Seller Analytics empowers you with the data to understand the success of your business on Whatnot. With this data, you can make informed decisions about how to improve your content, grow your audience, and hit your selling and streaming goals. 

From the “Overview” Analytics tab, you can specify a timeframe and see how you’ve trended over time in your sales, orders, buyers, and live show performance (e.g., viewers, stream time). You can also assess your metrics from a particular show in the “Livestream” tab. 

A few notes how to use Seller Analytics:

• This dashboard is only available from the web browser on your desktop or tablet
• The information in this dashboard takes 1-2 days to update
• This data only reflects sales and earnings from your sold orders. It does not include non-order transactions that may impact your account balance (e.g., seller referral bonus) 
• Private shows are not captured in the Livestream view 

Keep reading for detailed definitions of the metrics that appear in your Analytics dashboard.

Please note: Earnings figures from the Analytics tab are estimates and should not be used for filing taxes or other official reporting purposes. Accurate statements for taxes can be found in your Seller Statements.

Accessing the Seller Analytics Dashboard

To access Seller Analytics: 

Go to whatnot.com on your desktop or tablet web browser. Click the profile icon in the top right-hand corner, then select Seller Hub.

Select Analytics from the menu on the left side of the screen. 

Using the Seller Analytics Dashboard

Aggregate Metrics Over Time

When first selecting the Analytics page, you’ll see the “Overall” view that shows your sales and show metrics over time.

To start filtering the data you want to view by a specific timeframe, click “edit dates.” 

You can select specific days from the calendar view, or select a date range from the options at the top (e.g., “Last 30 Days”). Click “update” to apply this filter. Please note all metrics are displayed in Pacific Time (PST). 

Choose the data type you want to view in the graph table. Click the gray “more” button and select which metric you’d like to view. You can choose between sales metrics, user metrics, and streaming metrics. 

You can also filter the data by segment – for example, you can filter sales by livestream, marketplace, or all sales. 

To learn more about the definitions of these metrics, select “What do these metrics mean?” We’ve also included more details in the next section of this article.

To see your top buyers by their total sales value or number of orders, scroll to the bottom of this page. You can also export this list into a CSV.

Show Metrics

 If you want to dig into metrics from a specific show, navigate to the “Livestream” tab.

In the “Livestream” view, select a show from the dropdown menu. Please note that you can only view shows hosted in the last 30 days.  

To learn more about what these metrics mean, hover your cursor over the “i” and check out the information appearing in the tooltip.

Metrics Definitions

On the Overview tab, you’ll see the following metrics. Please reference the definitions and examples below to get a better understanding of the type of information represented. 

Sales Metrics

• Estimated Sales: The sum of the final purchase prices of your completed orders, after any seller-generated coupons have been applied. This number does not include shipping costs, taxes, or non-order revenue like tips. Note that post-sale order transactions like refunds and cancellations may take up to 24 hours to be reflected in your Estimated Sales.
  • For example, let’s say I hold 5 auctions in my show, and each auction ends up having a final price of $10. My estimated sales for that show will be $50. If a buyer ends up cancelling one of those $10 purchases, this sales figure will be updated to be $40 within ~24 hours. 
• Earnings: This number represents your Estimated Sales for completed orders minus fees and costs, such as Whatnot’s commission, payment processing fees, and seller-paid shipping costs (including giveaway shipping). 
  • For example, if the sale price of an order is $50, to calculate my earnings I should subtract Whatnot’s commission (8% = $4), payment processing fees (let’s say $2), and seller-paid shipping (let’s the buyer paid for shipping, so it’s $0). In this case, $50 - $4 - $2 - $0 = $44 earnings. 
  • Estimated Earnings: Your earnings that will be available for payout once the orders are completed. 
  • Completed Earnings: Your earnings that are available for payout. 
• Order Count: The number of unique transactions paid for by your buyers, excluding giveaways.
  • For example, if a buyer wins 2 auctions in one of your shows, it will count as 2 orders.
• Average Order Value: The average final purchase price of each completed order. We calculate this figure by dividing your Estimated Sales by your Order Count.
  • For example, if I complete 10 auctions and 2 giveaway orders in a show and make $200 in sales, my average order value is $20. 
• Giveaway spend: Your total shipping costs on giveaway orders.
• Giveaways: The number of giveaway orders you had in this show.

User Metrics

• Buyer Count: The number of unique buyers who have completed orders with you.
• Follows: The total number of follows you’ve received, both from referrals and non-referrals.
• Buyer Referrals: The number of buyers who have created accounts and/or have completed an order using your buyer referral link.
• Buyer Shares: The number of times buyers have shared your shows.
• Top Buyers by Sales: Your highest-spending buyers based on the sum of all of their orders during the time range specified.
• Top Buyers by Orders: Your top buyers based on the number of unique orders they placed during the time range specified.

Streaming Metrics

• Max Concurrent Viewers: The highest viewer count you achieved in any of your shows at a given time
• Number of Shows: The number of shows you’ve hosted.
• Streamed Time: The total amount of time you spent going live.