General
Name | Description |
Total Customers | Customers who placed an order with the store. |
New Customers | Customers who placed their first order with the store. |
Returning Customers | Customers who placed an order and whose order history already includes at least one order. |
Quantity | Units of products included in orders that were placed on a given date. |
Orders | Number of orders that were placed on a given date. |
Discounts | Revenue subtracted from the gross amount of an order, does not include refunds. |
Gross Revenue | Revenue from products ordered, after discounts but before refunds. Does not include shipping charges or taxes. |
Refunds | Revenue returned to the customer for an order, includes partial and full refunds. Calculated when the order was created. |
Net Revenue | Revenue from products ordered, after discounts and refunds. Does not include shipping charges or taxes. |
LTV | Lifetime Value. Measures the total revenue a customer generates throughout the relationship. In our case, we use a trailing range, default is six months. |
COGS | Cost of goods sold. Direct amount paid as a cost related to the sale of the products. |
Advertising
Name | Description |
Platform | Online space where advertisers monetize visitor traffic. |
Campaign | Contain a series of ad sets and ads that share a single objective. |
Ad Set | Groups of advertisements that share settings for how, when, and where to run. |
Ad | Advertisement that promotes a product, service, brand, or event. |
Keyword | A term used to describe a word or group of words that matches the words or phrases consumers enter into search engines. |
Impressions | Measures when the advertisement content appears in front of the audience. |
Clicks | Measures when the advertisement content is clicked by the audience. |
Thumbstop | Measures the percentage of impressions that played the creative for at least a few seconds. |
Watchability | Calculates the ratio of users who watched the entire creative video versus the number of clicks the ad received. |
View Retention | Calculated by dividing the number of thruplays by the number of views with at least a few seconds. |
Pixel Conversions | Tracked using pixels. Measures when a visitor completes a desired goal (e.g. purchase). |
Pixel Conversions Value | Tracked using pixels. Measures the value assigned to conversions (e.g. purchase revenue). |
Conversions | Tracked using UTM parameters. Measures when a visitor completes a desired goal (e.g. purchase). |
Conversions Value | Tracked using UTM parameters. Measures the value assigned to conversions (e.g. purchase revenue). |
Spend | Measures the cost of acquiring customers using paid advertising campaigns. |
CPM | Cost per mille (thousand). Measures the price for every 1,000 impressions a digital advertisement receives. |
CPC | Cost per click. Measures the price for every click a digital advertisement receives. |
CTR | Click through rate. Measures the percentage of impressions that resulted in a click. |
CVR | Conversion rate. Measures the percentage of visitors who clicked a digital advertisement and converted. |
CPA | Cost per acquisition. Measures the cost of a customer completing an action (e.g. purchase). Total customers attributed to marketing (paid). |
Blended CPA | Cost per acquisition. Measures the cost of a customer completing an action (e.g. purchase). All customers (paid, influenced, and organic). |
Blended CAC | Customer acquisition cost. Measures the combined cost of acquiring a new customer. All new customers (paid, influenced, and organic). |
ACoS | Advertising cost of sales. Measures the amazon pay-per-click for advertising campaigns. |
TACoS | Total advertising cost of sale. Measures the relationship between ad spend and total sales. |
Paid ROAS | Return on ad spend. Measures the amount of revenue, attributed to marketing, generated for every dollar spent on campaigns. |
ROAS | Return on ad spend. Measures the amount of revenue generated for every dollar spent on campaigns. |
ROI | Return on investment. Measures the amount of net revenue generated for every dollar spent on campaigns. |
Lifecycle
Name | Description |
Delivered | Measures the number recipients that successfully received the email/message. |
Opened | Measures the number recipients that opened the email/message. |
Opened Rate | Measures the count of unique opens divided by the count of deliveries. |
Clicked | Measures the number recipients that clicked inside of the email/message. |
Open to Click Rate | Measures the count of unique clicks divided by the count of opens. |
Conversions | Measures the number recipients that converted from the email/message. Conversions is tracking using tracking parameters tied to the email/message. |
Conversion Rate | Measures the number recipients that converted from the email/message divided by the count of deliveries. |
Attributed Revenue | Measures the total revenue attributed to an email/message. Conversions value is tracking using tracking parameters tied to the email/message. |
RPR | Revenue per recipient. Measures the total revenue attributed to an email/message divided by the total number of recipients who received that email/message. |
Unsubscribed | Measures the number recipients that unsubscribed from the email/message. |
Unsubscribed Rate | Measures the count of unique unsubscribed recipients divided by the count of deliveries. |
Bounced | Measures the number recipients that bounced when sending the email/message. |
Bounced Rate | Measures the count of unique bounced recipients divided by the total count of unique recipients. |