenue` | - |
| Show 50 / 100 / 200 / 400 | Sets how many listings are on screen in one window of the ranking. | `Analytics > Listings > Revenue per listing > Show 50` | - |
| Currency picker | Appears only when the stores in view price in more than one currency, and picks which one the ranking is drawn in. | `Analytics > Listings > Revenue per listing` (needs two or more currencies) | - |
| Ranking brush | A slider under the chart, also movable with the arrow keys, that scrolls the window along the full ranking. | `Analytics > Listings > Revenue per listing` | - |
| Zero-revenue band | The band at the end of the axis that opens a paged drawer of every listing that earned nothing in the period. | `Analytics > Listings > Revenue per listing` | - |
| Listings created | Plots listings created in each bucket against how many are now active and how many are still drafts. | `Analytics > Listings > Listings created` | - |
| Price spread | A histogram of what active listings are priced at. | `Analytics > Listings > Price spread` | - |
| Catalogue | Active listings as a hero figure over draft, inactive, expired, sold out, gone from Etsy, digital, with variations and units in stock. | `Analytics > Listings > Catalogue` | - |
| Low stock | Active listings nearly out of stock, each linked to its editor. | `Analytics > Listings > Low stock` | - |
| Engagement | Total views and favourites, favourites per hundred views, views per active listing and the number of listings tracked. | `Analytics > Listings > Engagement` | - |
| Most viewed | The listings with the most views, with their store, views and favourites. | `Analytics > Listings > Most viewed` | - |
| Least viewed | The listings with the fewest views, with their store, price and views. | `Analytics > Listings > Least viewed` | - |

### Listing stats tab

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Performance over time | The capture series for views, favourites and orders across the chosen window. | `Analytics > Listing stats > Performance over time` | - |
| Store picker | Narrows the performance chart to one store that has been captured, or all of them. | `Analytics > Listing stats > Performance over time > All stores` | - |
| Movement / Lifetime totals / Stock and orders | Switches the performance chart between movement per capture, running totals, and stock against orders. | `Analytics > Listing stats > Performance over time > Movement` | - |
| What to do | Read-off suggestions from the movement, each row opening the listing it refers to. | `Analytics > Listing stats > What to do` | - |
| Biggest movers | The listings that gained and lost the most views in the window. | `Analytics > Listing stats > Biggest movers` | - |
| Most favourited | The listings that gained and lost the most favourites in the window. | `Analytics > Listing stats > Most favourited` | - |
| Gone quiet | Active listings nobody has looked at in a month. | `Analytics > Listing stats > Gone quiet` | - |
| Sold out, still wanted | Listings with no stock left whose favourites are still rising. | `Analytics > Listing stats > Sold out, still wanted` | - |
| One listing over time | The history of a single listing with views, favourites, stock and the orders that landed against it. | `Analytics > Listing stats > Every listing > a row` | - |
| Every listing | A sortable, paged table of listing, store, state, views gained, favourites gained, orders, conversion, stock change, views and favourites. | `Analytics > Listing stats > Every listing` | - |
| Search a title or id | Filters the Every listing table to matching listings. | `Analytics > Listing stats > Every listing > Search a title or id` | - |
| Capture log | Every capture sweep with its six-hour window, what started it, orders in the window, stores, listings, Etsy calls, duration and result. | `Analytics > Listing stats > Capture log` | - |

### Suppliers tab

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Tracking submitted | Tracking entries suppliers have submitted through a share link, across the period. | `Analytics > Suppliers > Tracking submitted` | - |
| Supplier fulfilment | Orders marked done by suppliers, over orders shared, still open, with supplier tracking, active share links and link views. | `Analytics > Suppliers > Supplier fulfilment` | - |
| Tracking states | Tracking entries, how many name a carrier, how many have last-mile tracking, and how many of the period orders reached Etsy. | `Analytics > Suppliers > Tracking states` | - |
| Assignments | How many stores and products are assigned to a supplier, and the total share link count. | `Analytics > Suppliers > Assignments` | - |
| Open work by link | Each share link ranked by how many orders on it are still open. | `Analytics > Suppliers > Open work by link` | - |
| Share links | A table of every supplier link with its token, state, shared, done, open, views and last opened time. | `Analytics > Suppliers > Share links` | - |

### VAs tab

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Assistant activity | Assistant actions across the period, covering logins, order actions and uploads. | `Analytics > VAs > Assistant activity` (needs account owner) | - |
| Team | How many assistants are active, and how many stores each of the first eight can reach. | `Analytics > VAs > Team` (needs account owner) | - |
| Actions per assistant | Action counts ranked by assistant. | `Analytics > VAs > Actions per assistant` (needs account owner) | - |
| What they did | Action counts ranked by the kind of action. | `Analytics > VAs > What they did` (needs account owner) | - |

### API tab

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| API calls | Eto API and Etsy API traffic across the period, with error series behind the legend. | `Analytics > API > API calls` (needs account owner) | - |
| All / Errors | Switches the traffic chart between all calls and errors only. | `Analytics > API > API calls > All` (needs account owner) | - |
| Today's quota | Eto API calls left today over calls used, the daily limit, and the key prefix, state and last use. | `Analytics > API > Today's quota` (needs account owner) | - |
| Eto API | Calls, errors, error rate and average response time for the Eto API in the period. | `Analytics > API > Eto API` (needs account owner) | - |
| Etsy API | Calls, errors, error rate and average response time for Etsy in the period. | `Analytics > API > Etsy API` (needs account owner) | - |
| Research tools used | Counts of product hunt searches, bulk research runs, keyword searches, quick product and keyword lookups and shop spy searches. | `Analytics > API > Research tools used` (needs account owner) | - |
| Busiest Eto endpoints | A table of the Eto API endpoints with the most calls, their errors and their average response time. | `Analytics > API > Busiest Eto endpoints` (needs account owner) | - |
| Etsy calls by feature | A table of which Eto feature made the Etsy calls, with counts and errors. | `Analytics > API > Etsy calls by feature` (needs account owner) | - |

### Controls every panel carries

| Feature | What it does | Where | API |
| --- | --- | --- | --- |
| Line / Bar / Scatter | A per-chart switch that redraws that plot as a line, bars or a scatter, remembered for next visit. | `Analytics > any chart panel` | - |
| Order by | On a ranked chart, chooses which measure the ranking runs on, remembered per panel. | `Analytics > any ranked chart > Order` | - |
| Order direction | Flips a ranking between high to low, oldest first or A to Z depending on the measure. | `Analytics > any ranked chart` | - |
| Chart legend | Clickable series names that switch a line on the chart above them on or off. | `Analytics > any chart panel` | - |
| Column sorting | Clicking a table heading re-asks the server for that column, ordered high to low, then low to high, then cleared. | `Analytics > any table panel` | - |
| Table pager | Previous and next buttons that swap only the table panel, leaving the charts and the scroll position alone. | `Analytics > any table panel` | - |