Analytics dashboard

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

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

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

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

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

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

Grouping

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

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

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 overviewIntroduction to STOQ's preorder features and how they work.

Find and read preorder ordersFilter and view individual preorder orders in STOQ.

Preorders in Shopify adminHow preorder orders appear and what you can do with them in Shopify.

Collect remaining preorder paymentsCharge customers the remaining balance once inventory arrives.

Handle orders after receiving preorder inventorySteps to fulfill preorders once your stock arrives.