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 e-commerce 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.
Cost of goods sold (COGS)	Sum of all COGS	Represents the total cost of the products sold during the selected period.
Driven Gross sales	Gross sales from all products sold in visits where the product was the landing page	Shows how much gross sales a product drives when it is the entry product: revenue from all products sold in visits that started on that product. Use with product or product attribute dimensions.
Driven Net gross profit 2	Net gross profit 2 from all products sold in visits where the product was the landing page	Shows how much profit a product drives when it is the entry product, after returns and fulfilment costs. Use with product or product attribute dimensions.
Driven Products sold	Products sold in visits where the product was the landing page	Shows how many products are sold in total when a product is the entry product of the visit. Use with product or product attribute dimensions.
% 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.
Gross sales per distinct product	Gross sales / Distinct products sold	Measures the average gross sales per distinct product, regardless of how many units of each product are sold, enabling comparison across product segments with different numbers of products.
Net gross profit 2 per distinct product	Net gross profit 2 / Distinct products sold	Calculates the average profit per distinct product, regardless of how many units of each product are sold, after deducting fulfilment costs and adjusting for returns.
% 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 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 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 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.
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 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, you shouldn’t spend more than that on marketing per order to remain profitable short term. This is useful for assessing marketing budgets across different regions and product categories. Limit Discounts to Maintain Profitability: 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 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 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.
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.
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.
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.
Shipping fees	Sum of all shipping fees charged to customers	Captures the total shipping fees charged to customers, excluding VAT, representing revenue collected from delivery services.
Single item orders	Count of orders with one product	Tracks orders consisting of exactly one product, helping identify customer purchase behavior.
Customs 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 COGS in inventory	Average COGS per variant, warehouse and date	Tracks the average cost of goods sold per unit across inventory over the selected period, providing insights into inventory cost 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 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.
Days in stock	(Current inventory + Incoming inventory) / Forecasted daily sales	The forecasted number of days the product will remain in stock, based on current and incoming inventory.
Forecast gross products sold (Next 120 days)	Sum of forecasted gross products sold for the next 120 days	Predicts the total quantity of products expected to sell during the next 120 days, aiding in demand planning and promotional strategies.
Forecast incoming returns (Next 120 days)	Sum of forecasted incoming returns for the next 120 days	Estimates the number of products expected to be returned on already sold orders for the next 120 days, helping anticipate inventory adjustments and returns impact. Based on historical trends and inputted return rates.
Forecast inventory (End of 120 days)	Current and incoming inventory - Forecasted net products sold (next 120 days)	Projects end-of-period 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 120 days)	Forecasted end-of-period inventory * Average historical COGS	Projects the financial value of inventory remaining at the end of the 120-day period, helping plan for stock management and potential markdowns.
Forecast net products sold (Next 120 days)	Forecasted gross products sold - Forecasted returns (Next 120 days)	Estimates the number of products expected to sell during the next 120 days, 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 (Next 120 days)	Forecasted net products sold + Actual net products sold	Combines forecasted net product sales with actual sales to date, providing a comprehensive view of sales performance for the period.
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 current 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 (Next 120 days)	Forecasted returns / Forecasted gross products sold	Estimates the percentage of sold products that are likely to be returned during the next 120 days, based on historical trends and inputted return rates.
Forecast sell-through (Next 120 days)	Forecasted net products sold (next 120 days) / 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.
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 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 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 per order	Products sold / Order count	Calculates the average number of products included in each transaction, highlighting purchasing patterns and cross-selling opportunities.
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.
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
Average days between orders	Days between first and last order / Number of order intervals	Shows the average number of days between orders for customers who made a purchase during the selected period, based on unique order dates.
Customer Net Gross Profit 2 first 12 months	Average (Net gross profit 2 in the customer’s first 12 months)	Shows the net gross profit 2 over the first 12 months for customers who made a purchase during the selected period.
Customer Net Sales first 12 months	Average (Net sales in the customer’s first 12 months)	Shows net sales over the first 12 months for customers who made a purchase during the selected period.
Customer Orders first 12 months	Average (Order count in the customer’s first 12 months)	Shows the average order count over the first 12 months for customers who made a purchase during the selected period.
Days since previous order	Days between the current order and the previous order	Shows the number of days between a customer’s current order and their immediately previous order, based on unique order dates.
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 customer count per distinct product	New customer count / Distinct products sold	Measures the average number of new customers per distinct product, regardless of how many units of each product are sold, helping compare customer acquisition across product segments.
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.
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.
Purchases from returning customers (%)	Returning customer orders / Total orders	Tracks the percentage of total orders placed by returning customers, providing insight into the contribution of existing customers.
Returning customer count	Unique customers - New customers	Represents the number of returning customers, calculated by subtracting new customers from unique customers.
Returning customers (%)	Returning customers / Unique customers	Measures the percentage of customers who made their second or later purchase during the selected period, highlighting retention and loyalty.
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 of sales (Product ads)	Marketing spend (Product ads) / Gross sales	Measures the share of revenue spent on product ads. Should be used on product level.
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.
Driven epROAS (Product Ads)	Driven Net gross profit 2 / Marketing spend (Product ads)	Compares the profit a product drives as entry product with the product ads spend behind it, factoring in fulfilment and return costs.
Driven Net gross profit 3 (Product Ads)	Driven Net gross profit 2 - Marketing spend (Product ads)	Profit from all products sold in visits where the product was the entry product, after deducting product ads spend, fulfilment and returns.
epROAS (Product ads)	Net gross profit 2 / Marketing spend (Product ads)	Compares profit after costs with product ads spend for the product itself, factoring in fulfilment and return costs.
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.
Marketing spend (Product ads) per product	Marketing spend (Product ads) / Distinct products advertised	Measures the average product ads spend per unique product advertised, helping compare marketing efficiency across product segments.
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 distinct product (Product ads)	Net gross profit 3 (Product ads) / Distinct products sold	Measures the average profit per distinct product after deducting all variable costs, including fulfilment and product ads spend. Use with product or product attribute dimensions.
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.
ROAS (Product ads)	Gross sales / Marketing spend (Product ads)	Shows how much revenue your product ads generate for every unit of currency spent. Should be used on product level.

Traffic

Metric	Formula	Description	How to use
Add-to-cart events	Count of add-to-cart events	Number of distinct add-to-cart events. One event may contain multiple products.
Add-to-cart quantity	Sum of quantities in add-to-cart events	Total units added to cart. Accounts for quantities greater than one per line item.
Add-to-cart value	Sum of (price × quantity) in add-to-cart events	Total monetary value of items added to cart. Tracked event prices are not normalized the way order prices are, so they may include or exclude tax depending on your platform.
Average PLP position	Average product position in list views	Average position of products in product list views. Indexing depends on your tracking implementation.
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.
Cart-to-checkout rate	Products in checkout / Products added to cart	Percentage of cart additions that proceeded to checkout.
Cart-to-purchase rate	Products purchased / Products added to cart	Percentage of cart additions that resulted in a purchase.
Checkout events	Count of checkout events	Number of distinct checkout actions.
Checkout quantity	Sum of quantities in checkout events	Total units present in checkout events. Includes repeated checkout events for the same cart.
Checkout-to-purchase rate	Products purchased / Products in checkout	Percentage of checkout items that were purchased.
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.
Event items	Count of all tracked event items	Total number of event items, counted once per product per event. Useful for understanding tracking volume.
Gross profit 3 per PLP impression	Gross profit 3 / PLP impressions	Gross profit 3 generated per product list page impression.
Net cart quantity	Add-to-cart quantity - Remove-from-cart quantity	Net units left in cart, added minus removed.
Net cart value	Add-to-cart value - Remove-from-cart value	Net monetary value left in cart, added minus removed.
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.
PDP view events	Count of product detail page view events	Number of product detail page views.
PDP views per PLP impression	PDP view events / PLP impressions	Number of product detail page views per list impression. Can exceed 100% because one list impression may lead to several product views during the visit.
PLP impressions	Count of product list view events	Number of product list view events, such as category pages and search results. When grouped by product, shows how many list views included that product.
Products added to cart	Count of product line items in add-to-cart events	Number of product line items added to cart. One event with multiple products counts each product separately.
Products in checkout	Count of unique products in checkout events per visit	Unique products that appeared in checkout, counted once per visit. Multiple checkouts of the same product in one visit count once.
Products purchased (Tracked)	Count of product line items in tracked purchase events	Number of product line items in tracked purchase events. Tracked purchase metrics can differ from order metrics, which are reconciled with your e-commerce platform.
Products removed from cart	Count of product line items in remove-from-cart events	Number of product line items removed from cart.
Purchase events (Tracked)	Count of tracked purchase events	Number of distinct purchase events from tracking. Tracked purchase metrics can differ from order metrics, which are reconciled with your e-commerce platform.
Purchase quantity (Tracked)	Sum of quantities in tracked purchase events	Total units in tracked purchase events.
Remove-from-cart quantity	Sum of quantities in remove-from-cart events	Total units removed from cart.
Remove-from-cart value	Sum of (price × quantity) in remove-from-cart events	Total monetary value of items removed from cart.
Returning users	Users - New users	Number of returning visitors, calculated by subtracting new users from unique users.
Revenue per PLP impression	Gross sales / PLP impressions	Revenue generated per product list page impression.
Tracked events	Count of all tracked events	Number of distinct tracked events. Use together with the Event name dimension to analyse custom events.
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.
View-to-cart rate	Products added to cart / PLP impressions	Percentage of list impressions that resulted in an add-to-cart.
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.
Visits starting with product view	Count of visits whose first interaction is a product view	Number of visits where the very first tracked interaction is a product detail page view, showing initial product interest.
Visits with add-to-cart	Count of visits with at least one add-to-cart	Number of visits where at least one item was added to cart.
Visits with checkout	Count of visits with at least one checkout	Number of visits where checkout was initiated.
Visits with event	Count of visits with at least one tracked event	Number of visits that contain tracked events. Group by the Event name dimension to see visits per event type, including custom events.
Visits with PDP view	Count of visits with at least one product detail page view	Number of visits where at least one product detail page was viewed.
Visits with PLP view	Count of visits with at least one product list view	Number of visits where at least one product list was viewed.
Visits with purchase (Tracked)	Count of visits with at least one tracked purchase	Number of visits where at least one purchase event was tracked.

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.
Daily reach	Sum of daily reach	The number of unique users who saw your ad at least once, counted per day. Data is fetched daily from ad platforms.
Hold rate	Video thruplay watched / Video 3-second views	Measures how well your video retains viewers who watched the first 3 seconds. Higher values indicate more engaging content throughout the video. Meta only.
Hook rate	Video 3-second views / Impressions	Measures how effectively your video captures attention in the first 3 seconds, also known as thumb stop rate. Meta only.
Impressions	Sum of all impressions	Counts how often your ads are displayed to users. Data is fetched daily from ad platforms.
Inline link clicks	Sum of all inline link clicks	The number of clicks on links within your ad that led to destinations on or off the platform. Data is fetched daily from ad platforms.
Inline post engagement	Sum of all inline post engagements	The total number of actions people take on your ads, including reactions, comments, shares, views and clicks. Data is fetched daily from ad platforms.
Search budget lost impression share	Impressions lost to budget / Total eligible impressions	The percentage of impressions lost because of budget constraints. Google Ads only.
Search click share	Clicks / Total eligible clicks	The percentage of clicks received out of total eligible clicks. Google Ads only.
Search impression share	Impressions / Total eligible impressions	The percentage of impressions received out of total eligible impressions. Google Ads only.
Video 3-second views	Sum of all 3-second video views	The number of times your video was played for at least 3 seconds. Meta only.
Video play actions	Sum of all video play actions	The number of times your video ads started playing. Data is fetched daily from ad platforms.
Video thruplay watched	Sum of all thruplays	The number of times your video ads were played to completion, or for at least 15 seconds. Data is fetched daily from ad platforms.