---
title: "Analytics dashboard"
description: "Track preorder revenue, orders, and top products from the Overview tab, and export the data as a CSV."
url: https://help.stoqapp.com/preorders/preorder-analytics-dashboard/
product: "Preorders"
section: "Manage and troubleshoot / Orders and reports"
last_updated: 2026-10-28
---

# Analytics dashboard

> Track preorder revenue, orders, and top products from the Overview tab, and export the data as a CSV.

The **Overview** tab in STOQ's Preorders section shows how your preorders are performing: summary metrics, two time-series charts, and a product revenue table, all scoped to a date range you choose. Use it to track preorder revenue, spot your best-selling products, and catch unpaid or unfulfilled orders that need attention.

## Before you begin

Exporting the data as a CSV requires a **paid STOQ plan**. Everything else on this page, the summary metrics, charts, and products table, is available on every plan.

## Open the dashboard

[Image: STOQ Preorders section in Shopify admin on the Overview tab (beside Products, Offers, Settings) with the date-range picker open showing radio options Last 7 days, Last 30 days, Last 60 days, Last 90 days, Last 6 months, Last 12 months, All time (selected), and Custom; the Summary tiles and Preorder sales chart show behind it. Markers: 1 on Preorders in the left menu, 2 on the Overview tab, 3 on the All time date picker.](https://help.stoqapp.com/images/general/preorder-analytics-dashboard-1.png)

1. In the STOQ app's left menu, click **Preorders**, then click the **Overview** tab.
2. Use the date picker at the top to select a preset range, or a custom range. Selecting a preset refreshes the page immediately; for a custom range, pick start and end dates in the calendar and click **Filter**.

The dashboard loads four sections automatically, scoped to the last 30 days by default. In order from top to bottom: **Summary**, the **Preorder sales** chart, the **Total impact** chart, and the **Products by revenue** table.

| Preset | Range |
|--------|-------|
| Last 7 days | Previous 7 days |
| Last 30 days | Previous 30 days (default) |
| Last 60 days | Previous 60 days |
| Last 90 days | Previous 90 days |
| Last 6 months | Previous 180 days |
| Last 12 months | Previous 365 days |
| All time | All recorded data |
| Custom | You pick a start and end date |

## Summary metrics

[Image: STOQ Preorders Overview tab with the Summary card outlined by a marker box, showing eight metric tiles: Total sales Rs81,310, Average order value Rs821, Orders 99, Customers 56, Preorder sales Rs57,568, Products sold 113, Unpaid orders 15, and Unfulfilled orders 93; the date picker reads All time and the Preorder sales chart is below.](https://help.stoqapp.com/images/general/preorder-analytics-dashboard-2.png)

The **Summary** card displays eight metrics for the selected date range, each in its own tile.

| Metric | What it measures |
|--------|-----------------|
| **Total sales** | Sum of the full order value for every order that contained at least one preorder product (orders with medium or high attribution confidence) |
| **Average order value** | Total preorder revenue divided by the number of preorder orders in the period |
| **Orders** | Count of orders attributed to preorders |
| **Customers** | Unique customers who placed a preorder order |
| **Preorder sales** | Revenue from preorder line items only (price x quantity for each preorder variant, across all orders in the period) |
| **Products sold** | Total units sold across all preorder line items |
| **Unpaid orders** | Orders that are not in a paid, voided, or refunded financial state |
| **Unfulfilled orders** | Orders not yet in a fulfilled, partially fulfilled, or restocked fulfillment state |

Every metric leaves cancelled orders out. **Total sales** is the full value of every order that included a preorder item, the whole cart. **Preorder sales** counts only the preorder line items within those orders, so it will be equal to or lower than Total sales.

## Charts

The two charts appear in this order on the page: **Preorder sales** first, then **Total impact**.

### Preorder sales

The **Preorder sales** chart focuses on preorder line items rather than full orders. Switch between **Revenue** and **Units Sold** using the radio buttons above the chart. The chart uses the same automatic daily, weekly, or monthly granularity as the Total impact chart, shown below.

If there are no preorder line items in the selected period, the chart shows an empty state: "Sell your first few preorders to see your sales performance."

### Total impact

[Image: STOQ Preorders Overview tab showing the two time-series charts: the Preorder sales chart (blue, Revenue selected over Units Sold) and below it the Total impact chart (purple area line, subtitled "Total revenue from all orders that included a preorder product") with Revenue selected over Orders; both plot a y-axis up to Rs15,000 across Apr 2025 to Aug 2026.](https://help.stoqapp.com/images/general/preorder-analytics-dashboard-3.png)

The **Total impact** chart plots the full order value of all orders that included at least one preorder product. Use the radio buttons above the chart to switch between **Revenue**, shown in your store currency, and **Orders**, shown as a count.

The chart's time-series granularity adjusts automatically based on the selected date range:

| Date range | Granularity |
|------------|-------------|
| Up to 60 days | Daily |
| 61-180 days | Weekly |
| More than 180 days | Monthly |

If you have no preorder orders in the selected period, the chart shows an empty state: "Sell your first few preorders to see your top performing products."

## Products by revenue table

[Image: STOQ Preorders Overview tab showing the Products by revenue table with columns Image, Product, Units sold, and Revenue, plus filter and sort icons above it; top rows are The Collection Snowboard: Hydrogen (19 units, Rs10,855), another Hydrogen variant (16, Rs9,360), Crk's 3" Yoga Blocks (1, Rs6,000), and NEW PREORDER TEST (5, Rs5,000), sorted by Revenue descending.](https://help.stoqapp.com/images/general/preorder-analytics-dashboard-4.png)

The **Products by revenue** table lists every preorder product or variant sold in the selected date range, with columns for:

- **Image**: variant or product image thumbnail
- **Product**: product title and, when grouped by variant, the variant title beneath it
- **Units sold**: total quantity of that variant or product sold as a preorder
- **Revenue**: total revenue from that variant or product (price x quantity)

### Sorting

[Image: STOQ Preorders Overview Products by revenue table with the sort popover open, headed Sort by with radio options Revenue (selected) and Orders, plus Ascending and Descending (Descending highlighted); a marker arrow labelled 1 points at the sort control that opened it, next to the filter icon.](https://help.stoqapp.com/images/general/preorder-analytics-dashboard-5.png)

Click the sort control to order the table by **Revenue** or **Orders**, in ascending or descending order. Default is Revenue descending.

### Grouping

[Image: STOQ Preorders Overview Products by revenue table with a marker arrow labelled 1 pointing at the funnel filter icon above the table (left of the sort icon); the table below lists products with Units sold and Revenue columns, sorted by Revenue descending.](https://help.stoqapp.com/images/general/preorder-analytics-dashboard-6.png)

Use the **Group by** filter to switch between:

- **Variant** (default): one row per product variant
- **Product**: one row per product, aggregating all variants. The image shown is picked automatically from the product's available images.

### Pagination

[Image: STOQ Preorders Overview Products by revenue table scrolled to its footer, with the page-size selector reading 25 per page and the Previous/Next arrows beside it; a marker arrow points at the pagination controls, with an Export CSV link at the bottom right.](https://help.stoqapp.com/images/general/preorder-analytics-dashboard-7.png)

The table shows 25 rows per page by default, up to 100 per page. Use the Previous and Next controls to browse additional pages.

## Export CSV

[Image: STOQ Preorders Overview Products by revenue table footer with a marker arrow pointing at the Export CSV link at the bottom right, beside the 25 per page selector and Previous/Next arrows; the last table rows include Selling Plans Ski Wax (2, Rs45) and NEW PREORDER 2 (1, Rs0).](https://help.stoqapp.com/images/general/preorder-analytics-dashboard-8.png)

The **Export CSV** button appears below the products table, and requires a **paid plan**. Click it to generate a CSV of up to 1,000 products, using your current sort order and grouping. The file has columns Product, Variant, Units sold, Revenue, and Date range, and STOQ emails it to your report email address. A toast confirms it's queued: "Report sent to [your email address]."

To change where the file is sent, update the **Report email address** in your STOQ settings.

## Troubleshooting

### The Export CSV button is greyed out

Check these, both must be true to enable export:

1. You're on a paid plan.
2. The selected date range has data.

### A chart shows an empty state

There's no preorder data in the selected date range. Widen the date range, or check back once you have preorder sales.

### Revenue in the charts or products table doesn't match after a refund

Cancelled orders drop out of every figure, but refunds on orders that aren't cancelled aren't subtracted: revenue is calculated from line items at the time of purchase. Reconcile using the CSV export or Shopify's own analytics.

### The CSV export email hasn't arrived

The export runs as a background job, so allow up to a minute. Confirm the address under **Report email address** in your STOQ settings is correct.

## Limitations

- CSV export is capped at 1,000 products per file.
- Revenue figures don't automatically adjust for refunds made after the order was placed. Cancelled orders are left out.

## FAQ

### Why do 'Total sales' and 'Preorder sales' show different numbers?

They measure different things. **Total sales** is the full value of every order that included a preorder product, so if a customer bought a preorder item and an in-stock item together, the entire order value is counted. **Preorder sales** counts only the preorder line items within those orders. Expect "Total sales" to be higher whenever customers mix preorder and regular items in the same cart.

### Why is the chart granularity weekly or monthly instead of daily?

It's set automatically based on the date range you select. Ranges up to 60 days show daily data points; 61-180 days switch to weekly; over 180 days switch to monthly. This keeps the chart from becoming too dense to read. To see daily data, narrow your date range to 60 days or fewer.

### What counts as an 'Unpaid order' or 'Unfulfilled order' in the summary?

**Unpaid orders** are orders whose Shopify financial status is not paid, voided, or refunded, for example orders still pending payment collection. **Unfulfilled orders** are orders whose Shopify fulfillment status is not fulfilled, partially fulfilled, or restocked. These counts are actionable: unpaid orders may need payment collection and unfulfilled orders may need to be shipped or released.

### Where does the CSV export get sent?

It's emailed to the **Report email address** saved in your STOQ settings. STOQ sends an email with subject "[STOQ] Preorders Products CSV generated" and a download link. The export is processed as a background job, so there may be a short delay, typically under a minute, before the email arrives.

### Why does the products table show different results when I switch between 'Variant' and 'Product' grouping?

When grouped by **Variant**, each row represents a specific variant, for example "Blue / Large." When grouped by **Product**, all variants of the same product are rolled up into one row, and the units sold and revenue figures are summed.

### Does the analytics dashboard include cancelled or refunded orders?

Cancelled orders are left out of every metric, chart and the products table, including order counts, revenue, units sold, customers, and unpaid and unfulfilled orders. When an order is cancelled, it drops out of the figures for the day it was placed. Refunded orders that aren't cancelled still count: revenue is calculated from order line items at the time they were placed and doesn't deduct later refunds, though a refunded order is excluded from **Unpaid orders**. For refund-adjusted figures, use Shopify's built-in analytics or export the CSV and reconcile manually.

## Related guides

- [Preorders overview](https://help.stoqapp.com/preorders/): Introduction to STOQ's preorder features and how they work.
- [Find and read preorder orders](https://help.stoqapp.com/preorders/find-and-read-preorder-orders/): Filter and view individual preorder orders in STOQ.
- [Preorders in Shopify admin](https://help.stoqapp.com/preorders/preorders-in-shopify-admin/): How preorder orders appear and what you can do with them in Shopify.
- [Collect remaining preorder payments](https://help.stoqapp.com/preorders/collect-remaining-preorder-payments/): Charge customers the remaining balance once inventory arrives.
- [Handle orders after receiving preorder inventory](https://help.stoqapp.com/preorders/handle-orders-after-receiving-preorder-inventory/): Steps to fulfill preorders once your stock arrives.