What the dashboard numbers mean
The dashboard shows the selected store for the last 30 days, except the sales chart, which has its own time filter.
The tiles
| Tile | What it is |
|---|---|
| Total Sales | Ordered product sales in the period. See How TACOS, ACOS and % Organic are calculated. |
| Ad Cost | Sponsored Products + Brands + Display spend. With a SKU or product filter on the Performance report, Sponsored Brands is left out (see How TACOS, ACOS and % Organic are calculated). |
| % Organic Sales | The share of sales not driven by ads, kept between 0 and 100%. |
| TACOS | Ad Cost ÷ Total Sales. Lower is better. |
| Total Orders | Orders placed in the period that are pending, unshipped, partially shipped or shipped. Cancelled orders are not counted. |
| Marketing Cost per Order | Ad Cost ÷ the orders behind Total Sales (cancelled and unpriced orders left out), organic orders included. |
| Total Add to Cart | Brand Analytics cart adds from search over the fully loaded weeks inside the range. |
| Cart → Purchase | Orders received × 100 ÷ Total Add to Cart. See Cart metrics and Brand Analytics. |
Click Show more metrics for Average Order Value (Total Sales ÷ Total Orders), Total Clicks, Total Impressions and Average CPC (Ad Cost ÷ clicks).
The arrow on a tile compares with the previous period of the same length. It is hidden when that comparison would be unfair, for example while ad data for the period is incomplete or the previous period starts before your history does.
The sales chart
Pick 7 days, 2 weeks, 1 month, Quarter or 6 months above the dark chart. It changes only that chart and its totals. The chart shows total sales split into organic and ad sales, with ad cost as a line on its own right-hand axis.
History for any tile
Click a tile to see that metric week by week over the last 12 whole weeks (Monday to Sunday).
Cards below the tiles
- Needs attention lists the biggest traffic, stock and returns problems, with one sentence and an action each (at most five in all). A returns problem is a product where at least 40% of the units returned in the last 30 days share one product-related reason, such as missing parts or defective, with at least 5 units returned; reasons like "unwanted item" are never flagged. This covers merchant-fulfilled returns only. The card shows up to five entries in a fixed order: traffic first, then stock, then returns, so returns appear when the others leave room; View returns always lists them all. It appears only when there is something to show. See Sales & Traffic and Inventory, days of cover and restock.
- Search shares (impression, click, cart add and purchase share) and the top flagged search terms come from Brand Analytics and appear once a week of it has fully loaded. See Keyword Performance.
- Highest TACOS SKUs shows up to five products whose ad cost weighs most on their own sales. View more lists every product and explains the method.
- Recent orders shows the newest orders.
- Data connections shows when each source last synced. See How fresh is my data.
Not what you expected?
- Numbers a little off from Seller Central: Why my numbers don't match.
- For daily detail, filters and your own set of tiles, use the Performance report.
Still stuck? Ask us from the chat bubble in the corner of the page. Tell us the store, the page and the date range.