Reporting > Revenue analysis
The Revenue analysis gives you important insights into your revenue and helps you make data-driven decisions to increase your growth and profitability. The comprehensive analysis of your net revenue, your cost of goods sold (COGS), and the contribution margin (CM) helps you with this. You can filter your data by different perspectives, e.g., product, country, and project. This allows you, among other things, to determine differences between countries and projects, identify trends, and find out which product sells best on a specific sales channel.
The Revenue analysis is divided into two sections:
The first section gives you an overall overview of your revenue in the form of three Key Performance Indicators (KPIs) and a graph showing their change over time.
The second section, the Revenue breakdown, gives you a more detailed look at your data in tabular form and the possibility to filter it in many ways. Above the table, you will find a graphical representation of the five top-performing entries in the table.
By default, only users with admin rights can view the Reporting > Revenue analysis menu in Xentral to view and filter data there. If Xentral users without admin rights are also to be able to view and filter data in the revenue analysis, an administrator must grant them these rights in advance. To do so, proceed as follows.
-
Use the Smart Search to open the User module.
-
Open the user you want to grant rights for the revenue analysis to by clicking the pencil icon on the right.
-
Open the Rights tab.
-
Under Analytics_revenue_analyzer, activate the right all to grant the user unrestricted read and write access to the revenue analysis.
-
Click on Save at the top right.
You can use several filters to narrow down the data you want to analyze. The filters are applied to all data on the page.
To narrow down the data with filters, proceed as follows:
-
Click on the page filter at the top right.
-
Select a Calculation basis for your KPIs. You can choose between sales orders and invoices.
Sales orders and invoices are included in or excluded from the calculations depending on their status:
included
excluded
Released
Created
Shipped
Canceled
Completed
-
Select a perspective in the Filter page on field. The different perspectives (Product, Project, Customer, Country, Sales representative, Merchandise group and Product category) allow you to focus on one aspect of your business.
You can combine different perspectives in the Revenue breakdown table. This way, you can determine which products sell best in certain countries or projects and whether some countries prefer one of your shops or marketplaces.
-
Select a period for the analysis. Based on the selected period, you can specify an interval for the x-axis of the displayed diagram. The following periods and intervals are available:
Period
Interval(s)
Year
Quarterly, Monthly
Quarter
Monthly, Weekly
Month
Weekly, Daily
Week
Daily
Day
Daily
You can choose whether you want to compare the results of the selected period with the previous period or the same period of the last year.
-
Click on Apply changes.
The selected filters are applied to your data and are displayed after a short loading time.
The top section gives you a quick overview of the most important KPIs regarding revenue. In the following table, you will find a description of the metrics and how they are calculated in Xentral.
Metric |
Description |
Calculation |
|---|---|---|
|
Net revenue |
Total revenue of all sales orders/invoices less taxes, discounts, and returns/credit notes. |
(Sold quantity - returns) * net sales price * (1 - discounts) |
|
Cost of goods sold (COGS) |
The amount of money you spent to purchase your products. The smaller you can keep this value, the more profitable the sale of a product becomes. This value does not include indirect costs incurred by sales, marketing, and office space. |
(Sold quantity - returns) * net purchase price |
|
CM I |
The contribution margin I is a metric for the profitability of your products. The higher the value, the more money you earn by selling a product compared to its production. |
Net revenue - cost of goods sold |
Caution
The calculation of the cost of goods sold and thus also the contribution margin I depends entirely on the purchase price specified in the order table. The quality of this metric therefore depends on how well you maintain your data in Xentral.
The KPIs are visualized in a graph below the data, so you can easily track changes over time or directly see if a promotion had the desired effect.
The Revenue breakdown allows you to analyze your company more deeply using numerous filters (similar to a pivot table). In addition to the perspective set in the page filter, you can add another perspective here to focus specifically on one topic. If you filter the page for a specific product using the page filter, you can analyze the revenue of the product in different countries or projects in the table.
Above the table, you will find a graphical representation of the five top-performing entries in the table.
The table provides you with more detailed data such as the net return value, the average revenue per order/invoice, or the average quantity per order, to name just a few. You can customize the table to your needs by hiding table columns or sorting them in your preferred way.