D2C Dashboard for Brands

Deep dive into customer metrics for your brand. Understand your customer retention rates and set custom business rules for CLV/CAC ratio

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eCommerce Metrics

You can easily track and analyze all these crucial KPIs and more in one place, allowing you to quickly identify trends and opportunities.

Dashboard	Tab	Metric	Definition
Advertising	Advertising Overview	Data Freshness	The data updates thrice during the day (8:30 AM, 1:30PM & 5:30 PM ET). On any day, the data will be available & accurate till the previous day.
Advertising	Advertising Overview	Podcast (UTM + Codes)	(utm source = podcast or campaign = huberman/darkhorse) or tags contain promo codes : huberman or darkhorse or richroll or dylyon AND first order of a customer (identified by email)
Advertising	Advertising Overview	Affiliate	utm source = affiliate or affilate or commission_junction or tags contain promo codes as given on the slide
Advertising	Advertising Overview	Newsletter	The attribution logic is given on the presentation slide.
Advertising	Advertising Overview	Google	utm source = google (excluding the campaigns mentioned here)
Advertising	Advertising Overview	Meta	utm source = fb or facebook or instagram
Advertising	Advertising Overview	Email	utm source = klaviyo or Klaviyo
Advertising	Advertising Overview	Youtube	utm source = YouTube or (google campaigns mentioned here)
Advertising	Advertising Overview	Squaredance	utm medium= squaredance
Advertising	Advertising Overview	Live Intent	utm source = liveintent
Advertising	Advertising Overview	MNTN	utm source = mntn
Advertising	Advertising Overview	Pinterest	utm source = pinterest
Advertising	Advertising Overview	Tiktok	utm source = tiktok
Advertising	Advertising Overview	Bing	utm source = bing
Advertising	Advertising Overview	Neuropedia	utm source = neuropedia
Advertising	Advertising Overview	Others	unattributed orders
Advertising	Advertising Overview	Revenue	Total Sales from Shopify orders (attributed to a particular channel using the definitions)
Advertising	Advertising Overview	Total Orders	Total Orders placed
Advertising	Advertising Overview	New Orders	Checkout Orders OTP (order need not be the first order of a customer) + First time subscription orders
Advertising	Advertising Overview	Recurring Orders	Recurring subscription orders (non-checkout orders)
Advertising	Advertising Overview	Revenue (New Orders)	Total Sales from New Orders
Advertising	Advertising Overview	Revenue (Recurring Orders)	Total Sales from Recurring Orders
Advertising	Advertising Overview	Adspend	Spend data fetched from respective connectors for Bing, Meta, Google, TikTok, Youtube & Pinterest.
Advertising	Advertising Overview	CPA (UTM)	Adspend/New Orders
Advertising	Advertising Overview	CPM	Adspend per 1000 Impressions
Advertising	Advertising Overview	CPC	Adspend/ Clicks
Advertising	Advertising Overview	CTR	Clicks/Impressions
Advertising	Advertising Overview	CVR	Conversions/Clicks
Advertising	Advertising Overview	MTD	Month to date actual values of the KPIs. (Note that Core CPA includes the channels : Meta. Google, Podcast & Affiliate)
Advertising	Advertising Overview	EOM Forecast	(MTD value/ days till date)* Days in current month
Advertising	Advertising Overview	EOM Target	Actual EOM target of Thesis. Please update values in Targets – sheet
Advertising	Advertising Overview	On track (%)	(EOM Forecast – EOM target) / EOM target
Advertising	Advertising Overview	vs MoM MTD (%)	Actual MTD value comparison with previous month to date
Advertising	Advertising Overview	MTD	Month to Date actual value/ days in month till date
Advertising	Advertising Overview	Reqd. for rest of month	(EOM Target – MTD value)/ remaining days in month
Advertising	Advertising Overview	Reqd. from day 1	EOM Target/ Days in month
Advertising	Channel Deep Dive	Channel Deep Dive	This page shows the performance metrics on a Channel level.
Advertising	Channel Deep Dive	Ads Deep Dive	This page shows the performance metrics on a Campaign/Adset/Ad level.
Advertising	Channel Deep Dive	Adspend	Spend data fetched from respective connectors for Bing, Meta, Google, TikTok, Youtube & Pinterest.
Advertising	Channel Deep Dive	Conversions	Platform conversions (might not be last click)
Advertising	Channel Deep Dive	Conversions (UTM)	Checkout Orders OTP (order need not be the first order of a customer) + First time subscription orders (attributed to an ad using order tags)
Advertising	Channel Deep Dive	CPM	Adspend per 1000 Impressions
Advertising	Channel Deep Dive	CPC	Adspend/ Clicks
Advertising	Channel Deep Dive	CTR	Clicks/Impressions
Advertising	Channel Deep Dive	CVR	Conversions (UTM) /Clicks
Advertising	Channel Deep Dive	CPA	Adspend/Conversions
Advertising	Channel Deep Dive	CPA (UTM)	Adspend/Conversions (UTM)
Advertising	Channel Deep Dive	%Metric	comparison percentage with the prior period.
Advertising	Ads Deep Dive	Channel Deep Dive	This page shows the performance metrics on a Channel level.
Advertising	Ads Deep Dive	Ads Deep Dive	This page shows the performance metrics on a Campaign/Adset/Ad level.
Advertising	Ads Deep Dive	Adspend	Spend data fetched from respective connectors for Bing, Meta, Google, TikTok, Youtube & Pinterest.
Advertising	Ads Deep Dive	Conversions	Platform conversions (might not be last click)
Advertising	Ads Deep Dive	Conversions (UTM)	Checkout Orders OTP (order need not be the first order of a customer) + First time subscription orders (attributed to an ad using order tags)
Advertising	Ads Deep Dive	CPM	Adspend per 1000 Impressions
Advertising	Ads Deep Dive	CPC	Adspend/ Clicks
Advertising	Ads Deep Dive	CTR	Clicks/Impressions
Advertising	Ads Deep Dive	CVR	Conversions (UTM) /Clicks
Advertising	Ads Deep Dive	CPA	Adspend/Conversions
Advertising	Ads Deep Dive	CPA (UTM)	Adspend/Conversions (UTM)
Advertising	Ads Deep Dive	%Metric	comparison percentage with the prior period.
Advertising	Lost Spend	Adspend	Spend data fetched from respective connectors for Bing, Meta, Google, TikTok, Youtube & Pinterest.
Advertising	Lost Spend	Spend Type	Wasted Spend – When Adsales = 0 and Spend is non-zero
Advertising	Lost Spend	Concerned Spend	When Adsales < Spend
Advertising	Lost Spend	Safe Spend	When Adsales > Spend
Advertising	Lost Spend	Spend with 0 Sales	Spend with no Sales on that day
Advertising	Lost Spend	Spend with CPA between lower & upper bound	Spend which has CPA between lower and the upper bounds
Advertising	Lost Spend	Spend with CPA less than lower bound	Spend which has CPA lower than the lower bound
Advertising	Lost Spend	Conversions	Platform conversions (might not be last click)
Advertising	Lost Spend	Conversions (UTM)	Checkout Orders OTP (order need not be the first order of a customer) + First time subscription orders (attributed to an ad using order tags)
Advertising	Lost Spend	CPM	Adspend per 1000 Impressions
Advertising	Lost Spend	CPC	Adspend/ Clicks
Advertising	Lost Spend	CTR	Clicks/Impressions
Advertising	Lost Spend	CVR	Conversions (UTM) /Clicks
Advertising	Lost Spend	CPA	Adspend/Conversions
Advertising	Lost Spend	CPA (UTM)	Adspend/Conversions (UTM)
Advertising	Lost Spend	RoAS	Adsales/Adspend
Advertising	Email Campaigns	Campaigns By Month	“Campaigns By Month” refers to the number of email campaigns launched within each month, providing insights into the monthly activity and frequency of marketing initiatives.
Advertising	Email Campaigns	Campaigns Summary	The “Campaigns Summary” refers to an overview of the performance and key metrics related to email marketing campaigns. It typically includes various metrics and data points that provide insights into the effectiveness and impact of the campaigns.
Advertising	Email Campaigns	Triggers By Month	The number of triggered events or actions that occurred within each month. Triggers can refer to specific actions or events that activate an automated flow or campaign.
Advertising	Email Campaigns	Trigger By Flows	The distribution or breakdown of triggered events or actions based on the specific automated flows or campaigns they belong to. It provides insights into which flows are generating the most triggers.
Advertising	Email Campaigns	Leads Flows	Automated flows or campaigns designed to capture and nurture leads. These flows are typically created to engage with potential customers and guide them through the lead conversion process.
Advertising	Email Campaigns	Subscriber Flows	Automated flows or campaigns that focus on engaging and nurturing existing subscribers. These flows aim to maintain and strengthen the relationship with subscribers through relevant content and offers.
Advertising	Email Campaigns	OTP Flows	OTP (One-Time Password) flows are automated sequences designed to send one-time passwords or verification codes to users. These flows are commonly used for authentication purposes during login or account verification processes.
Advertising	Email Campaigns	Sent	The number of emails sent to recipients in a specific campaign or timeframe.
Advertising	Email Campaigns	Delivered %	The percentage of emails that were successfully delivered to recipients out of the total number of emails sent. It is calculated by dividing the number of delivered emails by the number of sent emails and multiplying by 100.
Advertising	Email Campaigns	Unique Opens	The number of individual recipients who opened an email at least once. If the same recipient opens the email multiple times, it is counted as one unique open.
Advertising	Email Campaigns	Open %	The percentage of delivered emails that were opened by recipients. It is calculated by dividing the number of unique opens by the number of delivered emails and multiplying by 100.
Advertising	Email Campaigns	Unique Clicks	The number of individual recipients who clicked on at least one link in the email. If the same recipient clicks multiple links, it is counted as one unique click.
Advertising	Email Campaigns	Clicks %	The percentage of delivered emails that received at least one click from recipients. It is calculated by dividing the number of unique clicks by the number of delivered emails and multiplying by 100.
Advertising	Email Campaigns	CTO (Click-to-Open)	The percentage of unique opens that resulted in clicks. It is calculated by dividing the number of unique clicks by the number of unique opens and multiplying by 100.
Advertising	Email Campaigns	Orders	The number of completed purchases or orders resulting from the email campaign.
Advertising	Email Campaigns	UTM Orders	The number of orders that can be attributed to specific UTM parameters (Urchin Tracking Module). UTM parameters are tags added to URLs to track the effectiveness of marketing campaigns.
Advertising	Email Campaigns	Order Rate	The percentage of unique clicks that resulted in completed orders. It is calculated by dividing the number of orders by the number of unique clicks and multiplying by 100.
Advertising	Email Campaigns	Revenue	The total amount of money generated from completed orders or purchases resulting from the email campaign.
Advertising	Email Campaigns	AOV (Average Order Value)	The average value of each order. It is calculated by dividing the total revenue by the number of orders.
Advertising	Email Campaigns	$/email	The revenue generated per email sent. It is calculated by dividing the total revenue by the number of sent emails.
Advertising	Email Campaigns	Unsub% (Unsubscribe %)	The percentage of recipients who opted out or unsubscribed from future emails after receiving a particular email campaign. It is calculated by dividing the number of unsubscribes by the number of delivered emails and multiplying by 100.
Advertising	Email Campaigns	Campaigns	The number of email campaigns or marketing initiatives launched within a specific timeframe
Advertising	Email Campaigns	Delivered	The number of emails that were successfully delivered to recipients across all campaigns.
Advertising	Email Campaigns	Delivered %	The percentage of emails that were successfully delivered out of the total number of emails sent across all campaigns. It is calculated by dividing the number of delivered emails by the total number of sent emails and multiplying by 100.
Advertising	Email Campaigns	Unique Opens	The total number of unique email opens across all campaigns. This counts each recipient only once, regardless of the number of times they opened the email.
Advertising	Email Campaigns	Open %	The percentage of delivered emails that were opened by recipients across all campaigns. It is calculated by dividing the number of unique opens by the number of delivered emails and multiplying by 100.
Advertising	Email Campaigns	Unique Clicks	The total number of unique clicks on links within emails across all campaigns. This counts each recipient only once, regardless of the number of links they clicked.
Advertising	Email Campaigns	Clicks %	The percentage of delivered emails that received at least one click from recipients across all campaigns. It is calculated by dividing the number of unique clicks by the number of delivered emails and multiplying by 100.
Advertising	Email Campaigns	CTO	The percentage of unique opens across all campaigns that resulted in clicks. It is calculated by dividing the number of unique clicks by the number of unique opens and multiplying by 100.
Advertising	Email Campaigns	Orders	The total number of completed purchases or orders resulting from all campaigns.
Advertising	Email Campaigns	UTM Orders	The number of orders that can be attributed to specific UTM parameters (Urchin Tracking Module) across all campaigns. UTM parameters are tags added to URLs to track the effectiveness of marketing campaigns.
Advertising	Email Campaigns	Order Rate	The percentage of unique clicks across all campaigns that resulted in completed orders. It is calculated by dividing the number of orders by the number of unique clicks and multiplying by 100.
Advertising	Email Campaigns	Revenue	The total amount of money generated from completed orders or purchases resulting from all campaigns.
Advertising	Email Campaigns	AOV (Average Order Value)	The average value of each order across all campaigns. It is calculated by dividing the total revenue by the number of orders.
Advertising	Email Campaigns	$/email	The revenue generated per email delivered across all campaigns. It is calculated by dividing the total revenue by the number of delivered emails.
Advertising	Email Flows	Campaigns By Month	“Campaigns By Month” refers to the number of email campaigns launched within each month, providing insights into the monthly activity and frequency of marketing initiatives.
Advertising	Email Flows	Campaigns Summary	The “Campaigns Summary” refers to an overview of the performance and key metrics related to email marketing campaigns. It typically includes various metrics and data points that provide insights into the effectiveness and impact of the campaigns.
Advertising	Email Flows	Triggers By Month	The number of triggered events or actions that occurred within each month. Triggers can refer to specific actions or events that activate an automated flow or campaign.
Advertising	Email Flows	Trigger By Flows	The distribution or breakdown of triggered events or actions based on the specific automated flows or campaigns they belong to. It provides insights into which flows are generating the most triggers.
Advertising	Email Flows	Leads Flows	Automated flows or campaigns designed to capture and nurture leads. These flows are typically created to engage with potential customers and guide them through the lead conversion process.
Advertising	Email Flows	Subscriber Flows	Automated flows or campaigns that focus on engaging and nurturing existing subscribers. These flows aim to maintain and strengthen the relationship with subscribers through relevant content and offers.
Advertising	Email Flows	OTP Flows	OTP (One-Time Password) flows are automated sequences designed to send one-time passwords or verification codes to users. These flows are commonly used for authentication purposes during login or account verification processes.
Advertising	Email Flows	Sent	The number of emails sent to recipients in a specific campaign or timeframe.
Advertising	Email Flows	Delivered %	The percentage of emails that were successfully delivered to recipients out of the total number of emails sent. It is calculated by dividing the number of delivered emails by the number of sent emails and multiplying by 100.
Advertising	Email Flows	Unique Opens	The number of individual recipients who opened an email at least once. If the same recipient opens the email multiple times, it is counted as one unique open.
Advertising	Email Flows	Open %	The percentage of delivered emails that were opened by recipients. It is calculated by dividing the number of unique opens by the number of delivered emails and multiplying by 100.
Advertising	Email Flows	Unique Clicks	The number of individual recipients who clicked on at least one link in the email. If the same recipient clicks multiple links, it is counted as one unique click.
Advertising	Email Flows	Clicks %	The percentage of delivered emails that received at least one click from recipients. It is calculated by dividing the number of unique clicks by the number of delivered emails and multiplying by 100.
Advertising	Email Flows	CTO (Click-to-Open)	The percentage of unique opens that resulted in clicks. It is calculated by dividing the number of unique clicks by the number of unique opens and multiplying by 100.
Advertising	Email Flows	Orders	The number of completed purchases or orders resulting from the email campaign.
Advertising	Email Flows	UTM Orders	The number of orders that can be attributed to specific UTM parameters (Urchin Tracking Module). UTM parameters are tags added to URLs to track the effectiveness of marketing campaigns.
Advertising	Email Flows	Order Rate	The percentage of unique clicks that resulted in completed orders. It is calculated by dividing the number of orders by the number of unique clicks and multiplying by 100.
Advertising	Email Flows	Revenue	The total amount of money generated from completed orders or purchases resulting from the email campaign.
Advertising	Email Flows	AOV (Average Order Value)	The average value of each order. It is calculated by dividing the total revenue by the number of orders.
Advertising	Email Flows	$/email	The revenue generated per email sent. It is calculated by dividing the total revenue by the number of sent emails.
Advertising	Email Flows	Unsub% (Unsubscribe %)	The percentage of recipients who opted out or unsubscribed from future emails after receiving a particular email campaign. It is calculated by dividing the number of unsubscribes by the number of delivered emails and multiplying by 100.
Advertising	Email Flows	Campaigns	The number of email campaigns or marketing initiatives launched within a specific timeframe
Advertising	Email Flows	Delivered	The number of emails that were successfully delivered to recipients across all campaigns.
Advertising	Email Flows	Delivered %	The percentage of emails that were successfully delivered out of the total number of emails sent across all campaigns. It is calculated by dividing the number of delivered emails by the total number of sent emails and multiplying by 100.
Advertising	Email Flows	Unique Opens	The total number of unique email opens across all campaigns. This counts each recipient only once, regardless of the number of times they opened the email.
Advertising	Email Flows	Open %	The percentage of delivered emails that were opened by recipients across all campaigns. It is calculated by dividing the number of unique opens by the number of delivered emails and multiplying by 100.
Advertising	Email Flows	Unique Clicks	The total number of unique clicks on links within emails across all campaigns. This counts each recipient only once, regardless of the number of links they clicked.
Advertising	Email Flows	Clicks %	The percentage of delivered emails that received at least one click from recipients across all campaigns. It is calculated by dividing the number of unique clicks by the number of delivered emails and multiplying by 100.
Advertising	Email Flows	CTO	The percentage of unique opens across all campaigns that resulted in clicks. It is calculated by dividing the number of unique clicks by the number of unique opens and multiplying by 100.
Advertising	Email Flows	Orders	The total number of completed purchases or orders resulting from all campaigns.
Advertising	Email Flows	UTM Orders	The number of orders that can be attributed to specific UTM parameters (Urchin Tracking Module) across all campaigns. UTM parameters are tags added to URLs to track the effectiveness of marketing campaigns.
Advertising	Email Flows	Order Rate	The percentage of unique clicks across all campaigns that resulted in completed orders. It is calculated by dividing the number of orders by the number of unique clicks and multiplying by 100.
Advertising	Email Flows	Revenue	The total amount of money generated from completed orders or purchases resulting from all campaigns.
Advertising	Email Flows	AOV (Average Order Value)	The average value of each order across all campaigns. It is calculated by dividing the total revenue by the number of orders.
Advertising	Email Flows	$/email	The revenue generated per email delivered across all campaigns. It is calculated by dividing the total revenue by the number of delivered emails.
Attribution	Multi Touch Point Attribution	Attribution Models	Frameworks that help analyze the customer journey and assign credit to the various touchpoints prior to the conversion
Attribution	Multi Touch Point Attribution	First Touch	An attribution model that gives all the credit for the conversion to the first channel or touchpoint that was interacted with by the customer
Attribution	Multi Touch Point Attribution	Last Touch	An attribution model that gives all the credit to the last touchpoint a lead interacted with before converting1.
Attribution	Multi Touch Point Attribution	Linear	An attribution model that gives equal credit to all channels and touchpoints that a customer interacted with throughout the buyer’s journey
Attribution	Multi Touch Point Attribution	Time Decay	An attribution model that gives more credit to the channels and touchpoints that are closer to the conversion, and less credit to those that are further away
Attribution	Multi Touch Point Attribution	U-Shaped	An attribution model that gives more credit to the first and last touchpoints, and distributes the remaining credit evenly among the other touchpoints
Attribution	Multi Touch Point Attribution	W-Shaped	An attribution model that gives more credit to the first, last, and middle touchpoints, and distributes the remaining credit evenly among the other touchpoints.
Attribution	Multi Touch Point Attribution	Avg No of Days B/w Touch & Action	The average number of days between a touchpoint and a conversion action by a customer.??
Attribution	Multi Touch Point Attribution	Avg No of Touch Points	The average number of touchpoints that a customer interacts with before converting.
Attribution	Multi Touch Point Attribution	Acquisition by Touchpoints (Top 10)	The number of conversions that are attributed to the top 10 touchpoints in the customer journey.
Attribution	Multi Touch Point Attribution	Acquisition Proportion by Channel	The percentage of conversions that are attributed to each marketing channel, such as paid, organic, or social media.
Attribution	Multi Touch Point Attribution	Acquisitions By Channel & Attribution Model	The number of conversions that are attributed to each marketing channel based on different attribution models, such as first touch, last touch, linear, etc.
Attribution	Multi Touch Point Attribution	Duration To Acquisition (Days)	The number of days it takes for a customer to convert from the first touchpoint to the last touchpoint.
Attribution	Multi Touch Point Attribution	Top 20 Paths by Conversation Rate	The top 20 sequences of touchpoints that have the highest conversion rates.
Attribution	Multi Touch Point Attribution	Total Sessions by Channel Across Webpage	The total number of visits to a webpage by customers from different marketing channels.
Attribution	Attribution Model Path Insights	CLTV	Customer Lifetime Value – total revenue expected from a customer over their entire relationship with a company.
Attribution	Attribution Model Path Insights	Rebill%	Percentage of customers making recurring purchases after the initial purchase, indicating loyalty and retention.
Attribution	Attribution Model Path Insights	Acquisitions	Process of purchasing another company to expand market presence or gain resources.
Attribution	Attribution Model Path Insights	PATH	Path is the location on the website where the It represents the sequence of steps or pages a customer follows while navigating through the website, from the initial landing page to the final checkout or conversion. Analyzing the PATH of customers can provide valuable insights into user behavior, identify potential bottlenecks, and optimize the website’s design and user experience to enhance conversion rates and improve overall performance.
Attribution	Attribution Model Path Insights	Path Wise Acquisitions	This refers to the acquisitions made by the platform at specific paths.
Attribution	Attribution Model Path Insights	Users	Users refer to individuals who visit or engage with an e-commerce platform or website.
Attribution	Attribution Model Path Insights	Conversions	Conversions represent the desired actions taken by users on the platform, such as making a purchase, signing up for a newsletter, or completing a form.
Attribution	Attribution Model Path Insights	Conversion Rate(%)	Conversion Rate (%) is a metric that measures the percentage of users who successfully complete a desired action or conversion out of the total number of users. It indicates the effectiveness of the platform in turning visitors into customers or achieving specific goals.
Attribution	Attribution Model Comparison	Channel	Marketing or distribution channels utilized by an e-commerce business to reach and engage customers, such as online advertising, social media, email marketing, or direct sales.
Attribution	Attribution Model Comparison	Customers Acquired	The number of new customers that an e-commerce business has obtained within a specific time frame.
Attribution	Attribution Model Comparison	Cumulative Revenue	The total revenue generated by an e-commerce business over a given period, considering all sales and transactions.
Attribution	Attribution Model Comparison	Customer LTV	The lifetime value of an e-commerce customer, representing the total expected value they bring to the business over their entire relationship, including repeat purchases and potential referrals.
Attribution	Attribution Model Comparison	Customers Acquired	The number of new customers that an e-commerce business has acquired within a specific period of time. It represents the count of unique individuals who have made their first purchase from the business during that period.
Attribution	Attribution Model Comparison	Revenue	The total amount of money generated by an e-commerce business through sales of products or services. It reflects the income or financial performance of the business.
Attribution	Attribution Model Comparison	Orders Per Customer	The average number of orders placed by each individual customer within a given period. It indicates the level of engagement and repeat purchases by customers, which can provide insights into customer loyalty and the effectiveness of marketing and retention efforts.
Customer	Cohorts	All Customers	Refers to the total number of customers that an e-commerce business has, including both new and existing customers. It represents the overall customer base of the business.
Customer	Cohorts	Rebill %	The percentage of customers who continue to make recurring purchases or renew subscriptions after their initial purchase. It is an indicator of customer retention and loyalty.
Customer	Cohorts	CLTR (Conversion-to-Lead Ratio)	The ratio that measures the effectiveness of converting leads into customers. It represents the percentage of leads that result in a successful conversion or sale.
Customer	Cohorts	LTR (Lifetime Return)	The total revenue or value generated from a customer over their entire lifetime as a customer of the business. It takes into account repeat purchases, subscriptions, and additional revenue generated from the customer.
Customer	Cohorts	GM % (Gross Margin Percentage)	The percentage of revenue that remains after deducting the cost of goods sold (COGS). It represents the profitability of the business’s core operations.
Customer	Cohorts	CLTV (Customer Lifetime Value)	The total value or revenue that a customer is expected to generate over their entire relationship with the business. It considers factors such as average purchase value, purchase frequency, and customer lifespan.
Customer	Cohorts	LTV/CAC (Lifetime Value to Customer Acquisition Cost Ratio)	The ratio that compares the lifetime value of a customer to the cost of acquiring that customer. It helps evaluate the effectiveness and efficiency of the business’s customer acquisition strategy.
Customer	Cohorts	Payback	The amount of time it takes for a business to recoup the costs associated with acquiring a customer. It represents the duration between customer acquisition and when the revenue from that customer exceeds the acquisition cost.
Customer	Cohorts	Acquisition Year	The year in which an acquisition of a company or business was completed by the e-commerce company.
Customer	Cohorts	Acquisition Channel	The specific marketing or distribution channel through which an e-commerce business acquired a customer or company. It indicates the source or method used to attract and convert customers or acquire other businesses.
Customer	Cohorts	CAC	It is a metric that calculates the average cost incurred by a business to acquire a new customer. CAC includes expenses related to marketing, sales, advertising, promotions, and any other costs associated with acquiring customers. It is typically calculated by dividing the total acquisition costs by the number of customers acquired within a specific period. CAC is an important metric in evaluating the effectiveness and efficiency of a company’s customer acquisition strategies and determining the return on investment for acquiring new customers.
Customer	Customer Reviews	Review count	The total number of reviews received for a product or service. It represents the quantity of feedback or opinions provided by customers or users.
Customer	Customer Reviews	Average Review Score	The average rating or score assigned to a product or service based on the collective reviews received. It provides an overall assessment of the product’s quality or customer satisfaction.
Customer	Customer Reviews	Product Features	The specific characteristics, functionalities, or attributes of a product or service that are highlighted or described to customers. These features differentiate the product from others and may influence purchasing decisions.
Customer	Customer Reviews	Department Review Score	The average rating or score given to a specific department within a business based on customer reviews. It indicates the level of satisfaction or performance of a particular department.
Customer	Customer Reviews	Review by Potential Issue	A review or feedback from a customer highlighting a specific problem, concern, or potential issue with a product or service. It alerts other customers or the business to potential areas of improvement or challenges to be addressed.
Customer	Voice of Customer	Star Reviews For Rating	The star rating given by customers to indicate their overall satisfaction or experience with a product or service. It typically ranges from one star (lowest) to five stars (highest).
Customer	Voice of Customer	Customer Review By Phrase – Word Cloud with Review Comments	A visual representation of customer reviews using a word cloud, where the size of each word represents its frequency in the review comments. It provides a quick overview of the most commonly mentioned phrases or sentiments expressed by customers in their reviews.
Customer	Voice of Customer	Review Title	A concise summary or headline given by a customer to capture the main point or theme of their review.
Customer	Voice of Customer	Review Content	The detailed feedback, opinions, or comments provided by a customer regarding their experience with a product or service. It may include specific details, features, pros, cons, or any other relevant information.
Customer	Voice of Customer	Review Score	The numerical or star rating assigned by a customer to indicate their overall satisfaction or opinion of a product or service. It serves as a quantitative measure of their experience.
Customer	Customer Insights	Gender	The categorization of individuals based on their biological sex as male or female.
Customer	Customer Insights	Age	The numerical representation of a person’s age, indicating their stage of life or demographic information. It helps segment or target specific age groups for marketing or analysis purposes.
Customer	Customer Insights	BR% (Bounce Rate)	Bounce rate is a metric that measures the percentage of visitors who leave a website or web page without interacting further or navigating to other pages within the site. A high bounce rate indicates that visitors are not engaging or finding the content relevant, whereas a low bounce rate suggests that visitors are staying on the website and exploring further. Bounce rate is often used as an indicator of user engagement and the effectiveness of a website in capturing and retaining visitor interest.
Customer	Customer Insights	Sales	The total monetary value of products or services sold within a given period. It represents the revenue generated by a business from customer purchases.
Customer	Customer Insights	Sessions	The number of visits or interactions made by users on a website or application. It indicates the level of engagement or activity on the platform.
Customer	Customer Insights	Email	Refers to electronic mail, a method of sending and receiving digital messages. It is commonly used for communication, marketing, and customer engagement purposes.
Customer	Customer Insights	Product Sales	The sales performance or revenue generated from specific products or product categories within a business.
Customer	Customer Insights	Units Sold	The total number of individual units or items sold within a given period. It represents the quantity of products purchased by customers.
Customer	Customer Insights	Orders	The number of transactions or purchases made by customers within a specific time frame. It represents the count of individual purchases.
Customer	Customer Insights	Distinct SKUs (Stock Keeping Units)	The count of unique product variations or inventory items within a business. It helps manage and track different product options or versions.
Customer	Customer Insights	Discounts	The reduction in price or special offers provided to customers to incentivize purchases or promote sales.
Customer	Customer Insights	Refunds	The process of returning money to a customer after a product return or cancellation of a purchase. It typically occurs when a customer is dissatisfied with a product or experiences issues with the purchase.
Customer	Customer Insights	Returns	The act of customers sending back purchased products to the seller or retailer due to various reasons, such as defects, size issues, or dissatisfaction.
Customer	Customer Insights	City	The geographical location or urban area where customers reside or make purchases. It provides insights into customer demographics and helps in targeted marketing or analysis.
Customer	Customer Insights	First Order Date	The date when a customer made their initial purchase or placed their first order with a business.
Customer	Customer Insights	Last Order Date	The most recent date when a customer made a purchase or placed an order with a business.
Customer	Customer Insights	AOV ($)	Average Order Value, calculated by dividing the total revenue generated by the total number of orders. It represents the average amount spent by customers in a single transaction.
Customer	Customer Insights	LTV (Lifetime Value)	The total value or revenue expected to be generated from a customer over their entire relationship with a business. It takes into account repeat purchases, customer loyalty, and long-term engagement.
Customer	Customer Insights	No. of Reviews	The total count of reviews received for a product, service, or business. It represents the quantity of feedback or opinions provided by customers.
Customer	Customer Insights	CAC (Customer Acquisition Cost)	The average cost incurred by a business to acquire a new customer. It includes expenses related to marketing, advertising, sales efforts, and other costs associated with customer acquisition.
Customer	Customer Insights	Device Type	The specific type of device used by customers to access a website or application, such as desktop, mobile, or tablet. It helps in understanding user behavior and optimizing the platform’s design and functionality for different devices.
Finance	Profit and Loss	Revenue	The total amount of money generated by a business through sales of products or services. It represents the income or sales generated by the business.
Finance	Profit and Loss	Margin	The difference between the selling price of a product or service and the cost of producing or acquiring it. It reflects the profitability of each sale and indicates the amount left over after deducting the cost of goods sold (COGS).
Finance	Profit and Loss	COGS (Cost of Goods Sold)	The direct costs incurred in producing or acquiring the products or services that are sold. It includes expenses such as raw materials, manufacturing costs, and direct labor costs.
Finance	Profit and Loss	Shipping Price	The cost charged to customers for shipping and delivering their orders. It represents the amount collected by the business to cover the expenses associated with shipping products to customers.
Finance	Profit and Loss	Refund Revenue	The revenue generated from refunds or returns processed by the business. It represents the amount refunded to customers for returned products or canceled orders.
Finance	Profit and Loss	Tax Amount	The amount of taxes collected from customers on their purchases. It includes sales tax or any other applicable taxes required by law.
Finance	Profit and Loss	Transaction Fee	The fee charged by payment processors or financial institutions for processing transactions. It represents the cost associated with facilitating payment transactions.
Finance	Profit and Loss	Discount	The reduction in price provided to customers as an incentive or promotional offer. It represents the difference between the original price and the discounted price.
Finance	Profit and Loss	Settled Sales	The sales transactions that have been completed and finalized, including payment collection and order fulfillment. It represents the sales that have been processed and accounted for in the financial records of the business.
Finance	Product Insights	Ordered Product Sales	The sales revenue generated specifically from the products that have been ordered by customers. It represents the monetary value associated with the purchases made by customers for specific products.
Finance	Product Insights	Total Orders	The overall count of all orders placed by customers within a given time frame. It represents the total number of transactions made by customers.
Finance	Product Insights	Sessions	The number of visits or interactions made by users on a website or application. It indicates the level of engagement or activity on the platform.
Finance	Product Insights	Product Revenue Share	The portion or percentage of total revenue attributed to a specific product or product category. It represents the contribution of a particular product or category to the overall revenue generated by the business.
Finance	Product Insights	SKU (Stock Keeping Unit)	A unique identifier or code assigned to a specific product or inventory item. It helps in tracking and managing individual products within the inventory.
Finance	Product Insights	Sales	The total monetary value of products or services sold within a given period. It represents the revenue generated by a business from customer purchases.
Finance	Product Insights	Units Sold	The total number of individual units or items sold within a given period. It represents the quantity of products purchased by customers.
Finance	Product Insights	RR% (Return Rate Percentage)	The percentage of products or orders that are returned or refunded by customers. It indicates the rate at which customers are dissatisfied with their purchases or experience issues with the products.
Finance	Product Insights	Session	A single visit or interaction made by a user on a website or application. It represents the duration of time spent by a user engaged with the platform.
Finance	Product Insights	CVR% (Conversion Rate Percentage)	The percentage of website or app sessions that result in a desired action or conversion, such as a purchase or sign-up. It represents the effectiveness of the platform in converting visitors into customers.
Finance	Product Insights	No. of Reviews	The total count of reviews received for a product, service, or business. It represents the quantity of feedback or opinions provided by customers.
Finance	Product Insights	Total Rating	The cumulative rating or average score given by customers for a product or service based on their reviews. It represents the overall satisfaction or opinion of customers regarding the product or service.
Finance	Product Insights	OOS% (Out-of-Stock Percentage)	The percentage of times a particular product is out of stock or unavailable for purchase. It indicates the frequency with which a product is unavailable to customers due to stock shortages or inventory management issues.
Web	Web Analytics	Sessions	The number of visits or interactions made by users on a website or application.
Web	Web Analytics	CR% (Conversion Rate Percentage)	The percentage of website or app sessions that result in a desired action or conversion, such as a purchase, sign-up, or form submission.
Web	Web Analytics	BR% (Bounce Rate Percentage)	The percentage of sessions in which a user leaves the website or app without interacting further or navigating to other pages.
Web	Web Analytics	Device Type	The specific type of device used by users to access a website or application, such as desktop, mobile, or tablet.
Web	Web Analytics	Top Landing Pages	The web pages that users most commonly land on when they visit a website. These pages typically serve as entry points and can provide insights into user behavior and interests.
Web	Web Analytics	Channel	The marketing or distribution channel through which users arrived at a website or app, such as organic search, paid advertising, social media, or direct traffic.
Web	Web Analytics	Revenue	The total amount of money generated by a business through sales of products or services.
Web	Web Analytics	Pages	The number of web pages viewed during a session. It indicates the depth of engagement and exploration by users on a website or app.

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