Total Sales USD
Every client's top line converted to one currency, so the portfolio can be ranked and totalled.
What it means
Total Sales USD is the same top line as Total Sales — gross sales plus shipping and tax, less discounts and refunds — converted into US dollars, one row per client on Agency View. The definition doesn't change; only the currency does. Each shop's own currency is shown in the Currency column beside it, and the conversion uses the latest stored exchange rate rather than the rate on the day of each order.
Show the math
Formula and a worked example
Each client's period total is built in their own currency first, then converted. That order matters: the conversion is applied to the finished total, not to individual orders at the rate that applied when they were placed.
Because it uses the latest stored rate, every period on the page is expressed at today's rate — including last year's.
Worked example. A German client takes €80,000 and a UK client £50,000. At 1.10 dollars per euro and 1.25 per pound that's $88,000 and $62,500, a portfolio of $150,500. The German client's share is 88,000 ÷ 150,500 = 58.5%.
Move the euro rate to 1.05 and the same €80,000 becomes $84,000, the portfolio $146,500 and the share 57.3%. Nobody sold anything different — the second reading is the same trading, priced on a different day.
It answers the question
Which of these clients is actually the big one? A list of shops trading in euros, pounds and dollars can't be ranked or added up until they're on one scale, and this column is that scale.
Why it matters
Everything portfolio-level on the page is built from this column. % Total Sales% Total SalesShows how important this segment is to overall revenue. is each client's share of the converted total, the summary row is the sum of it, and the change against the comparison period is measured on it. Rank the table by anything else and you're comparing currencies, not clients.
It also introduces a moving part that has nothing to do with your work. Because conversion uses the latest stored rate for every period, a client's Total Sales USD — and their share of the portfolio — can shift between two readings while their actual trading is identical. Worth knowing before you take a number from this table into a client meeting.
What good looks like
No benchmark applies to a revenue total, and a portfolio doesn't have a right size. What's worth reading is the shape: how much of the total sits in one client, whether the clients growing are the ones you want to grow, and whether the total is rising for trading reasons or currency ones. Read the shop-currency columns beside it too — Gross Sales and AOV are shown in each shop's own money, which is the right way to talk to that client and the wrong way to total a page.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Give your best hours to the largest share | Sort by this column and work top-down, rather than by whoever emailed most recently | The portfolio total moves with the rows that actually carry it | 1 month | The small accounts get less attention and churn quietly, and their share was the diversification protecting you from the big one leaving. |
| Fast Chase the worst change, not the worst number | Read the change column instead of the total — a large client down 15% costs more than a small one down 50% | Losses caught while they're still recoverable | 2–4 weeks | Rescue work is expensive and rarely billable, and the healthy accounts get less of you for as long as it runs. |
| Slow Work the same three levers on every shop | Discounts, refunds and the shipping threshold move Total Sales in any store, whatever it sells | A portfolio total that rises without more ad budget | 1 quarter | Each one is a separate negotiation with a client who has their own plan, so the work doesn't scale across the list the way the reporting does. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
A client's size and their share of your book are different questions, and the answer to one doesn't settle the other.
Growing faster than the book
This client grew and took a bigger slice while doing it. Good news that quietly raises your concentration risk.
Growing, but slower than the rest
Their sales rose and their share fell, which only means other clients rose faster. Don't take this to the client as a problem.
Shrinking less than everyone else
A bigger slice of a smaller pie. The share flatters the row, and the total underneath it is the number to act on.
Losing ground
Down on both counts. Rule out the exchange rate before the client call, because the conversation is very different if their own currency held.
The dollar figure sizes the client; the share sizes your exposure to them. A shop can grow every month and still shrink as a share, and a shop can hold flat while its share climbs because everything around it slipped. Neither reading is complete without the other.
Both converted, so both comparable across the list. Sales up with AOV flat means more orders; sales up with AOV up means bigger ones. That's the difference between an acquisition win and a merchandising one, and it decides what you do for them next.
Common misreads
It's their sales restated at the latest stored rate, not at the rates that applied when the orders were placed. It's built for comparing shops on one page, not for reconciling anyone's accounts.
Those columns are each in their own currency — euros in one row, pounds in the next. Only the converted columns can be summed or ranked, which is exactly why they're on the table.
It's their share of the whole portfolio's converted total. It moves when any other client on the list grows or shrinks, without anything changing in the shop it sits beside.
Also called
Total Sales (USD) · converted net sales · net revenue in USD
See yoursEvery client's Total Sales USD for the period, with their share of the portfolio and the change on the period before.
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