WooCommerce Reporting Plugin: How to Analyze Sales, Products & Customers

In this guide, we’ll start with the basics of WooCommerce’s built-in reports, explain their limitations, and then show you how to go beyond the basics with advanced reports. You’ll learn how to track sales trends, analyze product performance, and uncover customer insights that drive repeat purchases.

Finally, we’ll walk through real workflows using Users Insights – the leading WooCommerce reports plugin – so you can put these insights into action immediately.

Running a WooCommerce store without reports is like sailing without a compass – you might move forward, but you’ll have no idea if you’re heading in the right direction. Reports turn raw order and customer data into insights you can act on. They tell you which products are selling, who your best customers are, and where your revenue is really coming from.

What are WooCommerce reports?

WooCommerce reports are the analytical tools that transform your store’s transactions into meaningful business intelligence. At the simplest level, they answer questions like:

• How much revenue did my store generate this month compared to last?
• Which products are selling the fastest?
• Are new or returning customers driving most of my sales?

For an e-commerce business, these aren’t “nice-to-know” metrics – they’re essential. Reports help you:

• Optimize marketing spend by focusing on campaigns and coupons that actually convert.
• Manage inventory effectively by anticipating demand by tracking best sellers and underperformers.
• Boost retention by spotting loyal customers and identify churn risks.

The limitations of default WooCommerce reporting

WooCommerce provides a set of built-in reports that cover the basics: sales over time, orders, and product performance. These reports are a good starting point, but they quickly reveal their limitations as your store grows.

Here’s where the default reporting falls short:

• No customer insights: You can see total revenue but not who is driving it. For example, WooCommerce can’t show you which customers are responsible for 80% of your sales.
• Limited customization: You’re stuck with pre-set date ranges and fixed report types. Want to compare a custom time frame or segment data by customer group? Not possible.
• No segmentation or filtering: You can’t drill down into specific cohorts like “customers who bought in the last 90 days” or “buyers of a particular product category.”
• Disconnected data: Orders, products and customers are reported in isolation. There’s no way to connect them into actionable insights (e.g. which products do repeat buyers prefer).

While default WooCommerce reports give you a snapshot of your store’s performance, they don’t give you the depth you need to make informed decisions. For big stores this gap means missed opportunities and wasted marketing spend.

Types of WooCommerce reports every store needs

To truly understand your business, you need more than a sales total. Modern e-commerce reporting should give you a 360° view across sales, products, and customers. Let’s break down the three core types of reports that every WooCommerce store should track.

WooCommerce Sales reports

Sales reports track the lifeblood of your business – revenue and order volume. The most valuable sales reports go beyond daily totals and allow you to:

• Compare current vs. previous periods (month-over-month, year-over-year).
• Monitor refunds to catch early signs of product or fulfillment issues.
• Track order statuses (completed, pending, canceled) to keep tabs on operations.

By comparing sales trends over time, you can spot seasonality, growth plateaus, or spikes triggered by campaigns.

WooCommerce Product reports & product category reports

Products are the building blocks of your revenue. Product and category reports help you answer questions like:

• Which items are consistently the best sellers?
• Which categories drive the highest margins?
• Are certain products often bought together (a cross-sell opportunity)?

Armed with this data, you can make smarter inventory decisions and craft bundles or promotions that actually move the needle.

WooCommerce Customer reports

If sales reports show what’s happening, customer reports show who’s behind it. These are critical for understanding retention and lifetime value. Key metrics include:

• New vs. returning customers: Are you acquiring fresh buyers or relying on loyal ones?
• Orders per customer: Spotting your most active buyers.
• Lifetime value (LTV): Identify your top 20% customers who often generate 80% of your revenue.

Without these insights, you risk chasing short-term sales instead of building long-term relationships.

 

With these three types of reports – sales, products, and customers – you can build a reporting foundation that highlights both revenue trends and customer behavior.

Why use a WooCommerce reporting plugin?

As your store scales, the cracks in WooCommerce’s default reporting become impossible to ignore. Basic sales totals might help in the early days, but growing stores need answers to more complex questions:

• Which products are most popular with my high-value customers?
• Which coupon campaigns drive repeat orders, not just one-time purchases?
• How do different customer segments (e.g., by location or lifetime value) perform over time?

These are the kind of insights that require more flexible, customisable reports.
That’s where WooCommerce reporting plugins come in. A good WooCommerce plugin doesn’t just add more charts – it gives you segmentation, filters and customer centric analytics that reveal patterns in your raw data. Instead of static snapshots you get interactive tools to explore your store from multiple angles. There are many reporting plugins out there but most focus on sales or lack the depth to connect orders to customer behaviour.
Users Insights stands out because it combines advanced WooCommerce reports with powerful filtering and user analytics, all in your WordPress dashboard.

While there are many reporting plugins out there, most either focus narrowly on sales or lack the depth to connect orders with customer behavior. Users Insights stands out because it combines advanced WooCommerce reports with powerful filtering and user analytics, all inside your WordPress dashboard.

WooCommerce reports with Users Insights

Users Insights extends WooCommerce reporting far beyond the basics. Instead of looking at orders in isolation, you can connect the dots between products, customers, and long-term trends. The plugin includes dedicated sections for sales, product performance, categories, and customer analytics, giving you a complete view of your store.

Sales & orders reports in Users Insights

Users Insights provides a suite of sales and order reports designed to give you more than just totals:

• Sales trends over time: Track daily, weekly, monthly, or yearly performance.
• Order status distribution: See how many orders are completed, pending, or refunded.
• New vs. returning customers: Monitor acquisition vs. retention.
• Performance comparisons: Instantly compare sales and refunds against a previous period.

These reports aren’t just visual – they’re actionable. For example, if you notice refunds spike in a particular month, you can drill down with Smart Filters to find which products or customers are driving the issue.

 

Product & category reports in Users Insights

With product-level reports, you can finally see how individual items perform, not just your store as a whole. Key features include:

• Best-selling products: Spot top performers and optimize marketing around them.
• Frequently bought together analysis: Discover cross-sell opportunities.
• Product variations & attributes: Identify which sizes, colors, or features sell best.
• Category performance: Compare sales across categories and detect underperformers.

This level of detail helps you make smarter decisions about inventory, merchandising, and promotions. For example, if you see that a particular variation consistently outsells others, you can adjust stock and highlight it in campaigns.

Customer insights with Users Insights

While sales reports tell you what happened, customer reports explain who made it happen. This is where Users Insights really shines.

With the WooCommerce Customer Reports in Users Insights, you can:

• Track orders per customer: Visualize how many customers make 1, 2, or 10+ orders.
• Measure lifetime value (LTV): See the total amount each customer has spent, helping you identify your VIP buyers.
• Analyze customer locations: Discover your top billing countries, states, and cities.
• Review coupon usage: Find out which customers redeemed discounts and how those campaigns performed.

The real power comes from Smart Filters. You can, for instance, segment customers by lifetime value (>$500), location (US), and activity (last order in past 90 days) – then export that list for a targeted marketing campaign.

This type of customer-focused insight is something default WooCommerce simply can’t deliver, and it’s why many store owners consider customer analytics the most valuable part of their reporting stack.

 

 

Membership & subscription reports

If you have recurring revenue in your store, reporting on memberships and subscriptions is not optional. Users Insights integrates with both WooCommerce Memberships and WooCommerce Subscriptions so you have the reports you need to manage churn, renewals and growth. With WooCommerce Memberships Reports you can:
With WooCommerce Memberships Reports, you can:

• Track new signups and ended memberships over time.
• See membership distribution per plan and filter by active vs. canceled.
• Monitor status breakdowns (active, paused, canceled) for each plan.

With WooCommerce Subscriptions Reports, you can:

• Track the number of active subscriptions and cancellations.
• View next payment dates to anticipate renewals.
• Analyze subscription lifetime value by customer.

These are important for forecasting revenue and retention strategies. For example, spotting an increase in cancelled memberships early means you can run a win-back campaign before it hits your bottom line.

Practical workflows with WooCommerce reports

Reports are only valuable if you can act on them. With Users Insights, the combination of visual reports and Smart Filters makes it easy to turn insights into workflows that drive revenue. Here are a few practical examples:

1. Identify your top 20% of customers

• Use the Lifetime Value report to find your highest-spending customers.
• Segment them with Smart Filters (e.g., “LTV > $100”).
• Add them to a VIP user group and reward them with exclusive perks or early product launches.

2. Re-engage inactive customers

• Filter by Last Order Date > 60 days ago.
• Export this list and send a personalized reactivation campaign.
• Track the success of your campaign by monitoring coupon usage in the reports.

3. Optimize product categories

• Use Category Sales Reports to identify underperforming categories.
• Drop poor performers and double down on best sellers.
• Pair this with “Frequently Bought Together” insights to build bundles.

 

 

4. Measure coupon ROI

• Run the Top Coupons Used report to see which campaigns generated the most orders.
• Combine with customer data (e.g., new vs. returning buyers) to understand which promotions drive real loyalty.

 

 

By following workflows like these, your WooCommerce reports become more than just dashboards – they become levers for growth.

How to export and customize WooCommerce reports

Sometimes insights need to leave your dashboard. Whether you’re syncing with an email marketing tool, preparing reports for your team, or importing data into a CRM, Users Insights makes exporting seamless.

With the Export feature, you can:

• Export filtered segments of customers (e.g., “buyers in the last 90 days”).
• Choose which fields to include – from basic contact details to WooCommerce-specific data like orders and lifetime value.
• Generate a clean CSV that mirrors the current state of your Users Insights table.

For example, imagine you want to email all customers who purchased in the last quarter. Simply filter by Last Order Date, make email and order value columns visible, and export the results. In minutes, you have a ready-to-import list for your email marketing tool.

This “what you see is what you get” export system ensures your reports are not just customizable, but also actionable outside of WordPress.

Choosing the best WooCommerce reporting plugin

When deciding on a WooCommerce reporting plugin, it’s easy to get lost in feature lists. The real question is: which tool helps me make better decisions, faster?

Here’s what to look for:

• Depth of insights: Go beyond sales totals – look for customer reports, product performance, and retention analytics.
• Ease of use: Reports should be clear and actionable without requiring a data analyst.
• Segmentation and filters: You should be able to zoom into any subset of customers or orders.
• Exportability: Insights are most useful when they can be shared with your team or synced with your marketing tools.

By these criteria, Users Insights is the best WooCommerce reporting plugin. It combines comprehensive reports (sales, customers, products, categories, memberships, subscriptions) with advanced filtering and export tools – all inside your WordPress dashboard.

If you want more than surface-level numbers, and instead need insights that directly grow your store, Users Insights can be the right choice.

Conclusion

Reports are the foundation of every successful WooCommerce store. While the default WooCommerce reports cover the basics, they stop short of giving you the insights you need to grow.
Advanced reporting – especially customer focused analytics like lifetime value, order frequency and retention – is where the real competitive advantage is. That’s why plugins like Users Insights are so powerful: they take your raw store data and turn it into actionable insights so you can identify your best customers, re-engage inactive ones and optimise your product strategy.
If you’re serious about scaling your WooCommerce store don’t settle for surface level numbers. Try Users Insights and turn your WooCommerce reports into a growth engine.