Weekly sales report template for online stores
Short answer
A weekly sales report puts this week's net sales, orders, visits, conversion rate, average order and ad spend beside last week's, with the change for each. Download the template, paste seven days of numbers, and the formulas fill the rest. Read the change column first: it says what to look at.
What this report answers
Did we sell more than last week?
Was it more visitors, more buyers or bigger orders?
Did discounts or ads buy the growth?
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 |
| Net sales per ad dollar | Net sales ÷ ad spend, also called MER |
| Discount rate | Discounts ÷ gross sales |
| Change | This week ÷ last week − 1; rates show the difference in points |
A filled-in example
| Metric | This week | Last week | Change |
|---|---|---|---|
| Net sales | $21,635 | $19,210 | +12.6% |
| Orders | 392 | 361 | +8.6% |
| Sessions | 15,240 | 14,880 | +2.4% |
| Conversion rate | 2.57% | 2.43% | +0.15 pts |
| Average order value | $55.19 | $53.21 | +3.7% |
| Ad spend | $4,100 | $3,900 | +5.1% |
| Net sales per ad dollar | 5.28x | 4.93x | +7.1% |
| Discount rate | 8.0% | 10.0% | −2.02 pts |
Saturday sold the most in the example week
Sat
$3,710
Fri
$3,420
Wed
$3,140
Thu
$2,980
Sun
$2,905
Tue
$2,870
Mon
$2,610
Free template, formulas included
A CSV for Google Sheets, Excel or Numbers, with the example numbers filled in.
Fill it in with your numbers
Paste sales by day
In Shopify, open Analytics, then Reports, then Total sales over time, grouped by day. Step-by-step guide
Add sessions and orders
Conversion rate over time in the same Reports list gives both for the week. Step-by-step guide
Add ad spend
Take the week's spend from each ad account and add the totals together.
Read the change column
Start with the biggest move, then check whether visitors, conversion or order size drove it.
Get this report in your inbox every Monday
Replo emails last week's total sales against the week before, with visits, conversion and ad results beside it, to up to 10 teammates.
“every Monday at 8am, send last week's sales against the week before”
Replo sends today
Total sales against last week
Visits and conversion on Replo pages
Ad spend and ROAS by ad
Emailed to up to 10 teammates
Not yet
Order, product and customer detail
Average order value from Shopify
Frequently asked questions
- What should a weekly sales report include?
- Net sales, orders, sessions, conversion rate, average order value and ad spend, each against last week. Add the discount rate so you can tell real growth from discounted growth, and a one-line note on anything that moved more than 20%.
- Why compare with last week and not last month?
- A week is short enough to act on and long enough to include every weekday. For seasonal months, add the same week last year as a third column, so a holiday dip doesn't read as a problem.
- Does this template work in Google Sheets?
- Yes. In Google Sheets, open File, then Import, and upload the CSV; the formulas come with it. In Excel, open the file directly. Format the rate rows as percentages after you import.
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