Beginner Analytics: What to Actually Look At in Your Seller Dashboard
Modern seller dashboards can present you with fifty different numbers on the first screen. Most of them are noise. Here's the short list of what to actually read.
Sessions vs. orders
Sessions = how many people looked. Orders = how many bought. The ratio (conversion rate) is a much better signal of listing health than either number alone.
Top-viewed listings
Which of your listings get the most eyes? Those are your storefront's front door. Make sure they represent you well and lead reasonable buyers to your other work.
Refund rate
Trending up? Something is wrong — usually a listing accuracy issue or a shipping problem. Trending flat and low? Business is healthy.
Best-selling category
If 70% of your sales come from one category, that's information. Either lean into it (add more of what works) or diversify carefully (add adjacent, not random).
This article is part of the Suliit editorial series on online commerce for independent sellers and buyers. Suliit is a U.S.-based marketplace operated from Prince Frederick, Maryland.