WooCommerce Analytics: Track Sales and Profit

WooCommerce covers core sales reporting and can store COGS, but complete profit needs more data. See what to track, which tools fill the gaps, and how to connect the full picture.

Updated July 23, 202611 min read

WooCommerce gives you useful order, revenue, product, customer, and inventory reporting. WooCommerce 10.3 and later can also store cost of goods sold against products and orders. But the core COGS feature does not currently feed WooCommerce Analytics, and WooCommerce alone still cannot see ad spend, full shipping and payment costs, accounting expenses, or cash flow.

This guide covers what WooCommerce's built-in analytics can and cannot do, what plugins fill the gaps, and how to get a complete financial picture without building spreadsheets.

What WooCommerce Analytics Shows You

WooCommerce has a built-in analytics section (WooCommerce > Analytics in the WordPress admin) that covers the basics:

Orders and Revenue

Total orders and revenue by date range
Average order value
Net revenue (after refunds and coupons)
Orders by status (completed, processing, refunded, cancelled)

Products

Top selling products by quantity and revenue
Product categories performance
Variations performance
Stock levels

Customers

Total customers and new customers
Repeat customers count
Average orders per customer
Customer location (country and region)

Taxes and Coupons

Tax collected by jurisdiction
Coupon usage and discount amounts

What WooCommerce Analytics Does NOT Show You

This is where the gaps become painful:

Complete profit and loss. WooCommerce 10.3+ can store product COGS, but core COGS does not currently integrate with WooCommerce Analytics. It also does not automatically subtract all the external costs needed for contribution or net profit.

Ad performance. WooCommerce has no connection to Meta Ads, Google Ads, or TikTok Ads. You cannot see ROAS, ad spend, or cost per acquisition alongside your sales data.

Payment processing fees. WooCommerce does not automatically reconcile how much Stripe, PayPal, or other processors take from each sale. Rates vary by provider, payment method, country, and plan, so use the actual fee data from your processor.

Shipping costs. Unless you use a plugin that tracks outbound shipping costs per order, WooCommerce does not know what you spend on shipping.

Cash flow. There is no cash balance, cash runway, or projection feature. You need to check your bank account separately.

Expense tracking. Rent, payroll, software, and other operating expenses are invisible to WooCommerce.

Filling the Gaps

For Profit Tracking

Option 1: Use core COGS or a reporting extension. WooCommerce 10.3+ can store product cost without another plugin. If you need cost and profit reports inside WooCommerce Analytics, the separate official Cost of Goods extension or another maintained reporting tool can add them. Read the WooCommerce COGS and profit calculator guide for setup steps, formulas, and the difference between core and extension reporting.

Option 2: Connect to accounting software. Tools like Zapier or direct integrations can sync WooCommerce orders to QuickBooks or Xero. This gives you a real P&L that includes all your costs, not just product costs.

For Ad Performance

WooCommerce does not natively connect to ad platforms. Your options:

UTM parameters and Google Analytics 4. Tag your ad URLs and use GA4's attribution reports. This is free but requires setup and does not show ROAS in the same place as your sales data.
Ad platform dashboards. Check Meta Ads Manager and Google Ads separately. The problem is that you are now looking at three different tools and mentally combining numbers.
A unified analytics tool. Connect your WooCommerce store and ad accounts to one dashboard that shows revenue, ad spend, and ROAS together.

For Shipping Costs

The best approach is to use a shipping platform like ShipStation that tracks costs per shipment, then connect that data to your analytics. This lets you see shipping cost per order and shipping as a percentage of revenue.

For Cash Flow

WooCommerce cannot do this. You need either your accounting software's cash flow report or a dedicated tool that connects to your bank accounts and accounting data.

WooCommerce Reporting Plugins

Several plugins extend WooCommerce's built-in reporting:

Metorik offers advanced WooCommerce reports including customer segmentation, email automation, and product insights. It is WooCommerce-specific and does not cover ads or accounting.

WP Admin Pages PRO and similar plugins add custom dashboard widgets to the WordPress admin. Useful for at-a-glance metrics but limited to WooCommerce data.

MonsterInsights connects Google Analytics to WooCommerce for enhanced ecommerce tracking. Good for traffic and conversion data but not for financial metrics.

The limitation with a WooCommerce-only reporting tool is that it generally sees WooCommerce data. Ad performance, accounting data, and some shipping, fulfilment, payment, and return costs live in other systems.

Getting the Complete Picture

The fundamental challenge with WooCommerce analytics is that your business data lives in multiple places:

Revenue and orders: WooCommerce
Ad spend and performance: Meta, Google, TikTok
Expenses and profit: QuickBooks or Xero
Shipping costs: ShipStation or your 3PL
Payment fees: Stripe, PayPal
Subscriptions: Recharge or Stripe

Most of this information lives outside WordPress, so a complete financial view needs those sources connected or reconciled.

Nummbas connects WooCommerce alongside your ad accounts (Meta, Google, TikTok), accounting software (QuickBooks, Xero), payment processors (Stripe, Square), and operations tools (ShipStation, Klaviyo, Recharge). This creates one place to review profit, cash flow, ad performance, and product margins. The view is only as complete as the sources and costs you connect or enter, so missing data should remain visible rather than being treated as profit.

For more on tracking your business finances, see our ecommerce KPI guide and our guide to reading your ecommerce P&L.