---
title: Revenue Report
description: "The Revenue report shows how gross sales become total sales, and where your revenue comes from. Go to **WooCommerce → Deep Insights → Revenue**. [![The Revenue report](https://cdn.wpruby.com/wp-content/uploads/2026/11/13142829/deep-insights-docs-revenue.png)](https://cdn.wpruby.com/wp-content/uploads/2026/11/13142829/deep-insights-docs-revenue.png) Table of Contents [Toggle](#) - [Metrics](#Metrics) - [Revenue trend](#Revenue_trend) - [From gross to…"
url: "https://wpruby.com/knowledgebase/deep-insights-revenue-report/"
updated: "2026-11-13"
category: Deep Insights for WooCommerce
---

# Revenue Report

The Revenue report shows how gross sales become total sales, and where your revenue comes from.

Go to **WooCommerce → Deep Insights → Revenue**.

[![The Revenue report](https://cdn.wpruby.com/wp-content/uploads/2026/11/13142829/deep-insights-docs-revenue.png)](https://cdn.wpruby.com/wp-content/uploads/2026/11/13142829/deep-insights-docs-revenue.png)

Table of Contents

 [Toggle](#)

- [Metrics](#Metrics)
- [Revenue trend](#Revenue_trend)
- [From gross to total](#From_gross_to_total)
- [Revenue breakdown](#Revenue_breakdown)

## Metrics

- **Gross sales**: product sales before coupons and refunds, excluding tax and shipping.
- **Discounts**: coupon discounts, excluding tax.
- **Returns**: refunded amounts, including tax and shipping, counted on the refund date.
- **Net sales**: gross sales minus coupons and refunded products and fees. Fees are included.
- **Taxes**: order tax (including shipping tax) minus refunded tax.
- **Shipping**: shipping charged, excluding tax, minus refunded shipping.
- **Total sales**: net sales + taxes + shipping. This is what customers paid, after refunds.
- **Orders**: counted orders in the date range.
- **Average order value**: order net sales divided by orders. Refunds are not deducted, as in WooCommerce.
- **Revenue per customer**: net sales divided by the number of customers who ordered.

These figures match WooCommerce Analytics → Revenue for the same dates and settings. See [why numbers can differ](https://wpruby.com/knowledgebase/deep-insights-numbers-vs-woocommerce-analytics/) for the few exceptions.

## Revenue trend

The chart shows net sales, gross sales, total sales, returns or orders over time. The grey line is the comparison period.

Net sales can dip below zero on a day when refunds were larger than new sales.

## From gross to total

This card walks from gross sales to total sales step by step: coupons, refunded products and fees, taxes and shipping.

## Revenue breakdown

The breakdown table splits revenue by:

- Payment gateway
- Product
- Category
- Country
- New vs returning customers
- Customer segment

[![Revenue broken down by payment gateway](https://cdn.wpruby.com/wp-content/uploads/2026/11/13142829/deep-insights-docs-revenue-breakdown.png)](https://cdn.wpruby.com/wp-content/uploads/2026/11/13142829/deep-insights-docs-revenue-breakdown.png)

Each row shows orders, net sales, total sales, returns and average order value.