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Bayesian statistics

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Metrics overview

User journey tracking

Product level metrics

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Metrics overview

This page summarizes all metrics with a detailed description.

ACoS

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

Formula: Ad spend / Revenue * 100%

ACoS net

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

Formula: Ad spend / Net revenue * 100%

Acquisition CM2

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

Acquisition revenue

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

Add to cart rate

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

Formula: unique_add_to-carts / visits * 100%

Adds to cart

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

aMER

Acquisition marketing efficiency ratio

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

AOC

Average order cost

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

AOP

Average order profit

Formula: CM3 / Orders

AOP First order

Average order profit of first orders (new customers)

AOP Repurchases

Average order profit of repurchases

AOV

Average order value

Formula: Revenue / Orders

AOV First order

Average order value of first orders (new customers)

AOV net

Average order value (net)

AOV Repurchases

Average order value of repurchases

aPOAS

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

aROAS

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

Breakeven point

Average amount of item required to sell until reaching profitability

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

Breakeven ROAS

Return on advertising send required to break even

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

CAC

Customer acquisition cost

Formula: Ad spend / New customers

Cart abandonment rate

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%

Click to visit rate

Percentage of clicks that materialize into a visit

Clicks

Clicks reported by media partners / self-attributing networks

CM1

Contribution margin 1

Formula: Net revenue - COGS

CM1 ratio

Contribution margin 1 ratio

Formula: CM1 / Net revenue * 100%

CM2

Contribution margin 2

Formula: Net revenue - COGS - Shipping Cost

CM2 First order

Contribution margin 2 generated by first orders (new customers)

CM2 per item

Contribution margin 2 per item sold

Formula: CM2 / Quantity

CM2 ratio

Contribution margin 2 ratio

Formula: CM2 / Net revenue * 100%

CM2 Repurchases

Contribution margin 2 generated by repurchases

CM3

Contribution margin 3

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

CM3 ratio

Contribution margin 3 ratio

Formula: CM3 / Net revenue * 100%

COGS

Cost of goods sold

COGS rate

Percentage of cost of goods sold from net revenue

Commission

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

Formula: Ad spend / Revenue * 100%

Conversions

Conversion events reported by media partners / self-attributing networks

Cost per visit

Cost per visit

Formula: Ad spend / Visits

CPATC

Cost per unique add to cart event

CPC

Cost per click

Formula: Ad spend / Clicks

CPM

Cost per mille (thousand) impressions

Formula: 1000 * Ad spend / Impressions

CPO

Cost per order

Formula: Ad spend / Orders

CPS

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

CPV

Cost per 2-second video view

Formula: Ad spend / Visits

CRC

Customer retention cost

Formula: Ad spend / Repeat customers

CTC

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

Formula: Orders / Clicks * 1000‰

CTR

Click-through rate: Percentage of impressions that were clicked

Formula: Clicks / Impressions * 1000‰

Customers

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

CVR

Percentage of visits that resulted in an order

Formula: Orders / Visits * 100%

Discount rate

Percentage of discounts from net revenue

Discounts

Discounts

Efficiency score

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

Engagement rate

Percentage of ad impressions that generated reactions

Formula: Reactions / Impressions * 100%

Expenses

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

Expenses per day

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 value (GMV)

Gross merchandise bought: Aggregated potential revenue not considering price reductions

Gross profit

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

Formula: Revenue - Returns - COGS + Returned COGS

Gross profit margin

Percentage of revenue that remains as gross profit

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

Gross sales

Shopify gross sales, excluding discounts, shipping, and taxes

Hold rate

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

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

Impressions

Impressions reported by media partners / self-attributing networks

Marketing spend

Spend for advertising or other marketing activities

Marketing spend rate

Percentage of marketing spend from net revenue

MER

Marketing efficiency ratio

Formula: Ad spend / Net revenue * 100%

Net orders

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

Net profit

Net profit considering expenses per day

Net profit margin

Percentage of revenue that remains as net profit (CM3)

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

Net returns rate

Percentage of net returns from untaxed revenue

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

Net revenue

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

Formula: Revenue - Returns net - Returned shipping - Product Tax - Shipping Tax

Net sales

Net sales, including discounts, excluding shipping and taxes

New Customer CM2

Contribution margin 2 generated by first orders (new customers)

New Customer POAS

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

New customer rate

Percentage of new customers that made a purchase

Formula: New customer / Customers * 100%

New customer repurchase rate

Percentage of second orders placed by new customers

New customer repurchases

New customer repurchases (second orders)

New customer revenue

Revenue generated by new customers

New customer ROAS

Return on advertising spend only considering revenue from new customers

Formula: New customer revenue / Ad spend

New customers

Count of newly acquired customers attributed by the selected attribution model

New product customers

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

New product orders

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

New product rate

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

Formula: New product customers / customers

New product revenue

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

New product ROAS

Return on advertising spend only considering revenue from new product orders

Order sessions

Sessions that led to an order

Orders

Count of orders attributed by the selected attribution model

Orders per Customer

Orders per Customer

Formula: Orders / Customers

Platform purchase value

Purchase value reported by media partners / self-attributing networks

Platform CPO

Cost per order attributed by media platforms.

Platform CPO click-only

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

Platform purchase value 1d view

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

Platform purchase value 7d view

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

Platform purchases

Purchase events reported by media partners / self-attributing networks

Platform purchases 1d view

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

Platform purchases 7d view

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

Platform ROAS

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

Formula: Purchase value / Ad spend

POAS

Profit on advertising spend

Formula: CM2 / Ad spend

Price reductions

Amount of price reductions

Price reductions rate

Percentage of price reduction from GMV

Quantity

Shopify item quantity count

Reactions

Amount of social media reactions

Reactivated customers

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

Reactivation rate

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

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

Repeat CLR

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

Repeat CLV

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

Repeat customer lifetime CM2

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

Repeat customer lifetime orders

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

Repeat customer lifetime revenue

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

Repeat customer repurchase rate

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

Repeat customer repurchases

Repurchases of repeat customers

Repeat customers revenue

Revenue generated by existing customers

Repeat customers

Count of existing customers attributed by the selected attribution model

Repurchase rate

Percentage of orders that were a repeat purchase

Formula: Repurchases / Orders * 100%

Repurchases

Repeat purchases (not first-time orders)

Retention rate

Percentage of customers that made a repeat purchase

Formula: Repeat customers / Customers * 100%

Return rate

Percentage of orders for which at least one item for returned

Formula: Returned orders / Orders * 100%

Return rate from revenue

Percentage of revenue that got returned

Returned orders

Amount of orders for which at least one item for returned

Returned quantity

Returned item quantity count

Returned shipping

Amount of refunded shipping revenue

Returned tax

Amount of refunded tax

Returns

Gross amount of refunds

Formula: Returns net + Returned Shipping

Returns net

Net amount of refunds

Revenue

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

ROAS

Return on advertising spend

Formula: Revenue / Ad spend

ROAS +1d view

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

ROAS +7d 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

ROAS discrepancy

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

Formula: ROAS - Purchase ROAS

ROAS net

Return on advertising spend considering net revenue

RPC

Revenue per customer

Formula: Revenue / Customers

Share of marketing spend

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

Share of net revenue

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

Share of new customer revenue

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

Share of orders

Percentage of orders from all orders in the report

Share of repeat customer revenue

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

Share of revenue

Percentage share of revenue from all revenue in the report

Share of visitors

Percentage share of visitors from all visitors in the report

Share of visits

Percentage share of visits from all visits in the report

Shipping cost

Shipping cost incurred on shipping product

Shipping cost rate

Percentage of shipping cost from net revenue

Shipping revenue

Revenue generated through shipping fees

Shipping tax

Tax on shipping amount

SPO

Number of sessions per order

Formula: Order sessions / Orders

Subscription CVR

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

Subscription rate

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

Formula: Subscriptions / Orders * 100

Subscriptions

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

Tax

Tax amount

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

Tax rate

Percentage of tax from revenue

Thumpstop rate

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

Formula: Video views / Impressions * 1000‰

Time between orders

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

Formula: Days between orders / orders

Time to conversion

Average time to conversion in days

Formula: Days to conversion / Orders

Total cost

sum of all the costs

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

Total sales

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

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

Touchpoints

Touchpoints that led to orders

Tracked order rate

Percentage of orders that were tracked by Admetrics user journey tracking

Formula: Tracked orders / Orders * 100%

Tracked orders

Orders that were tracked by the Admetrics user journey tracking

Transaction cost

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

Transaction cost rate

Percentage of transaction cost from net revenue

Units per order

Amount of units/items per order

Upsell customers

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

Upsell orders

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

Upsell rate

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

Formula: Upsell customers / customers

Upsell revenue

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

Upsell ROAS

Return on advertising spend only considering revenue from upsell orders

Video 1st quartile rate

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

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

Video 1st quartile views

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

Video 2nd quartile rate

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

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

Video 2nd quartile views

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

Video 3rd quartile rate

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

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

Video 3rd quartile views

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

Video complete views

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

Video views

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

Visitors

Visitors tracked by Admetrics user journey tracking

Visits

Visits tracked by Admetrics user journey tracking

Visits per visitor

Ratio of visits tracked per visitor

Formula: Visits / Visitors

VTATC

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

Formula: Unique adds to cart / Impressions * 100%

VTC

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

Formula: Orders / Impressions * 10000‱

VTR

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

Formula: Video complete views / Impressions * 100%

• Metrics overview
• ACoS
• ACoS net
• Acquisition CM2
• Acquisition revenue
• Add to cart rate
• Adds to cart
• aMER
• AOC
• AOP
• AOP First order
• AOP Repurchases
• AOV
• AOV First order
• AOV net
• AOV Repurchases
• aPOAS
• aROAS
• Breakeven point
• Breakeven ROAS
• CAC
• Cart abandonment rate
• Click to visit rate
• Clicks
• CM1
• CM1 ratio
• CM2
• CM2 First order
• CM2 per item
• CM2 ratio
• CM2 Repurchases
• CM3
• CM3 ratio
• COGS
• COGS rate
• Commission
• Conversions
• Cost per visit
• CPATC
• CPC
• CPM
• CPO
• CPS
• CPV
• CRC
• CTC
• CTR
• Customers
• CVR
• Discount rate
• Discounts
• Efficiency score
• Engagement rate
• Expenses
• Expenses per day
• Gross merchandise value (GMV)
• Gross profit
• Gross profit margin
• Gross sales
• Hold rate
• Impressions
• Marketing spend
• Marketing spend rate
• MER
• Net orders
• Net profit
• Net profit margin
• Net returns rate
• Net revenue
• Net sales
• New Customer CM2
• New Customer POAS
• New customer rate
• New customer repurchase rate
• New customer repurchases
• New customer revenue
• New customer ROAS
• New customers
• New product customers
• New product orders
• New product rate
• New product revenue
• New product ROAS
• Order sessions
• Orders
• Orders per Customer
• Platform purchase value
• Platform CPO
• Platform CPO click-only
• Platform purchase value 1d view
• Platform purchase value 7d view
• Platform purchases
• Platform purchases 1d view
• Platform purchases 7d view
• Platform ROAS
• POAS
• Price reductions
• Price reductions rate
• Quantity
• Reactions
• Reactivated customers
• Reactivation rate
• Recurring orders
• Repeat CLR
• Repeat CLV
• Repeat customer lifetime CM2
• Repeat customer lifetime orders
• Repeat customer lifetime revenue
• Repeat customer repurchase rate
• Repeat customer repurchases
• Repeat customers revenue
• Repeat customers
• Repurchase rate
• Repurchases
• Retention rate
• Return rate
• Return rate from revenue
• Returned orders
• Returned quantity
• Returned shipping
• Returned tax
• Returns
• Returns net
• Revenue
• ROAS
• ROAS +1d view
• ROAS +7d view
• ROAS discrepancy
• ROAS net
• RPC
• Share of marketing spend
• Share of net revenue
• Share of new customer revenue
• Share of orders
• Share of repeat customer revenue
• Share of revenue
• Share of visitors
• Share of visits
• Shipping cost
• Shipping cost rate
• Shipping revenue
• Shipping tax
• SPO
• Subscription CVR
• Subscription rate
• Subscriptions
• Tax
• Tax rate
• Thumpstop rate
• Time between orders
• Time to conversion
• Total cost
• Total sales
• Touchpoints
• Tracked order rate
• Tracked orders
• Transaction cost
• Transaction cost rate
• Units per order
• Upsell customers
• Upsell orders
• Upsell rate
• Upsell revenue
• Upsell ROAS
• Video 1st quartile rate
• Video 1st quartile views
• Video 2nd quartile rate
• Video 2nd quartile views
• Video 3rd quartile rate
• Video 3rd quartile views
• Video complete views
• Video views
• Visitors
• Visits
• Visits per visitor
• VTATC
• VTC
• VTR