About analytics data

The Digistore24 analytics help you as a vendor or affiliate to optimize your sales processes and increase your sales in the long term.

As vendor, you are provided with valuable insight into which products are sold at what points in your sales process and how well they are selling. This will enable you to earn more money because you will know where the bottlenecks in your sales process are and how much money you can invest in advertising.

As affiliate, you can use the Digistore24 analytics to control the performance of your promo activities. You can see which parameters you can improve to generate more revenue, and how small changes affect your performance.

Step-by-step guide: How to see your analytics

Overview of all analytics data

Information about the data

  • You do not have to do anything to get this data.
  • The parameters mentioned above are not measured in real time so that the speed of the platform is not affected. However, the transaction list under Reports > Transactions​ is always updated in real time.

This value answers the following question: How many of the visitors who landed on my sales page via a promolink ordered one of my products at the end?

The conversion describes the conversion percentage of your website visitors from passive to active visitors. In this case, “active” means they have ordered your product. The percentage therefore describes how many visitors who came to your site via a promolink ordered a product.

This value answers the following question: How many of my visitors who landed on my sales page via a promolink at least decided to make a purchase, even if they did not complete the order?

The conversion describes how many of your passive site visitors became active visitors as a percentage. In this case, “active” means they called up your order form. The percentage therefore describes how many of your visitors who came to your side via a promolink clicked on your buy button and thereby landed on your order form.

Conversion (%): Order form --> Order

This value answers the following question: How many of my visitors who clicked on my order link/buy button and landed on the order form actually ordered a product at the end?

The conversion describes the conversion percentage of your passive website visitors to active visitors. In this case, “active” means completing the order on your order form. The percentage value therefore describes how many of your visitors who were on your order form filled it out and bought something at the end.

Note: This value shows you if your order form can be optimized. Change details on your order form and do a split test1. Then see if the conversion goes up or down.

Earnings total

This value answers the following question: How much did I earn in total from my product on Digistore24?

This value describes your total earnings from your product.

Earnings per promoclick

This value answers the following question: How much money do I earn on average from a single promoclick to my sales page?

This value describes your total earnings from all product types, divided by the number of promoclicks. This results in the average earnings per promoclick.

Note: Earnings include all cash payments made to your Digistore24 account.

Earnings per order form visitor

This value answers the following question: How much money do I earn on average from a single order form visitor?

This value describes your total earnings from all product types, divided by the number of order form visitors. This results in the average earnings per order form visitor.

Note: Earnings include all cash payments made to your Digistore24 account.

Customer value (Earnings per customer: total of all positive payments/number of initial sales)

This value answers the following question: How much money do I earn on average from a purchasing customer?

The customer value indicates how much you earn from a customer. The customer value is the total of all payment amounts minus refunds, chargebacks and chargeback fees, divided by the number of initial sales.

Promoclicks (Number of unique page visits on your sales page)

This value answers the following question: How many people in total clicked on all my promolinks which I built into my pages and sent to my affiliates?

This value indicates the total number of clicks on your promolinks. The click on the promolink represents the beginning of the visitor flow: with this click, your customer first arrives at your sales page, and ideally, they will arrive at the thank you page after ordering one of your products.

Order form visitors (Number of unique visitors on your order form)

This value answers the following question: Not how often the order form was called up, but rather, how many individuals visited my order form?

This value indicates how many people have visited your order form. Multiple visits to the order form by a single person are not included in this value.

Initial sales

This value answers the following question: How many customers bought the initial product without counting upsell sales, add-ons or cross sell sales?

The value describes the number of customers that bought the initial product.

Note: The initial product is the main product that a customer buys. Add-ons and cross sells come afterwards and are not counted here. Second and subsequent subscription and installment payments are also not counted here.

Earnings Initial sales

This value answers the following question: How much money on average did I earn with my initial product?

This value describes your total earnings from all product types that you have achieved exclusively with the initial product. Upsells, add-ons or cross sells, as well as monthly subscription and installment payments are not counted here.

Note: The initial product is the main product that a customer buys. Add-ons and cross sells come afterwards and are not counted here. Second and subsequent subscription and installment payments are also not counted here.

Sales Upsells

This value answers the following question: How many customers bought an upsell product after the initial purchase?

This value describes the number of customers who made an upsell purchase after purchasing the initial product. Initial sales, add-ons or subscription and installments payments are not counted here.

Earnings Upsells

This value answers the following question: What are my earnings solely from the upsell products that I offer?

This value describes the earnings that you have made exclusively with upsells after initial sales.

Sales Subscriptions

This value answers the following question: How many customers have subscribed to me, whether active or canceled?

This value describes the number of customers who have purchased a subscription product and are currently still paying, or have already unsubscribed.

Earnings Subscriptions

This value answers the following question: How much money have I earned so far solely through subscriptions?

This value describes the total earnings generated solely through subscriptions.

Avg. no. of payments Subscriptions

This value answers the following question: How often does a subscription customer pay me subscription payments on average during their entire subscription period?

This value is calculated by taking the number of all subscription payments and dividing it by the total number of subscription sales. This results in the average number of subscription payments that your customers pay before they cancel the subscription.

Avg. duration (months) Subscriptions

This value answers the following question: How many months on average do my customers have their subscription with me before they cancel it?

This value is calculated by taking the total duration of all customer subscriptions and dividing it by the total number of your subscription sales (i.e. your customers). This results in the average duration of your customers, calculated in months.

Follow-up subscription payments Last month

This value answers the following question: How many subscription payments did I receive last month, not including initial sales?

This value indicates the sum of payments that were made via subscription or installment payments in the previous month. The initial payment at purchase is not included.

Follow-up subscription payments This month (until today)

This value answers the following question: How many subscription payments have I or should I have received from the beginning of this month until today, not including initial sales?

This value indicates the sum of the payments that have been received or that are still pending for subscription or installment payments from the beginning of this month until today. The initial payment at purchase is not included.

Sales Installments

This value answers the following question: How many of my customers have used an installment payment?

This value indicates the number of your customers that opted for an installment payment.

Earnings Installments

This value answers the following question: How much money have I earned solely through installment payments? How much money would have slipped through my fingers if I had not provided such an option to customers who only pay in installments?

This value indicates the total earnings generated so far solely through installments.

Avg. no. of payments Installments

This value answers the following question: How many installments does a customer pay on average when using the installment option to buy my products?

This value is calculated by taking the number of installment payments made and dividing it by the total number of your customers with installment payments. This gives the average number of installments paid per installment payment.

Avg. duration (months) Installments

This value answers the following question: How many months do my customers need on average to pay their installments for my products?

Unlike with subscriptions, customers making installment payments cannot decide that they “don’t want to stay any longer”. The duration is therefore not “arbitrary”, but rather depends on the installment payment option that the customer has selected when making the purchase.

This value is calculated by taking the total number of monthly installments that have been made and dividing it by the total number of your sales paid in installments. This results in the average duration of your customers, calculated in months. In other words: the average monthly duration until a customer has paid off their installments.

Payments (total)

This value answers the following question: How many payments have I received in total from my customers?

This value displays the total number of all payments made to you, regardless of the product or payment type. It includes both single and installment or subscription payments.

​Refund

This value answers the following question: How many returns have I received in total from my customers?

This value describes the number of returns your customers have made – regardless of the product type or payment plan.

Chargebacks

This value answers the following question: How many chargebacks did I have to process from my customers?

This value describes the number of all chargebacks you have received.

Tracking Key (only in the vendor view)

This value answers the following question: Which tracking key was redeemed at the purchase?

With the tracking key, sales can be e.g. differentiated from different traffic sources. The tracking key can be attached to the order form as a GET parameter.

Voucher code (only in the vendor view)

This value answers the following question: Which voucher code was redeemed at the purchase?

Here you can see which voucher code, which you set up under Settings > ​Discount codes, was used for the sales.


  1. A test where half of the visitors to a vendor’s sales page are directed to another sales page of the same vendor. This second sales page differs in one element (e.g. price, graphics, video etc.). The aim is to adapt this element according to the variant that has led to more sales.

Updated on 3. December 2018

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