A blank cell means the figure is not knowable, never that it is zero. A cost
with no rule behind it, a rate over sessions that were not measured, or money
in a currency with no exchange rate all show as a dash rather than as a number
that looks measured.
Revenue and profit
Orders
New customers
A new customer is an order the store flagged as the customer’s first ever. Shopify sets this from the customer’s lifetime order count, which covers every order placed before Soran was installed. Orders with no such flag are not counted as new.Traffic
Blended advertising
Blended figures put every connected platform’s spend against every order Soran attributed, including the orders no platform can claim. They are usually lower than the sum of what the platforms report about themselves.Platform reported
These come straight from each ad platform’s own reporting and reflect what the platform measured inside its own account, not what Soran attributed. Read them against the blended figures rather than adding the two.Products
Product figures split each order across the products it contained by merchandise value, so a product’s share of an order’s revenue, tax and shipping follows what it sold for. Line facts (units, merchandise revenue) are exact and never split.Reports overview
What each report answers, and what they all share.