Preparing order exports for a reporting brief
The fields we ask for before a conversion reporting engagement starts — and why missing timestamps stall drafts.
A clean export saves a week. Before we open charting software we need order timestamps, product identifiers, revenue excluding VAT if you report that way, and a channel or source field when you have one.
Timestamps
Without time of purchase we cannot align promotions or evening mobile spikes. Date-only fields are usable for monthly packs but weak for campaign weeks.
Product IDs
Use the same ID your warehouse and photography team recognise. Title-only rows force fuzzy matching and delay category tables.
Marketplace files
Amazon and similar channels rarely match own-site session counts. We treat marketplace conversion as order-over-traffic only when you supply both; otherwise we report order mix without claiming a full funnel.