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How to read the Flowpeek dashboard and pick your first topic to analyze
You'll read the key numbers on the summary screen and pick a topic worth working on in your store.
Short answer
The key answer
The dashboard is the summary screen of your store's results and the starting point for analysis. First check the store and period, then traffic, orders and revenue. Compare the result with your own goal and check any difference you notice in a detailed report. A single number doesn't explain why something changed.
- Core concepts without mixing up people and visits
- Store results in the context of your own goals
- A simple routine from dashboard to decision
1. Read the scope before you read the result.
Check which store and period the numbers refer to. Today means an incomplete day. A morning result can be lower than yesterday's full-day figure without anything being wrong. For a calm review, pick a completed period and note its dates; to check a campaign launch, current activity is more useful.
Pay attention to the scope of each element. Live traffic describes current activity, while the eCommerce Goals section has its own basis: the last 30 days. Don't assume every tile covers the same window. This simple check often prevents an apparent contradiction between numbers on the same page.
2. Separate visitors, visits and page views.
A visitor is a person recognized by tracking within its available scope. A session means a visit, and a page view means viewing a page. One person can come back several times and open many products. That's why page views usually outnumber visitors; they're different units, not a reporting error.
More page views can mean greater interest in your products, but also a harder path to the information people need. Don't declare success just because users view more pages. Check whether orders, funnel steps and viewed products change alongside. Reports describe the available tracking, not an exact count of everyone using the store.
3. Read orders and revenue together.
The number of orders tells you the scale of sales, and revenue tells you their value as defined by the report. When orders drop but revenue stays similar, check the average order value and the product mix. Don't immediately assume the change comes from ads: a different set of purchased items can matter too.
A verified order and a received click are different kinds of data. Read the note on adjustments next to revenue. An amount after returns or cancellations doesn't automatically mean an amount excluding VAT. With multiple currencies, don't add values up without an agreed rule. If a result is unavailable, check the data scope first instead of entering zero.
4. Set goals that fit your store.
In the eCommerce Goals section you can use the “Edit goals” option. The available areas are conversion, average order value, abandoned carts and revenue. A goal is a reference point you choose. Don't copy it from a screenshot or another store without checking your products, price level and typical traffic.
The section compares goals with the last 30 days. Monetary goals need the right currency basis; in the current goals view, that's the complete value in PLN. Saving a goal doesn't create a rule that sends an e-mail. If you want a notification, you set it up separately in the alert settings.
5. Choose the report that will explain the observation.
Instead of opening every tab, write one sentence: what changed and what's the next step? With more traffic, check the sources. With a difference in purchases, go to the funnel and devices. With a change in order value, look at product sales. The dashboard picks the topic; the detailed report helps narrow it down.
Finally, write down the observation, the hypothesis and how to check it. The observation is fewer purchases from phones. The hypothesis might be a difficulty in the checkout form. Only a test on a phone or an analysis of user journeys will let you assess it. If there isn't enough data, a decision to keep observing is also a reasonable outcome of the review.
Common mistakes
Comparing part of a day with a full day
Compare like-for-like periods. Take promotions, weekdays and the tracking start date into account.
Treating a goal as a forecast
A goal describes the team's expectation. It doesn't guarantee a result and doesn't by itself explain why the store missed it.
For your next review
Checklist
- I know the store, period and unit of each metric.
- I can tell live traffic apart from the last-30-days result.
- I read orders together with sales value.
- I have my own well-founded goals.
- I've picked one observation to check in the next report.
Now your store
Do a ten-minute dashboard review
- 1
Note the scope and three numbers that matter to your team.
- 2
Name one change without adding its cause.
- 3
Choose the report and the person who will check the hypothesis.
From report to decision
Practice example — illustrative numbers
Two completed weeks had similar traffic. The values below are made up for the exercise and don't come from the screenshots shown.
- Orders
- 100 before, 90 now
- Revenue
- PLN 20,000 in both periods, with the same definition
- Topic to check
- Average order value and the products sold
First you check the change in sales mix. A lower number of orders alone isn't enough to diagnose campaign performance.
Questions and answers
Do more page views always mean a better result?
No. They can signal interest, but also a search for hard-to-find information. Check actions and sales alongside the page view count.
Do eCommerce Goals send alerts?
Goals themselves are used for comparison on the dashboard. Notifications have separate rules and delivery settings.
How many days of data do I need to start analyzing?
Pick a completed range with enough visits for your question. With low traffic you need a longer period; there's no single number of days that fits every store.
From knowledge to report
Open the right module.
Live traffic
See current visits, the pages being viewed and where customers came to your store from. Open the details for a specific person and see what they're doing at this moment.
Product analytics
Set interest in your product range against carts and order data. Find products worth giving more visibility to, and ones whose offer is worth improving.
Traffic sources
See where visitors come from, whether ads, search or e-mails, and which sources lead to orders, not just clicks.
Read the next guide.
All guidesSetup / 7 min
Setting up Flowpeek: how to prepare your store and sign off the setup
Gather your store details, check the first visit and order, agree on the data scope. A simple sign-off checklist — no self-installation needed.
Conversion / 7 min
Conversion funnel: how to find the problem with mobile purchases
Pick a purchase step, compare devices and check user journeys. Plan a specific checkout test instead of guessing why conversion is lower.
Analytics / 7 min
Alerts and e-mail reports: set a working rhythm with your Flowpeek data
Set a threshold, the interval between notifications and a report schedule. Check delivery and decide who acts on a signal from the app.
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