{"id":23059,"date":"2026-08-31T06:35:13","date_gmt":"2026-08-31T04:35:13","guid":{"rendered":"https:\/\/www.curiaweb.ch\/?post_type=docs&#038;p=23059"},"modified":"2026-08-31T06:35:13","modified_gmt":"2026-08-31T04:35:13","password":"","slug":"woocommerce-analytics","status":"publish","type":"docs","link":"https:\/\/www.curiaweb.ch\/en\/hilfe\/cms-online-shops\/woocommerce-analytics\/","title":{"rendered":"WooCommerce Analytics: Evaluate sales, orders, and revenue"},"content":{"rendered":"<p class=\"wp-block-paragraph\">WooCommerce collects various sales data while the store is running. This allows you to see, for example, how many orders have been received, which products are selling, what the revenue is, or how refunds and coupons affect your sales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can find the current evaluations in the WordPress backend under:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Analytics<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There, WooCommerce provides various reports for sales, orders, products, customers, coupons, taxes, and inventory.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Important:<\/strong> WooCommerce Analytics is a tool for evaluating your shop data. The figures do not replace accounting and tax returns. Depending on the metric, taxes, shipping costs, discounts, and refunds, for example, are taken into account differently.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Understanding the analytics dashboard<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If you <strong>Analytics<\/strong> you open it, you will get an overview of your shop's key performance indicators.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the configuration, the following values may appear there, for example:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Key figure<\/th><th>Meaning<\/th><\/tr><\/thead><tbody><tr><td><strong>Total revenue<\/strong><\/td><td>The total value of sales taking into account refunds, vouchers, taxes, and shipping.<\/td><\/tr><tr><td><strong>Net sales<\/strong><\/td><td>Product revenue after refunds and vouchers, excluding taxes and shipping.<\/td><\/tr><tr><td><strong>Orders<\/strong><\/td><td>Number of orders taken into account in the selected time period.<\/td><\/tr><tr><td><strong>Average order value<\/strong><\/td><td>Net sales divided by the number of orders included.<\/td><\/tr><tr><td><strong>Sold products<\/strong><\/td><td>Number of sold items or units.<\/td><\/tr><tr><td><strong>Refunds<\/strong><\/td><td>Value of refunded products and services.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The dashboard can be customized. Depending on the WooCommerce version, individual metrics and sections can be shown or hidden, or rearranged.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why total revenue and net revenue are different<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the most common questions in WooCommerce Analytics is: Why do total sales and net sales not match?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The reason lies in the calculation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WooCommerce defines the <strong>Total revenue<\/strong> loosely translated as:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Gross revenue \u2013 refunds \u2013 vouchers + taxes + shipping<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>Net sales<\/strong> on the other hand, takes into account product sales after deducting refunds and voucher discounts, but excluding taxes and shipping.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A simplified example:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Position<\/th><th>Amount<\/th><\/tr><\/thead><tbody><tr><td>Products<\/td><td>CHF 100.00<\/td><\/tr><tr><td>Voucher<\/td><td>- CHF 10.00<\/td><\/tr><tr><td>Shipping<\/td><td>CHF 9.00<\/td><\/tr><tr><td>Tax<\/td><td>CHF 7.00<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In this simplified example, the net sales would be CHF 90.00. Shipping and taxes are taken into account additionally in the total sales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Therefore:<\/strong> Do not compare numbers from different reports at random. First, check which components the respective metric actually contains.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Use the sales report<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Under <strong>Analytics \u2192 Revenue<\/strong> Did you find the revenue report?.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This report shows how sales, refunds, vouchers, taxes, and shipping costs impact your total revenue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Among the metrics available there are, inter alia:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gross revenue<\/li>\n\n\n\n<li>Refunds<\/li>\n\n\n\n<li>Vouchers<\/li>\n\n\n\n<li>Net sales<\/li>\n\n\n\n<li>Taxes<\/li>\n\n\n\n<li>Shipping<\/li>\n\n\n\n<li>Total revenue<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">You can select a time period and, depending on the report, compare it with a previous period or the previous year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This can be used, for example, to see whether sales have increased or decreased compared to the previous month.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Select period and comparison correctly<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Almost all important WooCommerce analytics reports use a selectable time period.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the selected time period, WooCommerce can summarize the data by day, week, month, quarter, or year, for example.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A comparison is particularly helpful when you want to evaluate a trend rather than just seeing an absolute number.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. until August 31, 2026<\/strong><br>compared to<br><strong>until July 31, 2026<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">or:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>August 2026<\/strong><br>compared to<br><strong>August 2025<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This makes it much easier to spot trends than with a single revenue total.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Analyze orders more precisely<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Under <strong>Analytics \u2192 Orders<\/strong> you will find a detailed analysis of your orders.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There, among other things, you can filter by various criteria. These include, for example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Order Status<\/li>\n\n\n\n<li>Products<\/li>\n\n\n\n<li>Promo codes<\/li>\n\n\n\n<li>Customer type<\/li>\n\n\n\n<li>Refunds<\/li>\n\n\n\n<li>Tax rates<\/li>\n\n\n\n<li>Product Features<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Multiple filters can be combined. Depending on the setting, either all conditions must be met simultaneously or at least one of the conditions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, you can use this to investigate which orders contain a specific product or how many orders were placed with a specific coupon.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The actual processing of individual orders continues to take place under <a href=\"\/en\/help\/cms-online-shops\/woocommerce\/manage-orders\/\">Managing WooCommerce orders: status, payment, and shipping<\/a>. Analytics is primarily used for evaluation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Which order statuses are taken into account in Analytics<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Not every WooCommerce order status is included by default in every analytics report.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can find the settings for this under:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Analytics \u2192 Settings<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WooCommerce excludes by default, among others, the statuses <strong>Payment pending<\/strong>, <strong>Cancelled<\/strong> and <strong>Failed<\/strong> out.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Orders with <strong>In progress<\/strong>, <strong>Waiting<\/strong> and <strong>Completed<\/strong> are included by default.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The relevant settings can be changed. Additional order statuses from extensions may also appear there.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Important:<\/strong> If an order is present in the \u201eOrders\u201c section, that does not automatically mean it is counted in every Analytics revenue metric. When seeing unexpected numbers, also check the excluded order statuses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We explain what the individual WooCommerce statuses mean in the article <a href=\"\/en\/help\/cms-online-shops\/woocommerce\/order-status-explained\/\">WooCommerce Order Status Simply Explained<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Evaluate products<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Under <strong>Analytics \u2192 Products<\/strong> Can you analyze the sales performance of individual products?.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The report contains, among other things:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Value<\/th><th>What you recognize from this<\/th><\/tr><\/thead><tbody><tr><td><strong>Units sold<\/strong><\/td><td>How often the product was sold.<\/td><\/tr><tr><td><strong>Net sales<\/strong><\/td><td>What product revenue the product generated after refunds and voucher discounts.<\/td><\/tr><tr><td><strong>Orders<\/strong><\/td><td>How many orders contained the product.<\/td><\/tr><tr><td><strong>SKU<\/strong><\/td><td>The item number of the product.<\/td><\/tr><tr><td><strong>Stock status and inventory<\/strong><\/td><td>Current stock level or available quantity.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">You can display a single product or compare multiple products with each other.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This makes it possible to see, for example, which products generate high sales and which ones are sold frequently but account for only a small share of revenue.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Evaluate variants separately<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When you use variable products, the report <strong>Analytics \u2192 Variants<\/strong> particularly helpful.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WooCommerce can evaluate individual variants separately there.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, with a T-shirt you could see whether:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Black \/ L<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">is sold significantly more often than:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Blue \/ S<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The variant report shows, among other things, units sold, net sales, orders, SKU, as well as stock status and inventory of each individual variant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We explain how variants are generally set up under <a href=\"\/en\/help\/cms-online-shops\/woocommerce\/variable-products-variations\/\">Creating variable products: Sizes, colors and other variants<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Evaluate vouchers<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If you use discount codes, you can find them under <strong>Analytics \u2192 Vouchers<\/strong> a corresponding evaluation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There you can see, for example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>how often a coupon was used in orders,<\/li>\n\n\n\n<li>how high the granted discount was,<\/li>\n\n\n\n<li>which orders used a specific coupon.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A high coupon volume does not automatically mean that a campaign was successful. For example, it is also crucial whether this generated additional orders or merely discounted sales that were planned anyway.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WooCommerce provides the sales data for this. You must perform the economic evaluation based on your business model.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We cover the setup of discount codes in the article <a href=\"\/en\/help\/cms-online-shops\/woocommerce\/vouchers-discount-codes\/\">Creating coupons and discount codes in WooCommerce<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Evaluate taxes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Under <strong>Analytics \u2192 Taxes<\/strong> WooCommerce shows the tax amounts recorded in the shop.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There you will find, among other things:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>total tax<\/li>\n\n\n\n<li>Tax on order line items<\/li>\n\n\n\n<li>Shipping tax<\/li>\n\n\n\n<li>Orders by tax code<\/li>\n\n\n\n<li>applied tax rates<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Multiple tax codes can be compared with each other.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Do not replace tax return:<\/strong> The WooCommerce tax report shows the data calculated by your store. Whether these figures can be used fully and correctly for an official tax return depends on your accounting and the regulations applicable to your business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We explain the technical tax configuration at <a href=\"\/en\/help\/cms-online-shops\/woocommerce\/set-up-vat-taxes\/\">Properly setting up taxes and VAT in WooCommerce<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Monitor inventory levels with analytics<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">WooCommerce has under <strong>Analytics \u2192 Inventory<\/strong> their own camp report.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There you can filter products and variants by stock status, for example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In stock<\/li>\n\n\n\n<li>low stock<\/li>\n\n\n\n<li>out of stock<\/li>\n\n\n\n<li>on backorder or reordered<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The table shows product or variant, SKU, stock status, and stock level.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This allows you to quickly see which items require action.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Products without enabled quantity-based inventory management can also appear. In this case, WooCommerce can, for example, for inventory quantity <strong>N\/A<\/strong> display while the general stock status remains available.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We cover inventory management itself in detail under <a href=\"\/en\/help\/cms-online-shops\/woocommerce\/inventory-sku-management\/\">Manage inventory, SKU, and delivery status in WooCommerce<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Analyze customer data<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">WooCommerce also provides a customer overview. In current versions you can find it under <strong>WooCommerce \u2192 Customers<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This evaluation includes registered customers and guest customers and can display information on orders, total revenue, average order value, and location, among other things.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This allows you to see, for example, which customers have already ordered multiple times or what their previous sales volume is.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With guest orders, WooCommerce can associate multiple orders with the same email address to the same customer record.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We explain how guest orders and customer accounts generally work in the article <a href=\"\/en\/help\/cms-online-shops\/woocommerce\/kundenkonten-gastbestellungen\/\">Setting up customer accounts and guest checkout in WooCommerce<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Download reports as CSV<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Many WooCommerce analytics reports can be downloaded as a CSV file.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is practical if, for example, you want to analyze the data further in a spreadsheet or make it available to another authorized person.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The downloaded CSV contains the data of the respective report or the current analysis.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn du vorher Filter gesetzt hast, solltest du deshalb kontrollieren, welchen Datenbestand du tats\u00e4chlich exportierst.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Datenschutz beachten:<\/strong> Analytics-Exporte k\u00f6nnen gesch\u00e4ftliche oder personenbezogene Daten enthalten. Behandle solche Dateien entsprechend sorgf\u00e4ltig und gib sie nur an Personen weiter, die sie tats\u00e4chlich ben\u00f6tigen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Warum Analytics-Zahlen manchmal nicht sofort stimmen<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">WooCommerce Analytics verarbeitet eine grosse Menge an Shopdaten. Damit die Berichte nicht bei jedem Aufruf s\u00e4mtliche Bestellungen neu berechnen m\u00fcssen, verwendet WooCommerce aufbereitete und zwischengespeicherte Analytics-Daten.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dadurch kann es vorkommen, dass ein Bericht zeitweise nicht den erwarteten Stand zeigt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn die angezeigten Zahlen offensichtlich nicht zu deinen tats\u00e4chlichen Bestellungen passen, empfiehlt WooCommerce zuerst den Analytics-Cache zu leeren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Die entsprechende Funktion findest du unter:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>WooCommerce \u2192 Status \u2192 Werkzeuge \u2192 Analytics-Cache leeren<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pr\u00fcfe danach den Bericht erneut.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Historische Daten importieren<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bei einem normalen neuen Shop werden neue Bestellungen automatisch f\u00fcr Analytics verarbeitet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Historische Daten k\u00f6nnen jedoch fehlen, beispielsweise wenn alte Bestellungen bereits vorhanden waren, bevor die aktuelle Analytics-Datenbasis aufgebaut wurde, oder wenn Bestellungen aus einem anderen System \u00fcbernommen wurden.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Under:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Analytics \u2192 Einstellungen \u2192 Historische Daten importieren<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">kann WooCommerce vorhandene Bestellungen und Kundendaten f\u00fcr Analytics einlesen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Du kannst dabei einen Zeitraum ausw\u00e4hlen oder alle vorhandenen historischen Daten importieren. Der Vorgang l\u00e4uft im Hintergrund, sodass du die Seite nicht ge\u00f6ffnet lassen musst.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Bei grossen Shops:<\/strong> Sehr umfangreiche historische Daten k\u00f6nnen auch abschnittsweise importiert werden. WooCommerce bietet ausserdem eine Funktion, bereits importierte Bestellungen und Kunden zu \u00fcberspringen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Wenn Berichte leer oder unvollst\u00e4ndig sind<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn du weisst, dass Bestellungen vorhanden sind, Analytics aber keine oder zu wenige Daten zeigt, solltest du systematisch pr\u00fcfen:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Exam<\/th><th>Warum sie wichtig ist<\/th><\/tr><\/thead><tbody><tr><td><strong>Period<\/strong><\/td><td>Vielleicht liegen die Bestellungen ausserhalb des ausgew\u00e4hlten Datumsbereichs.<\/td><\/tr><tr><td><strong>Order Status<\/strong><\/td><td>Bestimmte Status k\u00f6nnen von den Analytics-Berichten ausgeschlossen sein.<\/td><\/tr><tr><td><strong>Filter<\/strong><\/td><td>Ein aktiver Filter kann nur einen Teil der Daten anzeigen.<\/td><\/tr><tr><td><strong>Analytics-Cache<\/strong><\/td><td>Zwischengespeicherte Daten k\u00f6nnen vor\u00fcbergehend nicht dem erwarteten Stand entsprechen.<\/td><\/tr><tr><td><strong>Historische Daten<\/strong><\/td><td>\u00c4ltere oder migrierte Bestellungen wurden m\u00f6glicherweise noch nicht in Analytics importiert.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn WooCommerce beim Import historischer Bestellungen Fehler feststellt, kann unter <strong>Analytics \u2192 Settings<\/strong> ein entsprechender Hinweis erscheinen. Dort lassen sich die Importfehler \u00fcberpr\u00fcfen und nach Behebung erneut verarbeiten.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00fcckerstattungen richtig interpretieren<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">R\u00fcckerstattungen wirken sich auf mehrere Analytics-Kennzahlen aus.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Im Umsatzbericht werden R\u00fcckerstattungen separat ausgewiesen und beeinflussen den Netto- beziehungsweise Gesamtumsatz.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vollst\u00e4ndig zur\u00fcckerstattete Bestellungen werden dadurch nicht einfach so behandelt, als h\u00e4tten sie nie existiert. Die urspr\u00fcngliche Bestellung und die sp\u00e4tere R\u00fcckerstattung bleiben f\u00fcr die Auswertung relevant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Im Bestellbericht k\u00f6nnen R\u00fcckerstattungen entsprechend sichtbar sein.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wie eine R\u00fcckerstattung technisch durchgef\u00fchrt wird, erkl\u00e4ren wir im Artikel <a href=\"\/en\/help\/cms-online-shops\/woocommerce\/cancel-order-refund\/\">Cancel order and issue refund<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Testbestellungen k\u00f6nnen deine Auswertung beeinflussen<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Auch Testbestellungen k\u00f6nnen in Analytics erscheinen, wenn sie von WooCommerce wie normale ber\u00fccksichtigte Bestellungen verarbeitet werden.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Deshalb solltest du nicht mehr ben\u00f6tigte Testbestellungen nach abgeschlossenen Tests entfernen und bei Auswertungen immer beachten, ob noch Testdaten enthalten sind.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wie du einen Shop vor der Freischaltung kontrolliert testest, erkl\u00e4ren wir im Artikel <a href=\"\/en\/help\/cms-online-shops\/woocommerce\/test-shop-test-order\/\">Testing a WooCommerce shop before launch: Test order and checklist<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Analytics zeigt Umsatz, aber nicht automatisch deinen Gewinn<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dieser Unterschied ist f\u00fcr die wirtschaftliche Interpretation wichtig.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WooCommerce Analytics zeigt Verkaufs- und Umsatzdaten. Daraus ergibt sich aber nicht automatisch dein tats\u00e4chlicher Unternehmensgewinn.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A simple example:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHF 10&#8217;000 Umsatz<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">sagt noch nichts dar\u00fcber aus, wie hoch dein Gewinn ist.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Davon k\u00f6nnen beispielsweise Kosten f\u00fcr Waren, Verpackung, Versand, Zahlungsanbieter, Werbung, Personal, Hosting oder andere Betriebsausgaben abgehen.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Note:<\/strong> Umsatz ist nicht Gewinn. WooCommerce Core kennt ohne zus\u00e4tzliche Kostendaten nicht automatisch s\u00e4mtliche Aufwendungen deines Unternehmens.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Welche Zahlen solltest du regelm\u00e4ssig anschauen?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">F\u00fcr einen kleineren Shop musst du nicht jeden Analytics-Bericht t\u00e4glich studieren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eine regelm\u00e4ssige Kontrolle einiger grundlegender Kennzahlen reicht f\u00fcr den Anfang:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Orders<\/li>\n\n\n\n<li>Nettoumsatz und Gesamtumsatz<\/li>\n\n\n\n<li>Refunds<\/li>\n\n\n\n<li>durchschnittlicher Bestellwert<\/li>\n\n\n\n<li>meistverkaufte Produkte<\/li>\n\n\n\n<li>Inventory<\/li>\n\n\n\n<li>verwendete Gutscheine<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Wichtiger als eine einzelne Zahl ist h\u00e4ufig die Entwicklung \u00fcber einen l\u00e4ngeren Zeitraum.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn dein Umsatz beispielsweise in einem Monat h\u00f6her ist als im vorherigen, solltest du zus\u00e4tzlich pr\u00fcfen, warum: Gab es mehr Bestellungen? Einen h\u00f6heren durchschnittlichen Bestellwert? Ein besonders erfolgreiches Produkt? Oder einen starken Rabatt?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WooCommerce Analytics liefert dir daf\u00fcr die Daten. Die gesch\u00e4ftliche Interpretation bleibt deine Aufgabe.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Summary<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">WooCommerce Analytics stellt dir umfangreiche Auswertungen zu Umsatz, Bestellungen, Produkten, Varianten, Gutscheinen, Steuern und Lagerbestand zur Verf\u00fcgung.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">F\u00fcr die Interpretation ist wichtig, die einzelnen Kennzahlen zu unterscheiden. <strong>Gesamtumsatz, Nettoumsatz, Steuern, Versand und R\u00fcckerstattungen sind nicht dasselbe.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00dcber Zeitr\u00e4ume, Vergleiche und Filter kannst du deine Verkaufsentwicklung genauer untersuchen. Viele Berichte lassen sich zus\u00e4tzlich als CSV-Datei herunterladen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Zahlen fehlen oder offensichtlich falsch wirken, solltest du zuerst Zeitraum, Filter und ber\u00fccksichtigte Bestellstatus pr\u00fcfen. Danach kannst du den Analytics-Cache leeren und bei \u00e4lteren oder \u00fcbernommenen Bestellungen kontrollieren, ob historische Daten importiert wurden.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WooCommerce Analytics zeigt dir, was in deinem Shop verkauft wurde. Es ersetzt jedoch weder deine Buchhaltung noch eine Gewinnrechnung oder steuerliche Auswertung.<\/p>","protected":false},"excerpt":{"rendered":"<p>WooCommerce sammelt w\u00e4hrend des Shopbetriebs verschiedene Verkaufsdaten. Damit kannst du beispielsweise sehen, wie viele Bestellungen eingegangen sind, welche Produkte sich verkaufen, wie hoch der Umsatz ist oder wie sich R\u00fcckerstattungen und Gutscheine auf deine Verk\u00e4ufe auswirken. Die aktuellen Auswertungen findest du im WordPress-Backend unter: Analytics Dort stellt WooCommerce verschiedene Berichte f\u00fcr Umsatz, Bestellungen, Produkte, Kunden, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_joinchat":[],"footnotes":""},"doc_category":[83,89],"doc_tag":[],"class_list":["post-23059","docs","type-docs","status-publish","hentry","doc_category-cms-online-shops","doc_category-woocommerce"],"year_month":"2026-09","word_count":2124,"total_views":"9","reactions":{"happy":"0","normal":"0","sad":"0"},"author_info":{"name":"Silvio Mazenauer","author_nicename":"admin-curia","author_url":"https:\/\/www.curiaweb.ch\/en\/author\/admin-curia\/"},"doc_category_info":[{"term_name":"CMS &amp; Online-Shops","term_url":"https:\/\/www.curiaweb.ch\/en\/hilfe-kategorie\/cms-online-shops\/"},{"term_name":"WooCommerce","term_url":"https:\/\/www.curiaweb.ch\/en\/hilfe-kategorie\/cms-online-shops\/woocommerce\/"}],"doc_tag_info":[],"knowledge_base_info":[],"knowledge_base_slug":[],"_links":{"self":[{"href":"https:\/\/www.curiaweb.ch\/en\/wp-json\/wp\/v2\/docs\/23059","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.curiaweb.ch\/en\/wp-json\/wp\/v2\/docs"}],"about":[{"href":"https:\/\/www.curiaweb.ch\/en\/wp-json\/wp\/v2\/types\/docs"}],"author":[{"embeddable":true,"href":"https:\/\/www.curiaweb.ch\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.curiaweb.ch\/en\/wp-json\/wp\/v2\/comments?post=23059"}],"version-history":[{"count":1,"href":"https:\/\/www.curiaweb.ch\/en\/wp-json\/wp\/v2\/docs\/23059\/revisions"}],"predecessor-version":[{"id":23061,"href":"https:\/\/www.curiaweb.ch\/en\/wp-json\/wp\/v2\/docs\/23059\/revisions\/23061"}],"wp:attachment":[{"href":"https:\/\/www.curiaweb.ch\/en\/wp-json\/wp\/v2\/media?parent=23059"}],"wp:term":[{"taxonomy":"doc_category","embeddable":true,"href":"https:\/\/www.curiaweb.ch\/en\/wp-json\/wp\/v2\/doc_category?post=23059"},{"taxonomy":"doc_tag","embeddable":true,"href":"https:\/\/www.curiaweb.ch\/en\/wp-json\/wp\/v2\/doc_tag?post=23059"}],"curies":[{"name":"WP","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}