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Insights is Marzipan’s reporting area. Each report gives you a focused view of a different part of your business, from revenue and customers through to subscriptions, rewards and web traffic. Every report shares the same core controls:
  • Date range — set the period the report covers.
  • Compared to — compare the current period against a previous one to see how things are trending.
  • Market filter — narrow the report to a single market if you sell across more than one.
The Insights area showing the report selector and a revenue report with headline metrics
Test-mode orders are excluded from Insights, so every report reflects real trading only.
Access to each report is controlled by your Roles permissions, so you can decide which team members see which reports.

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Revenue

Your top-line sales performance over the selected period.
  • Total sales
  • Average order value
  • Average daily revenue
  • Conversion rate
You can add extra columns to break the numbers down further, including orders, units sold, new and returning customers, discounts, refunds, shipping, tax, subscriptions, events and products.

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Channels

See how your sales channels compare.
  • Revenue, orders and average order value by sales channel
  • Your top channel

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Geographic

  • Sales broken down by location

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Cart recovery

Understand how well you’re recovering abandoned carts.
  • Conversion rate
  • Recovered vs lost revenue
  • Average recovery time
  • An abandonment funnel
  • Recovery by source

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Customers

A view of your customer base and how well you retain it.
  • Total, active and new customers
  • Repeat-purchase and retention rates
  • Average lifetime value
It also includes an RFM analysis with customer segments, a customer lifetime value trend, and your top customers.

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Rewards

Track how your loyalty programme is performing.
  • Members
  • Points earned, redeemed and outstanding
  • Redemption rate
  • Member vs non-member average order value, and AOV lift
  • Tier distribution
  • Tier upgrades and downgrades

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Products

  • Revenue, units sold and average price
  • Drill down into any individual product

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Subscriptions

Key metrics for your recurring revenue.
  • Monthly recurring revenue (MRR) and annual recurring revenue (ARR)
  • Churn and retention rates
  • Average subscription value and duration
Subscriptions also includes sub-reports for Status (distribution and transitions between statuses), Billing (failed payments), and Additional items.

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Orders

  • Total orders
  • Orders per day
  • Average items per order
  • Fulfilment rate

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Attribution

See where your orders come from, fed by the checkout “how did you hear about us?” question and UTM tracking.
  • Tracked visits
  • Attributed orders and revenue
  • Attribution rate
  • UTM source, medium and campaign breakdowns

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Events

  • Event performance metrics

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Web analytics

For Marzipan-hosted sites, Web analytics shows how visitors are using your website.
  • Live visitors online now
  • Top pages, with pageviews, uniques and average duration
  • Top referrers and sources
  • Breakdowns by page, referrer, country and device
Until analytics is set up for your site, this report shows a “not configured” state.