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Sales Reports Plus Definitions


This article explains the metrics in Sales Reports Plus and offers some tips on how you can use this information to understand your business.

Notes:
  • Sales and Fees metrics are provided on a weekly and monthly basis as part of your Sales Reports Plus subscription.

  • Sales Reports Plus provides metrics on items sold. Real Estate sales activity isn't included in the reports.

Sales

Use the data in this section to understand how your sales have changed and to identify which factors contributed to that change.

Sales

The total amount of money you made from item sales. This amount is based on the final sale prices of the items and doesn't include postage, handling, or insurance costs that you may have charged buyers.

Period-to-period sales growth (week-to-week or month-to-month)

The percentage of sales increase or decrease compared to the previous time period.

Ended listings

The number of your listings that ended, with or without a sale.

Ended items

The number of items in your listings that ended, with or without a sale. These items can be from Fixed Price listings.

Sold items

The number of your sold items. Each item from a multiple-item listing is counted separately. These items can be from listings in Fixed Price formats.

Sold items % (auction-style and Fixed Price format)

The percentage of your sold items from  Fixed Price listings.

Average sale price per item

The average final price of your sold items.

Total buyers

The number of buyers you had. The same buyer (user ID) can be counted multiple times based on the number of separate purchases. For example, a buyer who purchased an item from you in the morning and then purchased an item from you in the afternoon is counted twice.

Unique buyers

The number of unique buyers you had. The same buyer (user ID) is counted only once, regardless of the number of separate purchases they made during the month. For example, a buyer who purchased an item from you in the morning and then purchased an item from you in the afternoon is counted just once.

Repeat buyers %

The percentage of buyers who bought more than one item from you.

Fees

Everyone needs to keep track of costs associated with running a business. The Fees section provides aggregated and detailed eBay and PayPal fee and credit information for all transactions associated with your eBay sales.

eBay fees

The amount in eBay fees you were charged. This section also shows the amounts for each of the following fees:

  • Insertion Fees

  • Listing upgrade and feature fees (such as Reserve Price, Bold, Highlight, and Featured Plus)

  • Final Value Fees

  • Subscription fees (Selling Manager, eBay Store, and so on)

  • Any other fees charged to your account

eBay credits

The amount in eBay credits you received. This section also shows the amounts for each of the following credits:

  • Unpaid item Final Value Fee credits reported

  • Any other credits posted to your account

For detailed information about your account activity and invoice, see your Invoice page in My eBay.

Net eBay fees

The amount in eBay fees you were charged, minus any eBay credits you received.

Net eBay fees as % of sales

Your net eBay fees viewed as a percentage of your total sales. For example, if your total sales amount was $100, and your net eBay fees amount was $5, your net eBay fees as % of total sales would be 5%.

Net PayPal fees

The amount in PayPal fees you were charged for eBay-specific transactions, minus any PayPal credits for eBay-specific transactions you received. This section also shows each of the following amounts:

  • PayPal fees

  • PayPal credits

This amount may be different from your PayPal Account Statement if you had transactions where the eBay item number wasn't shown in your PayPal transaction summary, or if you received payments or gave credits for non-eBay transactions.

Net PayPal fees as % of sales

Your net PayPal fees for eBay-specific transactions viewed as a percentage of your total sales. For example, if your total sales amount was $100, and your net PayPal fees amount was $5, your net PayPal fees as % of total sales would be 5%.

Net eBay and PayPal fees

The total of your net eBay fees and net PayPal fees added together.

Unpaid Items

Here you can check how many unpaid item reminders you sent, the number of Final Value Fee credits requested, and the percentage of your sold items that were unpaid.

Sales by Category

This page shows your sales performance for the eBay categories you listed items in during the time period. Please note that:

  • The categories are presented in descending order of sales. The top 20 categories you sold in are shown in the online report. You can see sales data for all the categories you listed in by downloading your report to a text file. Just click the "Download" link on the page.

  • Each set of results currently covers the most detailed category level available, and doesn't yet include item-specific reporting.

  • Some category names have been abbreviated to fit in the report. You can see the full category name by moving your mouse over it. If you download this page to a text file, the full category names will appear in the file. To display the full category names each time you view your report, click the “Report Preferences” link in the left-hand navigation of any report.

  • A listing isn't included in a category's results if you chose it as a second category for that listing.

  • eBay Store sellers, please note that these are eBay categories, not your Store categories.

Sales

The amount of money you made from sales by category. This amount is based on final sale prices and doesn't include postage, handling, or insurance costs that you may have charged buyers.

Month-to-month sales growth

The percentage of sales increase or decrease by category compared to the previous month.

Ended listings

The number of your listings that ended, with or without a sale.

Ended items

The number of items from your listings that ended, with or without a sale. These items can be from Fixed Price and Store Inventory listings.

Sold items

The number of your items that were sold. Each item sold from a multiple-item listing is counted separately.

Sold items % (auction-style and Fixed Price formats)

The percentage of your sold items from auction-style and Fixed Price sales. Note that items from listings in Store Inventory format aren't included.

Average sale price per item

The average final price of your items that were sold in that category.

Total buyers

The number of buyers you had. The same buyer (user ID) can be counted multiple times. For example, a buyer who purchased an item from you in the morning and then purchased an item from you in the afternoon is counted twice.

Unique buyers

The number of unique buyers you had. The same buyer (user ID) is counted only once, regardless of the number of separate purchases they made during the month. For example, a buyer who purchased an item from you in the morning and then purchased three items from you in the afternoon is counted just once. This metric appears when you click either the “Total” or “All Formats” link near the top of the report page.

Repeat buyers %

The percentage of buyers who bought more than one item from you. This metric appears when you click either the “Total” or “All Formats” link near the top of the report page.

Average bids per item (auction-style format only)

The average number of bids that items in your auction-style listings received. This metric appears when you click either the “Online Auction” or “All Formats” link near the top of the report page.

Sales by Format

This section shows your sales performance for each selling format (Fixed Price or Store Inventory) that you used.

Note: Auction-style listings that ended early with a Buy It Now purchase are included in the Online Auction results.

% sales by format

The percentage of your overall sales that came from sales in each selling format.

Sales

The amount of money you made from sales. This amount is based on the final sale prices and doesn't include postage, handling, or insurance costs that you may have charged buyers

Ended listings

The number of your listings that ended, with or without a sale.

Ended items

The number of your items from listings that ended, with or without a sale.

Sold items

The number of your items that were sold. Each item sold from a multiple-item listing is counted separately.

Sold items % (auction-style and Fixed Price format)

The percentage of your sold items. Each item sold from a multiple-item listing is counted separately. Note that this data isn't available for items listed in Store Inventory format.

Average sale price per item

The average final price of your sold items. Each item sold from a multiple-item listing is counted separately.

Average bids per item (auction-style format only)

The average number of bids that items in your auction-style listings received.

Total buyers

The number of buyers you had. The same buyer (user ID) can be counted multiple times based on the number of separate purchases. For example, a buyer who purchased a Fixed Price item from you in the morning and then purchased a Fixed Price item from you in the afternoon is counted twice.

Unique buyers

The number of unique buyers you had. The same buyer (user ID) is counted only once, regardless of the number of separate purchases they made during the month. For example, a buyer who purchased a Fixed Price item from you in the morning and then purchased a Fixed Price item from you in the afternoon is counted just once.

Sales by Ending Day

This section shows the performance of your listings based on the day of the week they ended, for each selling format that you used. Use it to find out if there are particular days when buyer demand is higher. Keep in mind that these results may be largely influenced by when you list items as well as the types of items you sell.

Sales

The amount of money you made from sales. This amount is based on the final sale prices and doesn't include postage, handling, or insurance costs that you may have charged buyers.

Ended listings

The number of your listings that ended, with or without a sale.

Successful listings %

The percentage of your ended listings that had a sale. For example, suppose you had 10 listings that ended on Mondays during the month of August. If seven of these had a sale, then your successful listings % would be 70%. Multiple-item listings are counted as successful if there was at least one item sold.

Ended items

The number of your items from listings that ended, with or without a sale.

Sold items

The number of your items that were sold. Each item sold from a multiple-item listing is counted separately.

Sold items % (auction-style and Fixed Price formats only)

The percentage of your items that were sold. Each item sold from a multiple-item listing is counted separately. Note that this data is not available for items listed in Store Inventory format.

Average sale price per item

The average final price of your sold items. Each item sold from a multiple-item listing is counted separately.

Average bids per item (auction-style format only)

The average number of bids that items in your auction-style listings received.

Other notes:

  • If an ending day doesn't appear in the report, it means you had no auction-style listings that ended on that day.

  • Auction-style listings that ended early with a Buy It Now purchase are included in these results.

Sales by Ending Time

This section shows your listing performance based on the time of day the listings ended. This information is organized into two-hour time slots. Use it to find out if there are particular times of day when buyer demand is higher. Keep in mind that these results may be largely influenced by when you list items as well as the types of items you sell..

Sales

The amount of money you made from sales. This amount is based on the final sale price and doesn't include postage, handling, or insurance costs that you may have charged buyers.

Ended listings

The number of your listings that ended, with or without a sale.

Successful listings (%)

The percentage of your ended listings that had a sale. For example, suppose you had 20 listings that ended between 10:01 a.m. and 12:00 noon during the month of September. If 10 of these ended with a winning buyer, then your successful listings percentage for that time slot would be 50%. This percentage is the same regardless of the number of ended listings that you had on other ending time slots. Multiple-item listings are counted as successful if there was at least one item sold.

Ended items

The number of your items from listings that ended, with or without a sale.

Sold items

The number of your items that were sold. Each item sold from a multiple-item listing is counted separately.

Sold items % (auction-style and Fixed Price formats only)

The percentage of your items that were sold. Each item sold from a multiple-item listing is counted separately. Note that this data isn't available for items listed in Store Inventory format.

Average sale price per item

The average final price of your sold items. Each item sold from a multiple-item listing is counted separately.

Average bids per item (auction-style format only)

The average number of bids that items in your auction-style listings received.

Notes:

  • If a time slot doesn't appear in the report, it means you had no auction-style listings that ended during those two hours.

  • Auction-style listings that ended early with a Buy It Now purchase are included in these results.

Sales by Duration

This section shows the performance of your auction-style listings based on the duration you chose when you created them (1, 3, 5, 7, or 10 days). By understanding which listing duration yields the best results, you can better optimize your business for the eBay marketplace. Try testing different durations to see what works best for you. Keep in mind that these results may change if you change the mix of products you sell.

Sales

The amount of money you made from sales of your items. This amount is based on the final sale prices of the items when they ended and doesn't include postage, handling, or insurance costs that you may have charged buyers.

Ended listings

The number of your listings that ended, with or without a sale.

Successful listings %

The percentage of your ended listings that had a sale. For example, suppose you had 10 listings that were 7-day auctions during the month of September. If six of these had a sale, then your successful listings % for 7-day auctions would be 60%. This percentage would be the same regardless of the number of ended listings that you had ending on 1, 3, 5 or 10-day auctions. Multiple-item listings are counted as successful if there was at least one winning buyer.

Ended items

The number of your items from listings that ended, with or without a sale.

Sold items

The number of your items that were sold. Each item sold from a multiple-item listing is counted separately.

Sold items %

The percentage of your items that were sold. Each item sold from a multiple-item listing is counted separately. Note that this data is not available for items listed in Store Inventory format.

Average sale price per item

The average final price of your items that had a sale. Each item sold from a multiple-item listing is counted separately.

Average bids per item

The average number of bids that items in your listings received. Each item in a multiple-item listing is counted separately.

Other notes:

  • If a duration doesn't appear in the report, it means you didn't choose that duration for any of your listings.

  • Online Auction listings that ended early with a Buy It Now purchase are included in these results.

Sales by Category - All Sellers

This section shows sales performance averaged across all sellers in the categories and formats you sold in. Using your own Sales by Category results, you can see how your sales performed relative to other sellers who listed in the same categories.

Sold items %

The percentage of sold items. Each item from a multiple-item listing is counted separately.

Average sale price per item

The average final price of sold items. Each item sold from a multiple-item listing is counted separately.

Average bids per item (auction-style format only)

The average number of bids received for each item in an auction-style listing.

Notes:

  • This data is provided to eBay Premium and Anchor Store subscribers only.

  • Auction-style listings that ended early with a Buy It Now purchase are included in average bids per item.

  • Categories that are at least four levels deep in eBay’s category structure (for example, Sporting Goods and Fan Shop > Water Sports > Surfing > Boards and Motors Parts & Accessories categories.)

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