# Reports and analytics (/docs/reports)

Comecero keeps ready-made reports for your shop: subscriptions and MRR, churn, sales, card approval, your storefront's visits and checkouts, the usage your customers record, and which traffic sources bring in revenue.

The same reports reach you three ways. The numbers are the same in all three.

| Where | What you get | Start here |
|---|---|---|
| Dashboard | Charts and tables under **Analytics** | [In the dashboard](#in-the-dashboard) |
| API | Every report as JSON or CSV, for your own apps and spreadsheets | [Reports API](/docs/reports/reports-api) |
| Claude | Ask about your numbers in plain words, read only | [Connect Claude](/docs/reports/connect-claude) |

## In the dashboard [#in-the-dashboard]

| Page | What it shows |
|---|---|
| **Analytics > Business Analytics** | Sales, refunds, net sales and revenue per paying customer. Day by day: paid orders, carts, storefront visitors, new subscriptions. Subscriptions: MRR, ARR, churn rate, churned revenue, subscription lifetime value, MRR by month and a month-by-month table. Card payments: approval rate, by card brand, top decline reasons. Store: cart conversion, sales by country, promotion codes |
| **Analytics > Storefront Analytics** | Visitors and visits, how far shoppers got in checkout, traffic sources, devices, why shoppers did not buy, products, searches, page speed, revenue by traffic source |
| **Analytics > Reports > Usage** | Usage per metric and per customer, for [usage billing](/docs/usage-billing) |
| **Dashboard** | A business row: MRR, churn and card approval at a glance |

Pick a period (last 3, 6 or 12 months, or this year) and a currency at the top of Business Analytics. In test mode the pages show your test data.

## What the numbers mean [#what-the-numbers-mean]

### Subscriptions [#subscriptions]

| Number | What it is |
|---|---|
| **MRR** (monthly recurring revenue) | What your paying subscriptions bring in per month, at the end of the month. A subscription counts while it pays: after its trial, until it ends. Yearly plans count as a twelfth per month |
| **ARR** (annual run rate) | MRR times 12 |
| **New MRR** | MRR from subscriptions that started paying in the month |
| **Expansion** | MRR added to subscriptions that were already paying (items added) |
| **Contraction** | MRR removed from subscriptions that go on (items cancelled) |
| **Churned MRR** | MRR of subscriptions that ended in the month |
| **Churn rate** | Of the subscriptions paying at the start of the month, the share that ended during it |
| **Revenue churn rate** | Of the MRR at the start of the month, the share lost to subscriptions that ended during it |
| **Subscription lifetime value** | An estimate: average MRR per subscription divided by the monthly revenue churn rate |

### Sales and payments [#sales-and-payments]

| Number | What it is |
|---|---|
| **Sales** | Completed payments in the period |
| **Refunds** | Refunds completed in the period |
| **Net sales** | Sales minus refunds |
| **Revenue per paying customer** | Net sales divided by the customers who paid in the period |
| **Card approval rate** | Approved card attempts divided by all card attempts (approved and declined) |
| **Cart conversion** | Carts completed divided by carts created |

### Storefront [#storefront]

| Number | What it is |
|---|---|
| **Visitor** | One browser, counted once in the period |
| **Visit** | One sitting on your storefront. A visitor can make several |
| **Buying visit** | A visit that ended in a purchase |
| **Revenue** (storefront) | Purchases Comecero confirmed, in your shop's two reporting currencies |

## Money and currencies [#money-and-currencies]

You choose the currency. Payments and refunds in other currencies are converted at the rate of their own day. MRR, subscription months and promotions use the rate of the period's last day. Anything with no rate is left out and counted as `unconverted`, so you always know when a total is missing something.

## How fresh the numbers are [#how-fresh-the-numbers-are]

| Numbers | Updated |
|---|---|
| Business (sales, MRR, churn, card approval) | Every hour |
| Usage | Every hour |
| Cart counts | Once a day |
| Storefront | As visits happen |

An answer can be up to 15 minutes old, because the same report for the same period is kept for 15 minutes. The `business-freshness` and `usage-freshness` reports say when the data was last brought up to date. A new shop's reports are ready within an hour of its first data.

## Your data is kept apart [#your-data-is-kept-apart]

- Every report covers your own shop only. The shop always comes from your token or your sign-in, never from the request, and the analytics database itself only returns your shop's rows.
- Reports hold no card numbers, and no customer names, emails or addresses.
- Live and test data are kept apart: a live token reads live data, a test token reads test data.
- Claude can only read, and only your shop. See [Connect Claude](/docs/reports/connect-claude).