Date of the customer's first order.
The month of the customer's first order.
The discount code used with a customer's first order.
A product that was on a customer's first order.
1st Order Source Medium
The sub-channel associated with a customer's first order.
Sub-channels are an arbitrary grouping of orders that are created by the end-user by using Source Medium's Configuration Sheet Channel Mapping feature.
Channel Mapping Documentation
Indicates if a customer's first order is subscription versus non-subscription.
The week in which the customer's first order was placed. (Week 1 is the first 7 days of the year, etc)
The time between the customer's first order and the last order measured in days.
Whether the customer has consented to receive marketing material via email.
The account name for the Ads account.
This dimension breaks down a cohort's order based on the customer's order details on their acquisition order.
For example, if product is chosen as one of the options, it will give the product titles for all of the available products within the given cohort period.
This dimension shows the quantity of a specific option shown.
Note: any cohort size smaller than 10 will be filtered out and not shown.
The age of the customer since acquisition measured in month ranges.
0 - 3 months
4 - 6 months
6 - 12 months
13 - 24 months
Snapshot of the number of active unique subscribers (customers with >=1 active subscription) on a particular date. (when aggregated to week/month etc. we can use median/avg/max)
The number of active subscriptions a customer has with your brand.
An ad group contains one or more ads that share similar targets.
Google Ads Documentation
Each ad campaign will have a state listed in the Status column of your Campaign page.
Google Ads documentation
Name of an ad.
The city in which the order is being shipped to.
The name of an ad set. An ad set is a group of ads that share the same budget, schedule, delivery optimization and targeting.
Average Net Revenue extracted per order.
Platform Revenue / Conversions -- when in the context of marketing platform AOV
Average net_revenue (before refunds) extracted per order in a given time period.
Average Gross Revenue extracted per order in a given time period.
Average Total Revenue extracted per order in a given time period.
Average Total Revenue extracted per order in a given time period, before taxes have been collected.
Average Net Revenue extracted per acquisition order in a given time period.
Average Net Revenue extracted per repeat order in a given time period.
Average amount of Net Revenue extracted from each customer in a given time period.
Rather than representing Net Revenue extracted for a moment in time -- like AOV does -- ARPC represents the amount of Net Revenue received from a customer over a period of time. This metric answers the question "how much Net Revenue did I receive from each customer over X period of time?"
Average amount of Net Revenue BR extracted from each customer in a given time period.
Rather than representing Net Revenue BR extracted for a moment in time -- like AOV - BR does -- ARPC - BR represents the amount of Net Revenue received from a customer over a period of time. This metric answers the question "how much Net Revenue BR did I receive from each customer over X period of time?"
Average amount of Gross Revenue extracted from each customer in a given time period.
Rather than representing Gross Revenue extracted for a moment in time -- like AOV - Gross does -- ARPC - Gross represents the amount of Gross Revenue received from a customer over a period of time. This metric answers the question "how much Gross Revenue did I receive from each customer over X period of time?"
Average amount of Total Revenue extracted from each customer in a given time period.
Average amount of Total Revenue extracted from each customer in a given time period, before refunds have been taken out.
Normalized annual revenue from all of the recurring items in a subscription.
Gives you a look at how much recurring revenue you are generating from subscriptions annually.
The average review score of a customer.
The average number of orders you customers have.
Average numbers of orders placed by each customer in a given time period.
Represents the average amount of revenue extracted per subscriber. E.g. A business that has 10 subscribers and $100 in revenue, has an Avg. Rev. per Subscriber of $10.
The average amount of revenue extracted from active subscriptions for a particular date. (when aggregated to week/month etc. we can use median/avg/max)
The average amount of subscriptions that each of a business' subscribers has. E.g. A business has 100 subscriptions and 50 subscribers, therefore there is an average of 2 subscriptions per subscriber.
The average of total_spent taken across multiple customers.
Total_spent is the total amount of money a customer has spent with your brand since their very first order -- you can think of this metric as a specific customer's LTV
Refers to the number of emails that are not able to be delivered. There are two types of bounces: hard and soft. Emails that hard bounce are not able to be delivered because of a permanent issue, like an invalid email address. Emails that soft bounce, on the other hand, are not able to be delivered because of a temporary issue, like a recipient’s mailbox being full.
The ID associated with your Brand. Most often used if more than one Brand or Shopify instance for your dashboard.
The number of advertising dollars spent on brand marketing.
This is the browser type your customer used to place their order. The browser type includes the name of the browser used (Safari, Chrome, Firefox etc.) as well as any special device titles that apply to that version of the browser (e.g. Safari iPad etc.)
A digital marketing campaign involves the execution of a marketing strategy across all the digital channels where consumers engage with a brand, usually for the purpose of improving a company's conversion rate.
The campaign field represents the name of the corresponding campaign.
The total count of clicks on a link in a campaign email has received.
The count of unique clicks a link in a campaign email has received. Each metric is scoped unique to the email. eg. Multiple clicks on the same day by the same user counts as 1 click.
Unique count of campaign email opens. Each metric is scoped unique to the email. eg. opening a campaign email multiple times on the same day by the same user counts as 1 open.
The count of campaign emails received by customers.
The naming convention used for a particular marketing campaign.
The count of campaign emails opened by customers.
The count of campaign emails received by customers.
The type of marketing campaign. i.e. Prospecting, retargeting, brand.
This field indicates the reason why a given order was canceled.
Valid values:
customer: The customer canceled the order.fraud: The order was fraudulent.inventory: Items in the order were not in inventory.declined: The payment was declined.Number of subscribers who have cancelled a subscription within a given date aggregation, as reported by your subscriptions platform.
The date a given order was cancelled.
Will show as null for orders that have not been cancelled.
A value representing the quantity of products (all line items) purchased in a given order.
When aggregated across multiple orders, this value will show the average quantity of line items purchased per order.
The channel through which sales were generated -- e.g. Online DTC, Amazon, Retail, Wholesale etc.
This field shows the unique checkout ID assigned to a given order by your sales platform.
A snapshot of the number of subscribers who have churned away entirely from your subscription program on a particular day. If date range is aggregated over a period larger than daily, the median is taken.
Represents the rate at which directed links within an email are clicked. Calculated by dividing the number of unique clicks on links by the number of unique email opens.
Represent the number of times an advertisement was clicked by a potential customer.
The date and time when the order was closed. Returns null if the order isn't closed.
This dimension corresponds to the sales channel a given cohort was acquired through -- e.g. Online DTC, Amazon, Wholesale etc.
Customers acquired in the same month are considered members of the same cohort.
Customers who make their acquisition purchase in the same month are considered a "cohort". cohort_month corresponds to the month that group of customers were acquired in (e.g. if I make my first purchase on June12, I'm a member of the June cohort)
This dimension breaks down a cohort's members into 2 categories -- subscription and non_subscription -- based on the customer's order_type on their acquisition order.
For example, you could use the cohort_order_type filter in the Repurchase Analysis page of your report to segment into cohort performance for only customers whose first order was a subscription order.
Customers who make their acquisition purchase in the same month are considered a "cohort". Cohort size is simply the number of customers in a cohort (who made their first purchase in a given month).
This dimension is used to filter a cohort's performance based on the corresponding source/medium for each member's acquisition order.
For example, you could use the cohort_source_medium filter in the Repurchase Analysis page of your report to segment into cohort performance for only customers who were acquired through the Google / CPC source/medium value etc.
A profitability metric that takes into consideration all the variable costs that are deducted from Revenue.
A positive Contribution Margin implies that marketing activities are profitable before taking into consideration business fixed expenses (operating expenses).
The number of purchases made by people who were persuaded to buy via advertising.
(Conversion Category == Purchase/Sale)
Note: Google Ads tracks partial conversions, due to the ability to modify conversion actions within Google Ads.
The amount of money spent for desired actions. E.g. clicks for search campaigns, views for video campaigns, and impressions for display campaigns.
The average cost per Google Ads conversion.
Tells you, on average, how much advertising spend goes into generating one client session.
Represents the cost of acquiring a new customer. This is calculated by dividing the sum of all digital marketing spend by the number of new customers acquired.
CPC is the amount you pay for each click on one of your PPC ads on platforms such as Google AdWords or Bing Ads.
CPC is determined by several factors, including your maximum bid, your Quality Score, and the ad rank of other advertisers bidding for the same keyword.
Google Ads Average Cost Per Click documentation
CPM is used to denote the price of 1,000 advertisement impressions on one web page. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad.
The average amount of marketing spend used to generate an order.
Essentially spend / net_revenue
This metric tells you, on average, what ratio of net revenue extracted is being spent on advertising.
If this number is greater than 1, this means, on average, that you are spending more money to generate an order than you are receiving from that order
The autogenerated date and time when the order was created in Shopify. The value for this property cannot be changed.
Ratio of the number of clicks on an ad versus the number of times that ad has been seen.
The total amount of Gross Revenue extracted to date from a given source.
For retention & LTV reporting, this value represents the amount of Gross Revenue extracted since the cohort's birth.
The total number of Orders received to date from a given source.
For retention & LTV reporting, this value represents the amount of Orders extracted since the cohort's birth.
The total amount of Net Revenue extracted to date from a given source.
For retention & LTV reporting, this value represents the amount of Net Revenue extracted since the cohort's birth.
The email that is associated with the customer. Taken from the source of truth eCommerce platform. (ie Shopify)
The hashed (programmatically scrambled) customer email, unique to each customer. This can be used as a unique identifier for customers of your business.
Unique numeric identifier generated by your sales platform. There will be one unique customer_id per Shopify user, based on the customer's email.
Percentage value representing the ratio of customers (from a cohort) who come back to make another purchase X months after their acquisition order date.
If there were 1000 newly acquired customers in May, and 600 of those customers came back and made a purchase in June, your customer retention rate for the May cohort 1 month after acquisition would be 60%.
Cohort: group of customers who make their acquisition order in the same month.
Tags assigned to your individual customers (unique customer_ids). These tags can be applied manually, or automatically applied via tools like Shopify Flow. You can have multiple customer_tags per customer.
customer_tags are really useful for creating customer segments for analysis, or for flagging a specific type of customer or historic interaction for future targeting etc.
Is the customer:
one_time_purchaser - Have only one purchase from your store.
repeat_purchaser - Customers who have more than 1 purchase from your store.
The number of customers who have purchased in a given time period. These values are de-duplicated differently based on the page no which you're looking at this metric. For more info, please read the following quick articles:
This metric is synonymous with cohort_size
Customers who make their acquisition purchase in the same month are considered a "cohort". Cohort size is simply the number of customers in a cohort (who made their first purchase in a given month).
This metric represents the total number of customers from a cohort that has come back to make at least one more purchase after their acquisition order.
CVR New Cust. is the percentage of conversions that were acquisition orders out of the total number of sessions. This is calculated by dividing the count of new orders by the count of sessions in GA. What this shows is the percentage of people that are actually new orders being converted versus customers that are just getting an order generated by a subscription service (e.g. recharge).
A way of measuring the rate at which people are persuaded to convert/place an order. In this case, the action is an order placed.
Note: CVR in the Marketing Performance dashboard uses conversions / clicks.
conversions in this case == orders.
The type of device used to place an order -- tablet, desktop, mobile, unknown.
These values are codes you offer to your customers, providing them discounts on their orders. These discount codes will almost always have a discount amount attached, which you can examine via the Discounts metric.
Amount of discounts applied to orders placed through your sales platform(s)/sources.
The total number of current passively cancelled subscriptions due to too many failed card charges.
Did the email get rejected by the email server, did it "bounce".
The count of emails that could not be successfully delivered or were rejected by an email provider.
A unique count of emails that could not be successfully delivered or were rejected by an email provider. Each metric is scoped unique to the email. eg. bounced emails multiple times on the same day by the same user counts as 1 bounce.
Count of emails clicked on for a given aggregation period. (ie. day, week, month etc.) Each metric is scoped unique to the email. eg. clicking an email multiple times on the same day by the same user counts as 1 open.
Count of emails that failed to send due to the email address being suspicious.
Unqiue count of emails that failed to send due to the email address being suspicious. Each metric is scoped unique to the email. eg. dropping emails multiple times on the same day by the same user counts as 1 drop.
Count of emails that have been marked spam by the customer's email service.
Unique count of emails that have been marked spam by the customer's email service. Each metric is scoped unique to the email. eg. multiple emails marked as spam on the same day by the same user counts as 1 marked spam.
Count of email opens.
Count of email opens. Each metric is scoped unique to the email. eg. opening an email multiple times on the same day by the same user counts as 1 open.
Count of emails received by customers in a mailing program.
Count of unique emails received. Each metric is scoped unique to the email. eg. receiving an email multiple times on the same day by the same user counts as 1 receive.
Count of unsubscribes from a full email program.
Count of unique unsubscribes from a full email program. Each metric is scoped unique to the email. eg. unsubscribing multiple times on the same day by the same user counts as 1 unsubscribes.
This attribute represents the current financial status of a given order. This could be anything from paid or partially_refunded to cancelled or pending.
The first name of the customer as derived from the eCommerce source of truth.
Unique count of clicks of links inside flow emails in your email program. Each metric is scoped unique to the email. eg. clicking a link in a flow email multiple times on the same day by the same user counts as 1 click.
Unique count of opens of flow emails in your email program. Each metric is scoped unique to the email. eg. opening a flow email multiple times on the same day by the same user counts as 1 open.
Count of clicks of links inside flow emails in your email program.
Count of flow email opens in your email program.
Count of flow emails recieved in your email program.
Unique count of received flow emails in your email program. Each metric is scoped unique to the email. eg. receiving a flow email multiple times on the same day by the same user counts as 1 receive.
Fulfillable Quantity is the amount available to fulfill
The blended cost to fulfill (pick and pack) orders to customers.
Fulfillment Cost is variable order cost that is included in Cost of Goods Sold (COGS).
As-entered in the Financial Cost - Fulfillment tab of your Configuration Sheet.
Revenue that does not include discounts, refunds, taxes, or shipping.
See Shopify's doc on Sales Finance Report for more details.
This is a percentage value representing how Gross Revenue from a given source grows over time. Revenue earned in the acquisition month is treated as 100%. Any additional revenue from that source proportionally raises the percentage value.
If newly acquired customers in May spent $100,000, and then in June (customers who were acquired in May) came back and spent an additional $25,000, that cohort's revenue growth rate in the month of June would be 125%.
Cohort: a group of customers who make their acquisition order in the same month.
This is a percentage value representing the amount of Gross Revenue that you received from a cohort in a given month, compared to the revenue generated in that cohort's acquisition month.
For example, if a cohort generated $10,000 in Gross Revenue in its acquisition month, and then generated $3,000 in Gross Revenue 1 month later, the gross_revenue_retention_rate for that cohort 1 month after acquisition would be 30%.
Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could receive.
An impression represents the opportunity for an advertisement to be seen, heard, or make an influence on a potential consumer.
Represents the rate at which people interact with your content, calculated by dividing the total number of interactions by impressions. For example, video views divided by impressions. Interaction rate is similar to click-through-rate, but is based on any primary interaction.
The primary actions people take with your ads. For example, clicks on a text ad, views of a video ad, calls for a call-only ad, and so forth. You are typically charged for an interaction with your ad.
This is the specific page on your website that a given customer lands on when placing an order.
For example, if a customer pings your website directly and is taken directly to the home page, the landing_page dimension would most likely show /, representing that the customer "landed" on the home page first.
The percentage of sessions that are captured as new leads. E.g. 10 new leads are captured from 100 sessions resulting in a lead capture rate of 10%.
Count of unique line item id in an order
The line item's fulfillment status. Returns 'fulfilled' if fulfillableQuantity >= quantity, 'partial' if fulfillableQuantity > 0, and 'unfulfilled' otherwise.
The count of subscriptions for a given list.
The count of unique subscriptions for a given list. (Counts only 1 subscription to an email list per customer)
The count of how many unsubscribes an email list has.
A value representing the approximate number of orders a customer has placed with you since their acquisition.
This metric reflects a cohort's most up-to-date LTO -- calculated by taking all Orders generated from a cohort to date, divided by the cohort_size.
Gives you a picture of how many Orders each customer in a given cohort has placed with you to date.
The average Net Revenue extracted from a customer in a given cohort across the lifespan of that cohort.
For example, May has a cohort_size of 2 and a cumulative_revenue of $200 -- 0th-month lifetime value would be $100. In June, a single customer returns and spends $100 -- the +1 month cumulative_revenue is now $300, but the cohort_size stays constant to the initial cohort size, leading to $300/2 which leads to an LTV of $150 for the +1 month for the May cohort.
This metric reflects a cohort's most up-to-date LTV_Gross -- calculated by taking all Gross Revenue extracted from a cohort to date, divided by the cohort_size.
Gives you a picture of how much Gross Revenue each customer in a given cohort has generated for you to date.
This metric reflects a cohort's most up-to-date LTV -- calculated by taking all Net Revenue extracted from a cohort to date, divided by the cohort_size.
The average Gross Revenue extracted from a customer in a given cohort across the lifespan of that cohort.
This metric reflects a cohort's most up-to-date LTV_Gross -- calculated by taking all Gross Revenue extracted from a cohort to date, divided by the cohort_size.
Gives you a picture of how much Net Revenue each customer in a given cohort has generated for you to date.
This dimension represents the marketing source that was "responsible" for generating this order. This value is generated via the Vendor column of your Configuration Sheet (Channel Mapping tab).
If there are no Vendor values for the order, this value will be null.
This is a UTM attribute that is meant to represent "how this traffic got to you." Both GA and Shopify provide this data, so Source Medium blends data from both these sources for the most complete coverage.
These values can are fully configured by you through your UTM set up.
Represents transaction fees charged on the order level by various payment processors.
Payment processors typically charge based on a fixed amount per order and a variable % rate on the Total Revenue from each order.
Merchant Processing Fees is variable order cost that is included in Cost of Goods Sold (COGS).
This number is used in monthly cohort-based reporting, and represents the number of months since a given cohort's acquisition. This dimension is used to break down cohort data into monthly benchmarks that allow you to track a cohort's performance and growth over time.
MRR is a snapshot of your subscription program (e.g. ReCharge) for a given day. It tells you roughly how much recurring revenue you can expect to extract from your subscription customers on a monthly basis. When you aggregate this metric (e.g. into weekly or monthly views), we display the MAX of MRR from within that period, however, we can also customize this to be a Median or Average.
The growth rate of your month to month recurring revenue (MRR).
The quantity of product sold after subtracting returned quantities
Revenue not including shipping charges or taxes. It will be a positive number for a sale on the date that an order was placed, and a negative number for a return on the date that an order was refunded.
See Shopify's doc on Sales Finance Report for more details.
Sum of gross revenue minus discounts. Representing Net Revenue before refunds are extracted.
A profitability metric that takes into consideration all variable and fixed costs (before corporate taxes) of the business to determine whether any profit is generated.
A positive Net Profit implies that a business is profitable (before corporate taxes).
Gross revenue extracted from new customers (first-time purchasers)
How much revenue (a raw dollar amount) did you get from new customers over a given time period.
A count of orders that were a customer's acquisition orders. i.e. An order that was a customer's very first order with your brand.
The number of new customers in a given time period.
Represents the percentage of total customers who are new customers (never made a purchase with you before) within the date aggregation.
A new lead is an email address collected (added to an email marketing list)
A New Session is simply a visitor that has not previously been to your website, this is established through use of cookies so there is some degree of variance between what you see and reality. This difference arises from people clearing cookies from their browser.
Number of new unique subscribers (new subscribers with >=1 active subscription) (when aggregated to week/month etc. we can use median/avg/max)
The ratio of total new subscribers to total new customers. This gives a sense of the % of customers who are acquired directly to your subscription program.
Represents the percentage of emails opened by customers who received them.
The aggregated fixed costs (payroll, SaaS, rent, etc.) that will be incurred over a period time regardless of sales performance.
This cost is amortized evenly over the set date range. Daily values are summed when aggregated.
As-entered in the Financial Cost - Operating Expenses tab of your Configuration Sheet.
This attribute indicates wether this was a customer first order, or if it was a repeat order
5 possible values
1) Fulfilled = order shipped
2) Unfilfilled = when an order first created, it has an unfulfilled status
3) Partially fulfilled = part of the order has shipped
4) Scheduled = Prepaid subscription orders
5) On Hold = When upsell offers are presented to customers at checkout, the order fulfillment status is set to On hold temporarily.
This is a percentage value representing how the cumulative number of orders from a given source grows over time. The number of orders in the acquisition month is treated as 100%. Any additional orders from that source proportionally raise the percentage value.
If newly acquired customers in May placed 1000 orders, and then in June customers who were acquired in May came back and placed an additional 500 orders, that cohort's order growth rate in the month of June (+1 month_since_acquisition) would be 150%.
Cohort: a group of customers who make their acquisition order in the same month.
This is a unique numeric identifier generated by your sales platform and assigned to each order.
This number can be used to identify specific orders, or as a unique identifier when creating order counts so as not to duplicated data.
This value is used to indicate "when in the customers' purchasing history was this specific order placed." If this order was a customers very 1st order, order_index for that order would equal 1. If this is a customers 15th order, order_index for that order would be 15.
This value is the reverse of Order Index -- indicates chronological placement of orders for a given customer.
If I have placed 15 orders total, my latest order would have order_index_reversed=1 and my first order would have order_index_reversed=15.
This value represents the number of days lapsed between orders for a given customer. If my order latency is 15 days on my latest order, that means my previous order was placed 15 days before my latest.
This value is a unique identifier generated by Shopify for each order.
This value is a unique identifier generated by Shopify for each order.
Percentage value representing the count of orders in a given month as a percentage of the count of orders in the acquisition month for a cohort.
The gross quantity sold for a given product, for a given date range. This will align with Ordered Quantity in Shopify Admin.
The count of orders processed within a given time period
The marketing platform that a brand is integrated with. i.e. Facebook, Google Ads, Bing Ads, Pinterest Ads.
Revenue extracted as reported by digital marketing platforms.
Represents the amount of revenue left after subtracting discounts, refunds, and landed product costs.
If no native Product Costs are found (not being pulled via Shopify), then the Product Cost % (on-page slider) is multiplied by Gross Revenue to get Product Cost.
E.g. Net Revenue - (Product Cost % X Gross Revenue)
Costs are pulled directly from Shopify on the line-item level.
Only available for Shopify merchants at this time.
Represents the share of your gross revenue that ended up as refunded within a given date aggreagation.
Represents the share of your Net Revenue BR (gross revenue - discounts) that ended up as refunded revenue.
The dollar value of refunded goods, this includes partial refunds
Gross revenue extracted from repeat customers (have already made >=1 order with you)
Represents the amount of net revenue (a raw dollar amount) that you extracted from returning customers (have already made >=1 purchase and are making another) over a given time period.
Count of orders that were repeat orders. i.e. An order that wasn't a customer's first order with the brand.
The number of customers with more than 1 order in a given time period.
Represents the portion of customers visiting your store that have purchased at least once before.
Represents the proportion of orders that were repeat (not first-time) orders for a given time period. Calculated by dividing the number of repeat orders by the total number of orders.
This value represents the % of your overall Gross Revenue that is coming from repeat customers.
This value represents the % of your overall Net Revenue that is coming from repeat customers.
Represents the % of customers who are repeat customers, out of the total number of customers who made a purchase with you.
Average amount of Net Revenue extracted per customer session on your website.
The amount of revenue extracted per customer click.
The avg gross revenue earned per unit of a product. (gross revenue does not include discounts, returns shipping, or taxes) Calculated by: dividing gross revenue by the quantity sold of a given product.
This is a percentage value representing how Net Revenue from a given source grows over time. Revenue earned in the acquisition month is treated as 100%. Any additional revenue from that source proportionally raises the percentage value.
If newly acquired customers in May spent $10,000, and then in June (customers who were acquired in May) came back and spent an additional $2,500, that cohort's revenue growth rate in the month of June would be 125%.
Cohort: a group of customers who make their acquisition order in the same month.
A percentage value representing the ratio of net revenue that was obtained in any given month compared to the acquisition month for a cohort.
If newly acquired customers in May spent a total of $10,000, and then in June (customers who were acquired in May) came back and spent a total of $5,000, your revenue retention rate for the May cohort 1 month after acquisition would be 50%.
Cohort: a group of customers who make their acquisition order in the same month.
This is a percentage value representing the amount of Net Revenue that you received from a cohort in a given month, compared to the revenue generated in that cohort's acquisition month.
For example, if a cohort generated $10,000 in Net Revenue in its acquisition month, and then generated $3,000 in Net Revenue 1 month later, the gross_revenue_retention_rate for that cohort 1 month after acquisition would be 30%.
A ratio representing the amount of Net Revenue extracted vs. marketing dollars spent.
If ROAS = 2.5 on a given day, that means that for every $1 spent on advertising for that day, $2.50 in net revenue was extracted from customers.
A ratio representing the amount of Gross Revenue extracted vs. marketing dollars spent -- your revenue return on ad spend.
If ROAS = 2.5 on a given day, that means that for every $1 spent on advertising for that day, $2.50 in gross revenue was extracted from customers.
A ratio representing the amount of Net Revenue Before Refunds that was extracted vs. marketing dollars spent -- your revenue return on ad spend.
If ROAS = 2.5 on a given day, that means that for every $1 spent on advertising for that day, $2.50 in gross revenue was extracted from customers.
A ratio representing the amount of revenue from new customers (New Customer Net Revenue) extracted vs. marketing dollars spent -- your revenue return on ad spend.
If ROAS = 2.5 on a given day, that means that for every $1 spent on advertising for that day, $2.50 in gross revenue was extracted from customers.
A ratio representing the amount of revenue from new customers (New Customer Gross Revenue) extracted vs. marketing dollars spent -- your revenue return on ad spend.
If ROAS = 2.5 on a given day, that means that for every $1 spent on advertising for that day, $2.50 in gross revenue was extracted from customers.
"A ratio representing the amount of Total Revenue that was extracted vs. marketing dollars spent -- your revenue return on ad spend.
If ROAS = 2.5 on a given day, that means that for every $1 spent on advertising for that day, $2.50 in gross revenue was extracted from customers."
A ratio representing the amount of Revenue, as reported by marketing platforms, vs. marketing dollars spent.
If ROAS = 2.5 on a given day, that means that for every $1 spent on advertising that day, $2.50 in revenue was extracted from customers.
This metric shows you the relationship between the amount of money you spent vs. received per session on your website.
If this number is above 1, that means you are earning more money per session than you are spending to generate that session.
The percentage of spend that is dedicated to retargeting campaigns.
The total sessions as recorded by Google Analytics or Amazon Sales and Traffic Platform
Note: Sessions from GA will reflect in Online DTC channel while Sessions from Amazon will reflect in the Amazon channel.
The sum of shipping costs as reported by your sales platform.
The blended cost to ship orders to customers.
Shipping Cost is variable order cost that is included in Cost of Goods Sold (COGS).
As-entered in the Financial Cost - Shipping tab of your Configuration Sheet.
Total dollar amount spent on marketing.
On the Marketing Overview report, this value is simply as reported by your marketing platforms.
Your global spend metric -- reported on the Executive Summary and YoY dashboards -- includes spend from marketing platforms, as well as any custom spend entered in your Configurations Sheet's Cost tab.
Represents the portion of your Net Revenue that you spend on marketing efforts.
If this number is greater than 1, you are spending more money than you're earning in Net Revenue.
Represents the portion of your Net Revenue BR that you spend on marketing efforts.
If this number is greater than 1, you are spending more money than you're earning in Net Revenue BR.
Represents the portion of your Total Revenue that you spend on marketing efforts.
If this number is greater than 1, you are spending more money than you're earning in Total Revenue.
The % of active subscribers who have churned away from your subscription program entirely within a given period of time.
The number of subscribers who are currently passively cancelled due to too many failed credit card attempts.
A count of subscribers who have been "reactivated" -- i.e. they were a subscriber at one point, churned, and then became a subscriber again
The % of active subscriptions that have been cancelled within a given period of time.
Represents the portion of your total orders that were placed as subscription orders.
Count of all subscription orders for a given date aggregation.
A subscription order is any order that is generated through your subscription provider.
Count of new subscription orders for a given period. An order is considered a new subscription if it is the first order for a given subscription ID.
The number of active subscriptions you had on a particular date.
This is a snapshot metric representing the current state of your subscription program. When aggregated across dates, the avg/median/max is taken.
The number of subscriptions that were canceled on a particular date. (when aggregated to week/month etc. we can use median/avg/max)
Represents the percentage of subscriptions canceled compared to active subscriptions for a given aggregation period (i.e. day, month, week, etc). Calculated by: dividing the amount of subscriptions cancelled by the total number of subscriptions active.
The number of total churned subscriptions you had on a particular date.
This is a snapshot metric representing the current state of your subscription program. When aggregated across dates, the avg/median/max is taken.
The number of new subscriptions that were purchased on a particular date. (when aggregated to week/month etc. we can use median/avg/max)
The amount of Gross Revenue extracted after discounts have been removed
Total amount of taxes paid to you by customers for the given date aggregation.
Top of page rate tells you how often your ad (or the ad of another participant, depending on which row you're viewing) was shown at the top of the page, above the unpaid search results.
For example, if an advertiser had 100 impressions out of which 20 impressions appear in any of the positions above the organic search results, the top of page rate will be 20%.
The sum of all conversion values related to conversion actions. Conversion value is whatever is set in Google Ads under conversion actions.
Google Ad Conversion Value Documentation
Average amount of Total Revenue extracted per customer session on your website.
The total amount of revenue extracted for a given date aggregation.
The total amount of revenue extracted for a given period, before taxes are collected.
Total amount of shipping discounts awarded to customers -- either due to discounted or free shipping)
This is essentially a customer's cumulative LTV, representing the amount of revenue received from a given customer since their acquisition (or within a given time period). When aggregated across multiple customers, we take the sum of all total_spent.
On average, how many units of a given product are purchased per customer (customers who have purchased that product). (when aggregated to week/month etc. we can use median/avg/max) calculated by: dividing quantity by the total number of customers.
On average, how many units of a given product are purchased per order (orders that contain that product). Calculated by: dividing quantity sold by the total number of orders.
Represents the percentage of customers who unsubscribe from emails.