Insights Pages

ShipStation Content Team

Updated 01 April 2024 16:29

Find ShipStation's Insights pages under the Insights tab in the top toolbar. These pages provide data visualizations to give you at-a-glance information about your order and shipment volume, sales trends, customer engagement, and more.

To access Insights pages, click the Insights tab in the top navigation bar.

Closeup of Toolbar. Insights tab highlighted.

Then, choose which Insights page you'd like to view:

The sections below provide details about the Overview through Product Highlights pages and the data used to create the visualizations. If you are new to ShipStation, you may not have enough data to populate some of the charts and tables provided in these pages. More data will become available over time as you import and ship your orders.

Insights Reports is an extensive topic covered in a series of separate articles. Review our Introduction to Insights Reports article to learn about the Reports page capabilities.

Notes About Insights Data

Please note the following about the data provided on the Insights pages:

Insights pages ignore orders from inactive stores.
Insights pages ignore Rate Calculator shipments (that is, shipments without orders).
Currently, Insights order counts include the number of shipments contained within an order. This means, if you have split orders into multiple shipments, your order count will reflect the number of shipments within the orders.

Overview

The Overview page provides information about the number of new orders in ShipStation and details about shipped versus unshipped orders within your set date range.

Image #	Visualization	Description
1	# of New Orders each Day chart	This chart shows the number of non-cancelled orders with an Order Date in the set date range. Hover your cursor over each bar in the chart to view a comparison of the number of shipped and unshipped orders for that day.
2	New Orders Summary	New Orders: Total number of non-cancelled orders with an Order Date in the selected date range. Orders Shipped: Total number of orders in Shipped status with an Order Date in the selected date range. Orders Unshipped: Total number of orders in the Awaiting Shipment status with an Order Date in the selected date range.
3	Shipments By Carrier table	The number of shipping labels created with each carrier for orders that have an Order Date in the date range.
4	Sales by Store table	The sum of the Order Total for all orders in each of the top 5 stores that have an Order Date within the set date range. This sum includes shipping and taxes paid for the order.
5	Open Order Aging	Shows the percentage of open orders that are and are not within your set SLA (service level agreement). Calculated as the difference between the order Date/Time and current Date/Time. You may set your SLA between 1 hour and 96 hours.

Operations

The Operations page details the number of shipments, shipping revenue, and shipping cost. You can also view your shipping account balances and view how many shipments each user has created on your account.

Image #	Visualization	Description
1	Shipments chart	This chart shows the number of labels created per day within the date range. This number excludes orders that were Mark as Shipped or Sent to Fulfilment. It also excludes voided shipments, shipments created with the rate calculator, and shipments from inactive stores.
2	Shipment Details Summary	Shipments: The number of labels created in ShipStation in the set date range (does not include orders Marked as Shipped or Sent to Fulfilment). Shipping Revenue: The total shipping paid by your customers for each order (pulled from each order's Shipping field). Shipping Cost: The total shipping costs you paid for the label created in ShipStation (pulled from each shipment's Carrier Fee field). Net Shipping Revenue: The difference between Shipping Revenue and Shipping Cost. Avg Cost per Label: This average is the total cost of all labels in the date range divided by number of labels created in that date range.
3	Shipment By Carrier table	The number of shipping labels created with each carrier for orders that have an Order Date in the date range.
4	Shipments by Class table	The number of shipping labels created within each service class for orders that have an Order Date within the date range.
5	Current Account Balance	Displays the current balance available for your balance-based provider accounts in ShipStation. A currency indicator is not included in this data. All amounts use the currency symbol of your ShipStation account's home country.
6	Open Order Aging	Shows the percentage of open orders that are and are not within your set SLA (service level agreement). Calculated as the difference between the order Date/Time and current Date/Time. You may set your SLA between 1 hour and 96 hours.
7	Shipments by User	The total number of shipping labels created by users on your account. This table will display up to 9 users, and any additional users will be included in "Other". Click See all shipments by user to run a full Shipment Count by User report.

Customer Engagement

The Customer Engagement page provides data about the rate of interaction your customers have with ShipStation's shipment confirmation and delivery notification emails.

Apple Mail Privacy Protection (MPP) Implications

Since Apple released its MPP update (late September 2021), the open count and open percentage you view here may be artificially inflated. This is because any Apple Mail user that receives the notification and has MPP enabled will automatically appear to have opened the message, even when they haven't.

This discrepancy is due to how the MPP feature pre-fetches open tracking pixels. You may want to rely more on click counts and percentages to measure engagement with email notifications.

Image #	Visualization	Description
1	Store Filter	Filter your results by an individual store or view data for all stores.
2	Shipment Confirmation Emails	Sent: Total number of emails sent for the selected store and date range. Delivered: Total number of emails successfully delivered for the selected store and date range. Opened: Total number of emails opened for the selected store and date range. Clicked Link: Total number of clicks on any link in the emails for the selected store and date range.
3	Delivery Notification Emails	Sent: Total number of emails sent for the selected store and date range. Delivered: Total number of emails successfully delivered for the selected store and date range. Opened: Total number of emails opened for the selected store and date range. Clicked Link: Total number of clicks on any link in the emails for the selected store and date range.

Sales Trends

The Sales Trends page provides information about your total sales by revenue and item quantity. It also highlights your top selling products, sales by product categories, and sales by stores.

Image #	Field	What does it mean?
1	# Items Sold and Revenue graph	This chart shows the number of items sold (sum of order Quantity - left Y axis) and the revenue for sold items (sum of Extended Price - right Y axis) for orders that have an Order Date in the selected date range. Hover your cursor over a data point in the graph to view items sold and revenue details.
2	Sales Details Summary	Sales: Sum of Extended Price (= quantity x price) for all items in orders that have an Order Date in the set date range. Sales vs Time Last Year: Sales for the same date range the previous year. If you have no data for the previous year, this field will be blank. If you select a date range over 1 year, the field will return 0. Example: If you select a single day, the field will reference that same day last year. If you select a specific month, the field will reference that same month last year. Average Order Value: The average product value (excludes discount line items) for all orders with an Order Date in the set date range. Orders: Total number of non-cancelled orders that have an Order Date in the set date range. New Customers: Total number of new customers created in ShipStation within the set date range. Returning Customers: Total number of customers who placed an order within the set date range that have more than one order linked to their customer record.
3	Top 5 Products by Revenue table	Shows the total revenue earned (total quantity x unit price) from product sales for each of the top five products sold. Includes all non-cancelled orders with an Order Date in the set date range.
4	Sales by Category table	Displays the quantity of items sold by Product Category for non-cancelled orders with an Order Date in the set date range. If you have not created Reporting Categories for your products, this table will have no data to display.
5	Sales by Store table	Displays the total revenue earned per store. Revenue = sum of Order Total for all orders in the store that have an Order Date in the set date range. The table will show a your top 5 performing stores.

Customer Overview

The Customer Overview page provides information about orders from new and returning customers, locations where your orders ship, and which customers have generated the most revenue for you.

Customer Records Based on Order’s Sold To Data

Customer Overview looks at new and existing customer records (found on the Customers tab) to determine if a customer is new or returning. Customer records are created based on an order’s Sold To information, rather than the Ship To information (these are often the same, but not always). To view the Sold To information for an order, view the Order Summary in the Order Details.

The sold to information is highlighted in the order summary section of the order details screen.

Image #	Field	What does it mean?
1	Customers Per Day chart	Displays the total number of new and returning customers who placed orders with an Order Date in the set date range. To be a "new" customer, a customer record must be created in ShipStation. To be a "returning" customer, the customer record must have more than one order linked to it. Hover your cursor over a bar in the graph to see a comparison of new to returning customers for that day.
2	Customer Details Summary	New Customers: The total number of customers who had an order created in ShipStation that resulted in a new customer record being added to the Customers grid. Return Customers: The number of customers who both placed an order with an Order Date in the set date range and who have more than one order linked to their customer record. New Customers GMV: Percentage of your Gross Merchandise Value (GMV) purchased by new customers. Return Customers GMV: Percentage of your Gross Merchandise Value (GMV) purchased by returning customers.
3	Orders by Region	This map displays a count range of orders shipping to the countries or states in the selected region. Select Worldwide, Europe, or United States from the drop-down menu.
4	Sales by Location table	Displays the number of orders and total revenue by country or state (depending on which region you have selected in the drop-down menu).
5	Most Valuable Customers table	Displays your top 5 customers based on the amount of revenue they have generated. Also displays the total Quantity of all products in orders for these customers in the set date range. Revenue = the sum of the Product Total for all orders placed by the customer in the date range.

Customer Data Requires Customer Records

The New/Returning Customers and Most Valuable Customers data requires customer records in ShipStation. Orders that are not linked to customer records will not be reflected in this data.

The Orders by Region and Sales by Location, however, do not require customer records. These visualizations use the state/country of the recipient addresses for all orders in the set date range.

Product Highlights

The Product Highlights page provides information about your product sales.This information includes the total number of products ordered, unique products ordered, average products per order, and the top products by quantity and revenue.

Image #	Field	What does it mean?
1	Items Sold chart	A visual representation of the Quantity of items sold by product category.
2	Product Details Summary	Total Products Ordered: The total Quantity of items ordered within the set date range. Unique Products Ordered: The total number of unique products in ShipStation's order records. Product per Order (Avg): Average number of distinct products found within orders with an Order Date in the set date range.
3	Sales by Category Quantity table	Displays the total quantity of items and revenue for all products contained in each Reporting category (this requires Reporting Categories with products assigned to them). The list is sorted by the categories with the highest quantity.
4	Sales by Category Revenue table	Displays the total quantity of items and revenue for all products contained in each Reporting category (this requires Reporting Categories with products assigned to them). This list is sorted by the categories with the highest revenue.
5	Top 5 Products by Quantity	Displays the top 5 products ordered within the set date range, sorted by highest quantity.
6	Top 5 Products by Revenue table	Displays the top 5 products ordered within the set date range, sorted by highest revenue.