Percentage of advertising cost of revenue (advertising cost of sale)

Formula: Ad spend / Revenue * 100%

Percentage of advertising cost of Net revenue (advertising cost of sale)

Formula: Ad spend / Net revenue * 100%

Contribution margin 2 generated by first orders (new customers) and orders from customers that purchased after a period of no purchases lasting more than 60 days

Revenue generated by first orders (new customers) and customers who placed an order after a period of no purchases lasting for more than 60 days

Percentage of visitors that added at least one item to their cart

Formula: unique_add_to-carts / visits * 100%

The number of visitors that added at least one item to the cart. The event is counted a maximum one time per visit.

Acquisition marketing efficiency ratio

Formula: Marketing spend / New customer net revenue * 100%

Average order cost

Formula: (Ad spend + COGS + Shipping cost + Transaction cost + Expenses) / Orders

Average order profit

Formula: CM3 / Orders

Average order profit of first orders (new customers)

Average order profit of repurchases

Average order value

Formula: Revenue / Orders

Average order value of first orders (new customers)

Average order value (net)

Average order value of repurchases

Profit on advertising spend generated by first purchases (new customers) and customers that made a repeat purchase after a period of no purchases lasting more than 60 days

Formula: Acquisition CM2 / Marketing spend

Acquisition ROAS: Return on advertising spend only considering revenue from new customers and from customers that purchased after a period of no purchases lasting more than 60 days

Formula: Acquisition revenue / Marketing spend

Average amount of item required to sell until reaching profitability

Formula: Expenses / ((Net revenue - Net returns - COGS + Returned COGS - Shipping cost - Transaction cost) / Quantity)

Return on advertising spend required to break even

Formula: Revenue / (Revenue - COGS - Shipping cost - Transaction cost - Tax - Expenses)

Customer acquisition cost

Formula: Ad spend / New customers

Percentage of visits that added at least one item to their cart but did not complete the order

Formula: (1 - (unique_add_to-carts / orders)) * 100%

Percentage of clicks that materialize into a visit

Clicks reported by media partners / self-attributing networks

Contribution margin 1

Formula: Net revenue - COGS

Contribution margin 1 ratio

Formula: CM1 / Net revenue * 100%

Contribution margin 2

Formula: Net revenue - COGS - Shipping Cost

Contribution margin 2 generated by first orders (new customers)

Contribution margin 2 per item sold

Formula: CM2 / Quantity

Contribution margin 2 ratio

Formula: CM2 / Net revenue * 100%

Contribution margin 2 generated by repurchases

Contribution margin 3

Formula: Net revenue - COGS - Shipping Cost - Transaction costs - Expenses averaged - Marketing spend

Contribution margin 3 ratio

Formula: CM3 / Net revenue * 100%

Cost of goods sold

Percentage of cost of goods sold from net revenue

Spend calculated based on the percentage / commission managed via the Google Sheet integration.

Formula: Ad spend / Revenue * 100%

Conversion events reported by media partners / self-attributing networks

Cost per visit

Formula: Ad spend / Visits

Cost per unique add to cart event

Cost per click

Formula: Ad spend / Clicks

Cost per mille (thousand) impressions

Formula: 1000 * Ad spend / Impressions

Cost per order

Formula: Ad spend / Orders

Cost per subscription/order that resulted in an order that includes at least one line item that is connected to a subscription/selling plan

Formula: Ad spend / Subscriptions

Cost per 2-second video view

Formula: Ad spend / Visits

Customer retention cost

Formula: Ad spend / Repeat customers

Click-through conversion rate: Orders / Clicks, as per mille

Formula: Orders / Clicks * 1000‰

Click-through rate: Percentage of impressions that were clicked

Formula: Clicks / Impressions * 1000‰

Count of new and repeat customers attributed by the selected attribution model

Percentage of visits that resulted in an order

Formula: Orders / Visits * 100%

Percentage of discounts from net revenue

Discounts

Score modelling how efficiently ad spend can drive traffic and conversions at a scale of 0 to 10.

Percentage of ad impressions that generated reactions

Formula: Reactions / Impressions * 100%

One-time and recurring expenses as configured in the Expenses administration panel - averaged per day and distributed over all orders

One-time and recurring expenses as configured in the Expenses administration panel - distributed per day as configured. This metric is only available holistically as it’s not tied to an order.

Gross merchandise bought: Aggregated potential revenue not considering price reductions

Gross profit calculated by deducting cost of goods sold from the generated revenue

Formula: Revenue - Returns - COGS + Returned COGS

Percentage of revenue that remains as gross profit

Formula: (Gross profit / (Revenue - Returns)) * 100%

Shopify gross sales, excluding discounts, shipping, and taxes

Percentage of video views played for 2 seconds that were played till the end

Formula: Video 3rd quartile views / Video views * 100‰

Impressions reported by media partners / self-attributing networks

Spend for advertising or other marketing activities

Percentage of marketing spend from net revenue

Marketing efficiency ratio

Formula: Ad spend / Net revenue * 100%

Count of orders, not including returned orders, attributed by the selected attribution model

Net profit considering expenses per day

Percentage of revenue that remains as net profit (CM3)

Formula: (CM3 / (Revenue - Returns)) * 100%

Percentage of net returns from untaxed revenue

Formula: Returns net / (Revenue - Tax) * 100%

Net sales, including discounts, shipping, excluding taxes and returns

Formula: Gross Sales - Product Discount - Returns net + Shipping revenue

Net sales, including discounts, excluding shipping and taxes

Contribution margin 2 generated by first orders (new customers)

Profit on advertising spend generated by first purchases (new customers)

Percentage of new customers that made a purchase

Formula: New customer / Customers * 100%

Percentage of second orders placed by new customers

New customer repurchases (second orders)

Revenue generated by new customers

Return on advertising spend only considering revenue from new customers

Formula: New customer revenue / Ad spend

Count of newly acquired customers attributed by the selected attribution model

Amount of customers that purchased at least one line item for the first time

Amount of orders where customers purchased a line item for the first time

Percentage of all customers that purchased a product for the first time

Formula: New product customers / customers

Revenue generated through line items purchased for the first time by customers

Return on advertising spend only considering revenue from new product orders

Sessions that led to an order

Count of orders attributed by the selected attribution model

Orders per Customer

Formula: Orders / Customers

Purchase value reported by media partners / self-attributing networks

Cost per order attributed by media platforms.

Cost per order attributed by media platforms considering click-only attribution.

1 day view purchase value reported by media partners / self-attributing networks

7 day view purchase value reported by media partners / self-attributing networks

Purchase events reported by media partners / self-attributing networks

1 day view purchase events reported by media partners / self-attributing networks

7 day view purchase events reported by media partners / self-attributing networks

Return on advertising spend reported by media partners / self-attributing networks

Formula: Purchase value / Ad spend

Profit on advertising spend

Formula: CM2 / Ad spend

Amount of price reductions

Percentage of price reduction from GMV

Shopify item quantity count

Amount of social media reactions

Count of customers that placed a repeat order but did not purchase for more than 60 days

Percentage of customers that made a repeat purchase and did not purchase before for more than 60 days

Formula: Reactivated customers / New customers * 100%

Recurring orders that are part of a subscription contract/selling plan

Customer lifetime revenue of repeat customers: Average revenue of repeat customers within the specified horizon (e.g. within the first 30 days after creation)

Formula: Repeat customer lifetime revenue / Repeat customers

Customer lifetime value of repeat customers: Average contribution margin 2 for repeat customers within the specified horizon (e.g. within the first 30 days after creation)

Formula: Repeat customer lifetime CM2 / Repeat customers

Aggregated contribution margin 2 of repeat customers within the specified horizon (e.g. within the first 30 days after creation)

Amount of orders of repeat customers within the specified horizon (e.g. within the first 30 days after creation)

Aggregated revenue of repeat customers within the specified horizon (e.g. within the first 30 days after creation)

Percentage of repeat customers that repurchase within the specified horizon (e.g. within 30 days after their first purchase)

Repurchases of repeat customers

Revenue generated by existing customers

Count of existing customers attributed by the selected attribution model

Percentage of orders that were a repeat purchase

Formula: Repurchases / Orders * 100%

Repeat purchases (not first-time orders)

Percentage of customers that made a repeat purchase

Formula: Repeat customers / Customers * 100%

Percentage of orders for which at least one item for returned

Formula: Returned orders / Orders * 100%

Percentage of revenue that got returned

Amount of orders for which at least one item for returned

Returned item quantity count

Amount of refunded shipping revenue

Amount of refunded tax

Gross amount of refunds

Formula: Returns net + Returned Shipping

Net amount of refunds

Gross revenue. Sales, including discounts, shipping, and taxes

Return on advertising spend

Formula: Revenue / Ad spend

Return on advertising spend additionally considering revenue attributed by media partners / self attributing networks considering view throughs (window 1 day)

Formula: ROAS + Platform ROAS 1d view

Return on advertising spend additionally considering revenue attributed by media partners / self attributing networks considering view throughs (window 7 day)

Formula: ROAS + Platform ROAS 7d view

The discrepancy between independently measured ROAS and Purchase ROAS (reported by media partners / self-attributing networks)

Formula: ROAS - Purchase ROAS

Return on advertising spend considering net revenue

Revenue per customer

Formula: Revenue / Customers

Percentage share of marketing spend from all marketing spend in the report

Percentage share of net revenue from all net revenue in the report

Percentage share of new customer revenue from all new customer revenue in the report

Percentage of orders from all orders in the report

Percentage share of existing customer revenue from all existing customer revenue in the report

Percentage share of revenue from all revenue in the report

Percentage share of visitors from all visitors in the report

Percentage share of visits from all visits in the report

Shipping cost incurred on shipping product

Percentage of shipping cost from net revenue

Revenue generated through shipping fees

Tax on shipping amount

Number of sessions per order

Formula: Order sessions / Orders

Percentage of visits that resulted in an order that includes at least one line item that is connected to a subscription/selling plan

Formula: Subscriptions / Visits * 100

Percentage of orders that includes at least one line item that is connected to a subscription/selling plan

Formula: Subscriptions / Orders * 100

Orders that include at least one line item that is connected to a subscription/selling plan

Tax amount

Formula: Product tax + Shipping tax - Returned tax - Returned shipping tax

Percentage of tax from revenue

Percentage of impressions that have been played for more than 2 seconds.

Formula: Video views / Impressions * 1000‰

Amount of days it takes a customer to make a repurchase.

Formula: Days between orders / orders

Average time to conversion in days

Formula: Days to conversion / Orders

sum of all the costs

Formula: Ad spend + Transaction cost + Shipping cost + COGS + Expenses

Amount of total sales. Returns are deducted on the return date.

Formula: Gross Sales - Product Discount - Returns net + Tax + Shipping

Touchpoints that led to orders

Percentage of orders that were tracked by Admetrics user journey tracking

Formula: Tracked orders / Orders * 100%

Orders that were tracked by the Admetrics user journey tracking

Transaction cost based on the fee structure configured for each payment gateway

Percentage of transaction cost from net revenue

Amount of units/items per order

Amount of existing customers that purchased at least one line item for the first time

Amount of orders where an existing customer purchased a line item for the first time

The percentage of existing customers that purchased a product for the first time

Formula: Upsell customers / customers

Revenue generated through line items purchased for the first time by existing customers

Return on advertising spend only considering revenue from upsell orders

Percentage of video plays to 25% of length reported by media partners / self-attribution networks

Formula: Video 1st quartile views / Impressions * 100%

Video plays to 25% of length reported by media partners / self-attribution networks

Percentage of video plays to 50% of length reported by media partners / self-attribution networks

Formula: Video 2nd quartile views / Impressions * 100%

Video plays to 50% of length reported by media partners / self-attribution networks

Percentage of video plays to 75% of length reported by media partners / self-attribution networks

Formula: Video 3rd quartile views / Impressions * 100%

Video plays to 75% of length reported by media partners / self-attribution networks

Video plays to 100% of length reported by media partners / self-attribution networks

2-second video views reported by media partners / self-attributing networks

Visitors tracked by Admetrics user journey tracking

Visits tracked by Admetrics user journey tracking

Ratio of visits tracked per visitor

Formula: Visits / Visitors

The permyriad of impressions that led to a unique add to cart event.

Formula: Unique adds to cart / Impressions * 100%

View-through conversion rate: Orders / Impressions, as per myriad

Formula: Orders / Impressions * 10000‱

View-through rate: Percentage of video plays to 100% of length reported by media partners / self-attribution networks

Formula: Video complete views / Impressions * 100%