Fundamentals
Metrics
Discover the key performance metrics that Dema tracks and calculates to empower data-driven decisions. This section explains what each metric represents, how it’s calculated, and why it matters. You can use these metrics to uncover growth opportunities, optimize spend, and monitor profitability in near real-time.
Overview
Dema’s metrics cover all stages of the ecommerce funnel—from traffic acquisition to final profit. Whether you’re analyzing marketing performance, product sell-through, or profitability, our metrics provide actionable insights for your day-to-day operations and strategic planning.
Orders
| Metric | Formula | Description | How to use |
|---|---|---|---|
| % Actual returned quantity | Actual returned quantity / Products sold | Tracks the number of returned products as a percentage of total products sold, helping assess return management efficiency. | |
| % Actual returned sales | Actual returns / Gross sales | Measures the value of actual returns as a percentage of total sales, helping evaluate the financial impact of returned products. | |
| % Estimated returned quantity | Estimated returned quantity / Products sold | Measures the estimated number of returns as a percentage of total products sold, providing insights into potential inventory adjustments. | |
| % Estimated returned sales | Estimated returns / Gross sales | Estimates the value of returns as a percentage of total sales, helping assess the impact of returns on overall revenue. | |
| % of Gross sales | Gross sales / Total gross sales | Measures the proportion of a row’s value relative to total gross sales for the selected period, helping to assess contribution. | |
| % of Net sales | Net sales / Total net sales | Measures the proportion of a row’s value relative to total net sales for the selected period, offering a clearer view of value generation after returns. | |
| % Returned quantity | Returns quantity / Products sold | Calculates the percentage of sold products returned by customers, helping to monitor and improve return rates. | |
| % Returned sales | Returns / Gross sales | Measures the proportion of sold items returned by customers, based on historical averages and manual inputs, offering insights into return trends. | |
| Actual returned quantity | Sum of all actual returned quantities | Tracks the total number of products physically returned by customers, providing clarity on return trends. | |
| Actual returns | Sum of all actual returns | Captures the monetary value of products that have been physically returned, reflecting true return costs. | |
| Average order value (AOV) | Gross sales / Order count | Measures the average revenue per order, providing insights into customer spending habits. Adjustments for expected returns offer a realistic view of order value. | Use Free Shipping Thresholds: Set minimum order values for free shipping to motivate customers to increase their cart size. This strategy can drive higher AOV while maintaining profitability. Analyze with AOV bucket: To increase your AOV, consider adjusting your free shipping threshold. Analyze the AOV buckets dimension to identify the optimal shipping levels and free shipping thresholds in different regions. |
| Discount % | Sum of all discounts | Represents the percentage of total order value that was discounted, providing insights into promotional impact and discounting strategies. | |
| Estimated returned quantity | Sum of all estimated returned quantities | Predicts the number of products likely to be returned, offering insights into future return rates. | |
| Estimated returns | Sum of all estimated returns | Projects the monetary value of products expected to be returned based on historical trends and manual inputs. | |
| Gross margin 1 | Gross profit 1 / Gross sales | Shows the profit margin as a percentage of total sales after deducting COGS. Does not account for returns; use Net metrics for return-adjusted insights. | |
| Gross margin 2 | Gross profit 2 / Gross sales | Reflects the profit margin as a percentage of total sales after deducting both COGS and fulfillment costs. Does not account for returns; use Net metrics for return-adjusted insights. | |
| Gross margin 3 | Gross profit 3 / Gross sales | Shows the profit margin as a percentage of total sales after deducting COGS, fulfillment costs, and marketing expenses. Does not account for returns; use Net metrics for return-adjusted insights. | |
| Gross profit 1 | Gross sales - COGS | Measures basic profitability by subtracting COGS from total sales revenue. Does not account for returns; use Net metrics for return-adjusted insights. | |
| Gross profit 1 per order | Gross profit 1 / Order count | Measures the average profit per order after deducting COGS. Does not account for returns; use Net metrics for return-adjusted insights. | |
| Gross profit 1 target | Sum of all target net gross profits 1 | Defines the target revenue after subtracting COGS, offering a baseline for profitability goals. | |
| Gross profit 2 | Gross profit 1 - Fulfillment costs | Highlights profitability after accounting for both COGS and fulfillment costs. Does not include returns; use Net metrics for return-adjusted insights. | |
| Gross profit 2 per order | Gross profit 2 / Order count | Measures the average profit per order after deducting both COGS and fulfillment costs. Does not account for returns; use Net metrics for return-adjusted insights. | |
| Gross profit 2 target | Sum of all target net gross profits 2 | Represents the target for revenue after subtracting COGS and fulfillment costs, helping evaluate cost and logistics efficiency. | |
| Gross profit 3 | Gross profit 2 - Marketing spend | Reflects total profitability after deducting all variable costs, including marketing, from Gross Profit 2. Does not include returns; use Net metrics for return-adjusted insights. | |
| Gross profit 3 per order | Gross profit 3 / Order count | Calculates the average profit per order after deducting COGS, fulfillment costs, and marketing spend. Does not account for returns; use Net metrics for return-adjusted insights. | |
| Gross profit 3 target | Sum of all target net gross profits 3 | Sets the target for revenue after subtracting COGS, fulfillment costs, and marketing expenses, enabling analysis of profitability post-variable costs. | |
| Gross sales | Sum of all target gross profits 2 | Measures the total revenue generated from all orders, including product and shipping fees, excluding VAT and returns. | |
| Gross sales target | Sum of all target net sales | Sets the revenue target for your website, excluding VAT, providing a benchmark for performance monitoring. | |
| Mixed item orders | Count of orders with more than one product | Tracks orders consisting of multiple distinct products, offering insights into bundling and cross-selling opportunities. | |
| Multi item orders | Count of orders with products having multiple variants | Tracks orders containing at least one product with multiple variants, helping assess demand for product variety within a single purchase. | |
| Net Average Order Value (AOV) | Net sales / Order count | Calculates the average revenue per order by dividing net sales by the number of orders. Adjusts for expected returns to provide an accurate transaction value. | |
| Net gross margin 1 | Net gross profit 1 / Net sales | Shows the profit margin as a percentage of net sales after accounting for COGS, providing insights into efficiency above product costs. | Evaluate Operational Efficiency: When assessing operational efficiency, consider using Net Gross Margin 2 instead. It provides a more comprehensive view by also factoring in fulfillment costs, giving a clearer picture of profitability across the same dimensions. |
| Net gross margin 2 | Net gross profit 2 / Net sales | Highlights the profit margin as a percentage of net sales after deducting both COGS and fulfillment costs, helping assess operational efficiency. | Limit Discounts and Marketing Spend: To remain profitable, ensure that the percentage of discounts or marketing spend does not exceed your Net Gross Margin 2. For example, if your Net Gross Margin 2 is 25%, avoid offering discounts or spending more than 25% on marketing per order. |
| Net gross margin 3 | Net gross profit 3 / Net sales | Reflects the profit margin as a percentage of net sales after deducting COGS, fulfillment costs, and marketing expenses. | |
| Net gross profit 1 | Net sales - COGS | Highlights profitability before operational expenses, subtracting COGS from net sales and accounting for expected returns. | |
| Net gross profit 1 per order | Net gross profit 1 / Order count | Measures the average profit per order after deducting COGS and adjusting for returns. | Pricing and Profitability Strategies: If you are evaluating pricing or profitability strategies, consider using Net gross profit 2 per order instead. It works on the same dimensions but also takes fulfillment costs into account, providing a more comprehensive view of order profitability. |
| Net gross profit 1 target | Sum of all net gross profit 1 targets | Establishes the target for revenue minus returns and purchasing costs, helping to track profitability against primary costs. | |
| Net gross profit 2 | Net gross profit 1 - Fulfillment costs | Reflects profitability after adjusting for returns and fulfillment costs, offering a comprehensive view of operational efficiency. | |
| Net gross profit 2 per order | Net gross profit 2 / Order count | Calculates the average profit per order after deducting fulfillment costs and adjusting for returns. | Assess With Marketing Costs: Use this metric to understand how much you can pay in marketing cost per order while maintaining profitability. For example, if Net gross profit 2 per Order is 20 for a product, avoid offering discounts that exceed this amount to ensure you remain profitable. Use this as a guideline for setting promotion limits. |
| Net gross profit 2 target | Sum of all net gross profit 2 targets | Sets the target for revenue after deducting returns, COGS, and fulfillment costs, providing a clear profitability goal. | |
| Net gross profit 3 | Net gross profit 2 - Marketing spend | Provides a comprehensive view of profitability after deducting all variable costs, including marketing, fulfillment, and returns. | |
| Net gross profit 3 per order | Net gross profit 3 / Order count | Measures the average profit per order after deducting all variable costs, including fulfillment and marketing, offering a true view of profitability per transaction. | |
| Net gross profit 3 target | Sum of all net gross profit 3 targets | Defines the target for revenue after deducting returns, COGS, fulfillment costs, and marketing spend, providing a comprehensive view of profitability goals. | |
| Net products sold | Products sold - Expected returns | Shows the total number of products sold after adjusting for expected returns, providing a clearer view of actual sales volume. | |
| Net sales | Gross sales - Expected returns | Represents the total revenue from sales, including shipping revenue, after subtracting the value of expected returns. | |
| Net sales target | Sum of all net sales targets | Represents the target revenue after subtracting returns and VAT, providing a clear benchmark for net revenue performance. | |
| New customer net gross profit 2 | Net gross profit 2 from new customers | Calculates the profitability of new customers after deducting returns, purchasing costs, fulfillment costs, and return costs. | |
| New customer net gross profit 2 per order | New customer net gross profit 2 / New customers | Measures the average profit per order from new customers after accounting for returns, purchasing costs, and fulfillment costs. | Measure Against CAC: Compare this metric with Customer Acquisition Cost (CAC) to assess the efficiency of your customer acquisition efforts. If New Customer Net Gross Profit 2 per Order is lower than your CAC, it may indicate that your marketing spend is not generating profitable new customer orders, suggesting the need to optimize your acquisition strategy. Evaluate Marketing Market Performance: Use the Market dimension to see which markets are driving the most profitable new customer orders. Focus on scaling markets with a higher New Customer Net Gross Profit 2 per Order relative to CAC. |
| Order count | Sum of all forecasted orders | Tracks the total number of orders placed on the website during the selected period. | |
| Order count target | Sum of all target gross profits 1 | Represents the target total number of orders you aim to achieve within a specified period, helping evaluate performance against goals. | |
| Pick and pack cost | Sum of all pick and pack costs | Calculates the total spent on pick and pack services for orders, including returns, reflecting operational costs associated with order fulfillment. | |
| Products sold | Sum of all target products sold | Counts the total number of products purchased during the selected period, excluding adjustments for returns. | |
| Products sold target | Sum of all returned quantities | Represents the target number of products to be sold during the selected period, helping track progress toward sales goals. | |
| Returned quantity | Sum of all returned quantities | Tracks the number of products physically returned by customers, combining actual and estimated data based on manual inputs. | |
| Returns | Gross sales - Net sales | Tracks the total value of products returned by customers as a percentage of gross sales, helping identify categories or products with high return rates. | |
| Sales FX Rate | Average exchange rate | Shows the average exchange rate applied to convert sales into local currency, providing transparency for multi-currency transactions. | |
| Shipping cost | Sum of all shipping costs | Captures the total amount spent on shipping, including costs for returned items. Can be based on manual inputs or actual shipping data. | |
| Single item orders | Count of orders with one product | Tracks orders consisting of exactly one product, helping identify customer purchase behavior. | |
| Tax | Sum of all tax amounts | Represents the total tax amount collected or associated with sold products, including shipping tax. | |
| Toll cost | Sum of all toll costs | Represents the total spent on toll fees for orders, including returned items, helping assess logistics expenses. | |
| Transaction cost | Sum of all transaction costs | Tracks the total transaction fees incurred for all orders, including returns, offering clarity on payment processing expenses. | |
| Unique products sold | Returned quantity / Products sold | Tracks the quantity of unique products sold during the selected period, excluding duplicate products within the same order. | |
| Unprofitable products sold | Order count where Net gross profit 2 < 0 | Tracks orders that resulted in a loss after accounting for costs such as COGS and fulfillment. Helps identify areas contributing to negative profitability. | Identify Loss Drivers: Use the Product ID, Category, and Channel dimensions to pinpoint specific products or channels leading to unprofitable orders. Reevaluate Pricing: Adjust pricing or consider discontinuing products that frequently lead to unprofitable orders. Optimize Marketing Spend: Reduce or reallocate marketing spend from channels or campaigns driving high volumes of unprofitable orders. |
Product
| Metric | Formula | Description | How to use |
|---|---|---|---|
| Average COGS | Average cost of goods sold (COGS) | Calculates the average cost of goods sold (COGS) for all products, including material and labor costs. | |
| Average inventory quantity | Average inventory quantity over the selected time range | Tracks the average quantity of products in inventory over a selected period, providing insights into inventory trends and management efficiency. | |
| Average inventory quantity last 30 days | Sum of average inventory quantity over the last 30 days | Tracks the average inventory quantity over the past 30 days, offering insights into recent inventory trends. | Great for Trend Analysis: Use this metric to create charts and track inventory trends over time. Plotting metrics on a moving basis can help visualize seasonal patterns and growth rates, making it easier to identify long-term trends. |
| Average inventory quantity last 365 days | Sum of average inventory quantity over the last 365 days | Measures the average inventory quantity over the past 365 days, providing a baseline for historical stock management. | Great for Trend Analysis: Use this metric to create charts and track inventory trends over time. Plotting metrics on a moving basis can help visualize seasonal patterns and growth rates, making it easier to identify long-term trends. |
| Average sales price | Gross sales / Products sold | Measures the average price per product sold, offering insights into pricing trends and strategy effectiveness. | |
| Current and incoming inventory | Current inventory + Incoming inventory + Forecasted incoming returns | Combines current inventory levels with incoming stock and forecasted returns to provide a complete view of available inventory. | |
| Current inventory level | Sum of current inventory quantity across all products | Measures the total quantity of all product variants currently available in warehouses, providing an overview of stock levels. | Inventory Insights at Different Dimensions: This metric is especially helpful if you want to see inventory data on dimensions where inventory typically doesn’t exist, such as at the channel level. This can provide valuable insights into how inventory levels correlate with marketing performance across various channels. |
| Current inventory level (aggregated on product level) | Sum of aggregated inventory quantity for each product | Shows the total number of products currently available in stock, aggregated across all warehouses. | |
| Current inventory value | Current inventory level * Average cost of goods sold (COGS) | Calculates the total value of current inventory by multiplying stock levels by COGS, helping assess the financial value of stock on hand. | |
| Forecast gross products sold (Rest of season) | Sum of forecasted gross products sold for the rest of the season | Predicts the total quantity of products expected to sell during the rest of the season, aiding in demand planning and promotional strategies. | |
| Forecast incoming returns (Rest of season) | Sum of forecasted incoming returns for the rest of the season | Estimates the number of products expected to be returned on already sold orders for the rest of the season, helping anticipate inventory adjustments and returns impact. Based on historical trends and inputted return rates. | |
| Forecast inventory (End of season) | Current and incoming inventory - Forecasted net products sold (rest of season) | Projects end-of-season stock levels by subtracting forecasted net products sold from current and incoming inventory, helping plan for surplus or shortages. | Plan for Surplus Inventory: If forecasted inventory is high, consider strategies like early markdowns, clearance sales, or additional promotional activities to reduce excess stock and free up warehouse space. Prevent Stockouts: If forecasted inventory is low or negative, reduce promotional visibility and adjust marketing efforts to prevent stockouts and maintain product availability throughout the season. Optimize Reordering: Use this metric to inform your reordering strategy, ensuring that you maintain optimal stock levels to meet forecasted demand without overstocking. |
| Forecast inventory value (End of season) | Forecasted end-of-season inventory * Average historical COGS | Projects the financial value of inventory remaining at the end of the season, helping plan for stock management and potential markdowns. | |
| Forecast net products sold (Rest of season) | Forecasted gross products sold - Forecasted returns (Rest of season) | Estimates the number of products expected to sell during the rest of the season, adjusted for historical return rates. This metric helps in planning inventory and marketing strategies by predicting future sales performance based on past trends. | |
| Forecast plus actual net products sold (Rest of season) | Forecasted net products sold + Actual net products sold | Combines forecasted net product sales with actual sales to date, providing a comprehensive view of seasonal sales performance. | |
| Forecast products sold (30 days) | Sum of forecasted products sold over the next 30 days | Predicts the total number of products expected to sell over the next 30 days, helping optimize inventory planning and demand forecasting. | |
| Forecast products sold (30 days) compared to inventory | Forecasted products sold (30 days) / Current and incoming inventory | Predicts the number of products expected to be sold over the next 30 days, aiding in demand and inventory planning. | |
| Forecast return percent (Rest of season) | Forecasted returns / Forecasted gross products sold | Estimates the percentage of sold products that are likely to be returned during the rest of the season, based on historical trends and inputted return rates. | |
| Forecast sell-through (Rest of season) | Forecasted net products sold (rest of season) / Current and incoming inventory | Calculates the ratio of forecasted net products sold to total available stock (current, incoming, and forecasted returns), providing insights into inventory efficiency. | Adjust Pricing or Visibility on Site: If forecasted sell-through is low, consider reducing prices or increasing product visibility on the site, such as featuring them on the homepage or in product recommendations, to boost sales and reduce excess inventory. If sell-through is high, increase prices slightly or reduce visibility to maximize revenue and avoid stockouts. Remove Overperforming Products from Feed-Based Advertising: For products with very high forecasted sell-through rates, reduce visibility in feed-based advertising to prevent stockouts and maintain a balanced inventory. Optimize Marketing Spend: Allocate marketing resources towards products with low forecasted sell-through rates to boost their sales. This can help improve overall inventory turnover and avoid end-of-season markdowns. |
| Gross profit 2 last 30 days | Sum of gross profit 2 over the last 30 days | Represents the gross profit over the past 30 days after accounting for COGS and fulfillment costs, highlighting short-term profitability performance. | Great for Trend Analysis: Use this metric to create charts and track sales trends over time. Plotting metrics on a moving basis can help visualize seasonal patterns and growth rates, making it easier to identify long-term trends. |
| Gross profit 2 last 365 days | Sum of gross profit 2 over the last 365 days | Represents the gross profit over the past 365 days after accounting for COGS and fulfillment costs, offering insights into long-term profitability trends. | Great for Trend Analysis: Use this metric to create charts and track sales trends over time. Plotting metrics on a moving basis can help visualize seasonal patterns and growth rates, making it easier to identify long-term trends. |
| Historical inventory level | Sum of historical inventory quantity across all products | Represents the total quantity of all product variants available in warehouses on a specific historical date, offering insights into past stock levels. | |
| Historical inventory value | Historical inventory quantity * Average cost of goods sold (COGS) | Calculates the total value of products in inventory on a specific date, using COGS, providing insights into past stock levels. | |
| Incoming inventory | Sum of all incoming inventory quantities | Represents the number of products currently en route to warehouses from suppliers, helping plan for incoming stock and inventory availability. | |
| Net gross profit 2 last 30 days of inventory items | Sum of net gross profit 2 over the last 30 days | Represents the net gross profit after deducting COGS, fulfillment costs, and returns over the past 30 days, offering a short-term view of adjusted profitability. | Great for Trend Analysis: Use this metric to create charts and track sales trends over time. Plotting metrics on a moving basis can help visualize seasonal patterns and growth rates, making it easier to identify long-term trends. |
| Net gross profit 2 last 365 days of inventory items | Sum of net gross profit 2 over the last 365 days | Represents the net gross profit after deducting COGS, fulfillment costs, and returns over the past 365 days, offering a detailed view of adjusted profitability. | Great for Trend Analysis: Use this metric to create charts and track sales trends over time. Plotting metrics on a moving basis can help visualize seasonal patterns and growth rates, making it easier to identify long-term trends. |
| Net products sold per order | Net products sold / Order count | Calculates the average number of products sold per order after adjusting for expected returns, helping understand order composition. | |
| Product AOV | Gross sales / Order count | Calculates the average order value for products sold by dividing total revenue by the number of orders, offering insights into transaction size. | |
| Product conversion rate | Unique products sold / Product views | Tracks the percentage of product views that result in purchases, highlighting opportunities for optimizing product marketing and inventory management. | Optimize High-View, Low-Conversion Products: If products have high views but low conversion rates, consider adjusting pricing, enhancing product descriptions, or adding promotional strategies to boost sales. Use Forecast Inventory (End of Season) to determine if you are over or under stocked for these high-conversion products before adjusting pricing. Manage Inventory for High-Conversion Products: For products with high conversion rates but low inventory, ensure stock levels are sufficient to meet demand. You can also reduce promotional visibility or remove these products from feed-based advertising to prevent stockouts and balance demand with available supply. Use Forecast Inventory (End of Season) to determine if you are over or under stocked for these high-conversion products. Optimize Low-View, High-Conversion Products: For products with high conversion rates but low visibility, consider increasing their prominence on the site, such as featuring them on the homepage or in product recommendations, to drive more traffic and capitalize on their strong performance. |
| Product views | Sum of all product views | Represents the total number of times products were viewed on the website during the selected period, providing insights into product popularity and customer interest. | |
| Products sold compared to inventory | Products sold / Current inventory level | Compares the number of products sold to the total inventory, providing insights into sales efficiency and inventory turnover. | |
| Products sold last 30 days | Sum of products sold over the last 30 days | Represents the total number of products sold over the past 30 days, excluding adjustments for returns, highlighting short-term sales trends. | Great for Trend Analysis: Use this metric to create charts and track sales trends over time. Plotting metrics on a moving basis can help visualize seasonal patterns and growth rates, making it easier to identify long-term trends. |
| Products sold last 365 days | Sum of products sold over the last 365 days | Represents the total number of products sold over the past 365 days, excluding adjustments for returns, offering insights into annual sales trends. | Great for Trend Analysis: Use this metric to create charts and track sales trends over time. Plotting metrics on a moving basis can help visualize seasonal patterns and growth rates, making it easier to identify long-term trends. |
| Products sold per order | Products sold / Order count | Calculates the average number of products included in each transaction, highlighting purchasing patterns and cross-selling opportunities. | |
| Sales last 30 days | Sum of sales over the last 30 days | Represents the total revenue generated from inventory items over the past 30 days, helping analyze short-term sales trends. | Great for Trend Analysis: Use this metric to create charts and track sales trends over time. Plotting metrics on a moving basis can help visualize seasonal patterns and growth rates, making it easier to identify long-term trends. |
| Sales last 365 days | Sum of sales over the last 365 days | Represents the total revenue generated from inventory items over the past 365 days, helping evaluate long-term sales performance. | Great for Trend Analysis: Use this metric to create charts and track sales trends over time. Plotting metrics on a moving basis can help visualize seasonal patterns and growth rates, making it easier to identify long-term trends. |
| Sizes in stock | Percentage of product sizes in stock | Tracks the percentage of product sizes available in stock compared to the total unique products, helping identify gaps in size availability. | |
| Unique product views | Count of unique product views | Tracks the number of sessions in which a product was viewed at least once, excluding repeated views in the same session. | |
| Unique products | Count of distinct products in stock | Measures the percentage of unique products available in stock at each warehouse compared to the total unique products tracked. | |
| Unique variants in stock | Count of distinct product variants in stock | Calculates the percentage of product variants available in stock at each warehouse, offering insights into inventory completeness. |
Marketing performance
| Metric | Formula | Description | How to use |
|---|---|---|---|
| Cost of sales | Marketing spend / Gross sales | Measures the percentage of revenue spent on marketing, showing how marketing affects profitability. | |
| Cost per click (CPC) | Marketing spend / Clicks | Tracks the cost of each ad click, providing insight into how efficiently your budget drives engagement. | Optimize Keyword and Audience Targeting: If CPC is high, review your keyword bids and audience targeting criteria. Narrowing down to more specific, high-intent keywords or audiences can reduce costs and improve click quality. Compare with CPM (Ads): Use CPC in conjunction with CPM (Ads) to determine if your high visibility is translating into effective engagement. High CPM with low CPC can indicate good visibility but ineffective targeting. Evaluate Ad Copy and Creative: High CPC may be a sign that your ad copy or creative is not resonating with your audience. Test different variations to improve relevance and lower costs per click. |
| Cost per mille (CPM) | Marketing spend / (Impressions / 1000) | Calculates the cost to show your ads 1,000 times, helping assess ad visibility expenses. | Monitor Campaign Efficiency: Use CPM (Ads) to compare the cost efficiency of different campaigns, especially in brand awareness and reach-focused strategies. A lower CPM indicates more cost-effective visibility. Combine with Engagement Metrics: Evaluate CPM (Ads) alongside engagement metrics like CTR (Ads) to ensure that the impressions you are paying for are resulting in meaningful interactions, not just visibility. Adjust Bidding Strategies: If CPM is consistently high, consider adjusting your bidding strategies or targeting options to improve cost efficiency and maximize reach within your budget. |
| Cost per order | Marketing spend / Orders | Calculates the average marketing cost to generate a single order, helping you track efficiency. | Monitor Profitability: Ensure that your Cost per Order remains below your Net Gross Profit 2 per Order to maintain profitability. If costs are rising, revisit your marketing mix and channel allocation. |
| Cost per visit | Marketing spend / Visits | Tracks the average cost of bringing a visitor to your website, using site tracking data. | |
| Customer acquisition cost (CAC) | Marketing spend / New customers | Measures the cost of acquiring a new customer, calculated by dividing marketing spend by new customer count. | |
| epROAS | Net gross profit 2 / Marketing spend | Compares profit after costs to ad spend, factoring in operational and fulfillment expenses for a full view of returns. | Compare Markets for Optimization: epROAS is excellent for comparing market performance. For example, if one market has a higher epROAS than another, investigate the reasons behind the differing profitability, such as varying fulfillment costs, return rates, or customer behavior, to optimize your strategies across regions. Evaluate Campaign Performance: Use epROAS to compare different campaigns within the same channel or funnel. This helps identify which campaigns deliver the best profitability, allowing you to strategically increase or decrease marketing spend based on performance. |
| eROAS | Net sales / Marketing spend | Shows how much revenue is generated for every dollar spent on ads, adjusted for product returns. | Consider epROAS for a Full Picture: For a more complete view that includes fulfillment costs and returns, consider using epROAS. It provides a better understanding of the true profitability of your ad spend. |
| Marketing spend | Sum of all marketing costs | Represents the total amount spent on marketing, including online, offline, and manually added costs. | |
| Marketing spend target | Sum of targeted marketing costs | Sets the target for how much should be spent on marketing within a specific time period. | |
| New customer epROAS | New customer net gross profit 2 / Marketing spend | Evaluates the profitability of acquiring new customers by linking their profit to the marketing costs spent on acquisition. | Focus on New Customer Acquisition: This is a great metric if acquiring new customers is a key objective for your marketing efforts. It helps you understand the effectiveness of your spend specifically on new customer acquisition. Compare Markets Like-for-Like: Use this metric to compare markets fairly, especially when one market might be your “home market” where you’re primarily buying back old customers, which is usually cheaper. New Customer epROAS enables you to evaluate the performance of new customer acquisition across different regions without skewing the results with existing customer purchases. |
| pROAS | Gross profit 2 / Marketing spend | Measures profit generated from advertising spend, considering costs like COGS and fulfillment. | Consider epROAS for a Full Picture: For a more complete view that includes fulfillment costs and returns, consider using epROAS. It provides a better understanding of the true profitability of your ad spend. |
| ROAS | Gross sales / Marketing spend | Shows how much revenue your ads generate for every dollar spent, based on tracked and attributed sales. | Use ROAS (Ads) for Platform Reported Data: If you want to see the ROAS based on the ad platforms’ reported data, use the ROAS (Ads) metric, which reflects the performance directly as reported by platforms like Google and Meta. Consider epROAS for a Full Picture: For a more complete view that includes fulfillment costs and returns, consider using epROAS. It provides a better understanding of the true profitability of your ad spend. |
Customers
| Metric | Formula | Description | How to use |
|---|---|---|---|
| Lifetime value (LTV) 12 months | Average (Predicted LTV for next 12 months) | Predicts the average gross profit from customers who made a purchase during the selected period, forecasting their value over the next 12 months. For example, if the value is USD 400, it means that on average, a customer purchasing from that dimension (e.g., category) is predicted to provide additional USD 400 in profit in the upcoming year. Please note that the metric is always based on today’s predicted value. | |
| New customer count | Sum of all new customers | Represents the total number of new customers who placed their first order during the selected period, identified via customer IDs or emails. | |
| New customers (%) | New customers / Unique customers | Measures the percentage of total customers who made their first purchase during the selected period, highlighting acquisition effectiveness. | Combine with Channel Dimension: Use the Channel dimension to identify which marketing channels are driving the highest percentage of new customers. This can help optimize budget allocation towards the most effective acquisition channels. Analyze Product and Category Performance: Combine this metric with product or category dimensions to see what new customers are buying. This can provide insights into which products are most effective at converting first-time buyers. Focus on Retention Strategies: If the percentage of new customers is high but Orders Last 12 Months per Customer is low, consider evaluating retention strategies. |
| New visitor count | Sum of all new visitors | Counts the total number of first-time visitors or sessions during the selected period, based on unique identifiers from site tracking. | |
| Orders last 12 months per customer | Average (Orders in last 12 months) | Calculates the average number of orders over the past 12 months for customers who made a purchase during the selected period and dimension, offering insights into loyalty. For example, if this value is 1.2, it means that on average, a customer who purchases from that dimension (e.g., category) makes 1.2 purchases per year. This metric is valuable for understanding customer loyalty and purchasing patterns across different product categories or segments. | Combine with Product Dimensions: Use this metric with dimensions like Product Category, Brand, or Collection to understand what your most (or least) loyal customers are purchasing most frequently. Analyze New Customer Acquisition: Apply a filter for new customers to see where your most loyal customers were first acquired. This can help identify effective acquisition channels and initial products that encourage repeat purchases. |
| Percentage new visitors | New visitors / Total visits | Tracks the share of first-time visitors among all website visits, using site tracking and cookie data. | |
| Purchases from new customers (%) | New customer orders / Total orders | Tracks the percentage of total orders placed by new customers, providing insights into the contribution of newly acquired customers. | Combine with Channel Dimension: Use the Channel dimension to identify which marketing channels are driving the highest percentage of new customer orders. This can help optimize budget allocation towards the most effective acquisition channels. Analyze Product and Category Performance: Combine this metric with product or category dimensions to see what new customers are buying. This can provide insights into which products are most effective at converting first-time buyers. Focus on Retention Strategies: If the percentage of new customer orders is high but Orders Last 12 Months per Customer is low, consider evaluating retention strategies. |
| Revenue last 12 months per customer | Average (Revenue in last 12 months) | Shows the average revenue over the past 12 months for customers who made a purchase during the selected period and dimension, helping assess long-term value. For example, if the value is USD 400, it means that on average, a customer purchasing from that dimension (e.g., category) contributes USD 400 in revenue per year. This metric is valuable for identifying the monetary value of your customer base and understanding spending patterns across different product categories or segments. | Combine with Product Dimensions: Use this metric with dimensions like Product Category, Brand, or Collection to understand what your most (or least) valuable customers are spending on most frequently. Analyze New Customer Acquisition: Apply a filter for new customers to see where your highest-spending customers were first acquired. This can help identify effective acquisition channels and initial products that drive high revenue per customer. |
| Unique customers | Sum of unique customers | Counts the unique customers who placed an order during the selected period, offering an overview of your customer base activity. |
Feed based marketing
| Metric | Formula | Description | How to use |
|---|---|---|---|
| Clicks (Product ads) | Sum of all product ad clicks | Tracks the total number of clicks received from feed-based product ads during the selected period, reflecting audience engagement. | |
| Cost Per Order (Product ads) | Marketing spend / Order count | Calculates the average advertising cost incurred to generate each order from feed-based product ads during the selected period. | |
| CTR (Product ads) | Clicks / Impressions | Calculates the ratio of clicks to impressions for feed-based product ads during the selected period, showing ad effectiveness. | |
| Customer acquisition cost (CAC) (Product ads) | Marketing spend / New customers | Calculates the average cost of acquiring a new customer through feed-based product ads during the selected period. | |
| Gross sales (Shopping ads) | Sum of all gross sales from shopping ads | Measures the total revenue generated from shopping ads during the selected period, as reported by ad platforms. | |
| Impressions (Product ads) | Sum of all product ad impressions | Counts the number of times feed-based product ads were shown to users during the selected period, offering visibility insights. | |
| Marketing spend (Product ads) | Sum of all product ad marketing spend | Represents the total cost of feed-based product advertisements during the selected period, as reported by ad platforms or manual inputs. | |
| Net gross margin 3 (Product ads) | Net gross profit 3 / Net sales | Shows the profit margin for feed-based product ads after deducting marketing costs, providing insights into overall efficiency. | |
| Net gross profit 3 (Product ads) | Net gross profit 2 - Marketing spend | Calculates the profit from feed-based product ads after deducting all associated costs, including marketing, during the selected period. | |
| Net gross profit 3 per order (Product ads) | Net gross profit 3 / Order count | Measures the average profit per order from feed-based product ads after accounting for all associated costs during the selected period. | |
| Order count (Shopping ads) | Sum of all orders from shopping ads | Tracks the total number of orders generated from shopping ads during the selected period, as reported by ad platforms. |
Traffic
| Metric | Formula | Description | How to use |
|---|---|---|---|
| Average visit length | Total session duration / Number of sessions | Calculates the average time visitors spend on the website per session, providing insights into user engagement and interest in the website content. | |
| Bounce rate | Bounced visits / Visits | Tracks the percentage of visits where users view only one page and leave without interacting further, providing insights into landing page performance and engagement. | Target the Right Audience: Use the Channel group and Campaign dimensions to identify sources with high bounce rates and refine targeting or messaging. Analyze Device Performance: High bounce rates on mobile devices might indicate usability issues. Optimize for mobile to enhance the user experience. Monitor Landing Page Performance: Identify pages with high bounce rates and focus on optimizing content or functionality to improve user retention. |
| Conversion rate | Order count / Visits | Measures the percentage of visits that result in a purchase, offering insights into the effectiveness of the website and marketing efforts in driving conversions. | Optimize for Profitability, Not Just Volume: When analyzing Conversion rate, also take Net gross profit 3 into account. If conversion rates are rising but profits are declining due to heavy promotions or discounts, evaluate whether the increase in sales volume justifies the decrease in profitability. Analyze Downward Trends in Conversion: If the Conversion rate is dropping, check whether profitability (via Net gross profit 3 per order) or Average order value has increased. It’s possible that fewer, more profitable transactions are taking place. Conversely, if Conversion rate is but profits are down, reassess the products or channels driving the sales. Test Stronger Promotional Offers Strategically: To boost conversion rates quickly, use limited-time promotions or bundle offers. However, ensure these offers don’t erode profitability by tracking the impact on both Conversion rate and Net gross profit 3. |
| New users | Count of all new users | Counts the total number of first-time visitors to the website during the selected period, helping evaluate the success of user acquisition strategies. | |
| Pageviews per visit | Total pageviews / Visits | Measures the average number of pages viewed during a session, reflecting user engagement and the effectiveness of site navigation and content relevance. | Optimize Content Strategy: Use the Landing Page dimensions to identify which pages keep users engaged and replicate successful patterns. Combine with Bounce Rate: Analyze this metric alongside Bounce rate to understand if users are finding relevant content after landing on the site. |
| Users | Count of unique users | Tracks the number of unique visitors to the website, identified by unique cookies, helping evaluate overall audience size during the selected period. | |
| Value per visit | Gross sales / Visits | Calculates the average revenue generated per visit, helping to evaluate the effectiveness of website traffic and the contribution of different traffic sources. | Improve Conversion Paths: Enhance user experience on pages with high traffic but low value by optimizing calls to action and simplifying the purchase process. |
| Visits | Count of all visits | Represents the total number of unique sessions initiated on the website, identified by unique cookies, offering insights into overall traffic volume. |
Reported by ad platforms
| Metric | Formula | Description | How to use |
|---|---|---|---|
| Click-through rate (CTR) | Clicks / Impressions | Calculates the percentage of ad impressions that result in clicks, showing how well your ads capture attention. Data is fetched daily from ad platforms. | Test Ad Copy and Creatives: Low CTR may indicate that your ad copy or creative is not resonating with your audience. Experiment with different headlines, images, and messaging to improve engagement. Refine Targeting: If CTR is consistently low, consider refining your audience targeting criteria. Ensure that your ads are reaching the most relevant users to increase the likelihood of clicks. Combine with CPC (Ads): A high CTR combined with a low CPC indicates efficient ad spend. Aim for this balance to optimize your campaigns. |
| Clicks | Sum of all clicks | Tracks the number of times users click on your ads. Data is fetched daily from ad platforms. | |
| Impressions | Sum of all impressions | Counts how often your ads are displayed to users. Data is fetched daily from ad platforms. | |
| Gross sales (ads) | Sum of conversion values | Represents the total revenue generated from ad-driven sales. Data is fetched daily from ad platforms. |