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How to find your numbers inside Etsy, what every metric means, and what to do when something looks off.

How to find your numbers in Etsy

Each month you'll enter up to 12 numbers. Most of them come from two places inside Etsy. Here's exactly where to go.

1
Finance → Monthly statements
This is your most important source. Open Etsy, go to your Shop Manager, then click Finances in the left menu, then Monthly statements. Select the month you're entering data for.

From here you can read off your revenue (look for Total sales), the number of orders, Etsy fees (transaction fees + listing fees), any Offsite Ads charges, and Etsy shipping label costs if you use them.

Tip: Open each month you want to enter in a new browser tab so you can quickly flip between them.
Shop Manager → Finances → Monthly statements
Revenue Orders Etsy fees Etsy shipping Offsite Ads
2
Marketing → Etsy Ads
If you run Etsy Ads, go to Marketing in your Shop Manager, then Etsy Ads. Set the date range to the full month you're entering. Your total spend for that month is shown at the top of the page.
Shop Manager → Marketing → Etsy Ads
Etsy Ads spend Orders from ads Revenue from ads
3
Etsy Stats → Visits
Go to Shop Manager → Stats. Set the date range to the month you're entering. The Visits number (not views, but visits) is what you want. This is how many unique people came to your shop.
Shop Manager → Stats
Shop visits
4
Your own records (if applicable)
A few fields come from outside Etsy. Only enter these if you've enabled them in your settings:
External shipping costs Cost of goods (COGS) Other expenses Returns
COGS is what you spent on materials or products to fulfil your orders that month. External shipping is anything you paid a carrier (USPS, UPS, etc.) outside of Etsy's label system. Other expenses can be anything else: packaging, tools, subscriptions.

Watch: entering a full month in under 3 minutes

A quick walkthrough of opening your Etsy statements in tabs and filling in the Enter Data page efficiently.

Video coming soon

Understanding your dashboard

What every metric and chart means, and what to do when a number isn't where you want it.

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Overview
Your shop at a glance: revenue, profit, and key health indicators
Revenue Key metric
Your total gross sales for the period. It's everything your buyers paid, before any fees or costs are deducted. This is the top-line number. A growing revenue trend is a healthy sign, but it doesn't tell the whole story on its own.
If revenue is flat or falling
  • Review your listing titles and tags. Etsy SEO is how buyers find you
  • Add new listings regularly. Etsy favours active shops in search
  • Check if your bestsellers are out of stock or buried in the catalogue
  • Run a short sale or promotion to drive urgency
  • Look at seasonal patterns. Some drops are normal and expected
Net Profit Key metric
What's left after all costs: Etsy fees, ad spend, shipping, COGS, and any other expenses you've entered. This is the number that actually matters for your business. Revenue without profit is just turnover.
If profit is low or negative
  • Check each cost category to find which one is taking the biggest bite
  • Review your pricing and make sure you’re factoring in all your costs
  • Audit your Etsy Ads spend. Ads eating more than they return is a common culprit
  • Look at COGS accuracy. Underestimating materials costs distorts everything
Profit Margin %
Net profit as a percentage of revenue. A 20–30% margin is solid for most Etsy sellers. Below 15% and most of your revenue is going straight back out. Above 40% and you're running an efficient operation.
If margin is thin
  • Raise prices on your best-selling listings. Even a 5-10% increase makes a meaningful difference
  • Reduce or cut underperforming Etsy Ads campaigns
  • Source materials more cost-effectively, or buy in larger quantities
  • Cut listings that sell but barely break even
Profit Per Order (PPO)
Average profit you make on each order. Useful for spotting whether your order volume is actually meaningful. A high order count with a low PPO means you're very busy for not much reward.
If PPO is low
  • Focus on higher-priced or bundled listings that earn more per transaction
  • Reduce per-order costs like packaging, materials, and shipping method
  • Consider whether your cheapest listings are worth continuing
Conversion Rate
The percentage of shop visitors who placed an order. Calculated as orders ÷ visits. Industry average on Etsy is around 1–3%. Above 3% is strong. Below 1% suggests something in your listings is putting buyers off.
If conversion rate is low
  • Improve your first listing photo. It's the single biggest conversion driver
  • Make sure your pricing is competitive for your category
  • Add more detail to descriptions and answer buyer questions before they ask
  • Accumulate more reviews. Social proof matters enormously on Etsy
  • Offer free shipping where possible. It significantly boosts your search ranking
Shop Visits
How many unique people came to your shop that month. Visits × conversion rate = orders. Growing visits with a stable conversion rate means growing revenue. Declining visits with a good conversion rate means a traffic problem, not a product problem.
If visits are declining
  • Revisit your SEO. Titles, tags, and attributes should match how buyers actually search
  • Post listings more frequently. Recency matters in Etsy's algorithm
  • Pinterest is one of the most effective external traffic sources for Etsy sellers
  • Increase your Etsy Ads budget on your best-converting listings
📈
Trends
Month-by-month charts showing how your key metrics are moving over time
Revenue Trend
Your monthly gross revenue plotted across the year. Look for a general upward slope over time. Seasonal dips are normal. Compare to the same month last year rather than the previous month for a fair read.
Profit Trend
Your monthly net profit over time. If revenue is climbing but profit isn't keeping pace, your costs are growing faster than your sales. That’s worth investigating.
Conversion Rate Trend
How your shop conversion rate is changing month to month. A gradual improvement suggests your listings, photos, or pricing are getting stronger. A sudden drop often coincides with a price increase, a change in photos, or increased traffic from less-targeted sources.
Ad Spend Trend
How much you're spending on Etsy Ads each month. Compare this chart against your revenue trend. They should generally move together. If ad spend is rising but revenue isn't, your ads aren't working efficiently.
If ad spend is rising without matching revenue growth
  • In Etsy Ads, review listing-level stats and pause listings with high spend and low sales
  • Lower your daily budget temporarily and monitor the impact on orders
  • Check your ROAS (revenue from ads ÷ ad spend) and aim for at least 3-4x
💰
Profit
A deeper look at your profitability: margins, cost breakdown, and break-even
Cost Breakdown
Shows how your total costs split across each category: Etsy fees, ad spend, shipping, COGS, and other expenses. The largest slice tells you where to focus if you want to improve your margin.
Break-Even Point
The number of orders (or revenue amount) you need to cover all your costs for the period. Below break-even and you're running at a loss. This helps you set realistic monthly order targets.
Ad Spend %
Your total ad spend as a percentage of revenue. Keeping this below 15% is a healthy benchmark for most shops. Above 20% and ads are likely eating a significant portion of your profit.
If ad spend % is too high
  • Reduce daily budget across all ad campaigns
  • Pause any listing that has spent money but generated no sales in the past 30 days
  • If you're under $10,000 in annual Etsy sales, you can opt out of Offsite Ads
⚡
Performance
Ad attribution and efficiency, showing how hard your advertising is working
Orders from Ads Ad metric
How many of your total orders were attributed to an Etsy Ads click. You can find this in Marketing → Etsy Ads. A healthy percentage varies by shop, but if a large share of your orders depend on ads, your organic visibility may need attention.
Revenue from Ads Ad metric
Total revenue generated from Etsy Ads clicks, as reported by Etsy in your Ads dashboard.
ROAS (Return on Ad Spend)
Revenue from ads divided by ad spend. A ROAS of 4 means you made $4 in attributed revenue for every $1 spent on ads. A ROAS below 3 is worth investigating. Remember this is attributed revenue, not profit. Your actual return after costs will be lower.
If ROAS is low
  • In Etsy Ads, sort listings by spend and identify which ones have poor conversion
  • Pause low performers and concentrate budget on your best listings
  • Improve photos and descriptions on promoted listings to increase click-to-sale rate
  • Check that your promoted listings have competitive pricing

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