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Analytics and growth

How to see sales reports in Webflow

Last updated

By [AUTHOR NAME – TBC] 9 min read

The short answer

Webflow’s only built-in sales report is the store overview at the top of CMS › Orders, showing total orders, total sales, average order value and average order size. For trends, comparisons or top products you need to export orders to CSV and build a spreadsheet, set up GA4 ecommerce tracking, or use a reporting tool that reads your orders via the Webflow API.

“How did we do this month?” is the most common question in any shop, and in Webflow it’s surprisingly hard to answer. Here’s what Webflow shows you, what it doesn’t, and three ways to get proper sales reports.

Where are sales reports in Webflow?

Open CMS › Orders in the Designer or Editor. At the top is a small store overview with four numbers:

MetricHow Webflow calculates it
OrdersCompleted orders where payment was captured. Fulfilled + unfulfilled; excludes refunded and disputed
Total salesSum of completed orders, minus refunds and returns
Average order valueAverage total per completed order (excludes returns and refunds)
Average order sizeAverage number of items per order
Webflow Orders tab store overview with four sales metrics

What doesn’t Webflow’s sales overview show?

There’s no built-in:

  • date range picker or this month vs. last month comparison
  • sales-over-time chart
  • top products or sales by variant
  • top countries
  • new vs. returning customers
  • customer lifetime value

For those, you have three options.

Option 1: Export orders to a spreadsheet

The Orders tab has an export that saves your orders as a CSV. From there:

  1. Open the CSV in Google Sheets or Excel.
  2. Remove refunded and disputed orders, so your totals match Webflow’s definition.
  3. Add a Month column from the order date.
  4. Build a pivot table: sum of order total and count of orders, by month.
  5. Add a % change column against the previous month.
  6. For top products, pivot by product name; for countries, by shipping country.

Good for: a monthly review, bookkeeping, one-off questions. Not good for: checking how today’s going on your phone. It’s a manual export every time.

Option 2: GA4 ecommerce tracking

Connect Google Analytics 4 in your site settings (Integrations) and enable ecommerce tracking. Webflow then automatically sends ecommerce events like viewed product, added product to cart and purchased product.

GA4’s monetisation reports then show revenue, purchases and items over any date range, alongside traffic sources and conversion rates.

Good for: where buyers come from, funnels and conversion rate. Watch out for: GA4 is browser-based, so ad blockers and cookie consent mean it under-counts compared with your real orders. Use Webflow’s orders for “how much money”, and GA4 for “how did they find us”.

Option 3: A reporting tool that reads your orders

Tools built on the Webflow Data API can read every order and calculate reports for you, with no export and no tracking script.

Which numbers should a small store actually track?

Don’t drown in metrics. Five cover most decisions:

  1. Net sales (after refunds), weekly and monthly, vs. the previous period
  2. Orders: is growth coming from more orders or bigger ones?
  3. Average order value (AOV) = net sales ÷ orders. Nudge it with bundles and free-shipping thresholds
  4. Top products: what to restock, promote or drop
  5. Returning customers: are people coming back?

Sales report checklist

  • Know where the Orders tab overview is (and its currency caveat)
  • Monthly CSV export + pivot, or GA4 ecommerce tracking switched on
  • Refunds and disputes excluded from your totals
  • A weekly look at net sales vs. last week
  • Top products reviewed before every restock

For the wider picture of running a store, see the complete guide to Webflow Ecommerce, and for the order side, how to manage Webflow Ecommerce orders.

Sources (checked 7 Oct 2026)

  1. Webflow Help: Orders tab
  2. Webflow Help: Connect your Webflow site to Google Analytics
  3. Webflow Help: Webflow Ecommerce overview
  4. Webflow Help: Process and manage orders

FAQ

Does Webflow have ecommerce analytics?
A basic store overview. The Orders tab shows total orders, total sales, average order value and average order size. There are no built-in charts, period comparisons or top-product reports.

How does Webflow calculate total sales?
Total sales is the sum of completed orders minus refunds and returns. If you’ve changed your store currency, it only counts orders in the current currency.

Can I see sales by product in Webflow?
Not in the Orders tab. Export your orders to CSV and summarise by product, use GA4 ecommerce reports, or use a tool that ranks products by sales.

Does Webflow send ecommerce data to Google Analytics?
Yes, once you connect GA4 and enable ecommerce tracking. Webflow automatically tracks events like viewed product, added product to cart and purchased product.

Why don’t my GA4 revenue numbers match Webflow?
GA4 relies on browser tracking, so ad blockers, consent choices and refunds all cause differences. Treat Webflow’s orders as the source of truth for money and GA4 for behaviour.

Written by

[AUTHOR NAME – TBC]

Founder, Flowcommander

[AUTHOR BIO – TBC: two sentences on real Webflow Ecommerce experience, e.g. stores built or run, years packing parcels.]

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Related guides

Want the product side? See Flowcommander sales analytics for Webflow.