How to Read Your Overall Performance in General Overview
Overview
The General Overview tab is your starting point in Analytics. It provides a complete snapshot of your store’s performance by combining sales, profitability, expenses, and conversion data into a single view.
Instead of analyzing products or campaigns individually, this page answers a simpler question:
“What is happening in my business right now?”
From here, you can quickly determine whether performance is improving or declining and decide where to investigate next.
Step 1: Open the General Overview tab
Go to Analytics from the main menu.
At the top of the Analytics page, you will see three tabs:
- General Overview
- Trends Overview
- Advertising Overview
Click General Overview to open the store-level summary dashboard.
This tab is designed to help you review overall sales, profitability, expenses, and funnel performance from one page before moving into deeper analysis.
Step 2: Confirm your time range and context
Before interpreting any data, confirm the timeframe shown at the top right.
- The selected date range defines all metrics on the page
- All comparisons are made against the previous period of the same length
You can also click Go to Account Details to view account-level information such as store setup, lifecycle, and metadata.
All metrics in General Overview are calculated within this selected time context.
Step 3: Scan the KPI cards for performance direction
The KPI cards provide a high-level summary of your business performance.
Each card includes:
- The current value
- The previous period value
- The percentage change
Focus on:
- Net Profit for overall business health
- Total Sales vs Total Expense for growth versus cost balance
- Organic vs Advertising Sales for revenue composition
- ACOS / TACOS for advertising efficiency
Color indicators reflect direction:
- Green indicates improvement
- Red indicates decline
At this stage, the goal is not detailed analysis, but identifying where change has occurred.
Step 4: Use “See Details” to investigate deeper
Each KPI card includes a See Details option.
Clicking this opens a detailed breakdown showing:
- Metric composition (such as Organic vs Advertising sales)
- Sub-level splits (such as FBA vs FBM)
- Exact values for both current and previous periods
Use this when:
- A metric changes significantly
- You need to understand what is driving the change
This acts as the first level of investigation before moving into deeper analysis tools.
Step 5: Analyze the Total Sales Funnel
The Total Sales Funnel shows how users move from traffic to purchases:
- Page View → Session → Order → Unit
This helps identify where drop-offs occur in your conversion flow.
Look for:
- Large decreases between steps
- Changes compared to the previous period
Examples:
- High Page Views but low Orders may indicate a conversion issue
- Stable Sessions but fewer Units may indicate a change in purchase behavior
This section helps answer whether users are converting effectively.
Step 6: Analyze the Advertising Funnel
The Advertising Funnel focuses on paid traffic performance:
- Impressions → Clicks → Ad Orders → Ad Units
It helps evaluate:
- Visibility through impressions
- Engagement through clicks and CTR
- Conversion through orders and CVR
Use this to identify:
- Weak engagement (low CTR)
- Poor conversion after clicks (low CVR)
This section helps determine whether advertising efforts are performing efficiently.
Step 7: Decide where to go next
General Overview is designed to identify issues, not resolve them.
After reviewing the page:
- If the issue is product-related, move to Product Analytics
- If the issue is advertising-related, move to Campaign Analytics
This page provides direction and context for deeper analysis.
Pro Insight
Start with Net Profit, not Sales.
Revenue can increase while profitability declines. Always validate performance changes through profit and efficiency metrics before taking action.