Monitoring your sales performance is essential for pinpointing strengths and weaknesses, optimizing your sales processes, and making projections for future results. With Ontraport sales reports, you can pull up the detailed information you need to understand what’s happening in your business and make data-driven decisions.

In addition to the sales reports, you can create helpful groups in your Invoices and Payments collections, such as all refunded payments or unpaid invoices.

Table of contents

Types of sales reports
Sales
Subscriber Retention
Subscription Sales
Transaction Logs
Product Sales Logs
Customer Value
Shipping Collected
Taxes Collected
Open Orders

Types of sales reports

There are nine categories of reports available, each with several configuration options.

To access sales reports, go to Sales tab → Reports.

Here’s a breakdown of what each report does:

Sales

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The Sales report gives you a full-picture view of product performance across your entire catalog. For each product, you can see how many transactions were attempted and how many were successfully paid. The report also shows how many transactions were declined, refunded, or voided. This lets you understand not just revenue earned but also revenue lost.

​Use this report to identify top performers. Spot problem products with high decline or refund rates. Make informed decisions about pricing, promotions, and sales strategy.

Use cases:

• Create a group where Declined is greater than 0 to identify products with any failed transactions. 
• Create a filter where Refunded is greater than 0 to identify which products are generating refund activity. Use this to flag fulfillment or expectation issues on specific items.
• Create a group where Refunded and Voided values are over 0 to identify all products with any form of lost revenue.

Subscriber Retention

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Use the Subscriber Retention report to gauge the long-term value of your subscription products. See how long customers stay subscribed, compare active orders to new ones, and measure your average subscriber value. Use this report to evaluate product stickiness and lifetime value.

Use cases:

• Find your most valuable subscription products where customers both stay longer and spend more over their lifetime. Create a group with Average Days Subscribed above [your threshold] and Average Customer Value above [your target].
• Identify products that attract but do not keep subscribers. This pattern may signal a problem after the initial purchase. Create a group with New Open Orders above [your threshold] and Current Open Orders below [your threshold].
• Create a group to find high-revenue products with short subscriber lifespans. This could mean customers use the subscription as a one-time purchase, or show where retention can improve. Set Average Days Subscribed below [your threshold] and total revenue above [your threshold].

Subscription Sales

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Use the Subscription Sales report to monitor the health of recurring revenue and payment plan products. Unlike the Sales report, which covers all products, this report focuses only on subscriptions or payment plans. Each row represents a product with ongoing billing activity.

Use this report to spot struggling subscription products, evaluate dunning performance, and understand the net value of recurring revenue streams.

Use cases:

• To identify products where commissions, refunds, and failures don’t significantly reduce revenue, create a group with these criteria: Net is over [your target dollar amount], and Refund is less than [your target dollar amount]. 
• Group subscriptions with both Canceled and Refunded values over 0 to find products where customers are leaving and requesting refunds. This shows stronger customer dissatisfaction than analyzing cancellations or refunds alone.
• Find products that are actively growing subscribers and keeping them. Create a group where New buyers are greater than [your target] and Canceled is less than [your target]. This highlights subscriptions with strong product-market fit.

Transaction Logs

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Use  this report when you need to investigate individual transactions rather than view aggregated product performance. Unlike the Sales or Subscription reports, which summarize data by product, this report displays each transaction as its own row, tied to a specific contact, making it the ideal tool for auditing payment activity, resolving billing disputes, or tracking down specific charges. Use this report when you need to answer "what happened with this specific transaction or contact?" rather than "how is this product performing overall?"

Use cases:

• Find engaged contacts with failed payments for dunning outreach before they churn. Create a group where the 'Declined' status is greater than 0 and the contact’s last activity is on or after 7 days ago, or any timeframe you prefer.
• Locate refunds within a specific date range by creating a group where Refunded is greater than 0 and the invoice close date is on or after 30 days ago, or any timeframe you prefer. This group is useful for accounting reconciliation or investigating a spike in refunds after a promotion or product change.
• Identify the successfully completed affiliate-driven transactions by creating a group where Paid is greater than 0, and Commissions is also greater than 0. This group is useful for reviewing partner performance.

Select an individual invoice to act on it. In the actions menu, you can re-run, refund, or void a transaction, re-run commissions, resend invoices, email the contact, or export the selected transactions.

Product Sales Logs

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The go-to report for reviewing individual sales transactions. Pull in related purchase or contact fields alongside payment details to reconcile payments, investigate failed charges, or audit sales history.

Use cases:

• Identify which products are causing the most “buyer’s remorse” or technical friction by creating a group where refunded or voided is greater than 0.
• Find declined transactions made by active contacts to identify strong candidates for dunning outreach. Create a group where Declined is Greater than [your threshold] and the contact’s last activity is on or after 7 days ago, or any other timeframe you prefer.
• Identify new leads who are actively and successfully investigating your brand. These individuals are at the peak of their engagement with your brand, and you may want to trigger a high-value “next step” offer or a personal check-in. Create a group for your entry-level product where Paid is greater than $0, and the date created is within the last 7 days.

Customer Value

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Check the spending history of individual customers. This helps you identify your top-paying clients, track recent sales, and keep an eye on unpaid or pending orders that haven't been completed yet.

Use cases:

• Identify your most consistent, high-value customers to provide them with premium support or early access to new products. Create a group where All Time Total is greater than a high threshold (e.g., $1,000 or $5,000, depending on your business).
• Spot new customers who are spending heavily right out of the gate so you can give them a "Welcome" experience that keeps them coming back. Create a group where Last Month Total is greater than [Your Average Order Value] AND All Time Total is equal to (or very close to) that same amount.
•  Identify which customers have the highest "future value" to your business. Sort the report by Current Open Order Total (Descending). The people at the top of this list are your "Foundation Customers." They have the largest active commitments to your business. By comparing this to their All Time Total, you can see who is a brand-new subscriber versus someone who has been paying into a plan for a long time.

Shipping Collected

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Review your shipping income to ensure your rates cover your actual costs. This report breaks down shipping totals, taxes, and payment statuses (Paid, Declined, or Refunded) so you can keep an eye on your logistics overhead.

Use cases:

• Identify customers who are paying for your most expensive shipping options (like "Overnight" or "Expedited") to ensure they are getting a flawless experience. Create a group where Shipping Name contains "Overnight" or "Express" AND Paid is greater than $0.
• Spot-check transactions where the customer was refunded their shipping costs, which usually indicates a service failure or a late delivery. Create a group where Refunded is greater than $0. Refunds for physical products often indicate that something went wrong with the delivery. Monitoring this group helps you identify if a specific shipping carrier (like UPS vs. FedEx) is causing frequent "bad news" for your customers, allowing you to adjust your carrier choices.
• Verify how often your "Free Shipping" promotions are being used and which marketing sources are driving those orders. Create a group where Shipping Total is equal to $0. It shows you exactly how many customers are taking advantage of a "Free Shipping" coupon or threshold. By looking at the Source column for these $0 shipping rows, you can see which ad campaign or email blast is most successful at converting "Free Shipping" seekers into paying customers.

Taxes Collected

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A detailed breakdown of every taxable transaction. This report helps you verify that taxes are being collected correctly across all your sales sources and allows you to track tax refunds or declined payments in one place.

Use cases:

• Quickly identify if any specific marketing sources are running into payment friction, specifically on taxable orders. Create a group where Declined is greater than 0. This group tells you if customers are dropping off or failing specifically on orders where tax was applied. If a certain Source has a high volume of declined taxes, it might indicate that the added tax cost is a friction point.
• Isolate and view the total volume for one specific tax authority to understand its impact on your pricing. Create a group where Tax Name is exactly equal to one specific authority (e.g., "VAT" or "California Sales Tax"). This group allows you to focus on one specific tax rule to see exactly how many transactions it’s affecting and the total Paid tax for that specific rule without the noise of other regions.

Open Orders

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Your window into future recurring revenue. Use this report to see upcoming subscription payments, track how many installments are left on payment plans, and identify which free trials are about to convert into paid customers.

Use cases:

• Quickly find and fix failed subscription payments to stop revenue from leaking.  Create a group where Overdue Payment Amount is greater than $0. This is your "Most Wanted" list for revenue recovery. 
•  Identify customers who are nearing the end of a payment plan so you can offer them their next product or a subscription renewal. Create a group where Payments Remaining is equal to 1. These customers have almost fully paid off their commitment. They are your best candidates for a new offer because they are about to have "extra" room in their budget now that their previous plan is ending.
• Identify customers who are about to move from their free trial into their very first paid installment of a subscription. Create a group where Type is equal to subscription and payments made are also equal to 0 and the Next Payment Date is within the next 7 days. These are your most critical "at-risk" but "high-potential" customers. They’ve been using the product for free, and their first actual bill is coming up.