Analytics overview
Understanding your analytics dashboard.
Overview
Katura's analytics give you data-driven insights into your business performance. Access analytics from Analytics in your admin sidebar (requires Manager or Owner role).
Analytics dashboard
The overview dashboard shows key metrics with configurable timeframes:
- Revenue metrics — total revenue, orders, average order value
- Sales trends — revenue over time with period comparison
- Top products — best-selling items by revenue and quantity
- Customer insights — new vs. returning, lifetime value
Timeframes and filters
Use the filter bar at the top to adjust your view:
- Preset timeframes — This Year, Last Year, This Month, Last Month, etc.
- Custom date range — pick any start and end date
- Timezone — set your business timezone for accurate daily breakdowns
Specialized reports
| Report | What it shows |
|---|---|
| Products | Product-level performance — revenue, units sold, conversion rates |
| Customers | Customer behavior, lifetime value, acquisition trends |
| Team | Sales rep performance, commission earned, orders handled |
| Reviews | Review volume, average rating, response rates |
| Affiliates | Affiliate program performance and referral tracking |
| Time Tracking | Employee hours, overtime, and attendance patterns |
Tip
The Customers page also includes an automatic 80/20 Pareto analysis that shows what percentage of customers drive 80% of your revenue — no report needed.
Pareto, in plain English
Vilfredo Pareto observed in 1896 that 80% of land in Italy was owned by 20% of the population. The same lopsided distribution shows up in jewelry sales — usually morelopsided. A typical Katura tenant sees 80% of revenue from 8–15% of customers.
The platform calculates this every night: it sorts every customer by lifetime spend, walks the list adding each customer's revenue to a running total, and notes the customer count when the running total crosses 80% of total revenue. That count divided by total customers is your Pareto ratio.
Why this matters: a 12% Pareto means 88% of your marketing dollars are chasing customers worth 20% of revenue. Re-allocate. The CRM ships a one-click segment called Pareto VIPs that automatically targets your top decile.
Cohort analysis
The Customers report groups buyers by acquisition month and shows their cumulative revenue at 30/60/90/180/365 days. This reveals whether your acquisition is improving, whether 2024 customers are worth more than 2023 customers, and whether a campaign produced one-and-done buyers or repeat customers.
Definitions used:
- Cohort — all customers whose first paid order fell in a given month.
- Cohort revenue — sum of every order's net revenue from those customers, across all time.
- Retention — % of cohort that placed at least one order in the analysis window.
Attribution model
Katura uses last non-direct click attribution by default — the same model GA4 uses. UTM parameters captured at any point in a customer's history are stored on the customer record, and the most recent non-direct touch is credited with the order.
You can switch to first-touch, linear, or position-based attribution from Settings → Analytics → Attribution. The change is non-destructive — historical orders get re-credited on the next nightly rebuild.
Exporting data
Click the Export button in the filter bar to download any report as a CSV file. Exports respect your current timeframe and filter selections.