WooCommerce profit report: what the built-in reports show, and how to get net profit.

WooCommerce facts below are from the linked WooCommerce documentation and developer posts, read on 12 November 2026.

What the built-in WooCommerce reports show

The Analytics menu in WooCommerce has reports for Revenue, Orders, Products, Categories, Coupons, Taxes, Downloads, Stock, Customers and Variations. The Revenue report is built from these definitions:

• Gross sales: sale price of the products multiplied by quantity ordered.
• Returns: the value of products and services refunded, shown as a negative number on the date the return occurred.
• Coupons: the net discount amount.
• Net sales: gross sales minus returns and coupons.
• Taxes and shipping charged to the customer.
• Total sales: net sales plus taxes and shipping.

By default pending, cancelled and failed orders are excluded from these totals; processing, on hold and completed are included; the refunded status cannot be excluded. Every line here is money the customer paid or was given back. None of them is a cost you paid, which is why there is no profit column: the analytics documentation does not mention profit, cost or margin at all.

The Cost of Goods Sold field

Since WooCommerce 10.3 (released 21 October 2025), Cost of Goods Sold is part of WooCommerce core. Store owners enable it in settings, enter a cost per product, and the value is stored on each order line so that margins can be calculated at product and order level through WooCommerce's APIs. Two things to know before you rely on it:

• It is a field, not a report. Core WooCommerce stores the cost; it does not add a profit report to the Analytics menu.
• Enter costs before you need the report. Whether a cost entered today is applied to orders placed last year depends on the tool reading the field, so check that before trusting a historical margin.

The separate Cost of Goods extension goes further: a Cost of Good field per product and variation, bulk editing, editable line-item costs on orders, and Analytics reports showing Cost of Goods, Profit and Average Profit per Order, profit by date, product and category, and stock valuation, exportable to CSV. Its documentation advises entering only the cost of producing the item and, by default, excludes checkout fees, shipping and taxes from profit.

What is still missing: the costs between gross margin and net profit

Product cost gets you to gross margin. Three more costs stand between gross margin and what you can actually spend:

1. Payment fees. The processor takes a percentage of the amount charged, including tax and shipping, plus a fixed amount per transaction. On a small order the fixed part alone can be several percent of margin.
2. Shipping cost. What the carrier and packaging cost you, net of what you charged the customer. Free-shipping thresholds turn this into a real cost line.
3. Ad spend. The month's paid search and social budget, spread over the orders it produced. A product can have a healthy gross margin and lose money once the ads that sold it are counted.

And one adjustment: refunds must come off revenue for the order they belong to, not just appear as a negative line on the day they were issued, or last month's profit stays overstated for ever.

The built-in Revenue report would show this order as $72.00 net sales and $82.76 total sales. The Cost of Goods extension would show $42.00 profit. Net profit is $23.80. The gap between $42.00 and $23.80 is fees, shipping and ads, and it is the gap most stores never see.

How FCAnalytics builds the profit report

1. Paid orders are those in processing, completed or refunded status; refunds are subtracted from the order they belong to.
2. Product cost is unit cost times quantity per line, from the costs you entered per product or uploaded by CSV. Products with no cost are listed so you can fill them in.
3. Payment fees are order total times your fee percent plus your fixed fee, per paid order.
4. Shipping cost comes from the shipping lines on each order or a flat amount per order, your choice.
5. Ad spend is the monthly amount you enter per channel, prorated to the days in the period.
6. Net profit = paid revenue minus the four costs; margin = net profit divided by paid revenue. Both are shown for the store, per product, per category and per channel, with a daily profit line and a waterfall from revenue to profit.

Costs are entered once in Settings, Costs (how it works) and applied to the whole imported history, so the report is complete from the first day rather than from the day you entered costs. The monthly profit report is emailed on the Growth and Scale plans, and a printable version can be saved as PDF for an accountant or client. The net profit per order article covers the five mistakes that make stores overstate what each sale earns.