Revenue Report

The Revenue Report provides comprehensive analytics for tracking e-commerce revenue, transactions, and financial performance. This report is essential for understanding your business’s financial health and optimizing for revenue growth.

What is a Revenue Report?

The Revenue Report tracks monetary transactions on your website, showing:

Total revenue over time
Number of transactions
Average order value
Revenue by geographic location
Revenue trends and patterns

Revenue tracking requires sending revenue data to Umami through custom events with monetary values.

Key Metrics

Total Revenue

Sum of all transaction values in the selected period

Transaction Count

Number of individual transactions completed

Average Order Value

Average revenue per transaction (Total Revenue / Transactions)

Unique Customers

Number of unique sessions that generated revenue

Revenue Report Components

The Revenue Report provides three main data views:

Revenue Chart
Geographic Revenue
Revenue Summary

Time-Series Revenue Analysis

The revenue chart shows revenue trends over time, broken down by revenue event.What it includes:

Revenue plotted over time (day, week, or month)
Breakdown by event name (e.g., ‘purchase’, ‘subscription’, ‘upgrade’)
Visual trends and patterns

Use cases:

Identify seasonal trends
Measure impact of marketing campaigns
Compare revenue from different product lines
Spot anomalies or issues

{
  "x": "purchase",
  "t": "2024-01-15",
  "y": 12450.50
}

Revenue by Country

See which countries generate the most revenue.What it includes:

Revenue totals by country
Ranked list of countries
Percentage of total revenue per country

Use cases:

Identify key markets
Plan international expansion
Optimize pricing by region
Target marketing by geography

{
  "name": "United States",
  "value": 45230.75
}

Use geographic revenue data to inform decisions about localization, payment methods, and regional marketing budgets.

Overall Performance Metrics

Aggregate statistics for the selected time period.What it includes:

Total revenue sum
Total transaction count
Average order value
Number of unique customers

Use cases:

Quick performance overview
Compare periods (e.g., month-over-month)
Calculate customer lifetime value
Set revenue targets

{
  "sum": 125430.50,
  "count": 1523,
  "average": 82.36,
  "unique_count": 1401
}

Setting Up Revenue Tracking

Install Umami Tracking

Ensure Umami tracking script is installed on your website.

Send Revenue Events

When a transaction occurs, send a revenue event to Umami with the transaction details.

Include Required Data

Each revenue event must include the revenue amount and currency code.

Test Implementation

Complete a test transaction and verify it appears in your Revenue Report.

Tracking Revenue Events

Basic Revenue Tracking

// Track a purchase
umami.track('purchase', {
  revenue: 99.99,
  currency: 'USD'
});

E-commerce Implementation

// After successful checkout
function handleCheckoutSuccess(orderData) {
  // Track the revenue
  umami.track('purchase', {
    revenue: orderData.total,
    currency: orderData.currency,
    // Optional: additional metadata
    orderId: orderData.id,
    productCount: orderData.items.length
  });
}

Multiple Revenue Events

Track different types of revenue separately:

// One-time purchase
umami.track('purchase', {
  revenue: 49.99,
  currency: 'USD'
});

// Subscription
umami.track('subscription', {
  revenue: 29.99,
  currency: 'USD'
});

// Upgrade
umami.track('upgrade', {
  revenue: 19.99,
  currency: 'USD'
});

Using different event names for different revenue types allows you to see revenue breakdown by source in the chart.

API Usage

curl -X POST https://your-umami-instance.com/api/reports/revenue \
  -H "Authorization: Bearer YOUR_API_TOKEN" \
  -H "Content-Type: application/json" \
  -d '{
    "websiteId": "your-website-id",
    "parameters": {
      "startDate": "2024-01-01T00:00:00Z",
      "endDate": "2024-01-31T23:59:59Z",
      "unit": "day",
      "timezone": "America/New_York",
      "currency": "USD"
    },
    "filters": {}
  }'

Parameters

unit: Time grouping (day, week, month)
timezone: Timezone for date calculations
currency: Currency code (ISO 4217 format: USD, EUR, GBP, etc.)

Response Format

{
  "chart": [
    {
      "x": "purchase",
      "t": "2024-01-15",
      "y": 12450.50
    }
  ],
  "country": [
    {
      "name": "United States",
      "value": 45230.75
    }
  ],
  "total": {
    "sum": 125430.50,
    "count": 1523,
    "average": 82.36,
    "unique_count": 1401
  }
}

Use Cases and Insights

Revenue Optimization
Geographic Strategy
Product Performance
Campaign ROI

Maximize Revenue per Visitor

Analyze revenue data to identify optimization opportunities.Key questions:

What’s the average order value?
Which products/categories drive the most revenue?
Are there seasonal trends?
Which traffic sources generate the most revenue?

Actionable insights:

Focus on high-value customer segments
Optimize pricing strategies
Plan promotions during low-revenue periods
Double down on high-performing products

Combine Revenue Reports with Attribution Reports to see which marketing channels drive the highest revenue.

Track Revenue by Product Line

Use different event names to track revenue from different products or services.Implementation:

// Track product-specific revenue
umami.track('product_a_purchase', { revenue: 49.99, currency: 'USD' });
umami.track('product_b_purchase', { revenue: 79.99, currency: 'USD' });
umami.track('service_purchase', { revenue: 199.99, currency: 'USD' });

Insights:

Which products are bestsellers?
What’s the revenue mix?
Are there cross-sell opportunities?
Which products have the highest value?

Don’t create too many event types. Group similar products into categories for cleaner reporting.

Measure Marketing Return on Investment

Track revenue from specific campaigns using filters.Workflow:

Add UTM parameters to campaign links
Filter revenue report by UTM parameters
Calculate revenue generated by each campaign
Compare to campaign costs to calculate ROI

Example:

# Get revenue from specific campaign
curl -X POST .../api/reports/revenue \
  -d '{
    "filters": {
      "utm_campaign": "summer_sale_2024"
    }
  }'

ROI Calculation:

ROI = (Revenue - Cost) / Cost × 100

Example:
Revenue: $10,000
Ad Spend: $2,000
ROI = ($10,000 - $2,000) / $2,000 × 100 = 400%

Revenue Metrics to Track

Revenue Growth Rate

Month-over-month or year-over-year revenue growth percentage

Average Order Value

Track trends in AOV to measure pricing and upselling effectiveness

Revenue per Visitor

Divide total revenue by total visitors to measure site effectiveness

Repeat Customer Rate

Compare unique customers to total transactions

Multi-Currency Support

Umami stores revenue in the currency you specify with each event.

Best Practices for Multi-Currency

Use Customer's Currency

Send revenue in the currency the customer paid in for accurate geographic analysis.

Consistent Currency for Reporting

Query the Revenue Report with one currency at a time for accurate totals.

Convert for Comparison

If you need to compare revenue across currencies, convert to a base currency in your analytics layer.

// Store in customer's currency
if (customer.country === 'UK') {
  umami.track('purchase', { revenue: 79.99, currency: 'GBP' });
} else if (customer.country === 'EU') {
  umami.track('purchase', { revenue: 89.99, currency: 'EUR' });
} else {
  umami.track('purchase', { revenue: 99.99, currency: 'USD' });
}

The Revenue Report filters by a single currency at a time. To see all revenue, you’ll need to query each currency separately and convert to a base currency.

Best Practices

Track all revenue sources: Include purchases, subscriptions, upgrades, and other monetization
Use consistent event names: Standardize naming conventions across your team
Include transaction IDs: Add order IDs to event data for reconciliation
Monitor data quality: Regularly verify revenue tracking is working correctly
Set up alerts: Monitor for sudden drops or spikes in revenue

Compare your Umami revenue data with your payment processor regularly to ensure accuracy.

Troubleshooting

Revenue totals don't match payment processor

Common causes:

Tracking code not firing on all success pages
Failed transactions being tracked
Refunds not being accounted for
Ad blockers preventing tracking

Solutions:

Implement server-side revenue tracking
Only track on confirmed success pages
Implement refund tracking
Compare blocked vs tracked percentages

Missing revenue data for some transactions

Check:

Tracking code loads before checkout success page
JavaScript errors aren’t preventing tracking
Currency parameter is included
Revenue values are numbers, not strings

Next Steps

Attribution Analysis

See which traffic sources drive revenue

Funnel Analysis

Optimize your checkout funnel to increase revenue

Overview

Report Types

Revenue Report

What is a Revenue Report?

Key Metrics

Total Revenue

Transaction Count

Average Order Value

Unique Customers

Revenue Report Components

Time-Series Revenue Analysis

Revenue by Country

Overall Performance Metrics

Setting Up Revenue Tracking

Tracking Revenue Events

Basic Revenue Tracking

E-commerce Implementation

Multiple Revenue Events

API Usage

Parameters

Response Format

Use Cases and Insights

Maximize Revenue per Visitor

Expand to High-Value Markets

Track Revenue by Product Line

Measure Marketing Return on Investment

Revenue Metrics to Track

Revenue Growth Rate

Average Order Value

Revenue per Visitor

Repeat Customer Rate

Multi-Currency Support

Best Practices for Multi-Currency

Best Practices

Troubleshooting

Next Steps

Attribution Analysis

Funnel Analysis

Build docs developers (and LLMs) love

Overview

Report Types

​What is a Revenue Report?

​Key Metrics

Total Revenue

Transaction Count

Average Order Value

Unique Customers

​Revenue Report Components

​Time-Series Revenue Analysis

​Revenue by Country

​Overall Performance Metrics

​Setting Up Revenue Tracking

​Tracking Revenue Events

​Basic Revenue Tracking

​E-commerce Implementation

​Multiple Revenue Events

​API Usage

​Parameters

​Response Format

​Use Cases and Insights

​Maximize Revenue per Visitor

​Expand to High-Value Markets

​Track Revenue by Product Line

​Measure Marketing Return on Investment

​Revenue Metrics to Track

Revenue Growth Rate

Average Order Value

Revenue per Visitor

Repeat Customer Rate

​Multi-Currency Support

​Best Practices for Multi-Currency

​Best Practices

​Troubleshooting

​Next Steps

Attribution Analysis

Funnel Analysis

Build docs developers (and LLMs) love

What is a Revenue Report?

Key Metrics

Revenue Report Components

Time-Series Revenue Analysis

Revenue by Country

Overall Performance Metrics

Setting Up Revenue Tracking

Tracking Revenue Events

Basic Revenue Tracking

E-commerce Implementation

Multiple Revenue Events

API Usage

Parameters

Response Format

Use Cases and Insights

Maximize Revenue per Visitor

Expand to High-Value Markets

Track Revenue by Product Line

Measure Marketing Return on Investment

Revenue Metrics to Track

Multi-Currency Support

Best Practices for Multi-Currency

Best Practices

Troubleshooting

Next Steps