📊 Report type: Sales Analysis

​📝 Use: This report lists every transaction in an Accrual Accounting or Cash Accounting basis.

​🔐 Permissions required: Reports > Sales: Cash flow and financial billing details

​ℹ️ About this report: The Sales Report offers a detailed overview of financial transactions, with the option to apply Accrual or Cash Accounting bases. Using filters, you can analyze transactions by timeframe, location, category, payment method, and status. The report provides insights into revenue distribution across various categories and payment methods. Accrual Accounting incorporates amortization for accurate revenue recognition, while Cash Accounting tracks transactions when money exchanges hands. Manage failed payments, refunds, and access detailed sales information, view payment details, download receipts, and monitor recurring payments. The report's CSV export feature offers comprehensive data breakdown for further analysis. It is important to note that credit card payouts (also known as batches) have a fee of .25% + 25 cents, calculated on the total payout, and you'll find this fee in the Payout Report, not the Sales report.

This month - default, Last month, Last 3 month, Last 6 months, Last 1 year, Custom dates (user-defined start and end dates)
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All locations/ Specific locations: Select All Locations or if you have multiple studios, select the specific location you want to analyze.
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​Other: Purchases of account credit and gift card purchases are always categorized under here and the money from those sales goes to your default bank account. Since they can not be tied to any specific store or place, we've classified them under the Location Category "Other".

Virtual: Transactions related to virtual services like Video On Demand (VOD) plans, livestream-only plans, drop-in purchases for livestream classes, livestream appointments, and livestream-only enrollments are categorized under the virtual location. These
transactions are deposited into the bank account linked to the customer's designated home location.

Filter by category to organize your transactions. Some categories reveal further sub categories. Filter transactions under these categories and subcategories to understand your sales data. For example, filter by plan type according to view sales by plan. From viewing sales performance over time by category to viewing sales tax totals, use the category filters for a granular analysis of sales performance over time by category
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Appointments: Appointment standard pricing (ie. single sessions/ drop-ins)

Category item: Select the specific appointment to see standard pricing (ie. single sessions/ drop-ins) for that appointment type

Courses: Purchased courses

Drop-ins: Class drop-ins

Enrollments: Displays sales from enrollments

Category item: Select one or more enrollments to see sales by enrollment

Fees: Late cancel and no-show fees for classes and appointments

Historical: If you migrated from a software provider this data includes imported migrated historical data prior to Walla

Plans: All plans and credit bundles sold, excluding intro offers. Includes class and appointment plans

Category item: Select one or more plans to see sales by plan

Intro Offers: All intro offer sales

Category item: Select one or more intro offers to see sales by intro offer

Retail: Purchased products

Cash: Transactions where the payment method is cash. Cash transactions do not incur a merchant transaction fee or a payout fee.
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​Credit Card: Transactions where the customer uses a stored credit card or is making a purchase where the card will be stored for later use. The merchant transaction fee for stored cards is 2.9% + 30¢ per transaction.
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​In-Person/Terminal: Transactions where the customer physically presents their credit card for payment, and it's swiped, inserted, or tapped at a payment terminal. The merchant transaction fee for in-person transactions where the card is not stored for later use is 2.7% + 5¢ per transaction.

Statuses Filter (Accrual only): Paid, Refunded, and Failed

The category chart helps you easily see the different types of sales in your business and identify trends. It shows things like payments towards client accounts, appointment prices, course purchases, class drop-ins, enrollments, fees, gift card purchases, historical data, intro offer sales, plans and credit bundles, and retail product sales. Hover your cursor over a bar on the graph to drill down each day to analyze your sales by category for the selected day.

Accrual Accounting includes purchases made on account or with a gift card, which are registered on the day the client utilizes the balance or applies their gift card, rather than when the account credit or gift card was initially acquired. It is also important to note the Accrual Filter shows transactions where the account balance was used as a payment method, regardless of whether the balance was added to the client’s account for free or if they paid for the account credit.

A key difference in Accrual Accounting is that it amortizes plans. For instance, if you sell a $12,000 annual plan in December, the Cash Report records the full amount in December on the day the plan was sold. Accrual Accounting will show the total amount divided by when the sessions are rendered. So in our example the amount paid in December will be $1,000.

Amortization is a way of spreading the cost of something over a period of time. In the case of your studio, it's often applied to revenue or expenses that occur over a longer duration.

Imagine a client purchases a one-year subscription to your studio's services. If they pay for the entire year upfront, you wouldn't recognize all that money as revenue in the month of the purchase. Instead, you amortize it, meaning you spread that total amount across each month of the subscription period.

Paid in Full Plans

This means that paid in full plans, like annual plans, are broken down by month, aligning with the service period. For instance, a $1,200 paid-in-full annual plan will display as $100 a month under the accrual filter versus $1,000 a month under the cash filter. Furthermore, sales of enrollments are entirely acknowledged in the month of their sale, providing an accurate representation of when the revenue is generated.

Enrollment Payment Plans

Whether an enrollment is paid in full or through a payment plan, under the accrual filter the entire enrollment revenue is always counted upfront. Even if a client chooses a payment plan, the total revenue from that plan is recorded when the plan is bought, regardless of remaining payments. From an accounting perspective, if you miss payments on the plan, those missed payments aren't subtracted from the initial sale. Instead, they are considered as potential bad debt. In simple terms, when it comes to enrollment revenue, everything is accounted for at the beginning, and missed payments are seen separately as potential bad debt.

Total: The combined value of all sales transactions within the specified timeframe. Below the total sales for the selected period you will find a percentage that reflects the revenue compared to the previous period.
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​Total today: Total sales generated on the current day. Percentage is compared to yesterday's total sales.
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Total and Total calculation is: Price - Discount + Tax (Stripe Merchant Transaction fees and payout fee not deducted)

Average per day: Average sales per day for the selected period. Average per day is based on selected date range and is calculated by the Total divided by number of days in date range.
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Price - Discount + Tax (Stripe Merchant Transaction fees and payout fee not deducted)/ Total days in selected period

The Accrual Accounting filter includes a Detail tab, Recurring Chart, and an Action Card. The Detail tab lists your sales. The Recurring Chart displays revenue from recurring payments, making it easy to view recurring revenue. The Action Card allows you to monitor all failed payments so you can reconcile recurring failed payments via the client profile or reach out to clients to resolve payment issues. Once a failed payment is reconciled it will no longer be listed under the Action Card.

Date: Date of the sale or refund

Client: Purchasing client

Description: Description of service or item sold

Category: Payment category

Method: Payment method used

Revenue:Total paid after discounts, including taxes, and not deducting merchant transaction fees or the payout fee

The Recurring Chart allows you to view recurring and non-recurring revenue over a selected date range. Use the date filters to view historical data and to view trends over time. Hover your cursor over a column to display revenue totals for non-recurring and recurring revenue. The report can be also be granular and can be filtered by the day to see trends and revenue on a daily basis.
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When initially viewing the Recurring vs. Non-recurring revenue report, the report displays projected recurring revenue. The projected revenue totals are based off of all future billing. Note that only selecting This Month as the date filter will display projected recurring revenue.

The Action Card displays failed sales that occurred within the past 30 days. Selecting the Action Card will display the Action Card tab with the date filter adjusted to display the previous 30 days. Select the client's name to be taken to the client's profile.
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For failed recurring payments, you can retry a client's failed schedule payment directly from their plan under their profile. Once a failed payment is successful it will no longer appear on the Action Card.

Cash accounting tracks cash equivalent transactions, showing when money changes hands, including payments with physical cash or cash equivalents like credit cards. Sales involving account credit or gift cards are recorded when purchased, not when the gift card or account balance is used as a payment method. This filter uses Cash as the accounting basis and does not amortize plans. The GiftUp! fee is not included in this report because GiftUp! bills you separately outside of Walla.

This is what you're left with after subtracting Refunds from the Gross Sales totals. Stripe Merchant Transaction Fees and Payout Fees are not deducted from this total.
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Net Sales = Gross Sales - Refunds

Price paid after discounts and including tax. Stripe Merchant Transaction Fees and Payout Fees are not deducted from this total.
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Gross Sales = Price Paid + Refunds

A negative amount, representing a refund or chargeback where money is returned to the customer. Note that when a refund occurs, Stripe retains the original merchant transaction fee.
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Refunds = Price Paid + Tax

Date: Date of the sale or refund

Description: Items or services sold and purchasing client

Price: The original price before tax applied (Stripe Merchant Transaction fees and payout fee not deducted)

Discount: Any discounts applied to the Price

Tax: Taxes added to the total price.

Paid: Price - Discount + Tax (Stripe Merchant Transaction fees and payout fee not deducted)

Fees: Total Stripe Merchant Transaction fees*

Stripe Merchant Transaction Fee Online payments, keyed, stored cards (ie. for recurring plans) 2.9% + 30¢ per transaction

In-person payments through Terminal 2.7% + 5¢ per transaction

Net: Paid - Fees*

Method: The payment method used

Payout: The Payout ID associated with the transaction and the date the payout was initiated
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*This does not include the Payout Fee. The Payout Fee is 0.25% +25 cents of the total Payout amount. This fee can be found on the Payouts Report. The Payout Fee is calculated based on the previous payout, not the payout the payout fee is associated with.

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With Cash Accounting you can use the link next to a credit card transaction under the Payouts column to view the payout the transaction is associated with and see the payout ID. Keep in mind that matching the Sales Report to your deposits might not perfectly align because payouts take at least one day to process and reach your bank account.
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The Sales Report records the day the transaction took place, not the day it was deposited, so there might be a delay in matching up your sales with your actual bank deposits. The Sales Report doesn't include the payout fee. Payouts have a fee of .25% + 25 cents, calculated on the total payout, and you'll find this fee in the Payout Report, not the Sales report.

View payment details and manage failed payments (Accrual Basis only) by accessing the View Payment Details pop-up. The pop-up includes the same actions that can be taken from the report itself. Use the Payment Details to see if a payment failed and successfully processed at a later date.

View sales details by following these steps:

Amount: Amount paid including tax and before Stripe merchant transaction fees and Stripe payout fees are deducted.

Client: Name of client

Invoice Date: The date when the sale was initiated. It signifies the moment the payment process for a transaction was initiated.

Date paid: The Date Paid indicates the date when the funds related to the sale were successfully collected. Usually, the Invoice Date and the Date Paid are the same.

Payment Methods: Payment method used

Invoice: View Receipt/PDF

Clients can easily access their receipts by logging into a dedicated widget on your website. In their client profile's "Your Transactions" section, clients can conveniently view or download receipts. Similarly, you, as a business, can retrieve receipts from the Cash/Sales Report.

To view or download a PDF receipt from the Cash/Sales Report follow these steps:

View Receipt/PDFThe additional piece of information Sales Details includes is the Invoice Date. The Invoice Date is the date the sale was initiated. The Date Paid and the Invoice Date are usually the same. When the Invoice Date and the Date Paid display different dates, this indicates the sale initially failed (on the Invoice Date), but was successfully paid later, the Date Paid.

In the context of offering a monthly membership plan, the Invoice Date is a key element for tracking the initiation of each billing cycle.
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Let's explore an example:

Let's say a client, Sarah, signs up for a monthly membership on February 1st, 2024. This is when the system generates the charge for the membership, so February 1st is the Invoice Date.

However, if there's a problem with Sarah's payment method, the charge might fail initially. Let's say she fixes the issue and the payment goes through on February 5th, 2024. In this case, February 5th becomes the Date Paid.

So, even though the initial charge was on February 1st, the payment wasn't successful until February 5th. This difference in dates tells us that there was a delay in payment, but it was eventually resolved.

If you buy a mat for $100 in January, your cash report for January will show a $100 increase in cash due to the sale. If you return the mat in February, your cash report for February will show a negative $100, representing the cash going back out for the return. This offsets the initial cash increase in January.

In the refund process Stripe retains only the original transaction fee. There are no additional fees when refunds are completed.

Original Transaction Price: $100
Tax: $10
Total Amount Paid: $100 + $10 = $110
Stripe Merchant Transaction Fee 2.9% of $100 + 30¢ = $2.90 + 30¢ = $3.20
Total Fee: $3.20
Net Payout to Merchant (Total Amount Paid - Transaction Fee) = $110 - $3.20 = $106.80*
*This is not considering the Payout Fee. The Payout Fee is based on the batch the transactions is a part of. In this example we are leaving out the Payout Fee.

Refunding the Transaction
Cash Out (Refund): -$110
Stripe keeps original Transaction Fee: $3.20

Each accounting basis, whether accrual or cash, has an associated CSV export that provides additional breakdown and detailed information.

Record Id
Client Id
Client First Name
Client Last Name
Sale Date
Transaction Type
Location Name
Description
Payment Type
Card Present
Category
Status
Sub Total
Amount Discounted
Amount Tax
Amount Due
Amount Paid
Amount Revenue
Monthly Recurring Revenue
Processing Fee
Currency Iso Code
Source
Payout Id
Payout Estimated Arrival Date

Record Id
Client Type
Client Id
Client First Name
Client Last Name
Sale Date
Payment Date
Transaction Type
Location
Description
Category
Status
Price
Amount Discounted
Amount Taxed
Cash In
Cash Out
Method
Card Present
Merchant Fee
Net Amount
Currency Iso
Payout Id
Payout Estimated Arrival Date