The Insights page lists what changed in your store and deserves attention, with the numbers behind each finding.
Go to WooCommerce → Deep Insights → Insights.
What it checks
Each insight compares the selected period with the comparison period:
- Net sales went up or down, and whether order count or order value drove it
- Refund rate increased
- New customers went up or down
- Returning customers’ share of revenue shifted
- Products in sustained decline
- Products with unusually high refunds
- A category’s share of revenue grew
- One product makes up a large share of revenue
- Customers coming back less often than in earlier cohorts
- Products that sell and are about to run out, or already have
- Failed subscription renewals increased
Reading an insight
Each card shows:
- A severity label: Critical, Needs attention, Positive or Notable
- What changed, with current and previous values
- The periods compared
- Why it matters
- Open report to see the details
No AI, no guessing
Insights come from fixed rules, not AI. A change is only reported when it is large enough (15% by default) and both periods have enough orders (30 by default).
When a change could be down to chance, for example because there are only a few orders, the card is marked Uncertain — small sample.
If nothing crosses the thresholds, the page says so. Try a longer date range, or adjust the thresholds in Settings → Lifecycle & insight thresholds.