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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 | utm source = google (excluding the campaigns mentioned here) | |
Advertising | Advertising Overview | Meta | utm source = fb or facebook or instagram |
Advertising | Advertising Overview | 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 | 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 | 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 | 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 | 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 | 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 | 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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