Metrics Overview

Percentage of advertising cost of revenue (advertising cost of sale)
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Percentage of advertising cost of net revenue (advertising cost of sale)
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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
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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
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Percentage of visitors that added at least one item to their cart.
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Visitors that added at least one item to the cart, counted a max one time per visit (unique add to cart events)
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Agency cost averaged per day
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Aggregated selling price of the product including tax and excluding discounts
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All Conversion events reported by Google
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Acquisition marketing efficiency ratio only considering revenue from new and reactivated customers
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Average order cost
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Average gross merchandise order value

Formula: GMV / Orders
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Average order profit
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Average order profit of first orders (new customers)
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Average order profit of repurchases
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Average order value
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Average order value of first orders (new customers)
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Average net order value of first orders (new customers)
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Average order value (net)
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Average order value of repurchases
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Average net order value of repurchases
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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
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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. It is express as a factor. 3.0 means the return of advertising spend is 3 times the amount of the spend invested.
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Acquisition ROAS: Return on advertising spend only considering net revenue from new customers and from customers that purchased after a period of no purchases lasting more than 60 days. It is express as a factor. 3.0 means the return of advertising spend is 3 times the amount of the spend invested.
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Return on advertising spend considering total sales divided by marketing spend and agency cost.

Formula: Total sales / (1.19 * (Marketing spend + Agency cost))
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Average amount of items required to sell until reaching profitability

Formula: Expenses averaged / ((Net revenue - Returns net - COGS + COGS returned - Shipping cost - Transaction cost) / Quantity)
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Return on advertising spend required to break even. It is express as a factor. 1.5 means a return of advertising spend of 1.5 times the spend is needed to hit break even.
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Customer acquisition cost
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Percentage of visits that added at least one item to their cart but did not order.

Formula: (1 - (Orders / Adds to cart)) * 100%
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Percentage of visitors that added at least one item to their cart and then purchased.

Formula: Orders / Adds to cart
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Percentage of unique adds to cart that led to an order

Formula: (Orders / Adds to cart) * 100%
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Percentage of clicks that materialise into a visit
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Clicks reported by media partners / self-attributing networks
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Customer lifetime revenue of new customers: Average revenue of new customers within the specified horizon (e.g. within the first 30 days after creation)

Formula: (Lifetime revenue / New customers)
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Customer lifetime value of new customers: Average contribution margin 2 for new customers within the specified horizon (e.g. within the first 30 days after creation)

Formula: (Lifetime CM2 / New customers)
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Ratio of the average new customer's lifetime value within the specified horizon and their customer acquisition cost

Formula: (CLV / naive_cac)
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Contribution margin 1

Formula: Net revenue - COGS + COGS returned
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Contribution margin 1 ratio
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Contribution margin 2

Formula: CM1 - Shipping cost - Transaction cost
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Contribution margin 2 per item sold

Formula: CM2 / Quantity
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CM2 per visitor

Formula: CM2 / Visitors
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Contribution margin 2 ratio
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Contribution margin 2 generated by repurchases
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Contribution margin 3

Formula: CM2 - Marketing spend
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Contribution margin 3 ratio
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CM3 without COGS returned

Formula: CM3 - COGS returned
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Cost of goods sold
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Cost of goods sold per order item

Formula: COGS / Quantity
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Percentage of cost of goods sold from net revenue

Formula: (COGS - COGS returned) / Net revenue
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Cost of goods returned
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Spend calculated based on the percentage / commission managed via the Google Sheet integration
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Cost per event

Formula: Marketing spend / Events
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Cost per lead

Formula: Marketing spend / Leads
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Average cost per platform conversion

Formula: Marketing spend / Platform conversions
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Cost per 2 second video view
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Cost per visit
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Cost per unique add to cart event
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Cost per click
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Cost per mille (thousand) impressions
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Cost per order
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Cost per subscription / order that includes at least one line item that is connected to a subscription / selling plan
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Customer reactivation cost

Formula: Marketing spend / Reactivated customers
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Customer retention cost
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Click through conversion rate: Permille of clicks that resulted in an order
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Click through rate: Percentage of impressions that were clicked
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Count of new and repeat customers attributed by the selected attribution model
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Count of new and repeat customers attributed by the selected attribution model on a single plaform
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Ratio of orders per visits expressed as a percentage

Formula: Orders / Visits
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Ratio of orders per visitors expressed as a percentage

Formula: Orders / Visitors
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Percentage of discounts from revenue

Formula: (Discounts / (Gross sales + Net shipping revenue)) * 100%
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Amount of discounts

Formula: Product discount + Shipping discount
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Earnings before interest, taxes, depreciation, and amortization

Formula: CM3 - Expenses averaged
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EBITDA not considering returns

Formula: Revenue - Product tax - Shipping tax - COGS - Shipping cost - Transaction cost - Marketing spend - Expenses averaged
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Percentage of revenue that remains as earnings before interest, taxes, depreciation, and amortization

Formula: (EBITDA / Net revenue) * 100%
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Score modeling how efficiently marketing spend can drive traffic and conversions at a scale of 0 to 10.
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Percentage of ad impressions that generated reactions
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The total number of times this event was tracked.
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Ratio of events per visits expressed as a percentage.

Formula: Events / Visits
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One-time and recurring expenses as configured through the Expenses administration panel - booked on the day of the expense (as configured).
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One-time and recurring expenses as configured in the Expenses administration panel - averaged per month and evenly distributed across orders of each month
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One-time and recurring expenses as configured in the Expenses administration panel - averaged per day
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Estimate of the CPC for a first page listing
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Estimate of the CPC for the first position
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Gross merchandise bought: Aggregated potential revenue not considering price reductions
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Percentage of cost of goods sold from gross sales

Formula: COGS / Gross sales
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Gross profit calculated by deducting cost of goods sold from the generated revenue

Formula: Revenue - Returns - COGS + COGS returned
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Percentage of revenue that remains as gross profit

Formula: (Gross profit / (Revenue - Returns)) * 100%
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Gross sales, excluding discounts, shipping and taxes

Formula: Unit price * Quantity
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Sales calculated by multiplying the quantify of items sold with the discounted unit price, not including tax.

Formula: Gross sales - Product discount
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Gross revenue generated through shipping fees, excludes shipping discounts, shipping tax
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Percentage of videos views played for 2 seconds that were played at least for 3 quartiles
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Impressions reported by media partners / self-attributing networks
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Amount of leads tracked.
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Aggregated contribution margin 2 of new customers within the specified horizon (e.g. within the first 30 days after creation)
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Amount of orders of new customers within the specified horizon (e.g. within the first 30 days after creation)
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Average amount of orders of new customers within the specified horizon (e.g. within the first 30 days after creation)

Formula: (Lifetime orders / New customers)
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Aggregated revenue of new customers within the specified horizon (e.g. within the first 30 days after creation)
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Spend for advertising or other marketing activities
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Sum of marketing spend and agency expenses.

Formula: Marketing spend + Agency cost
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Percentage of marketing spend from net revenue
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Marketing efficiency ratio expressed as a percentage. It shows the relation between net_revenue and marketing spend.
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Percentage of customers that made a purchases on multiple marketplaces/platforms during the reporting period.

Formula: Multi-platform customers / Customers (non-x-matched) * 100
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The number of customers that made a purchases on multiple marketplaces/platforms during the reporting period.

Formula: Customers (non-x-matched) - Customers
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The percentage of new customers who made their first purchase on this marketplace/platform, but previously made their first purchase on a different marketplace/platform within the reporting period.

Formula: Multi-platform new customers / New customers (non-x-matched) * 100
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The number of new customers who made their first purchase on this marketplace/platform, but previously made their first purchase on a different marketplace/platform within the reporting period.

Formula: New customers (non-x-matched) - New customers
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The percentage of repeat customers who made a purchase on this marketplace/platform and also made purchase(s) from other marketplace/platform(s) within the reporting period.

Formula: Multi-platform repeat customers / Repeat customers (non-x-matched) * 100
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The number of repeat customers who made a purchase on this marketplace/platform and also made purchase(s) from other marketplace/platform(s) within the reporting period.

Formula: Repeat customers - Repeat customers (non-x-matched)
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Order count, not including returned orders, attributed by the selected attribution model
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Net profit considering expenses per day

Formula: CM2 - Expenses - Marketing spend
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Percentage of revenue that remains as net profit

Formula: (Net profit / (Revenue - Returns)) * 100%
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Percentage of net returns from untaxed revenue
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Net sales, including discounts, shipping, excluding taxes and returns

Formula: Revenue - Returns net - Returned shipping - Product tax - Shipping tax
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Net revenue per visitor

Formula: Net revenue / Visitors
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Net sales, including discounts, excluding shipping and taxes

Formula: Gross sales - Product discount - Returns net
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Revenue generated through shipping fees, includes shipping discounts and shipping returns, excludes shipping tax

Formula: Gross shipping revenue - Shipping discount - Returned shipping
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Contribution margin 2 generated by first orders (new customers)
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Marketing efficiency ratio only considering revenue from new customers
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Net sales generated by first orders (new customers) including discounts, shipping, excluding taxes and returns
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Profit on advertising spend generated by first purchases (new customers)
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Percentage of new customers that made a purchase
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Percentage of new customers that repurchase within the specified horizon (e.g. within 30 days after their first purchase)
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New customers that repurchased within the specified horizon
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Revenue generated by first orders (new customers)
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Percentage of new customer revenue from revenue
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Return on advertising spend only considering revenue from new customers. It is express as a factor. 3.0 means the return of advertising spend is 3 times the amount of the spend invested.
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Return on advertising spend only considering net revenue from new customers. It is express as a factor. 3.0 means the return of advertising spend is 3 times the amount of the spend invested.
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Amount of total sales of new customers. Returns are deducted on the return date.

Formula: Net sales + Tax + Net shipping revenue
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Count of newly acquired customers attributed by the selected attribution model
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Count of newly acquired customers attributed by the selected attribution model on a single plaform
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Amount of customers that purchased at least one line item for the first time
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Amount of orders where customers purchased a line item for the first time
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Percentage of all customers that purchased a product for the first time

Formula: New product customers / Customers
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Revenue generated through line items purchased for the first time by customers
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Return on advertising spend only considering revenue from new product orders
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Sessions that led to an order
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Total order count. Attributed by the selected attribution model
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Amount of orders per customer
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Conversion events reported by media partners / self-attributing networks
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Cost per order attributed by media platforms.

Formula: Marketing spend / Platform purchases
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Cost per order attributed by media platforms considering click-only attribution.

Formula: Marketing spend / Platform purchases click-only
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The percentage of new customers who made their first purchase on this marketplace/platform, but previously made their first purchase on a different marketplace/platform within the reporting period in relation to other platforms.

Formula: Multi-platform customers / ((All multi-platform Customers - Multi-platform customers) - 1) * 100
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The percentage of customers who made their first purchase on this marketplace/platform, but previously purchased from different marketplace(s)/platform(s).

Formula: Multi-platform new customers / Total Customers * 100
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Purchase value reported by media partners / self-attributing networks
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1 day view purchase value reported by media partners / self-attributing networks
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7 day view purchase value reported by media partners / self-attributing networks
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Click-only purchase value reported by media partners / self-attributing networks
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Purchase events reported by media partners / self-attributing networks
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1 day view purchase events reported by media partners / self-attributing networks
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7 day view purchase events reported by media partners / self-attributing networks
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Click-only purchase events reported by media partners / self-attributing networks
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Return on advertising spend reported by media platforms / self-attributing networks
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Return on advertising spend reported by media platforms / self-attributing networks for click-only attribution (if available)

Formula: Platform purchase value click-only / Marketing spend
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The percentage of customers from all customers that made purchases on multiple platforms within the reporting period.

Formula: Multi-platform customers / Total Customers * 100
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Profit on advertising spend
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Price of a single unit including tax and excluding discounts
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Percentage of price reduction from GMV
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Amount of price reductions

Formula: GMV - Price per unit
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Customer acquisition cost considering the Product marketing spend. To learn more about the product marketing spend calculation please refer to our knowledge base.

Formula: Product marketing spend / New customers
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Contribution margin 3 considering the Product marketing spend. To learn more about the product marketing spend calculation please refer to our knowledge base.

Formula: CM2 - Product marketing spend
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Contribution margin 3 ratio on product level.

Formula: (Product CM3 / Net revenue) * 100%
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Cost per order considering the Product marketing spend. To learn more about the product marketing spend calculation please refer to our knowledge base.

Formula: Product marketing spend / Orders
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Amount of line item discount + order level discount share
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Percentage of product discounts from revenue

Formula: (Product discount / (Gross sales + Net shipping revenue)) * 100%
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Earnings before interest, taxes, depreciation, and amortization considering the Product marketing spend. To learn more about the product marketing spend calculation please refer to our knowledge base.

Formula: Product CM3 - Expenses averaged
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EBITDA margin on product level.

Formula: (Product EBITDA / Net revenue) * 100%
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Spend for advertising or other marketing activities considering the selected products
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Return on advertising spend only considering revenue from new customers and the Product marketing spend. To learn more about the product marketing spend calculation please refer to our knowledge base.

Formula: New customer revenue / Product marketing spend
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Profit on advertising spend considering the Product marketing spend. To learn more about the product marketing spend calculation please refer to our knowledge base.

Formula: CM2 / Product marketing spend
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Return on advertising spend considering the Product marketing spend. To learn more about the product marketing spend calculation please refer to our knowledge base.

Formula: Revenue / Product marketing spend
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Tax on the product
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Count of items sold.
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Amount of social media reactions
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Count of customers that placed a repeat order after a period of no purchases lasting more than 60 days
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Percentage of customers that made a repeat purchase after a period of no purchases lasting more than 60 days
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Recurring orders that are connected to a subscription contract / selling plan
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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)
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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)
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Aggregated contribution margin 2 of repeat customers within the specified horizon (e.g. within the first 30 days after creation)
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Amount of orders of repeat customers within the specified horizon (e.g. within the first 30 days after creation)
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Aggregated revenue of repeat customers within the specified horizon (e.g. within the first 30 days after creation)
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Net sales generated by existing customers including discounts, shipping, excluding taxes and returns
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Percentage of repeat customers that repurchase within the specified horizon (e.g. within 30 days after their first purchase)
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Repurchases of repeat customers
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Revenue generated by existing customers
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Percentage of repeat customer revenue from revenue
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Count of existing customers attributed by the selected attribution model
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Count of repeat customers attributed by the selected attribution model on a single plaform
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Percentage of orders that were a repeat purchase
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Repeat purchases (not first time orders)
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Percentage of customers that made a repeat purchase
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Percentage of orders for which at least one item got returned
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Percentage of revenue that got returned
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Amount of orders for which at least one item got returned.
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Count of items returned.
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Amount of refunded shipping revenue
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Amount of refunded tax on shipping amount
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Amount of refunded tax
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Gross amount of refunds.

Formula: Returns net + Returned shipping
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Net amount of refunds.
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Gross revenue. Sales, including discounts, shipping and taxes

Formula: GMV - Price reductions - Product discount + Shipping revenue
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Revenue per customer

Formula: Revenue / Customers
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Revenue per visitor

Formula: Revenue / Visitors
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Sales including shipping and discounts, without tax

Formula: Revenue - Tax
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Return on advertising spend. Also known as ROI. It is express as a factor. 3.0 means the return of advertising spend is 3 times the amount of the spend invested.
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Return on advertising spend additionally considering revenue attributed by media partners / self-attributing networks considering view throughs (window 1 day)
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Return on advertising spend additionally considering revenue attributed by media partners / self-attributing networks considering view throughs (window 7 days)
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Discrepancy between independently measured ROAS and Purchases ROAS (reported by media partners / self-attributing networks)
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Return on advertising spend considering gross revenue. It is express as a factor. 3.0 means the gross return of advertising spend is 3 times the amount of the spend invested.
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Return on advertising spend considering net revenue. It is express as a factor. 3.0 means the return of advertising spend is 3 times the amount of the spend invested.
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Percentage share of marketing spend from all marketing spend in the report
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Percentage share of net revenue from all net revenue in the report
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Percentage share of new customer revenue from all new customer revenue in the report
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Percentage of orders from all orders in the report
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Percentage share of existing customer revenue from all existing customer revenue in the report
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Percentage share of revenue from all revenue in the report
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Percentage share of visitors from all visitors in the report
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Percentage share of visits from all visits in the report
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Shipping cost incurred on shipping product
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Percentage of shipping cost from net revenue
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Amount of discount on shipping fees
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Percentage of shipping discounts from revenue

Formula: (Shipping discount / (Gross sales + Net shipping revenue)) * 100%
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Shipping revenue

Formula: Gross shipping revenue - Shipping discount + Shipping tax
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Tax on shipping amount
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Number of sessions per order
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Percentage of visitors that ordered at least one line item that is connected to a subscription / selling plan
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Percentage of orders that include at least one line item that is connected to a subscription / selling plan
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Orders that includes at least one line item that is connected to a subscription / selling plan
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Tax amount, includes shipping tax

Formula: Product tax + Shipping tax - Returned tax - Returned shipping tax
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Percentage of tax from net revenue
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Percentage of impressions that have been played for more than 2 seconds
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Amount of days it takes a customer to make a repurchase. Filter e.g. by Order index=2 to only look at second orders and understand the days it took until the second order was placed

Formula: Days between Orders / Orders
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Average time to conversion in days

Formula: Days to conversion / Orders
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Sum of all the costs
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Amount of total sales. Returns are deducted on the return date.

Formula: Net sales + Tax + Net shipping revenue
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Touchpoints that led to orders
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Number of touchpoints per order
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Percentage of orders that were tracked by Admetrics user journey tracking
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Orders that were tracked by the Admetrics user journey tracking
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Transaction cost based on the fee structure configured for each payment gateway.
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Percentage of transaction cost from net revenue
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Amount of units/items per order
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Amount of existing customers that purchased at least one line item for the first time
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Amount of orders where an existing customer purchased a line item for the first time
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The percentage of existing customers that purchased a product for the first time

Formula: Upsell customers / Customers
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Revenue generated through line items purchased for the first time by existing customers
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Return on advertising spend only considering revenue from upsell orders
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Percentage of video plays to 25% of length reported by media partners / self-attribution networks
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Video plays to 25% of length reported by media partners / self-attribution networks
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Percentage of video plays to 50% of length reported by media partners / self-attribution networks
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Video plays to 50% of length reported by media partners / self-attribution networks
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Percentage of video plays to 75% of length reported by media partners / self-attribution networks
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Video plays to 75% of length reported by media partners / self-attribution networks
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Video plays to 100% of length reported by media partners / self-attribution networks
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2 second video views reported by media partners / self-attributing networks
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Visitors tracked by Admetrics user journey tracking
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Visits, also known as Sessions, tracked by Admetrics User Journey Tracking
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Ratio of visits tracked per visitor

Formula: Visits / Visitors
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View through add to cart rate: Permyriad of impressions that resulted in a unique add to cart event
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View through conversion rate: Permyriad of impressions that resulted in an order
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View through rate: Percentage of video plays to 100% of length reported by media partners / self-attribution networks
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