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Report Types & Use Cases

ReportWisp includes multiple report categories designed around real business questions faced by Shopify merchants.

Each report category has a specific purpose. Some reports help merchants understand overall business health. Some help finance teams review money movement. Some help operations teams track fulfillment and stock. Some help marketing teams review channels and campaigns. Some help store owners identify risks, opportunities, and performance changes.

This page gives a high-level explanation of each ReportWisp report category and the main use cases it supports.

For a detailed walkthrough of the tabs, KPIs, charts, tables, filters, and interpretation guidance inside each report category, see the Store Guide.

1. Executive Store Health​

Executive Store Health is the high-level business overview report.

It is designed to help merchants quickly understand how the store is performing across revenue, orders, refunds, discounts, inventory, customers, channels, payments, and risk.

What it helps merchants understand​

This report helps answer questions such as:

  • Is the store growing or declining?
  • Are sales healthy after refunds, discounts, tax, and shipping are considered?
  • Are orders increasing, decreasing, or changing in value?
  • Are refunds or discounts affecting revenue quality?
  • Are inventory issues creating future sales risk?
  • Are new and repeat customers contributing to revenue?
  • Which channels are performing best?
  • Are payment methods or transaction fees affecting business performance?

Common report areas:​

Executive Store Health commonly includes:

  • Revenue Overview
  • Discounts & Refunds
  • Inventory & Operations
  • Customer & Channel Performance
  • Payments & Business Risk

Example use cases​

Use this report when:

  • A founder wants a weekly business review
  • A store owner wants a quick health check
  • A leadership team wants to understand revenue, refunds, inventory, and channel performance together
  • A merchant wants to identify which area needs deeper analysis
  • A team wants a starting point before reviewing detailed reports

Decision-making support :​

This report helps merchants decide where to focus first. If revenue is down, they can move into Orders Reporting or Channel Attribution. If refunds are increasing, they can review Refunds & Reversals. If inventory risk is high, they can review Products & Inventory Health or Inventory Locations. If payment risk is visible, they can review Payments & Transactions.

2. Orders Reporting​

Orders Reporting helps merchants understand order activity, sales performance, fulfillment status, payment status, customer order behavior, channels, and geography.

Orders are the foundation of store reporting because they connect revenue, customers, products, payments, taxes, discounts, shipping, and fulfillment.

What it helps merchants understand​

This report helps answer questions such as:

  • How many orders were placed?
  • How much net and gross sales were generated?
  • What is the average order value?
  • How much discount, tax, shipping, and refunded order value is involved?
  • Which orders are fulfilled, pending, cancelled, or unpaid?
  • Which payment gateways are connected to orders?
  • Which customers are new or returning?
  • Which channels and regions are contributing to orders?

Common report areas​

Orders Reporting commonly includes:

  • Sales & Revenue
  • Orders & Fulfillment
  • Payments & Collections
  • Customers
  • Channels & Geography

Example use cases​

Use this report when:

  • Reviewing daily, weekly, or monthly order performance
  • Identifying fulfillment backlog
  • Understanding cancelled order loss
  • Reviewing unpaid or outstanding orders
  • Comparing new vs repeat customer orders
  • Understanding channel order contribution
  • Reviewing geographic order performance

Decision-making support​

Orders Reporting helps merchants decide whether sales performance is healthy, whether fulfillment needs attention, whether unpaid orders are creating cash risk, and whether specific channels or regions are driving meaningful order volume.

3. Order Line Item Analytics​

Order Line Item Analytics helps merchants understand performance at the product, SKU, variant, vendor, collection, and line item level.

While Orders Reporting shows order-level performance, Order Line Item Analytics shows what was actually sold inside those orders.

What it helps merchants understand​

This report helps answer questions such as:

  • Which products and SKUs sell the most units?
  • Which products generate the most net sales?
  • Which variants perform better than others?
  • Which products are affected by discounts?
  • Which items are unfulfilled?
  • Which products are being refunded or removed?
  • Which vendors, collections, or categories drive revenue?
  • How much revenue is concentrated in top products?

Common report areas​

Order Line Item Analytics commonly includes:

  • Sales Performance
  • Discounts & Revenue Leakage
  • Fulfillment & Backlog
  • Returns & Refunds
  • Product Portfolio Analysis
  • Vendor & Collection Performance

Example use cases​

Use this report when:

  • Merchandising wants to identify top products
  • Inventory wants to understand SKU demand
  • Operations wants to identify unfulfilled line items
  • Finance wants discount leakage at SKU level
  • Product teams want to find refunded items
  • Merchants want to understand vendor or collection performance

Decision-making support​

Order Line Item Analytics helps merchants decide which products deserve more stock, which products may need pricing or discount review, which products create fulfillment problems, and which SKUs create refund or return risk.

4. Refunds & Reversals​

Refunds & Reversals helps merchants understand refund activity, refund value, refund rate, refund trends, product refund patterns, channel refund behavior, customer refund risk, and audit details.

Refund reporting is important because top-line revenue alone does not show the true quality of sales.

What it helps merchants understand​

This report helps answer questions such as:

  • How much revenue was refunded?
  • What percentage of sales was refunded?
  • How many orders were refunded?
  • Are refunds increasing over time?
  • Which products or SKUs are refunded most often?
  • Which channels or customer groups create more refunds?
  • How do refunds affect shipping, discounts, and payment reconciliation?
  • Are refund notes useful for audit or issue analysis?

Common report areas​

Refunds & Reversals commonly includes:

  • Refund Overview
  • Revenue Impact & Financial Reconciliation
  • Order Refund Analysis
  • Product Refund Analysis
  • Channel, Customer & Geography Analysis
  • Audit Controls

Example use cases​

Use this report when:

  • Finance needs to understand refunded revenue
  • Operations wants to reduce refund causes
  • Product teams need to identify products with high refund rates
  • Customer support wants to review refund notes and patterns
  • Merchants want to know whether revenue quality is improving or declining
  • Analysts want to compare refunds by channel, customer segment, geography, or payment gateway

Decision-making support​

Refunds & Reversals helps merchants decide which products need quality review, which channels may need policy changes, which customer segments require closer monitoring, and whether refund activity is affecting revenue, cash flow, or profitability.

5. Products & Inventory Health​

Products & Inventory Health helps merchants understand stock levels, stock risk, inventory value, sell-through, dead stock, damaged stock, replenishment needs, fulfillment demand, and vendor or collection-level inventory performance.

Inventory is directly connected to revenue. Too little stock can create lost sales. Too much stock can tie up capital. Damaged or dead stock can reduce operational efficiency.

What it helps merchants understand​

This report helps answer questions such as:

  • How many inventory units are available?
  • Which SKUs are low-stock or out-of-stock?
  • Which products are selling through quickly?
  • Which products have inventory but weak movement?
  • What is the value of current inventory?
  • How much capital is tied up in dead stock?
  • Which products have damaged stock?
  • What incoming stock is expected?
  • Which products are affected by unfulfilled demand?
  • Which vendors, collections, or origin countries hold inventory value?

Common report areas​

Products & Inventory Health commonly includes:

  • Inventory Health
  • Replenishment & Stock Risk
  • Inventory Value & Capital Management
  • Fulfillment & Demand
  • Locations & Operations
  • Vendor & Collection Analysis

Example use cases​

Use this report when:

  • Planning replenishment
  • Identifying low-stock and out-of-stock SKUs
  • Reviewing sell-through rate
  • Understanding dead/damaged stock value
  • Monitoring inventory value by product, vendor, or collection
  • Reviewing unfulfilled stock demand
  • Understanding inventory across locations
  • Preparing inventory reports for operations or finance

Decision-making support​

Products & Inventory Health helps merchants decide which items to reorder, which items to discount, which products may be overstocked, which SKUs create lost revenue risk, and where inventory capital is being used inefficiently.

6. Customers & Retention​

Customers & Retention helps merchants understand customer growth, new vs repeat customers, customer revenue, customer value, customer cohorts, refund-risk customers, geography, inactive customers, tax-exempt customers, and address quality.

Customer reporting is important because revenue growth depends not only on new buyers, but also on repeat customers, high-value customers, and customer quality.

What it helps merchants understand​

This report helps answer questions such as:

  • How many customers placed orders?
  • How many customers are new or returning?
  • What is the repeat customer rate?
  • How much revenue comes from new vs repeat customers?
  • Which customers generate the most revenue?
  • What is the average customer value?
  • How many orders does an average customer place?
  • Which customer groups may create refund risk?
  • Which regions produce valuable customers?
  • Which customers are inactive?
  • Which customers are tax-exempt?
  • Are address records complete and useful?

Common report areas​

Customers & Retention commonly includes:

  • Customer Overview
  • Customer Revenue & Value
  • Customer Retention & Loyalty
  • Customer Risk & Refund Analysis
  • Customer Geography & Segmentation
  • Customer Operations & Compliance

Example use cases​

Use this report when:

  • Reviewing customer growth
  • Understanding new vs repeat customer revenue
  • Identifying high-value customers
  • Planning retention campaigns
  • Reviewing inactive customers
  • Studying customer cohorts
  • Identifying refund-risk customer groups
  • Reviewing customer geography
  • Reviewing tax-exempt customers or address quality

Decision-making support​

Customers & Retention helps merchants decide where to focus retention efforts, which customers deserve priority outreach, which segments generate strong value, and which customer groups may create risk or operational follow-up needs.

7. Sales Channels & Attribution​

Sales Channels & Attribution helps merchants understand revenue by channel, orders by channel, channel average order value, channel refund rate, discount rate, UTM revenue, referral revenue, paid vs organic mix, unattributed orders, and channel fulfillment risk.

Channel reporting is important because not all revenue has the same quality. One channel may drive high sales but also high discounts, refunds, or fulfillment issues; another may drive fewer orders but better customer quality.

What it helps merchants understand​

This report helps answer questions such as:

  • Which channel generated the most revenue?
  • Which channel generated the most orders?
  • Which channel has the highest average order value?
  • Which channels produce better net revenue after refunds?
  • Which channels have high refund rates?
  • Which channels depend heavily on discounts?
  • Which UTM campaigns, sources, or mediums drove revenue?
  • How much revenue came from referral traffic?
  • What share of revenue came from paid vs organic sources?
  • How many orders lack attribution data?
  • Which channels create fulfillment risk?

Common report areas​

Sales Channels & Attribution commonly includes:

  • Channel Performance
  • Channel Quality & Profitability
  • Marketing Attribution
  • Attribution Health
  • Customer Quality
  • Operations & Fulfillment

Example use cases​

Use this report when:

  • Comparing sales channels
  • Reviewing marketing campaign performance
  • Understanding UTM revenue
  • Analyzing paid vs organic performance
  • Reviewing referral revenue
  • Identifying unattributed orders
  • Comparing channel refund and discount rates
  • Understanding fulfillment risk by channel
  • Reviewing customer quality by channel

Decision-making support​

Sales Channels & Attribution helps merchants decide which channels deserve more investment, which campaigns need improvement, where attribution tracking may be incomplete, and which channels create stronger or weaker revenue quality.

8. Payments & Transactions​

Payments & Transactions helps merchants understand payment amount, net payment received, transaction count, payment methods, gateways, fees, failed transactions, pending transactions, refund transactions, reconciliation, authorization risk, manual payments, POS payments, card brands, and alternative payment activity.

Payment reporting is important because revenue is only useful when payment movement is reliable and clear.

What it helps merchants understand​

This report helps answer questions such as:

  • How much payment amount was processed?
  • What is the net payment received?
  • Which payment methods are most used?
  • Which gateways process the most volume?
  • How much is being paid in transaction fees?
  • What is the fee rate?
  • How many transactions failed or remained pending?
  • How much amount is tied to failed or pending transactions?
  • How many refund transactions occurred?
  • Are sales and payment records reconciling correctly?
  • Are authorizations not captured?
  • How do POS payments differ by location?

Common report areas​

Payments & Transactions commonly includes:

  • Payment Overview
  • Payment Costs & Gateway Performance
  • Payment Health & Reliability
  • Reconciliation & Refund Payments
  • Authorization & Payment Risk
  • POS & Alternative Payment Operations

Example use cases​

Use this report when:

  • Finance reviews transaction activity
  • Merchants compare payment gateways
  • Teams investigate failed or pending payments
  • Finance reviews fees and fee rates
  • Support reviews refund transactions
  • Accounting compares sales vs payment records
  • POS operators review payment method activity
  • Merchants monitor manual payment or cash rounding adjustments

Decision-making support​

Payments & Transactions helps merchants decide whether payment gateways are performing well, whether payment failures need investigation, whether fees are affecting revenue, whether refund payments require review, and whether authorization or manual payment activity creates risk.

9. Inventory Locations​

Inventory Locations helps merchants understand stock by physical or operational location.

This report is especially useful for stores with multiple warehouses, retail locations, fulfillment locations, or inventory-holding locations.

What it helps merchants understand​

This report helps answer questions such as:

  • How many active locations exist?
  • Which locations have active inventory?
  • How much stock exists across locations?
  • Which SKUs are available at each location?
  • Which locations have committed or reserved stock?
  • Which locations have damaged or non-sellable stock?
  • Which locations have low-stock or out-of-stock SKUs?
  • Where is incoming stock expected?
  • Which locations create fulfillment risk?
  • Where is inventory value concentrated?
  • Are inactive locations still holding stock?

Common report areas​

Inventory Locations commonly includes:

  • Location Overview
  • Inventory Health by Location
  • Replenishment & Stock Risk
  • Fulfillment & Operational Risk
  • Inventory Value & Asset Management
  • Location Governance & Special Operations

Example use cases​

Use this report when:

  • Reviewing inventory by warehouse or location
  • Identifying fulfillment risk by location
  • Planning transfers or replenishment
  • Reviewing damaged or non-sellable stock
  • Understanding inventory value by location
  • Identifying inactive locations with stock exposure
  • Reviewing location-level inventory reports

Decision-making support​

Inventory Locations helps merchants decide where stock should be moved, which locations need replenishment, which locations create fulfillment bottlenecks, and where inventory value or non-sellable stock is concentrated.

10. Payout Reconciliation​

Payout Reconciliation helps merchants review payout activity, payout accuracy, deductions, cash leakage, pending payouts, delayed payouts, multi-currency balances, and cash flow movement.

This report supports finance and accounting teams that need to understand whether expected payment movement matches payout records.

What it helps merchants understand​

This report helps answer questions such as:

  • What payouts were received?
  • Which payouts are pending or delayed?
  • Do payout amounts match expected payment activity?
  • Are deductions, adjustments, or fees reducing payout amounts?
  • Are there reconciliation gaps between sales, payments, refunds, and payouts?
  • Are multi-currency balances affecting payout review?
  • Which payout records need audit attention?

Common report areas​

Payout Reconciliation commonly includes:

  • Payout Overview
  • Reconciliation & Payout Accuracy
  • Deductions & Cash Leakage
  • Pending & Delayed Payouts
  • Multi-Currency & Balance Management
  • Cash Flow Movements & Audit

Example use cases​

Use this report when:

  • Finance teams reconcile payouts
  • Accounting teams review payment movement
  • Merchants investigate payout delays
  • Teams compare payouts against transaction records
  • Finance reviews deductions, adjustments, and cash leakage
  • Businesses prepare monthly finance reviews

Decision-making support​

Payout Reconciliation helps merchants decide which payout records need review, whether payment movement is matching expectations, whether deductions require investigation, and whether cash flow reporting is accurate.

11. Gift Cards​

Gift Cards reports help merchants understand gift card issuance, redemption, outstanding balances, expiry, customer usage, and source or channel behavior.

Gift cards can create both revenue opportunities and financial liabilities. Merchants need to know how much value has been issued, how much remains unused, and how gift cards are being redeemed.

What it helps merchants understand​

This report helps answer questions such as:

  • How many gift cards are active?
  • What is the total outstanding gift card balance?
  • How much gift card value has been issued?
  • How much value has been redeemed?
  • Which gift cards are expired or inactive?
  • Which customers received or used gift cards?
  • Which orders or sources are connected to gift cards?
  • How do gift cards affect future liability?

Common report areas​

Gift Cards commonly includes:

  • Gift Card Overview
  • Redemption & Utilization
  • Liability & Outstanding Balances
  • Expiry & Lifecycle Management
  • Customer Insights
  • Sales Source & Channel Analysis

Example use cases​

Use this report when:

  • Finance reviews outstanding gift card liability
  • Marketing reviews gift card usage
  • Customer support investigates gift card status
  • Store owners review redemption trends
  • Merchants prepare financial or audit reports

Decision-making support​

Gift Cards helps merchants decide whether gift card balances need finance attention, whether redemption campaigns are needed, whether expired or inactive cards require review, and how gift cards affect future revenue or liability.

12. Disputes & Risk​

Disputes & Risk helps merchants monitor payment disputes, chargebacks, dispute amounts, reasons, statuses, gateway risk, customer risk, and resolution outcomes.

Disputes can affect revenue, cash flow, customer operations, and risk management. Tracking disputes helps merchants respond faster and understand where risk is coming from.

What it helps merchants understand​

This report helps answer questions such as:

  • How many disputes are open?
  • What is the total disputed amount?
  • Which disputes are inquiries vs chargebacks?
  • Which disputes need a response?
  • What are the most common dispute reasons?
  • Which gateways or channels create more disputes?
  • Which customers are connected to dispute risk?
  • Which disputes were won, lost, accepted, refunded, or are under review?

Common report areas​

Disputes & Risk commonly includes:

  • Dispute Overview
  • Chargebacks & Financial Risk
  • Root Cause Analysis
  • Channel & Gateway Risk
  • Customer Risk Management
  • Resolution & Operational Performance

Example use cases​

Use this report when:

  • Finance reviews chargeback exposure
  • Risk teams monitor open disputes
  • Customer support investigates dispute reasons
  • Merchants identify risky channels or gateways
  • Operations reviews product-not-received or unacceptable-product disputes
  • Leadership reviews financial risk from disputes

Decision-making support​

Disputes & Risk helps merchants decide which disputes need immediate action, which operational issues may be causing disputes, which payment channels need closer review, and how dispute patterns affect business risk.

13. POS & Retail Operations​

POS & Retail Operations helps merchants review in-person sales, tender activity, payment methods, cash drawers, staff performance, devices, store locations, and transaction health.

This report is useful for merchants who use Shopify POS or operate physical retail locations.

What it helps merchants understand​

This report helps answer questions such as:

  • How are POS sales performing?
  • Which retail locations generate the most POS activity?
  • Which tenders and payment methods are used in-store?
  • Are cash drawers balanced and clear?
  • Which staff members are associated with transactions?
  • Which devices or registers are active?
  • Are there refund, adjustment, or audit issues in retail operations?

Common report areas​

POS & Retail Operations commonly includes:

  • POS Sales Overview
  • Payment & Tender Analysis
  • Cash Drawer Management
  • Staff Performance & Accountability
  • Device & Store Operations
  • Transaction Health & Audit

Example use cases​

Use this report when:

  • Store managers review retail performance
  • Finance reviews cash drawer and tender activity
  • Operations monitors staff transactions
  • Merchants compare POS activity by location
  • Retail teams investigate transaction irregularities
  • Businesses prepare retail operations reports

Decision-making support​

POS & Retail Operations helps merchants decide which locations, staff, devices, tender types, or cash drawer activities need review — supporting better retail accountability and operational visibility.

How merchants should use report categories together​

The strongest insights often come from using multiple report categories together.

For example:

  • Use Executive Store Health to identify an issue, then use detailed reports to investigate it.
  • Use Orders Reporting with Sales Channels & Attribution to understand where order volume is coming from.
  • Use Order Line Item Analytics with Products & Inventory Health to connect product sales with stock availability.
  • Use Refunds & Reversals with Customers & Retention to identify refund-risk customers or segments.
  • Use Payments & Transactions with Payout Reconciliation to review payment movement and payout accuracy.
  • Use Gift Cards with finance reports to understand outstanding liability.
  • Use Disputes & Risk with channel and payment reports to identify where financial risk originates.
  • Use POS & Retail Operations with Inventory Locations to review retail store activity and stock movement.

ReportWisp is designed so merchants can start broad, identify what needs attention, and then move into deeper reports for investigation.

Summary​

ReportWisp report types are organized around the way Shopify businesses actually operate. They help merchants understand:

  • Overall store health
  • Orders and revenue
  • Product and SKU performance
  • Refunds and revenue leakage
  • Inventory health and stock risk
  • Customer value and retention
  • Channel performance and attribution quality
  • Payments and transaction reliability
  • Location-level inventory operations
  • Payout accuracy and cash flow
  • Gift card balances and liabilities
  • Disputes and chargeback risk
  • POS and retail operations

Together, these reports help merchants move from scattered data to structured decision-making.