# Insights & Reports

Analyze your business through interactive charts and downloadable reports. Both tabs pull from the same data — your **Orders** and **Expenses**.

### Where to find it

Go to [**Insights**](https://app.nifty.ai/analytics?tab=insights) or [**Profit & Loss**](https://app.nifty.ai/analytics?tab=reports) (in **Analytics**).

### Insights

**Insights** shows your business at a glance:

* **Key metrics** — Units listed, units sold, and sell-through rate with period-over-period comparisons
* **Revenue vs. Profit** — How revenue and profit change over time
* **Totals by marketplace** — Profit, fees, and cost of goods broken down by platform
* **Averages by marketplace** — Compare sale price, profit, and days listed across platforms
* **Top selling brands** — Your best-performing brands by units sold
* **Top selling categories** — Visual breakdown of what's selling

<figure><img src="https://2533981788-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FEm5xU5ktwTTfKBpX6qpY%2Fuploads%2Fgit-blob-223ae140513cfa36123a63c8d0dae4a1bcde5342%2FCleanShot%202025-12-14%20at%2009.06.04%402x.png?alt=media" alt=""><figcaption></figcaption></figure>

{% hint style="warning" %}
**Important:** **Pending Data** and **Cancelled** orders are excluded from **Insights**. Refresh pending orders in **Orders** to include them in your reports.
{% endhint %}

### How metrics are calculated

#### Key metrics

| Metric            | How it's calculated                   |
| ----------------- | ------------------------------------- |
| Units Listed      | Total items listed during the period. |
| Units Sold        | Total items sold during the period.   |
| Sell Through Rate | Units sold divided by units listed.   |

#### Revenue vs. Profit

| Metric        | How it's calculated                                          |
| ------------- | ------------------------------------------------------------ |
| Total Revenue | Sum of total price (including shipping) minus refunds.       |
| Total Profit  | Revenue minus all costs: fees, COGS, shipping, and expenses. |

#### Totals by marketplace

| Metric | How it's calculated                                                  |
| ------ | -------------------------------------------------------------------- |
| Profit | Total profit per marketplace.                                        |
| Fees   | Platform fee + transaction fee. Excludes shipping and promoted fees. |
| COGS   | Cost of goods sold per marketplace.                                  |

#### Averages by marketplace

| Metric      | How it's calculated                                                                   |
| ----------- | ------------------------------------------------------------------------------------- |
| Sale Price  | Average item price (excludes shipping). Matches the sale price column in CSV exports. |
| Profit      | Average profit per item, after marketplace fees and COGS.                             |
| Days Listed | Average days between listing and sale. Only includes items with known listing dates.  |

### Profit & Loss

**Profit & Loss** lets you generate downloadable reports. Click **Export** to create:

| Report                  | What it includes                          |
| ----------------------- | ----------------------------------------- |
| Profit & Loss Statement | Revenue, expenses, and net profit         |
| Orders Report           | All sales with associated costs           |
| Expenses Report         | Itemized expenses by category             |
| Active Inventory        | Currently listed items with SKUs and COGS |

Each report exports as CSV for use in spreadsheets or for your accountant.

<figure><img src="https://2533981788-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FEm5xU5ktwTTfKBpX6qpY%2Fuploads%2Fgit-blob-f9244c32c95fcd8d62626cc690c2cb3cd4fdb2df%2FCleanShot%202025-12-14%20at%2009.06.40%402x.png?alt=media" alt=""><figcaption></figcaption></figure>

#### Tax season

These reports are designed to give tax professionals what they need. The Profit & Loss statement follows standard accounting formats, and the detailed breakdowns make it easy to answer follow-up questions.