View your online store reports
About online store reports
You can review reports and metrics related to your Square Online site in the Reports section of your Square Dashboard, where you'll find a wide range of data on various aspects of your business and website.
Before you begin
Square Online reporting is moving from the Online section of your Square Dashboard to the Reports tab. Learn more about Important changes to your Square Online reports.
You can view other reporting metrics aside from the data listed below, like item and category sales, by expanding the Reports tab.
View your traffic and sources report
Sign in to Square Dashboard and go to Reports > Online > Traffic & sources.
The Traffic tab provides an overview of your site traffic data and compares site traffic data over any period of time. You can also see your top active web pages with the most visits, but keep in mind your homepage is likely to generate the most visits. Metrics include:
Unique visits: A unique visit is a single browsing session on your site. If someone views multiple pages on your site in a row, that will count as a single unique visit. Sessions reset after thirty minutes of inactivity, so if someone views your site at least thirty minutes after their last view, that will count as a new unique visit. Unique visits will typically be smaller than your number of page views because one person may view multiple pages in a single session.
Page views: Page views are counted hourly, and count each visit of a page on your site as one view. So if a person reloads your site homepage three times, it counts as three page views.
Page views per unique visit: The average number of pages viewed for each unique visit to your site.
Select the Sources tab to see what other sites have referred visitors to your website. You can also see what search terms are being used in search engines to find your site. Metrics include:
Referring sites: If a visitor clicked a link on another website to reach your site, then they have been referred to your website by another site. The more inbound links you have pointing to your site, the better your search rank will likely be.
Search terms: This shows which search terms visitors have entered into search engines like Google or Bing to find your site. The more search terms you see, the better ranked your site likely is on search engines.
View your purchase funnel metrics
Sign in to Square Dashboard and go to Reports > Online > Purchase funnel.
Purchase funnel metrics provide insights on your site’s sales performance, and you can view and customize graphs to understand your business health and how your online store is performing. You can change the graph type, compare data over time (like this week vs last week), and choose which metrics to compare. Metrics include:
Average total sales per visit: The average total sales for each unique visit to your site.
Conversion rate: The percentage of unique visits to your site that led to an order.
Add to cart rate: The percent of unique visits to your site where a cart was started.
Add to cart count: The number of times a site visitor started a cart by adding a first item.
Note: The Average total sales per visit, conversion rate, and add to cart rate metrics will use Unique visits as the denominator in Square reports, instead of page views from the previous Square Online insights feature. This significantly changes the value of the metrics, which are better aligned with industry standards.