Metrics and definitions glossary

This page provides a list of key metrics and definitions used within Performance dashboards, helping you understand your data and gain better insights into your business.

Revenue metrics

Revenue metrics help you understand your overall revenue generation, the impact of your marketing efforts, and the areas where your revenue comes from.

Revenue

• Description: Total generated revenue.
• Value for your business: It offers a comprehensive view of the total revenue over a specific period, helping you track financial health and sales trends.

Influenced revenue

• Description: Revenue attributed to any channel.
• Value for your business: It shows the revenue from marketing campaigns in your project, helping you understand their effectiveness.

Non-influenced revenue

• Description: Revenue not attributed to any channel.
• Value for your business: It highlights the baseline performance of your products or services.

Revenue over time

• Description: Comparison of influenced vs. non-influenced revenue over time.
• Value for your business: It helps you identify the effectiveness of marketing efforts and optimize strategies for sustained revenue growth.

Revenue share

• Description: Percentage revenue influenced by channels.
• Value for your business: This metric helps you understand the contribution of different marketing channels to overall revenue.

Revenue per channel

• Description: Revenue attributed to each channel.
• Value for your business: It provides a direct measure of the revenue generated by each channel.

Buyers

• Description: Users with purchases attributed to a channel.
• Value for your business: This metric helps you track how many recipients of your campaign are converted into buyers.

Receivers conversion rate

• Description: Percentage of customers who received an email and made a purchase.
• Value for your business: It measures the percentage of people who received an email and then completed a desired action, like purchasing. It shows how effectively the email drives conversions from the entire group of recipients.

Engaged conversion rate

• Description: Percentage of customers who clicked on an email and made a purchase.
• Value for your business: This metric measures the percentage of people who interacted with the email (clicked) and then completed a desired action (for example, purchase). It shows how effectively the email content converts those who showed initial interest.

Revenue per buyer

• Description: Average revenue per buyer.
• Value for your business: This metric calculates the average revenue generated by each customer who made at least one purchase. This helps you understand the monetary value of each buyer.

Email revenue share

• Description: Attributed and non-attributed revenue to channel.
• Value for your business: This metric indicates the proportion of total revenue attributed to the email channel. This helps you understand the contribution of email marketing to overall revenue.

Revenue per reach

• Description: Average revenue per email reach.
• Value for your business: It measures the average revenue generated per email campaign recipient. It can highlight the efficiency of the campaign in converting reach into revenue.

Purchases metrics

The following metrics provide insights into the total number of purchases, the impact of marketing efforts on purchases, and the baseline of purchases unaffected by marketing. Trend analysis graph allows for tracking sales trends over time, aiding in forecasting and planning.

Purchases

• Description: Total number of purchases.
• Value for your business: It clearly measures overall sales performance.

Influenced purchases

• Description: Number of purchases attributed to any channel.
• Value for your business: It indicates the number of purchases influenced by marketing efforts.

Non-influenced purchases

• Description: Number of purchases not attributed to channels.
• Value for your business: This metric shows the number of purchases without direct marketing influence, providing a baseline for organic sales.

Purchases over time

• Description: Comparison of influenced vs. non-influenced purchases over time.
• Value for your business: It helps you understand the impact of marketing efforts on sales and optimize strategies for increasing purchase volume.

Average Order Value (AOV) metrics

The four metrics from this section provide insights into the average revenue per order, the impact of marketing efforts on order value, the baseline order value unaffected by marketing, and comparative performance.

Average order value

• Description: Average revenue per purchase.
• Value for your business: It shows the average revenue generated per order, providing a measure of sales efficiency.

Influenced AOV

• Description: Average order value from attributed purchases.
• Value for your business: It indicates the average order value influenced by marketing efforts.

Non-influenced AOV

• Description: Average order value from non-attributed purchases.
• Value for your business: It shows the average order value that occurred without any direct marketing influence, providing a baseline for organic sales.

AOV comparison

• Description: Comparison of influenced vs. non-influenced AOV.
• Value for your business: Comparison of AOV across different periods or segments provides insights into performance variations. It helps you evaluate the effectiveness of marketing efforts on order value, enabling you to optimize strategies for maximizing revenue per transaction.

Items metrics

Metrics from this section help you optimize inventory and marketing strategies for better sales outcomes. Get insights into the average number of units per purchase, the impact of marketing efforts on the number of units purchased, the baseline units purchased unaffected by marketing, and comparative performance.

Units per purchase

• Description: Average number or units per purchase.
• Value for your business: It shows the average number of units sold per transaction.

Units per influenced purchase

• Description: Average number of units per attributed purchase.
• Value for your business: It indicates the average number of units sold per transaction influenced by marketing efforts.

Non-influenced AOV

• Description: Average number of units per non-attributed purchase.
• Value for your business: It shows the average number of units sold per transaction that occurred without any direct marketing influence, providing a baseline for organic sales.

Number of units comparison

• Description: Comparison of influenced vs. non-influenced units.
• Value for your business: Comparison of units sold across different periods or segments, providing insights into performance variations.

Engagement metrics

Engagement metrics help you measure how your audience interacts with your email campaigns. These metrics provide insights into the effectiveness of your email content, subject lines, and overall strategy.

Sent emails

• Description: Number of sent emails.
• Value for your business: Helps you understand the volume of your email outreach. High numbers indicate active engagement efforts.

Delivery rate

• Description: Percentage of delivered emails.
• Value for your business: Shows the effectiveness of your email list quality and server reputation. Higher rates mean more recipients receive your messages.

Open rate

• Description: Percentage of recipients who opened an email.
• Value for your business: Measures the success of your subject lines and the initial interest in your emails. Higher rates suggest compelling subject lines and relevant content.

Click through rate from delivered

• Description: Percentage of customers who received an email and clicked through.
• Value for your business: Indicates the effectiveness of your email content and call-to-action. Higher rates mean more recipients are engaging with your content.

Click through rate from opened

• Description: Percentage of customers who opened an email and clicked through.
• Value for your business: Provides insight into the relevance and appeal of your email content. Higher rates suggest that your content resonates well with the audience.

Unsubscribe rate

• Description: Percentage of customers who unsubscribed from email communication.
• Value for your business: Helps you monitor the health of your email list and content relevance. Lower rates indicate that your emails are well-received and valued by recipients.