Understanding Your Analytics Dashboard — What Every Metric Means

This guide explains every stat, metric, and section in the Releasit COD Form analytics dashboard. Use it as a reference to understand what you're looking at and how to act on it.

• Main Metrics
• Upsells & Quantity Offers analytics
• OTP Verification analytics
• Cart Recovery analytics

How to access Analytics

Open the Releasit COD Form & Upsells app and click Analytics in the left navigation.

Filters (top of the page)

Before looking at any number, it helps to understand what the filters control — they apply to the entire page at once.

• Date range — Sets the time window for all stats. Presets: Last 7 days, Last 30 days, Last 90 days. You can also set a custom range. Default is Last 30 days.
• Country — Filters all metrics to a specific country. Useful if you sell in multiple markets and want to see how one country is performing on its own. Defaults to All countries.
• Product / Collection — Filters all metrics to a specific product or collection. Useful if you run different offers for different products and want to isolate one.
• Compare to previous period — Toggle this on to see how your current period compares to the equivalent previous period. Each metric card will show a delta (e.g. ↑ +12% vs prev. period). Charts will show a second dashed line for the previous period.

Main metrics

These four cards appear at the top of the Analytics page.

• Form Opens — The number of times your COD form was opened by a customer. This includes any time the form popup appeared or the embedded form was loaded. A high number of opens with few orders usually means something is stopping customers from completing the form.
• Orders — The number of completed COD orders placed through the form. This is the most important single metric on the page.
• Revenue — Total revenue from orders placed through the form in the selected period.
• Upsell Revenue — Revenue specifically attributed to upsells that were accepted after the main order. This is separate from the main revenue figure.

Performance by Country table

This table breaks down your key metrics by country, ranked by revenue. Each row shows:

• Country — The country where the order was placed, based on the shipping address entered in the form.
• Form Opens — How many times the form was opened from that country.
• Orders — How many orders were completed from that country.
• CR — Conversion rate for that country specifically. Comparing CR across countries helps you spot where your form is underperforming — it's often a language, trust signal, or payment expectation issue.
• Revenue — Total revenue from that country.

You can click any column header to sort the table. Use Export CSV (top right of the table) to download the data for your own reporting.

UTM / Campaign breakdown

If you have UTM tracking enabled, this section shows which campaigns, sources, and mediums are driving orders. Each row shows the same metrics as the country table — Form Opens, Orders, CR, Revenue — but broken down by campaign.

If this section is empty, it means UTM tracking is not yet enabled or no orders with UTM data have been recorded. Click the setup link inside the section to enable it. Once active, you'll need to tag your ad URLs with utm_source, utm_medium, and utm_campaign parameters.

Note: Shopify's native analytics does not capture UTM data for COD orders. Releasit's UTM tracking is the only way to see which campaigns are driving your COD conversions.

Upsells & Quantity Offers analytics

This section is found on the Sales Booster page, inside your upsell and quantity offer lists.

• Aggregate summary bar — Shows totals across all your active offers: total views, total sales, combined conversion rate, total revenue, and upsell revenue as a percentage of your store's total revenue. The "% of total revenue" figure tells you how much of your business is coming from upsells — merchants who track this tend to protect and optimize it more carefully.
• Per-offer stats — Each offer in the list shows its own row with: Impressions (how many times it was shown), Sales (how many times it was accepted), Conversion Rate, and Revenue. The top-performing offer is highlighted.

What to do with this data: If an offer has high impressions but low CR, the product, price, or design of the offer needs work. If it has low impressions, check that it's triggered correctly for the right products.

OTP Verification analytics

This section is found on the Fraud Prevention → User Verification page.

• Messages sent — Total number of OTP messages sent (SMS + WhatsApp combined) in the selected period.
• Delivery success rate — The percentage of sent OTPs that were successfully delivered to the customer's phone. A rate below 90% may indicate issues with the phone numbers being entered (wrong country codes, invalid numbers).
• Verification success rate — The percentage of delivered OTPs that were correctly entered and completed by the customer. This measures how many customers successfully proved their phone number was real.
• Failed verifications — The number of OTPs that were sent but never completed. These represent orders that required a valid phone number and couldn't provide one. While not all failed verifications are fake orders, a high number is a strong signal that your OTP is blocking low-intent or fraudulent customers before they generate a wasted shipment.
• Channel breakdown (SMS vs WhatsApp) — Shows how many messages were sent and the success rate for each channel separately. WhatsApp typically has a higher delivery and completion rate than SMS. If SMS success rate is low in your market, consider switching to WhatsApp-first.

Important note on "failed verifications": Not every failed OTP is a confirmed fake order — a customer may have mistyped their number or been unable to access their phone in the moment. The number is best understood as the upper bound of potential fake orders stopped.

Cart Recovery analytics

This section is found on the Sales Booster → Abandoned Cart page.

• Abandoned carts captured — The number of customers who entered their contact details (phone or email) in the form but left without completing their order. Releasit captures these after a 15-minute inactivity window.
• Messages sent — The total number of recovery messages sent to those customers via WhatsApp and/or SMS.
• Orders recovered — The number of carts that converted after a recovery message was sent. An order counts as recovered if it was completed within the recovery window after the message was delivered.
• Channel breakdown (WhatsApp vs SMS) — Shows recovered orders and revenue split by channel. WhatsApp almost always outperforms SMS for cart recovery in COD markets because customers are more likely to read and respond to a WhatsApp message.

Need help?

If you have questions about your analytics or something looks unexpected, contact our support team directly from the app.

Updated on: 27/05/2026