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

# Insights

> Insights is Marzipan's reporting area, with detailed reports covering revenue, customers, subscriptions and more.

**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.

<Frame>
  <img src="https://marzipan-cloud.b-cdn.net/0/docs/insights/insights-overview.png" alt="The Insights area showing the report selector and a revenue report with headline metrics" />
</Frame>

<Note>
  Test-mode orders are excluded from Insights, so every report reflects real trading only.
</Note>

Access to each report is controlled by your [Roles](/settings/overview) permissions, so you can decide which team members see which reports.

## 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.

## Channels

See how your sales channels compare.

* Revenue, orders and average order value by sales channel
* Your top channel

## Geographic

* Sales broken down by location

## 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

## 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.

## 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

## Products

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

## 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**.

## Orders

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

## 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

## Events

* Event performance metrics

## 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.