DZBuild's dashboard ships with the analytics most merchants need — no setup required. For deeper analysis, you can pipe data into Google Analytics, Looker Studio, or your own warehouse via the public API.

Where the analytics live

Open /dashboard — the analytics are on the dashboard home page, below the date-range buttons. There is no /dashboard/analytics page and no Analytics entry in the sidebar unless the Advanced Analytics add-on is active.

The default view is the last 7 days. Presets: Today, Yesterday, 7 days, 30 days, This month, Last month, This year, plus a Custom range of up to 365 days.

Every KPI shows a percent-change badge comparing the selected period against the immediately preceding period of the same length.

Top-line KPIs:

Metric	Definition
Revenue	Merchandise value of delivered orders only: subtotal minus discount, excluding shipping and payment fees. An order counts on the day it was delivered, not the day it was placed.
Profit	Revenue minus the cost of goods on those delivered orders (quantity × the product's cost price). You must fill the cost price on your products — if it's empty, profit equals revenue.
Orders	Every order created in the period, whatever its status (cancelled and returned included).
Delivered orders	Orders delivered inside the period.
Cancelled orders	Orders created in the period with status `cancelled`.
AOV	Average order total — shipping and payment fees included — across orders that were not cancelled or returned.
Visitors	Distinct visitor fingerprints that hit the storefront in the period.
Page views	Total storefront page loads.
New customers	Customer records created in the period.
Conversion rate	Orders ÷ Visitors, shown as a percentage (using the all-status order count).

⚠️ Warning — The KPIs don't reconcile with each other — by design

Revenue, Orders and AOV are computed from three different order sets and money fields. Revenue is delivered-only and windowed on the delivery date; Orders counts every status and is windowed on the creation date; AOV averages the full order total across non-cancelled, non-returned orders. So Revenue ÷ Orders will not equal AOV, and AOV × Orders will not equal Revenue.

Charts below the KPIs:

Revenue over time — delivered-order totals (shipping and fees included) plotted by order-creation date. Because it uses a different money field and a different date key than the Revenue KPI, its sum will not match that KPI.
Orders by hour
Orders by status
Top products — the 10 best-sellers ranked by units sold (cancelled and returned orders excluded), showing quantity, revenue (store owner only) and unique product-page views. Product names are not clickable.
Visitors over time
Devices
Traffic sources
Top wilayas — the 10 wilayas with the most orders in the period (all statuses), with each wilaya's order count and revenue.

All charts respect the date range picker.

Staff accounts don't see financials

If a team member is not the store owner, revenue, profit and AOV are never sent to their account at all — they are not merely hidden in the interface. Staff see orders, visitors, page views and conversion rate; the revenue column disappears from Top products and Top wilayas, and the revenue series is stripped from Revenue over time.

How visitor numbers are collected

Visitor and page-view counts come from a JavaScript beacon on the storefront. For each page view it records a browser fingerprint, the page type, the referrer domain, the traffic source, the device and a session ID.

Two limits worth knowing:

Visitors with JavaScript disabled, or who leave before the beacon runs, are not counted.
Tracking is rate-capped at 200 events per hour per visitor, so a single very heavy session stops adding page views after that point.

Advanced Analytics add-on (Enterprise)

The Advanced Analytics add-on adds a private Umami analytics instance hosted by DZBuild — cookie-free, and no visitor data leaves DZBuild. It is Enterprise-plan only, and is managed at /dashboard/addons/advanced-analytics.

What it adds over the built-in charts: real-time visitor count, overview and session reports, top pages and referrers, device / browser / OS and country breakdowns, period comparison, UTM breakdowns, custom events, performance metrics — and a funnel report, which the built-in dashboard does not have.

Deliberately disabled in the add-on: goals, user journeys, retention, revenue and attribution reports.

Connecting external tools

Google Analytics 4

Install via Pixels. GA4 receives the same events DZBuild fires for Facebook (view_item, add_to_cart, begin_checkout, purchase, search).

Google Tag Manager, Mixpanel, Amplitude

DZBuild does not push named events to the GTM dataLayer, so a GTM container on its own gives GTM nothing to trigger on. To get e-commerce events into GTM you must also add a Google Analytics (or Google Ads) pixel — the storefront then fires gtag('event', …) calls that GTM can pick up as Google-Tag events.

For Mixpanel or Amplitude, trigger a GTM Custom HTML tag off those Google-Tag events, or off window.trackPixelEvent.

Looker Studio / Power BI / your warehouse

Use the DZBuild API. Both the /v1/... and /api/v1/... prefixes work:

GET /v1/orders — paginate through orders, filter by date. GET /v1/orders/{id} for one order.
GET /v1/usage and GET /v1/usage/history — store-level totals, current and historical.
GET /v1/quotas — your plan's limits, handy for guarding a scheduled job.
GET /v1/customers, GET /v1/products, GET /v1/landing-pages for joins.

⚠️ Warning — API access is in a pilot

The public API is not open to every store yet. A key must be enabled for your store before it will authenticate — contact support to be added to the pilot.

For real-time data, subscribe to webhooks (order.created, order.confirmed, payment.received, signup.counted). See Webhooks.

Privacy

DZBuild does not track customers across sites. Browser-side pixels (when you install them) do, but that's between you and the pixel provider — and DZBuild's CAPI sends only what you configure in Pixels.

DZBuild does not generate a privacy policy for you. If you need one, add it as a page or landing page and link it yourself.

Frequently asked

Q: Why is my visitor count different from Google Analytics? A: Different collection methods. DZBuild counts distinct browser fingerprints from its own beacon and caps each visitor at 200 events per hour; GA counts sessions and applies its own bot filtering.

Q: Where do I see returns / cancellations? A: Filter the orders list at /dashboard/orders by status, or use the Advanced Order Management add-on. Via the API: GET /v1/orders?status=returned.

Q: Can I export the dashboard charts? A: No — the dashboard charts have no CSV or JSON export today. To get the underlying data out, use the API (GET /v1/orders, GET /v1/usage) or the Google Sheets export add-on.

Q: How real-time is the data? A: Near real-time, not instant: both the KPI counters and the charts can lag a new order by roughly 2–3 minutes. Reloading sooner just returns the same figures.