- Where to find your Etsy Stats
- What each number means
- How Etsy works out revenue
- How shoppers found you: the traffic sources
- Why Etsy Ads visits don't match your ads dashboard
- Why visits drop by evening, and other number shifts
- Listing stats and the Seller app view
- My verdict on reading Etsy Stats
- Frequently asked questions
Etsy Stats lives in Shop Manager under Stats, or under More, then Stats in the Etsy Seller app, and it shows your visits, orders, conversion rate and revenue, where shoppers came from and how each listing performs. The number most people misread is visits: one shopper who lands on a listing from search and then looks at five more counts as one visit and six listing views.
Here's the catch. Your stats aren't fixed when you first look. Visits refresh a few times a day while Etsy filters out bot traffic, and a second filter at the end of the day can lower the count you saw that morning. Your Etsy Ads visits won't match the clicks on your ads dashboard either, and any period beyond the last couple of days is shown in UTC, not your own time zone.
This is based on Etsy's US help pages as of October 2026. Sellers in other countries may see local versions.
Where to find your Etsy Stats
- On Etsy.com, choose Shop Manager.
- Choose Stats.
- Use the dropdown at the top to pick a time period.
- If your shop's been open more than a year, toggle Compare to previous period on.
- Select a metric to see how it's trending over that period.
Stats go back to November 2017. The page also tells you when your data was last refreshed, which is worth a glance before you react to a dip.
What each number means
Etsy's Shop Stats Glossary defines the key metrics like this:
| Metric | What Etsy counts |
|---|---|
| Visits | Unique browsing sessions in your shop. Several listing views in one session count as one visit |
| Orders | Completed purchases, not the number of individual items sold |
| Conversion rate | The percentage of visits to your shop that ended in an order |
| Revenue | Total sales of your orders, minus shipping and tax |
| Listing views | Total times your listings were clicked on. One session can have several |
| Listing views per visit | The ratio of total views to visits: how many listings people look at per visit, on average |
| Session | A continuous stretch of browsing on Etsy by one shopper, active while they stay engaged |
Orders is the one that trips up sellers who sell in multiples. A buyer who checks out with three mugs is one order, so don't hold it up against items shipped. And Etsy's glossary points out that conversion rate can be affected by photo quality, price, reviews, titles and descriptions, and your shipping and return policies.
How Etsy works out revenue
Revenue in Stats usually equals your sales minus any discounts you gave buyers. It doesn't factor in selling fees, shipping costs or orders you've fully refunded and cancelled, so it isn't what reaches your bank. Etsy Support can't give financial advice on it, and if your totals matter for tax, Etsy suggests speaking to a local professional.
To check the figure yourself, download your Orders CSV:
- In Shop Manager, choose Settings, then Options.
- Choose Download Data and select Orders as the CSV type.
- Pick the month or year. Leave the month blank to download a whole year.
- Choose Download CSV and open the file in a program such as Microsoft Excel or Google Spreadsheets.
- Total the Order Value column, total the Discounts Amount column, and take the second from the first. That's your Stats revenue.
To compare notes with a similar topic, open the Etsy Purchase Protection for Sellers guide.
How shoppers found you: the traffic sources
This section splits visits into traffic Etsy brought you, through Etsy search, the Etsy app and other Etsy pages, and Etsy marketing and SEO, and traffic you brought, through direct and other traffic, social media, Etsy Ads and Offsite Ads. Arrows next to each source show how it changed over the period you picked. Here's what the main ones cover, from Etsy's glossary:
- Etsy search: people searching on Etsy, not counting Etsy Ads in search or search inside the Etsy app.
- Etsy app and other Etsy pages: everything in the app, including app search, favorites and ads clicked there, plus category pages, the home page, Editors' Picks and forums on Etsy.com.
- Etsy marketing and SEO: Offsite Ads on Google and Bing, and search engine traffic from outside Etsy.
- Social media: Instagram, Facebook, Pinterest and other social sites, from your own accounts, organic sharing and Offsite Ads on those sites.
- Direct and other traffic: people who typed your shop address, used a bookmark, or clicked a link in an email, message, blog or news article.
Two details matter. The category shows where a buyer first came from to reach Etsy, while the Traffic source breakdown inside it shows the page they were on just before your shop, so the two can disagree if they browsed around first. And clicking Etsy search shows the search terms shoppers used to find your listings, which I'd call the most useful list on the whole page.
Why Etsy Ads visits don't match your ads dashboard
Your ads dashboard counts every click on an ad. Stats counts visits, so if a shopper clicks your ad twice within 30 minutes, that's two clicks and one visit. The Etsy Ads line under How shoppers found you also leaves out people who came through ads in the Etsy app: clicks from desktop browsers are reported as Advertising, while app clicks are reported under Etsy app and other Etsy pages.
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Offsite Ads work on a 30 day window. If a buyer clicks an offsite ad for one of your listings and buys from your shop within 30 days, the order's attributed to the ad, and you're only charged when a click leads to a purchase. For how the ads themselves work, budgets included, read this guide to Etsy Ads.
Why visits drop by evening, and other number shifts
- Bot filtering. Visits refresh a few times a day as Etsy filters out bot traffic, meaning search engines rather than shoppers, and it filters again at the end of the day, which can lower your count.
- Time zones. Hourly stats for today, yesterday or the past two days show in your own time zone. Every other time frame is in Coordinated Universal Time (UTC). You can change your time zone with Update time zone at the bottom of Explore your data.
- Different refresh speeds. Listing views update in real time, while visits only refresh a few times a day.
- Searching for yourself. Search results are unique to each shopper, so you may not see your own listings when you search for them. Etsy says Stats is the most accurate place to check how they're performing in search.
Listing stats and the Seller app view
Under Shoppers viewed your listings you'll see views, favorites, orders and revenue for each listing, and you can sort by any of them. Choose All listings to filter by type, such as expired or sold out, and select an item for a closer look. Only active listings appear in that list.
The Etsy Seller app gives you a shorter version: graphs for total visits, orders, revenue and conversion rate with a Compare to last year toggle, How buyers found you this week covering the last seven days, listing stats for the last 7 days sorted by views, and Shop engagement, showing which items buyers favorited and who followed your shop.
If something here didn't fit your situation, my Etsy Free Shipping Guarantee breakdown may.
My verdict on reading Etsy Stats
Look at it weekly, not hourly. Judge visits after the end-of-day filter, read anything longer than two days knowing it's in UTC, and don't panic when the ads numbers don't line up. The search terms list is where the gold is: Etsy suggests replacing keywords that aren't bringing traffic with new ones, and refreshing titles and tags if listings aren't performing. If you're still building the shop, start with how to sell on Etsy, and for account and listing rules, here's Etsy seller help.
Frequently asked questions
What is the difference between visits and views on Etsy?
Visits count people who looked at your shop or listings. Views count every time a listing was looked at, so one shopper who views six listings is one visit and six views.
Why did my Etsy visits go down at the end of the day?
Etsy filters out bot traffic again at the end of the day, which may lower your visit count.
What time zone are Etsy Stats in?
Hourly stats for today, yesterday or the past two days are in your own time zone. All other time frames are in UTC.
Does revenue in Etsy Stats include fees?
No. Revenue usually equals your sales minus discounts you gave buyers, and it doesn't factor in selling fees, shipping costs or fully refunded and cancelled orders.
Why don't Etsy Ads clicks match visits in Etsy Stats?
Two clicks on your ad within 30 minutes count as one visit, and the Etsy Ads line in Stats leaves out ad visits from the Etsy app.
