Wix Analytics: Financial Glossary
Understanding your sales and payments is essential for running your business. This glossary explains the key financial terms you may find in Wix Analytics. Use this glossary as a reference whenever you want to better interpret your business performance.
Financial glossary
The table below lists each financial measure you may see in Wix Analytics, showing what it is and where it applies in your reports.
Measure: The financial stat being tracked.
Level: Shows where the measure applies in your reports.
Item level: Applies to a single product or item in an order.
Order level: Applies to the full order, including all items and charges.
Payments level: Applies to the specific payment in the order.
Note:
Not all order-level information is also available at the item level. This is because certain stats (e.g. shipping fees or tips) apply to the full order and cannot be split across individual items.
Measure | Level | Description |
Additional fees | Order level | All extra charges that aren't tips, like service, cancellation or custom fees. |
Amount paid | Payments | The total amount paid by customers. |
Avg. order value | Order level | The average value per order, excluding orders paid with a pricing plan. How is it calculated? Total sales ÷ total orders |
Discount | Order level and item level | The total discount given on an item. It can be applied to a specific item, or to several items in an order. Note: When a discount is applied at the order level, merchant discounts and coupons (i.e. order-level discounts) are distributed proportionally across all items in the order, based on each item's share of the total order price. |
Gift card | Order level | The value of gift cards purchased in an order. Redeemed gift cards count as part of total sales (see definition for Gift card used). |
Gift card used | Payments level | The amount paid with a gift card. |
Gross sales | Order level and item level | The price of each item multiplied by the quantity sold, before taxes and discounts. How is it calculated? Item price × quantity |
Item price | Item level | The price of an item set by you, the site owner. Note: Taxes and discounts are not reflected in the price, even if you included tax in the price when setting up the product. |
Item total | Item level | The total price expected to be paid for the item after discounts and including tax. How is it calculated? Gross sales – discounts + tax |
Net revenue | Order level | The amount paid for an order after deducting refunds, gift cards used, chargebacks, shipping and tax. How is it calculated? Amount paid – gift cards used – refunds – chargebacks – shipping – tax |
Quantity | Order level and item level | The number of items sold. |
Refunds | Order level and item level | The amount returned to a customer for an item or order. Note: Refunds show at the item level only if you selected a specific item during the refund process. Otherwise, refunds appear only at the order level. |
Shipping | Order level | The shipping costs of an order. |
Successful payments | Payments level | The number of payments received that were not pending, disputed or declined. |
Tax | Order level and item level | The amount of tax expected to pay per item or order. Note: The sum of tax for all items in an order may not match the total order tax. This is because other charges, such as shipping, are not considered items but can also have tax applied. |
Tips | Order level | Tips added to the order at checkout. Tips can be added through a POS or the Wix Tips app. |
Total orders | Order level and item level | The total number of orders received, including orders that weren’t paid yet and orders with recurring payments. |
Total revenue | Order level and payments level | The amount paid for an order after deducting refunds, gift cards used, and chargebacks. How is it calculated? Amount paid – gift cards used – refunds – chargebacks |
Total sales | Order level | The total amount expected from sales and redeemed gift cards, including taxes, shipping, tips and fees, after discounts. Refunds aren't deducted. How is it calculated? Gross sales + taxes + shipping + tips + fees – discounts |
Curious to learn more about Wix Analytics terms?
Check out the Wix Analytics reports glossary.
FAQs
Click a question below to learn more about financial reports.
Why are the totals in the Payment Summary report different from Sales reports?
The Payment Summary report is based on individual payment transactions. A single order can include multiple transactions, such as partial payments or different payment methods.
Sales reports reflect the full value of the order, including amounts that haven't been paid yet. As a result, the sum of the amounts in the Payment Summary report may not match the total sales in Sales reports.
Why don't the totals in order-level and item-level Sales reports match?
Wix Analytics offers both order-level (e.g. Sales over time) and item-level sales reports (e.g. Sales by item, Item sales over time). Some values, like tips, shipping and order-level tax, can't be split across items, so they only appear in order level calculations.
This means that the sum of item-level sales may not equal the sum of order-level sales, for reasons that include:
Item-level sales reflect only the price after item-level discounts and taxes.
Order-level sales may also include additional fees like tips and shipping.
Why is there a difference between Total Tax in the Tax Summary report and Total Tax in order-level Sales reports?
The Tax Summary report only includes e-Com-based orders, meaning orders placed through Wix Bookings, Wix Restaurants (New), Wix Stores, and Subscriptions, while order-level Sales reports include all orders.