WooCommerce already includes analytics for orders, revenue, products, categories, taxes, downloads, stock, and—as of 2025—Order Attribution with channel and campaign breakdowns. Most store owners never open the WooCommerce Analytics section because they assume GA4 is the only analytics tool they need. That assumption costs them both money (unnecessary plugins) and accuracy (WooCommerce reports read directly from your database, not from browser tracking).

Before installing another analytics plugin, here’s a tour of what you already have.

Where to Find WooCommerce Analytics

Navigate to WooCommerce → Analytics in your WordPress dashboard. That’s it. No setup required. No tracking code to install. No third-party account to create. The entire analytics suite is already there, populated with data from every order your store has ever processed.

WooCommerce reports have no quota or limits on the data entries they can display or process (Databloo, 2025). Unlike GA4, which samples data for high-traffic stores and hides information behind thresholds for low-traffic stores, WooCommerce shows you everything—because it’s reading from your own database.

The analytics section includes nine report categories: Revenue, Orders, Products, Categories, Coupons, Taxes, Downloads, Stock, and the newer Order Attribution. Each one answers a specific business question that most store owners currently rely on external tools to answer.

Revenue Reports: Your Ground Truth

The Revenue report shows total sales, net sales, refunds, coupons used, taxes, and shipping collected—broken down by day, week, month, quarter, or year. You can compare any period against any other period.

Here’s why this matters: WooCommerce revenue figures are ground truth. GA4 revenue figures are estimates. GA4 only records a purchase if its tracking script loaded in the visitor’s browser, the purchase event fired correctly, and no ad blocker or privacy tool intercepted the data. WooCommerce records a purchase because a payment was processed and an order was created in the database.

If your GA4 revenue and your WooCommerce revenue don’t match—and they won’t—WooCommerce is right. Always start your financial analysis here, not in GA4.

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Orders Report: Beyond the Order Count

The Orders report goes deeper than “how many orders this week.” It shows average order value, average items per order, and order count with period comparisons. Filter by status—processing, completed, refunded—to see the full lifecycle.

This report answers questions most store owners ask their accountant instead of their dashboard: How many refunds this month compared to last? Is average order value trending up or down? Are customers buying more items per order or fewer?

The refund trend alone justifies checking this report weekly. A sudden spike in refunds points to a product quality issue, a shipping problem, or a misleading product description. Catching it early saves both money and customer relationships.

Products and Categories: Inventory Intelligence

The Products report ranks every item in your store by revenue, quantity sold, and order count. The Categories report does the same at the category level. Together, they answer the question every store owner should ask monthly: what’s selling, what’s not, and what needs attention?

Sort by quantity sold to find your volume drivers. Sort by revenue to find your profit drivers. They’re not always the same products. A $5 item selling 500 units generates volume but may not drive margin. A $200 item selling 20 units generates less traffic but more profit per sale.

The Stock report adds inventory levels to the picture. Products with low stock and high sales velocity need reordering. Products with high stock and zero sales need clearance or removal. This is data you already have—it just lives in a tab most owners never click.

The 2025 Game-Changer: Order Attribution Reports

WooCommerce added Order Attribution in 2025, and it quietly became one of the most useful native features for store owners running paid advertising. The Order Attribution report shows channel, source, campaign, and device breakdowns for every order—directly inside WooCommerce (WooCommerce, 2025).

This means you can now see, without leaving your WordPress dashboard:

• Which channels drive orders: Organic search, paid search, social, direct, email, referral
• Which specific sources convert: Google vs Bing, Facebook vs Instagram, specific referral sites
• Which campaigns generate revenue: UTM campaign attribution tied directly to order records
• Which devices your buyers use: Desktop vs mobile vs tablet purchase patterns

Before this update, answering “which Facebook campaign drove actual purchases” required GA4, correct UTM tagging, and functional browser-side tracking. Now, WooCommerce captures this at the order level using its own Sourcebuster.js library.

Order Attribution data lives on each individual order record. Open any order and scroll to the Attribution section—you’ll see the origin channel, source, medium, campaign, and device that brought that specific customer. This is order-level attribution, not session-level estimation.

Coupons, Taxes, and Downloads: The Reports Nobody Checks

The Coupons report tracks which discount codes are used, how often, and how much revenue they generated versus how much discount was applied. If a single coupon code is being shared publicly and eroding your margins, this report catches it.

The Taxes report breaks down tax collected by jurisdiction—essential for quarterly tax filings and for stores selling across multiple states or countries. Most store owners export this data manually. It’s already summarized in WooCommerce Analytics.

The Downloads report tracks digital product deliveries—useful for stores selling digital goods, membership content, or software licenses. It confirms that customers successfully received their purchased files.

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When Native Analytics Is Enough—And When It’s Not

WooCommerce native analytics excels at answering “what happened in my store.” Revenue, orders, products, refunds, stock—this is your single source of truth for transactional data. No tracking script dependency, no sampling, no ad blocker interference.

Where native analytics falls short is answering “what happened before the purchase.” How did visitors navigate your site? Where did they drop off in the funnel? Which pages convinced them to add to cart? That’s GA4 territory. And even WooCommerce’s new Order Attribution has limits—it uses session-scoped cookies that expire when the browser closes, and Safari limits first-party cookies to 7 days.

The practical approach: use WooCommerce Analytics for revenue ground truth and product decisions. Use GA4 for traffic analysis and behavior insights. When GA4’s revenue doesn’t match WooCommerce, trust WooCommerce. When you need to understand the customer journey before checkout, trust GA4.

For stores that need complete attribution data surviving beyond browser sessions, server-side tracking bridges the gap. Transmute Engine™ operates as a first-party Node.js server on your subdomain, capturing every WooCommerce event through the inPIPE plugin and routing it to GA4, Facebook CAPI, and other platforms—ensuring the data feeding both your native reports and your marketing platforms is complete.

Key Takeaways

• WooCommerce Analytics is already installed: navigate to WooCommerce → Analytics for nine built-in report categories
• Revenue reports are ground truth: WooCommerce reads from your database, not browser tracking—always more accurate than GA4
• Order Attribution (2025) shows channel, source, campaign, and device: no GA4 required for basic attribution
• Product and Stock reports drive inventory decisions: sort by revenue vs quantity to find profit drivers vs volume drivers
• Native analytics has no data limits: no sampling, no thresholds, no tracking script dependency

Open WooCommerce → Analytics today and explore what you already have. If you need complete tracking data beyond native reports, see how server-side tracking fills the gaps.