Why report totals differ from WooCommerce Analytics
Updated September 15, 2026
It is normal for a customer’s figures to differ slightly between a report, the customers list and WooCommerce Analytics. In almost every case the cause is one of the four below rather than a fault.
The order status filter
This is the most common reason. A report counts whatever statuses its filter is set to, and the default is All Statuses, which includes pending, on-hold, cancelled, failed and refunded orders.
The customers list works differently: it only counts paid statuses, which on a default store means processing and completed. WooCommerce Analytics also defaults to paid statuses.
To compare like with like, set the report’s status filter to Completed, which is available in both the free and Pro versions.
Gross spend versus net revenue
Total Spent at the top of a report is gross: it is the sum of order totals, including tax and shipping, and refunds are not deducted from it.
The Net retained revenue figure on the Insights tab is the one with refunds taken off. Analytics reports usually show net revenue, which is why a customer with refunds looks like they spent more here.
Guest orders
With Merge Guest Orders enabled, a registered customer’s totals include orders they placed as a guest with the same email address. If you are comparing against a report elsewhere that only counts orders placed while signed in, the figures will not match.
Deleted products
The Products Purchased table leaves out lines whose product has since been deleted, because there is no product left to name. Those lines still count towards the customer’s order totals, so on a store that has removed products the products table can add up to slightly less than total spend.
Analytics still catching up
Reports are compiled from the WooCommerce Analytics lookup tables where possible. Orders that Analytics has not imported yet are read individually so the totals stay exact, but if a very large number are outstanding the report falls back to reading orders directly.
If your figures look badly wrong rather than slightly different, run WooCommerce › Status › Tools › Regenerate the WooCommerce Analytics lookup tables, then reload the report.