Daily sales report template for online stores
Short answer
A daily sales report compares yesterday's net sales, orders, visits, conversion and ad results with the same weekday last week and your 28-day daily average. Comparing like weekdays removes the weekend swing. Flag any ad that spent money with no orders, since that is the one thing worth fixing the same morning.
What this report answers
Was yesterday normal for that weekday?
Did an ad spend money and sell nothing?
Did conversion drop, or just traffic?
Every number and how it's computed
| Number | Formula |
|---|---|
| Net sales | Gross sales − discounts − returns |
| Conversion rate | Orders ÷ sessions |
| Average order value | Net sales ÷ orders |
| ROAS | Revenue your ad accounts credit to ads ÷ ad spend |
| Ads with no orders | Count of ads with spend and zero purchases yesterday |
| 28-day average | Sum of the last 28 days ÷ 28 |
A filled-in example
| Metric | Yesterday | Same day last week | 28-day average |
|---|---|---|---|
| Net sales | $3,140 | $2,760 | $2,980 |
| Orders | 57 | 51 | 54 |
| Sessions | 2,210 | 2,050 | 2,140 |
| Conversion rate | 2.58% | 2.49% | 2.52% |
| Average order value | $55.09 | $54.12 | $55.19 |
| Ad spend | $610 | $560 | $590 |
| ROAS | 3.00x | 3.20x | 3.00x |
| Ads that spent with no orders | 2 | 1 | – |
Free template, formulas included
A CSV for Google Sheets, Excel or Numbers, with the example numbers filled in.
Fill it in with your numbers
Pull yesterday's sales
In Shopify, open Total sales over time and set the range to yesterday. Step-by-step guide
Pull the same weekday
Change the range to seven days earlier, then to the last 28 days for the average.
Add ad results
From each ad account, copy yesterday's spend and revenue, and count ads with spend and no purchases.
Get this report every morning
Replo's daily ads report lists spend, revenue and ROAS by ad at 7 AM and flags ads that spent with no orders. Add total sales to the same email.
“every morning at 7, send yesterday's sales and ad results”
Replo sends today
Yesterday's total sales
Spend, revenue and ROAS by ad
Ads that spent and sold nothing
Sent daily, weekdays or weekly
Not yet
Order and product detail
Delivery to Slack or Google Sheets
Frequently asked questions
- What goes in a daily sales report?
- Yesterday's net sales, orders, sessions, conversion rate, average order value, ad spend and ROAS, each next to the same weekday last week and your 28-day average. Add a count of ads that spent money with no orders.
- Should I check sales every day?
- Check that nothing broke, not whether the trend changed. A day is too short to judge a page or an ad, so act daily only on ads that sell nothing and on broken checkouts; judge everything else weekly.
- Can I get a daily sales report by email?
- Yes. Replo can send yesterday's total sales and ad results every morning to up to 10 people in your workspace. Shopify's own reports open in the admin and don't email themselves on a schedule.
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