Understanding Analytics

Analytics tells you what’s happening on your store: how much you’re selling, how many people are visiting, which products people look at, and where your customers come from. It’s the difference between guessing what works and knowing.

This guide walks through the analytics dashboard section by section, explains what each number means, and covers what you get on Starter versus Growth.

Where to Find Analytics

Go to Analytics in your dashboard sidebar. The page has a time range selector at the top: Last 7 days, Last 30 days, or Last 90 days. Pick the window you care about and every number on the page updates to match.

If your store has no traffic yet, the page tells you so and reminds you to share your store link. Once people start visiting, the numbers fill in.

The Overview: Your Store at a Glance

Four cards sit at the top of the dashboard.

• Total Revenue - The money you’ve made from paid orders in the selected period.
• Orders Completed - How many orders were actually paid for.
• Store Visitors - The number of unique people who visited your store.
• Store Conversion Rate - The share of visitors who went on to place a paid order.

Conversion rate is the number worth paying attention to. If 100 people visit and 5 buy, that’s a 5% conversion rate. A low rate means people are looking but not buying; a high rate means your store is turning lookers into customers.

The Sales Funnel: Where People Drop Off

The sales funnel shows the journey from looking to buying, step by step:

• Product Views - Total times products were viewed.
• Added to Cart - Times items were added to a cart.
• Checkout Started - Times checkout was begun.
• Purchases Completed - Successful orders placed.

Between each step, Mafflle shows the conversion rate for moving to the next stage. That’s how you spot the leak.

Say 1,000 people view products but only 50 add to cart. That’s a 5% cart conversion, which tells you the products or prices aren’t convincing people to move. If lots of people add to cart but few finish checkout, the problem is at checkout, like delivery fees or payment friction.

Top Performing Products

This section lists your products ranked by how they perform, with four numbers for each:

• Views - How many times the product was looked at
• Carts - How many times it was added to a cart
• Sales - How many times it was actually bought
• Conv. Rate - Sales divided by views

Use this to find your bestsellers and your problem products. A product with many views but few sales might have the wrong price or a weak description. A product with high sales but low views could sell even more if you featured it.

Customer Acquisition: Where They Come From

Three lists show you how people find your store.

• Top Referrers - The sources sending you visitors. You’ll see things like Instagram, WhatsApp, Google, or “Direct” (people who typed your link or came from a saved bookmark). This tells you which of your marketing channels actually works.
• Top Devices - Whether visitors come from mobile, desktop, or tablet. Most social media traffic will be mobile, which is useful to know when you check how your storefront looks on a phone.
• Top Countries - Where your visitors are located. Expect mostly Nigeria for most stores.

Starter vs Growth: What’s Included

Analytics is split between the plans.

On Starter (basic analytics) you get the essentials: Total Revenue, Orders Completed, and the time ranges. That’s enough to know how much you’re selling.

On Growth (advanced analytics) you unlock the rest: Store Visitors, Store Conversion Rate, the full Sales Funnel, Top Performing Products, and Customer Acquisition (referrers, devices, countries).

If you’re on Starter, the advanced sections show as locked, with a prompt to upgrade in Settings → Billing. Everything you need to know about plans is in Subscription Plans.

The Weekly Report

If you’ve switched on the weekly performance digest, you’ll get a summary of your store’s week by email and/or WhatsApp. It covers:

• Revenue for the week
• Total orders, plus pending and fulfilled
• New customers
• Store visits (pageviews) and unique visitors

It’s the same story your dashboard tells, delivered to you so you don’t have to open it.

How to Read Your Analytics

• Revenue and orders are the results. Everything else explains them.
• Watch the funnel. If money is slow, the funnel shows exactly which step people abandon at.
• Trust your referrers. Put more effort into the channels that actually send you buyers, not the ones that feel busy.
• Compare periods. Switch between 7 and 30 days to spot whether things are improving.

Related

• Notification Preferences - Opt into the weekly digest
• Subscription Plans - Analytics features by plan
• Managing Orders - The orders behind your revenue numbers