Understanding the Enolytics Page Structure: A Guide for Winery Teams
Enolytics organizes Direct-to-Consumer (DTC) winery data across sales, tasting room, and wine club modules. Each interface page follows a consistent template to help you quickly find performance summaries, key metrics, and actionable insights that matter for your operation. This guide walks through each section, showing where to look for top-level overviews, detailed sales and club summaries, and performance data—plus exceptions and custom pages.
Page Template Overview
Every standard page within Enolytics starts with a general overview at the top, followed by a sales or club summary. Below these, you'll find a performance section highlighting essential KPIs. The page may conclude with additional sections specific to the data module or purpose.
Occasionally, you'll encounter exceptions to this structure—such as highlights pages or basket analysis (which tracks which wines were sold together), and specialized pages for $0 orders, coupons, or lifetime performance data.
We'll now walk through how this page template works, using the Sales Module as an example before exploring variations for the Tasting Room and Wine Club Modules.
Exploring the Sales Module Structure
The Sales Module anchors the Enolytics experience for winery professionals focused on DTC revenue. Navigation starts from the left sidebar:
Step 1: Go to Sales in the left navigation menu.
Step 2: Select How Much Did We Sell. This page shows three major components:
General Overview: At the top, get a quick view of total sales and volume for the selected period.
Sales Summary: Below the overview, see gross and net sales, discounts, shipping, taxes, and other transaction details broken down into standardized categories.
Performance: Lower on the page, find critical KPIs such as net sales, cases sold, average order value (AOV), and average price per bottle. Scroll right to view the full KPI lineup.
Transitioning to other areas within the Sales Module follows the same pattern:
Step 3: Choose What Did We Sell to analyze SKU performance. Again, you'll see a general overview, sales summary, and performance section displayed in sequence, with each area summarizing relevant data for what was sold in detail.
Understanding Section Types
General Overview
The general overview appears at the top of most pages and gives immediate context—a big-picture summary such as total revenue, cases, volume, or key counts for the chosen period.
Sales Summary vs. Club Summary
Sales Summary (order-based pages): Reports gross sales, applied discounts, resulting net sales, then includes shipping, taxes, and tips for final totals. This follows the classic WineDirect Sales Summary structure.
Club Summary (club-based pages): Tracks club membership flows—counts at the beginning of the period, new signups, cancellations (churn), switches between clubs, and ending member numbers.
The summary box is always formatted to show fundamental transaction or membership figures, so you can readily compare across periods.
Performance Indicators
Performance panels highlight key performance indicators (KPIs), such as net sales, cases sold, AOV, and average price per bottle. These metrics reveal the financial health of each channel at-a-glance.
KPIs appear not just here, but across tables, charts, and the KPI dashboard, as well as in the Build Beyond Limits report builder where detailed exploration is possible.
Highlights and Exception Pages
Some Enolytics pages use a slightly different layout to spotlight trends or advanced analytics:
Highlights Pages: Emphasize both primary and secondary KPIs and place historical data front and center to help you spot changes over time—valuable for tasting room and wine club strategy.
Basket Analysis: Shows which wines (SKUs) are sold together most frequently, useful for bundle planning and marketing campaigns.
Other Interesting Things: Collects non-standard insights, such as $0 orders, coupon activity, or module-specific sales behaviors not addressed by the regular summaries.
Lifetime Performance (Tasting Room): A dedicated page summarizing cumulative results for on-site DTC operations.
Transitioning between pages, expect core elements to remain consistent—making it easier to orient yourself, whether you’re analyzing regular sales, club operations, or unique campaign data.
Deep Dive: Sales Summary and Club Summary Structure
Let’s clarify what’s included in order-based and club-based summaries:
Sales Summary: - Gross Sales → subtract Discounts → Net Sales (often called Subtotal in CRMs) - Add Handling, Shipping, and Taxes → Total After Taxes - Add Tips → Total After Tips - The display shows each component clearly, so you understand how every sale contributes to your totals.
Club Summary: - Start-of-Period Members, Signups, Cancellations, Switches, End-of-Period Members - Ideal for tracking churn, acquisition, and overall club stability.
Key Metrics, Scorecards, and KPIs
KPIs—Key Performance Indicators—are metrics that directly relate to winery success, tracked prominently throughout Enolytics. These include net sales, cases, AOV, conversion rates, churn, retention, and others. KPIs are available:
On scorecards and dashboards for overarching performance
Inside highlight and detail pages for specific areas (e.g., tasting room, club)
Across tables, summary cards, and the Build Beyond Limits report builder
Understanding and monitoring KPIs helps you identify strengths, weaknesses, and new opportunities for revenue growth and member retention.
Glossary of Terms Used in Enolytics
To read your reports and dashboards effectively, understand these key abbreviations and conventions:
CP: Current Period (the active date range selected, e.g., Last Full Year)
PP: Previous Period (same window as CP, but shifted back one or more years)
Delta: The difference between CP and PP, shown as either a number or a percent
EOCP: End of Current Period (membership or count at the close of CP)
Cases: Always displayed in 9-liter equivalents
Bottles: Counted as 750ml equivalents—Magnums are two bottles, 375ml bottles are half
Zero-Dollar Orders: By default, excluded from summaries but can be included to reconcile with raw CRM exports
Conclusion
Enolytics sections are designed for rapid orientation and deep analysis, delivering winery-specific DTC insights whether you’re reviewing daily tasting room results, monitoring wine club churn, or tracking SKU sales trends. Familiarizing yourself with the structure makes it easy to benchmark, compare across periods, and take effective action—no matter your role in the winery.