What each figure actually means, and what to do when it looks wrong.
Performance
Revenue. Money that came in during the period you selected.
Successful payments. How many payments completed.
Conversion rate. The plugin is precise about this, and it is worth reading twice: paid divided by paid plus failed plus canceled.
So it measures people who tried to pay. It does not count people who looked at your pricing page and wandered off, because your payment plugin cannot see them.
Average value. Revenue divided by successful payments. What a sale is worth to you, on average.
What a low conversion rate is telling you
This is the number to act on, because a low conversion rate means people are trying to give you money and failing.
Look at Canceled payments. These are people who reached the payment screen and stopped. If this number is high, something at the checkout is putting them off. Too many payment methods is a common cause. So is a price that looks different from the one they expected.
Look at Failed payments. These are attempted and rejected, usually by the bank. A few is normal. Many suggests you are offering a method that does not work properly for your audience.
Look at Pending. Still in progress, or abandoned halfway. A lot of pending payments can mean a webhook problem, which is worth ruling out.
Payment outcomes
Total transactions. Every attempt in the period, successful or not.
Failed payments. Did not complete.
Canceled payments. Stopped at the checkout.
Pending payments. Still in progress.
Together these tell you where people fall out of the process, which is much more useful than knowing only how many made it through.
Customers and subscriptions
New customers. First time buyers in this period.
Returning customers. People who paid before and paid again.
That second number is the health of your business in one figure. Returning customers cost you nothing to acquire, and a business where nobody comes back is a business that has to keep running to stand still.
Subscription cancellations. How many people left in this period.
Largest payment. Your biggest single sale.
Revenue over time
A chart, plus three figures: your total, your average per day, and your busiest day.
The busiest day is more useful than it looks. If your sales cluster on a particular day, that is when your audience is paying attention, and that is when your emails should go out.
Status breakdown and payment methods
Totals per status shows you the shape of your payments: how much was paid, failed, refunded, and so on.
Totals per method shows you which methods your customers actually use.
Go and look at this one. It is genuinely common to discover that a method you agonised over is used by nobody, and that ninety percent of your customers use iDEAL and nothing else. That is worth knowing, because a shorter checkout converts better.