Dashboard
The analytics dashboard displays key storefront metrics — sales, orders, sessions, conversion rates, and referrers — with date range filtering and period-over-period comparison.
The Dashboard is the first screen you see after selecting a storefront. It provides an at-a-glance view of your store's performance across sales, orders, visitor sessions, conversion rates, and traffic sources. All metrics update dynamically based on the selected date range and can be compared against a previous period to spot trends.
Date Range Selection
A date range picker at the top of the dashboard controls the reporting period for all metrics. Choose from predefined ranges or set a custom date range.
Predefined Ranges:
| Range | Description |
|---|---|
| Today | Current day only (hourly breakdown) |
| Yesterday | Previous day (hourly breakdown) |
| Last 7 Days | Rolling 7-day window (daily breakdown) |
| Last 30 Days | Rolling 30-day window (daily breakdown) |
| Last 90 Days | Rolling 90-day window (daily breakdown) |
| Last Year | Rolling 365-day window (monthly breakdown) |
| This Month | First of current month through today (daily breakdown) |
| Last Month | Full previous calendar month (daily breakdown) |
| Month to Date | Same as This Month |
| Year to Date | January 1 through today (monthly breakdown) |
| Week to Date | Start of current week through today (daily breakdown) |
| 1st Quarter | January 1 - March 31 (monthly breakdown) |
| 2nd Quarter | April 1 - June 30 (monthly breakdown) |
| Custom Range | Select any start and end date from the calendar |
Data Granularity: The dashboard automatically selects the appropriate time granularity based on the date range:
- Hourly — ranges under 3 days
- Daily — ranges between 3 and 90 days
- Monthly — ranges over 90 days
Compare with Previous Period
Enable the Compare with previous period checkbox to overlay the equivalent prior period on all charts. When enabled, each metric card displays a trending percentage (up or down) showing the change from the comparison period. For predefined ranges, the comparison period matches automatically (e.g., "Last 7 Days" compares against the 7 days before that). For custom ranges, the comparison period is the same duration immediately preceding the selected range.
Your selected date range and comparison preference are saved to your browser and restored the next time you open the dashboard.
Metric Cards
The dashboard displays six metric cards arranged across the top of the page.
Visitors Overview
The largest card spans two columns and displays either User Sessions or Total Sales as an area chart, toggled by clicking the label. The chart plots data points over time at the selected granularity. When comparison mode is enabled, a trending percentage appears below the metric value.
- User Sessions — total unique visitor sessions recorded during the period (sourced from the ConversionStatus table)
- Total Sales — total revenue from completed orders during the period, displayed in your store's currency format
Total Orders
Displays the total number of orders placed during the selected period as a large number with a sparkline chart below. When comparing, shows the percentage change from the previous period.
Average Order Value
Shows the mean order value (total sales divided by total orders) formatted as currency, with a sparkline trend line. Useful for tracking whether customers are spending more or less per transaction over time.
Returning Customers
Displays the percentage of customers who have placed more than one order on the storefront. A customer is classified as "returning" if they have any prior order history before the selected date range. This metric helps gauge customer loyalty and repeat purchase behavior.
Conversion Rate
The Conversion Rate card tracks how visitors move through the purchase funnel. It displays a polar area chart with three stages and can be toggled between Percentage and Sessions views.
| Funnel Stage | Description |
|---|---|
| Added to Cart | Number of sessions where a visitor added at least one item to their cart |
| Reached Checkout | Number of sessions that progressed to the checkout page |
| Sessions Converted | Number of sessions that completed a purchase |
Below the chart, an overview row shows the raw count for each stage. Toggle to Percentage view to see each stage as a proportion of total sessions.
Top Referrers and Landing Pages
The bottom-right card toggles between two views:
- Top Referrers — the top 10 external sources driving traffic to your storefront (e.g., search engines, social media, partner sites)
- Top Landing Pages — the top 10 pages where visitors first arrive on your storefront
Each entry shows the page or referrer URL and the session count. Use this data to understand which marketing channels and content pages are most effective at driving traffic.
Actions
- All Reports — click the button in the page header to navigate to the full Reports section for detailed breakdowns including Sales, Tax, Orders, Products, Customers, Shipping, and Promotion reports.
Data Sources
Dashboard metrics are computed from three data sources in your storefront database:
| Metric | Source |
|---|---|
| Total Sales, Total Orders, Average Order Value | Orders table — aggregated by the selected time granularity |
| User Sessions, Conversion Rate, Top Referrers, Top Landing Pages | ConversionStatus table — tracks visitor sessions and funnel progression |
| Returning Customers | Customer and Orders tables — identifies customers with prior order history |
Dashboard data is cached for 5 minutes per storefront to ensure fast load times. Refreshing the page after the cache expires will pull the latest data.
Related Pages
Introduction
Overview of PrintNow's Print Store — a multi-tenant web-to-print e-commerce platform with product customization, order management, and storefront theming.
Stores
The store selector screen where admin users choose which storefront to manage, view store thumbnails, create new storefronts, and switch between B2B and B2C store types.