Here's how to read your Revenue screen
Understand every number on the Revenue screen: gross, net and refunds, which surface and campaign each sale came from, and how coupons performed.
By Knola5 min readThe Revenue screen (under Grow in your admin sidebar) is where every sale lands the moment it happens: Knola checkout, funnels, store, coupons, even $0 coupon sales. As the header puts it: sales are captured at the moment of purchase; payouts and disputes live in Stripe. When your Stripe account is connected, an Open Stripe ↗ link in the header takes you straight to your payments there.
Until your first sale the page says Your first sale shows up here: "Every checkout lands here the moment it happens, even a free one with a 100% coupon: the total, the daily trend and where each buyer came from." Everything below describes the screen once sales exist.
The four KPIs
The top row answers "how is the business doing" in four cards:
- All-time gross: everything you've ever charged, with the number of sales collected underneath.
- Discounts: the total value coupons have taken off, and how many coupon sales produced it. Shows No coupons used until one is redeemed.
- Last 30 days: recent gross and sale count, your at-a-glance momentum check.
- Refunded: all-time refunds, with Net (gross minus refunds) directly underneath. This net figure is the honest one to plan around, and what a refund does to access is worth knowing too.
By surface: where buyers actually convert
The By surface · last 30 days table splits traffic and sales by the kind of page the buyer came through: Store, Funnels, Courses (direct), Landing pages and School home. For each surface you get Visitors, Sales, Conv. (sales ÷ visitors) and Gross, sorted with your biggest earner on top.
By campaign: which traffic source paid off
The By campaign · last 30 days table groups sales by the Source (utm_source) on the link the buyer clicked, with Sales and Gross per source. Tag your links (?utm_source=newsletter, ?utm_source=youtube, …) and this table tells you which channel actually produces revenue, not just clicks. The section only appears once at least one sale carries a utm_source.
Coupons: what each code cost and earned
When coupons have been redeemed, the Coupons table lists each Code with its Uses, the total Discount given, and the Revenue those discounted sales still brought in. It's the fastest way to see whether a code is driving sales or just giving margin away. Codes themselves are managed on the Coupons screen.
Daily revenue: the 30-day trend
Daily revenue · last 30 days draws a bar per day with your 30-day gross total and your Best day called out. Hover any bar for that day's date and amount. Launches, broadcasts and price changes show up here as visible spikes, worth glancing at after every promotion.
By course and by product
The By course table breaks revenue down per course: Course (free courses carry a Free badge), Price, Units all-time, 30d units, Gross and Net after refunds. If you sell bundled products, a By product table follows with Product, Units, 30d and Gross.
Why don't my Revenue numbers match Stripe?
Knola records the sale at the moment of purchase; Stripe shows payouts after its processing timeline and fees, and holds disputes. Use Open Stripe ↗ in the Revenue header to reconcile. Knola's gross should match Stripe's charges, not its payouts.
How do I track which marketing channel makes sales?
Add a utm_source tag to every link you share (for example ?utm_source=newsletter). The By campaign · last 30 days table then attributes each sale to its source.
Do refunds change my revenue totals?
Yes. The Refunded KPI shows all-time refunds with Net (gross minus refunds) underneath, and the By course table has a per-course Net column.