WooCommerce’s own reports tell you what sold. They’re less good at telling you what it actually earned after refunds and discounts, or where you lost people before they finished checking out. Here are five numbers worth a five-minute look every week.
1. Net revenue, not just gross
Gross revenue is what got billed. Net revenue — after refunds and discounts are broken out — is what the week actually earned. The gap between the two is often bigger than store owners expect, and it only shows up if refunds and discounts are tracked separately rather than folded into one order total.
2. Where the checkout funnel leaks
Cart abandonment and checkout abandonment are two different problems with two different fixes — one is about the offer or the price, the other is usually about friction in the checkout flow itself. Knowing which stage is leaking tells you whether to fix a page or fix a policy.
3. Which coupons are actually pulling their weight
A coupon that drives volume but erodes margin on orders that would have happened anyway isn’t obviously working, even though the order count looks good. Tracking coupon influence against net revenue — not just usage count — is how you tell the difference.
4. Gateway decline rates
A rising decline rate on one payment gateway is easy to miss order-by-order and expensive to ignore in aggregate — it’s lost revenue that never shows up as an abandoned cart because the customer thought they’d finished buying.
5. Your actual top exit pages on the shop, not just the homepage
The product pages where visitors leave most often are usually more informative than your best-sellers — they’re where a fixable problem (price, images, missing reviews, unclear shipping cost) is actively costing you sales right now.
Growvia’s PRO Shop Performance module tracks all five of these together — gross vs net revenue, the abandonment funnel, coupon influence, gateway decline rates and refund reasons — so the weekly check is one page, not five separate reports.
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