> ## Documentation Index
> Fetch the complete documentation index at: https://docs.referbro.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Analytics

> Understanding your referral program performance

The Analytics dashboard (`/app/analytics`) is your command center for tracking the effectiveness of your referral campaigns. It provides real-time data on everything from link generation to revenue attribution.

For a click-by-click tour of the dashboard, see [Accessing Referral Analytics in ReferBro](https://scribehow.com/viewer/Accessing_Referral_Analytics_in_ReferBro__wCucy8wcSHWqLsmrI53Rvw?referrer=documents).

## Filters

All metrics on the **Summary** tab are scoped to the selected **Campaign** and **Date Range**. You can further narrow the Conversion Funnel by selecting a specific **Source** (e.g. Widget, Nudge, Checkout Widget).

Available date range presets: **Today**, **Yesterday**, **Last 7 Days**, **Last 30 Days**, and **Current Month** (default). A custom range is also supported.

***

## Summary Tab

### Performance Metrics

| Metric                                       | Definition                                                                                                                                                                                                                                                   |
| :------------------------------------------- | :----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Referral Codes Generated**                 | Total number of unique referral discount codes created by your customers (referrers) for this campaign within the selected date range.                                                                                                                       |
| **Valid Orders**                             | Orders placed using a referral discount that have *not* been cancelled, returned, or flagged as self-referrals. If the campaign has **Allow orders without referral code** enabled, link-attributed orders (no discount code applied) are also counted here. |
| **Unique Users Reached**                     | Number of unique recipients who were sent a referral message via WhatsApp. Counted by distinct referral codes that triggered a `WHATSAPP_MESSAGE_SENT` event.                                                                                                |
| **People Visited**                           | Number of unique store sessions initiated by clicking a referral link. Counted by distinct referral codes that triggered a `STORE_VISITED_THROUGH_REFERRAL_LINK` event.                                                                                      |
| **People Who Ordered Using Referral Code**   | Subset of Valid Orders where the customer actually applied the referral discount code at checkout.                                                                                                                                                           |
| **People Who Ordered Without Referral Code** | Subset of Valid Orders where the customer arrived via a referral link but did *not* apply a discount code. Only relevant when the campaign's **Allow orders without referral code** setting is enabled.                                                      |
| **AOV of Referrals**                         | Average Order Value of all Valid Orders. Calculated as `Valid Sales / Valid Order Count`. Compare this to your storewide AOV to gauge whether referred customers spend more.                                                                                 |
| **LTV of Referred Customers**                | Average Lifetime Value of referred customers (the *buyers*, not the referrers). Fetched from Shopify's customer data for all unique discount users in the date range.                                                                                        |

### Conversion Funnel

The funnel visualises the customer journey from sharing to purchasing. Each stage shows the count and a percentage relative to the first stage.

| Stage                    | Definition                                                                                     |
| :----------------------- | :--------------------------------------------------------------------------------------------- |
| **Unique Users Reached** | Top of the funnel. Number of unique referral invitations sent (same as the metric card above). |
| **People Visited**       | Middle of the funnel. Recipients who clicked the referral link and visited the store.          |
| **People Bought**        | Bottom of the funnel. Visitors who completed a purchase.                                       |

When a **Source** filter is active, the funnel re-calculates counts for that specific source only. A disclaimer banner appears if some orders could not be attributed to any source ("orders without source").

### Data Hygiene

Quality metrics and flagged activities that are excluded from the main performance numbers.

| Metric                  | Definition                                                                                                                                   |
| :---------------------- | :------------------------------------------------------------------------------------------------------------------------------------------- |
| **Self-Referrals**      | Orders where the referrer and the referee appear to be the same person (detected via email or IP matching). These do *not* generate rewards. |
| **Cancelled Referrals** | Orders that used a referral code but were later cancelled or refunded. Rewards are voided for these orders.                                  |

***

## Referral Details Tab

A detailed, paginated log of every referral action. Supports search, sorting, and CSV download.

### Columns

* **Referrer**: Name/Email of the person who shared.
* **Referee**: Name/Email of the person who bought (if an order occurred).
* **Status**: `Pending`, `Paid` (Reward given), `Cancelled`, or `Self-Referral`.
* **Date**: Timestamp of the event.

### Filters

* **Referral Code Usage**: Show *All Orders*, only those *With Referral Code*, or only those *Without Referral Code*.
* **Search**: Free-text search across referrer / referee names and emails.

### Actions

* **Mark as Paid**: Manually mark a cashback reward as paid for a specific referral.
* **Download CSV**: Export the current filtered view as a CSV file.