> ## Documentation Index
> Fetch the complete documentation index at: https://docs.pocketsflow.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Advanced analytics

> See where buyers drop off, which sources and campaigns earn money, who comes back to buy again, and what you keep after refunds. Growth plan and above.

The dashboard shows sales, visitors, traffic sources, a country globe and CSV
exports on every plan. **Advanced analytics** (Growth plan and above) adds the
reports that explain those numbers. Open **Dashboard → Advanced**.

Every report follows the date range at the top of the page and is compared
with the **previous period** of the same length (the 30 days before a 30-day
range, and so on). Money is in your account currency.

## Funnel

`Visits → Product views → Checkout started → Paid`, for the whole store, for
each traffic source and for each product.

| Step | What counts |
| - | - |
| **Visits** | Visitor sessions on your storefront, product pages and checkout. |
| **Product views** | Visits that viewed a product page, or went straight to its checkout. |
| **Checkout started** | Visits that opened a checkout. A checkout prepared ahead of a click counts only when the buyer opens it. |
| **Paid** | Paid orders. Subscription renewals are not orders a visit produced, so they are left out. |

A visit's **source** is where it first came from: its `utm_source` tag, else
the site that linked to you (`google.com`, `x.com`), else **Direct**. Each step
shows its conversion from the step before, so the biggest drop is easy to
spot.

<Note>
  The checkout step is recorded on our servers when the checkout is shown, so
  it works without cookies or third-party scripts. Referrer query strings are
  never stored.
</Note>

## Revenue by source and UTM

Paid orders and net revenue per **source**, **utm\_source**, **utm\_medium** or
**utm\_campaign**, with each row's change against the previous period. Tag your
links (`?utm_source=newsletter&utm_medium=email&utm_campaign=launch`) and the
tags follow the buyer from the first page to the checkout.

* A subscription renewal counts for the source of the subscriber's **first**
  payment.
* Orders without the tag you group by appear under **none**.
* Orders paid before source tracking existed (and that carried no UTM tag)
  appear as **Not tracked**.

## Repeat buyers

Buyers grouped by the month of their **first** order. Each column shows the
share of that group who ordered again 1, 2, 3… months later. Refunded orders
and subscription renewals don't count as a purchase here. The **repeat rate**
is the share of these buyers who ordered in two or more different months.

## Net revenue after refunds

Gross revenue, refunded and net revenue per **product**, **country** or
**month**, with each row's refund rate. A refund counts against the month of
the order it refunds, so a month's net revenue is what that month's orders
finally earned.

## Period comparison

The KPI row at the top (revenue, net revenue, refunds, orders, average order,
visits, conversion rate, customers, repeat customers) shows each number for
the range, the previous period and the change. The revenue chart overlays the
previous period day by day.

## From the API and AI tools

The same reports are available with an API key (`GET /analytics/advanced/*`)
and as MCP tools (`get_sales_funnel`, `get_revenue_by_source`,
`get_analytics_summary`, `get_repeat_buyer_cohorts`, `get_net_revenue`). See
[Analytics API](/api-reference/analytics). Below the Growth plan they answer
`403 FEATURE_LOCKED`.


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