Statistics
The numbers: Statistics
Where the money shows up, what the reports contain, and the four numbers actually worth looking at each week.
The numbers live under Statistics in the menu, in the Tools group. The row opens an overview, and beneath it sits every report by name, grouped into Revenue, Subscriptions, Checkout & attribution and Reconciliation.
If you only need to know how it’s going — open Sales overview. If you need to understand why — open the overview and the reports.
Sales overview
Statistics → Sales overview is the operative view. For the period you choose you see net revenue, orders, average order value and refunds, each compared with the previous period. Below them sit Best sellers and Recent payments, and, if you sell in several markets, a breakdown by market.
The overview
Click Statistics. The overview has the tabs Sales, Audience, Content, Marketing, Traffic and Community, for the period you picked in the date selector. Further down are shortcuts to the reports, split into the most important and the advanced ones.
The reports
| Report | What it answers |
|---|---|
| Revenue analytics | How revenue moves over time. |
| Revenue report | The numbers in table form, for the books. |
| Revenue Forecast | What current subscriptions bring going forward. |
| Subscription Health | How many stay and how many cancel. |
| Members by joining month | Whether the people who joined in March behave like those who joined in January. |
| Customer Lifetime Value | What a customer is worth over time. |
| Checkout | Where in the checkout people drop off. |
| Revenue sources | Where the purchases come from. |
| A/B Testing | Offer variants compared against each other. |
| Reconciliation | That the numbers here match Stripe. |
Course numbers sit under Courses → Course statistics, and email numbers under Email → Statistics.
The four numbers that matter
Don’t look at everything every week. Look at these:
1. Revenue against the previous period. Is it up or down? If down: did fewer people come, or did fewer of those who came buy? Those are two completely different problems.
2. Checkout conversion. Lots of people reaching the checkout but few paying means friction in the last step — not that the offer is wrong.
3. Where in the course people stop. Open Courses → Course statistics. If the curve drops sharply at one lesson, it’s the lesson, not the participants.
4. Open rate over time. A falling line is always an early warning. Either you’re sending too often, or the emails have stopped being about something she cares about.
How to use this without going mad
Look once a week, not every day. Daily numbers are noise; weekly trends are signal.
Pick one thing to improve at a time and measure only that. “Raise course completion from 35 to 50 percent this quarter” is something you can act on. “Get better at everything” isn’t.
If something doesn’t match Stripe
Open Statistics → Reconciliation. It exists precisely to compare. Numbers can lag up to a minute after a payment — but if they differ by more than that, check that Stripe is connected under Settings → Payments. See Connect Stripe.