PrestaShop is one of the most widely used e-commerce CMS platforms in Europe. With over 300,000 active stores, the platform offers a set of native statistics to track your store's performance. But is this data enough to make smart decisions? In most cases, the answer is no.
This guide reviews the statistics available natively in PrestaShop, the modules that complement them, the key metrics to track, and the limitations of the native system. You'll also discover how Fullmetrix goes much further in leveraging your PrestaShop data.
PrestaShop's native statistics
PrestaShop includes a built-in statistics module in the back office. Accessible from the Statistics menu, this module groups several predefined reports covering the main aspects of your store's activity.
The PrestaShop dashboard
The dashboard displays a summary of your activity: revenue, number of orders, average order value, visitor count, and conversion rate. These metrics are available across different time periods (day, week, month, year). It's the first screen most merchants check every morning.
Sales reports
PrestaShop offers detailed sales reports: revenue by product, by category, and by geographic zone. You can filter by period and export data to CSV. These reports help identify your best-selling products and main customer regions.
Traffic statistics
The native module records unique visitors, page views, and traffic sources. Note: this data is less reliable than Google Analytics because PrestaShop's server-side tracking doesn't always distinguish bots from real visitors.
Customer statistics
PrestaShop displays registration counts, geographic distribution, and active accounts. You can also see customers who placed the most orders. However, there is no advanced segmentation or cohort analysis.
Where to find PrestaShop statistics
In PrestaShop 1.7 and 8.x, statistics are accessible via the Statistics menu in the back office. Some reports require activating specific modules in the module manager (Administration section).
Essential statistics modules
PrestaShop's native statistics don't cover every need. Several modules, both free and paid, can significantly enhance your performance visibility.
| Module | Main feature | Price | Note |
|---|---|---|---|
| Google Analytics (native) | Integrated GA4 tracking | Free | Essential but requires configuration |
| Dashboard Products | Top products, margin per product | Free (native) | Included in PrestaShop 1.7+ |
| Dashboard Trends | Revenue and order trends | Free (native) | Useful for period comparisons |
| Advanced Stats by PrestaShop | Custom reports | EUR 79 | Good option for detailed reporting |
| Google Tag Manager | Advanced multi-platform tracking | Free to EUR 99 | Recommended for ad tracking |
| PrestaShop Metrics (official) | Simplified Google Analytics connection | Free | Limited on advanced KPIs |
These modules improve tracking, but they remain limited to surface-level metrics. None of them calculates your actual net margin, segments customers by purchase behavior, or analyzes ad campaign profitability relative to profit generated.
Key metrics to track on PrestaShop
Whether you use native statistics or a third-party tool, certain metrics are essential for managing a PrestaShop ecommerce business. Here are the indicators to prioritize.
| Metric | Description | Natively available | Tracking frequency |
|---|---|---|---|
| Revenue | Total sales amount excl. or incl. tax | Yes | Daily |
| Order count | Number of validated orders | Yes | Daily |
| Average Order Value (AOV) | Revenue divided by number of orders | Yes | Weekly |
| Conversion rate | Orders / Visitors x 100 | Yes (approximate) | Daily |
| Cart abandonment rate | Abandoned carts / Created carts x 100 | Partial | Weekly |
| Gross margin | (Revenue - COGS) / Revenue x 100 | No | Monthly |
| Net margin | Net profit / Revenue x 100 | No | Monthly |
| Customer Acquisition Cost (CAC) | Marketing spend / New customers | No | Monthly |
| Lifetime Value (LTV) | AOV x Purchase frequency x Relationship duration | No | Quarterly |
| Return rate | Returns / Orders x 100 | Partial | Monthly |
| Retention rate | Recurring customers / Total customers x 100 | No | Monthly |
| ROAS / POAS | Revenue or profit / Ad spend | No | Weekly |
The finding is clear: PrestaShop covers basic metrics well (revenue, orders, AOV), but profitability and customer value indicators are absent from the native back office. This is precisely where most merchants lose visibility.
Limitations of PrestaShop statistics
PrestaShop's native statistics are a solid starting point, but they have structural limitations that hinder the management of a growing ecommerce business.
PrestaShop statistics blind spots
No net margin calculation (impossible without integrating fixed costs, logistics, and marketing). No RFM customer segmentation. No ROAS or POAS tracking. No cohort analysis for retention. No multi-store consolidation. Unreliable traffic data compared to Google Analytics.
- No net margin: PrestaShop doesn't know your logistics, payroll, or advertising costs. Calculating real profitability from the back office alone is impossible.
- No advanced customer segmentation: RFM segmentation (Recency, Frequency, Monetary) is essential for tailoring marketing actions, but it doesn't exist natively.
- No link to advertising platforms: it's impossible to determine which ad channel generates profit, not just revenue.
- Siloed data: if you manage multiple PrestaShop stores or combine PrestaShop with WooCommerce/Shopify, there's no way to consolidate data.
- Static reports: PrestaShop statistics offer no forecasts, automatic trend detection, or anomaly alerts.
These limitations aren't a flaw in PrestaShop itself. PrestaShop is an e-commerce CMS, not a business intelligence tool. For serious management, you need to complement PrestaShop with a dedicated solution.
Fullmetrix: advanced statistics for PrestaShop
Fullmetrix connects natively to your PrestaShop store (as well as WooCommerce and Shopify) to centralize, enrich, and analyze all your e-commerce data in a single dashboard.
Native connection in minutes
The PrestaShop integration uses a dedicated module. Install it, enter your Fullmetrix API key, and synchronization starts automatically. Your orders, products, customers, and categories are imported and continuously updated.
Automatic P&L statement
Fullmetrix automatically builds your e-commerce profit and loss statement. By integrating your product costs, shipping fees, ad spend, and subscriptions, you get your actual net margin by day, month, or product. A view that PrestaShop alone cannot provide.
RFM segmentation and cohorts
Fullmetrix automatically segments your PrestaShop customers using the RFM method: champions, loyal customers, at-risk customers, dormant customers. Cohort analyses show how retention evolves month over month. This data is directly actionable for your email and ad campaigns.
Synchronized ad audiences
Fullmetrix syncs your customer segments directly with Meta Ads, Google Ads, and TikTok Ads. Target your champions with exclusive offers, re-engage at-risk customers, or exclude recent buyers to avoid ad waste. Everything is automated.
Install the PrestaShop Fullmetrix module
Download the module from your Fullmetrix dashboard, install it in your PrestaShop back office, and enter your API key.
Start the initial sync
Fullmetrix automatically imports your order history, customers, products, and categories. The first sync takes a few minutes depending on data volume.
Configure your costs
Enter your product costs, shipping fees, ad spend, and fixed costs to calculate your actual net margin.
Leverage your advanced statistics
Access your P&L, RFM segments, retention cohorts, and synced ad audiences. Make decisions based on profitability, not just revenue.
FAQ: PrestaShop statistics
How do I access statistics in PrestaShop?
In PrestaShop 1.7 and 8.x, statistics are accessible from the Statistics menu in the back office. You'll find reports on revenue, orders, visitors, and best-selling products. Some reports require activating specific modules.
Are PrestaShop statistics reliable?
Sales statistics (revenue, orders, AOV) are reliable because they rely on order data in the database. However, traffic statistics (visitors, page views) are less accurate than Google Analytics because server-side tracking doesn't always filter out bots.
Which statistics module should I choose for PrestaShop?
For basic tracking, native modules (Dashboard Products, Dashboard Trends) and Google Analytics are sufficient. For advanced management with net margin, customer segmentation, and ad profitability tracking, a dedicated tool like Fullmetrix is necessary.
How can I improve my PrestaShop store statistics?
Start by properly configuring Google Analytics 4 on your store. Then integrate a tool like Fullmetrix to access metrics that PrestaShop doesn't calculate natively: net margin, LTV, cohorts, RFM segmentation, and ROAS/POAS. These indicators are essential for making profitable decisions.
Go beyond PrestaShop statistics
Connect your PrestaShop store to Fullmetrix and access all the metrics missing from the native back office: net margin, RFM segmentation, cohorts, ROAS/POAS, and synced ad audiences.
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