Knowledge Base

Neto By Maropost

Glew eCommerce Analytics Calculations

Glew eCommerce Analytics includes many metrics that are based on your sales, products, customers or website data. Each metric is outlined and segmented by page in a table below:

Highlights
Performance
Orders > All Orders
Customers > All Customers
Customers > Segments
Customers > Future Value
Customers > Lifetime Value
Products > All Products
Products > Segments
Products > Inventory
Products > Categories
Products > Suppliers

Highlights

From the Navigation pane, click the Highlights link.
The following sections display within the Highlights page. Listed next to each section is a description on how the metrics in each section are calculated.

Important: All segments will only reference the last 365 days worth of data.

Metric	Description
Percentage Up Or Down (For each metric)	This value is calculated as (Current Period minus Previous Period) divided by the Previous Period. In cases where the Previous value is zero, 0% is shown.
Revenue	Revenue earned. Depending on your settings, this is calculated with or without Tax, Shipping, Refunds, and Discounts.
Gross Profit	Revenue minus Cost of Goods Sold. Cost of Goods Sold is the expenses directly associated with obtaining a product.
Orders	Number of Orders placed. If someone buys five products in one Order, this counts as one Order.
Product Sold	Total Products Sold. If there are two orders, one which includes four Products Sold, and one which includes five Products Sold, total Products Sold is nine.
Average Order Value (AOV)	Revenue divided by the number of Orders.
Refunded	Total amount refunded. Refunds are reported by the date of the refund itself, not the original order date.
Visits	Visits to your website. (Also known as Sessions in Google Analytics). Data is pulled from your analytics platform, usually Google Analytics.
Conversion Rate (CVR)	Orders divided by Visits. Combination of data from Maropost Commerce and your analytics platform.

Performance

From the Navigation pane, click the Performance link.
The following sections display within the Performance page. Listed next to each section is a description on how the metrics in each section are calculated.

Metric	Description
Performance KPIs (section)	Shows data pulled from your Maropost Commerce webstore and other advertising sources.
(Gross) Revenue	Revenue without Tax, Shipping, Refunds, and Discounts.
Gross Margin	(Revenue minus Cost of Goods Sold) divided by Revenue.
Gross Profit	Revenue minus Cost of Goods Sold.
Advertising Spend	Total amount spent in all advertising channels that integrate with the application.
Net Profit	Gross Profit minus Advertising Spend.
Revenue	Revenue earned. Depending on your settings, this is calculated with or without Tax, Shipping, Refunds, and Discounts.
Revenue by Channel (section)	Shows a monthly Revenue by channel breakdown of the last 13 months. Will always show last 13 months no matter what date range you have selected in the global settings at the top of the page. Depending on your settings, this is calculated with or without Tax, Shipping, Refunds, and Discounts.
Net Profit by Channel (section)	Shows a weekly Net Profit by channel breakdown..
Revenue	Revenue earned. Depending on your settings, this is calculated with or without Tax, Shipping, Refunds, and Discounts.
Cost of Goods Sold	Expenses directly associated with obtaining the product. When you purchase inventory from a third party, Cost of Goods Sold is equal to the expense associated with obtaining that inventory. If your store manufactures goods, COGS refers to the expenses directly associated with producing and selling products, for instance the cost of raw materials and packaging.
Gross Profit	Revenue minus Cost of Goods Sold.
Gross Margin	(Revenue minus Cost of Goods Sold) divided by Revenue.
Advertising Spend	Total amount spent on all advertising channels that integrate with the application. Note that Ad Spend cannot be filtered down.
Net Profit	Gross Profit minus Advertising Spend.
Profit Margin	(Revenue minus COGS minus Advertising Spend) divided by Revenue.
Administrative Metrics (section)	Money spent on administrative tasks relating to Sales (e.g. refunds, shipping, tax and discounts)
Shipping Revenue	Total amount collected for Shipping during the selected date range.
Amount Refunded	Total amount Refunded during the selected date range. Refunds are based off of the refunded date, not the original order date. For example, if an item was purchased on June 1 and refunded on June 5, we would report the refund as June 5, not June 1.
Sales Tax	Sales Tax collected during the selected date range.
Discounts	Total amount discounts during the selected date range.
Mailchimp Campaigns (section)	Data pulled from within your Malchimp account.

Orders

From the Navigation pane, click the Orders link and choose All Orders.
The following sections display within the Orders page. Listed next to each section is a description on how the metrics in each section are calculated.

Metric	Description
Order ID	(no calculation)
Email	(no calculation) Customer email address
Order Date	(no calculation)
Gross Revenue	Revenue earned from the customer. Depending with Tax, Shipping, Refunds, and Discounts.
Shipping	Shipping cost for the order.
Tax	Tax charged (if any).
Discount	Discount applied to the order
Refunded	Amount refunded to the order (if any).
Order Status	Incomplete / Complete / On Hold etc
State	Order State
Channel	(no calculation) Where the order has come from.
Campaign	(no calculation) The campaign from which the customer has come from.
Source	(no calculation) Source from which the customer came.
Device	(no calculation) Device used by customer to place the first order.

All Customers

From the Navigation pane, navigate Customers > All Customers.
The following sections display within the All Customers page. Listed next to each section is a description on how the metrics in each section are calculated (if any).

Metric	Description
Email	(no calculation) Customer Email address
First Order Date	(no calculation) Date customer first places an order
Last Order Date	(no calculation) Date customer last placed an order
Status	(no calculation)
Orders	(no calculation) Number of orders placed by the customer within the selected date range
Discounts	Total times this customer used a discount to purchase. Discounts are counted from promo code or coupon codes only. This does not include markdowns on items that anyone can purchase.
Refunds	Total times this customer received a refund.
Revenue	Revenue earned from the customer. Depending on your settings, this is calculated with or without Tax, Shipping, Refunds, and Discounts.
Average Order Value (AOV)	Revenue divided by the number of Orders.
City	(no calculation) Customer city location.
State	(no calculation) Customer state location.
Country	(no calculation) Customer country location.
Channel	(no calculation) Where the customer has come from.
Campaign	(no calculation) The campaign from which the customer has come from.
Device	(no calculation) Device used by customer to place the first order.
Source	(no calculation) Source from which the customer came.
Relationship Length	The number of days since the customer first visited your store.
Last Purchase	Date of the customer’s last purchase.
Status	Based on the customer’s relationship to the Lapse Point. Lapse Point is the point (in number of days) at which a customer is likely never to purchase again. Lapse Point is calculated by looking at Repeat Customers and their time between purchases. You can find more information about your store’s custom Lapse Point on the Customers > Future Value page.
First Purchase Date	Date of the customers first purchase.
Channel of Attribution	The channel that first brought in this customer. This data is pulled from Google Analytics. If the Channel of Attribution is unknown it will be marked as ‘unknown.’
Shipping Cost	The total amount of Shipping Cost charged to this customer.
Abandoned Cart Amount	The total amount associated with the items the customer has abandoned from their shopping cart.

Customer Segments

From the Navigation pane, navigate Customers > Segments.
The following sections display within the Segments page. Listed next to each section is a description on how the metrics in each section are calculated.

Metric	Description
Segments	(no calculation)
Customers	Total amount of customers in this segment, in the date range selected.
Orders	Total number of orders placed by the customers in this segment, in the date range selected.
Revenue (from this Segment)	Total amount of revenue generated from this segment of customers, in the date range selected.
AOV (Average Order Value)	Revenue divided by the number of Orders of the customers in this segment, in the date range selected.
LTV (Lifetime Value)	Average Order Value times Purchase Frequency of the customers in this segment, in the date range selected.
Lifetime Value (LTV) to Customer Acquisition Costs (CAC) Ratio	Lifetime Value (Average Order Value times Purchase Frequency) to Customer Acquisition Costs (Advertising Spend divided by Customers.) A healthy LTV to CAC Ratio is 3 to 1. You want to have a return on your money three times higher than what you spend to gain a new customer.
Products Purchased	Top 12 products purchased by this segment of customers, in the date range selected.
Email Campaigns	Note that the filters and date range do not apply to email campaign insights.
Total Emails Sent	Total amount of emails that were sent from your email provider to this segment list.
Revenue from Email	Total amount of revenue generated from the emails sent from your email provider to this segment list.
Average Open Rate	Unique email opens divided by total emails sent.
Average Click Through Rate (CTR)	Total clicks divided by email opens.
Average Conversion Rate (CVR)	Orders divided by email opens.
Campaign Name	Campaign name in your email provider.
Send Date	Date that the email campaign originally started.
Full Price Customers	Customers who have always bought at your listed price, and who have never used a discount code.
Small Ticket Spenders	Ranking your products by price, these customers buy from the bottom 10% of items.
Big Ticket Spenders	Ranking your products by price, these customers buy from the top 10% of items.
Big Spenders	Customers whose Average Order Value (AOV) is in the top 10%.
VIP Customers	Ranking customers by the revenue they have generated, these customers are in the top 10%.
Value Shoppers	Customers who have always used a discount code when purchasing.
Favourites	Customers that have been marked in the application to watch. (Favourite a customer on the individual customer’s profile.)
High AOV	Customers with an Average Order Value (AOV) above the median AOV.
Paying Customers	Customers who have purchased at least once.
First Purchase	Customers who have only made one purchase.
Repeat Customers	Customers who have placed two or more orders.
Most Active Customers	Customers who have placed three or more orders.
Refunders	Customers who have received a refund.
Never Purchased	Customers that set up an account but have never placed an order.
Abandoned Cart	Customers who have added items to a cart but did not place an order.
Low AOV	Customers with an Average Order Value (AOV) below the median AOV.
Three Months Since Last Purchase	Customers who have purchased once or more but have not made a repeat purchase in the last three months. (Date picker is not applicable.)
Repeat Customers in the Last Twelve Months	Customers who have purchased twice or more in the last twelve months (Date picker is not applicable).
Twelve Months Since Last Purchase	Customers who have purchased once or more but have not made a repeat purchase in the last twelve months (Date picker is not applicable).
Recent Purchasers	Customers who have purchased in the last 60 days (Date picker is not applicable).
Active	Customers who actively purchase on your site and are well within the Lapse Point. Lapse Point is the point (in number of days) at which a customer is likely never to purchase again. You can find more information about your store’s Lapse Point on the Customers > Future Value page.
Recently Refunded	Customers who have received a refund in the last 60 days.
At Risk	Customers who are within 20% of the Lapse Point and are at risk of never buying from your store again. For example, if your lapse point is 100 days, everyone at 80+ days since their last purchase would be At Risk. Lapse Point is the point (in number of days) at which a customer is likely never to purchase again.You can find more information about your store’s Lapse Point on the Customers > Future Value page.
Lost	Customers who have surpassed the Lapse Point since they last bought from your store. For example, if your Lapse Point is 100 days, everyone who hasn’t purchased in 100+ days would be considered Lost. Lapse Point is the point (in number of days) at which a customer is likely never to purchase again. You can find more information about your store’s Lapse Point on the Customers > Future Value page.

Customer Future Value

From the Navigation pane, navigate Customers > Future Value.
The following sections display within the Future Value page. Listed next to each section is a description on how the metrics in each section are calculated.

Metric	Description
Customer Purchase Behaviour (section)
Zero Purchases	Number of customers who set up an account but have never purchased.
Multiple Purchases	Number of customers who have purchased more than four times.
Lapse Point	Everything on this widget is based on Lapse Point. Lapse Point is the point (in number of days) at which a customer is likely never to purchase again. Lapse Point is calculated by looking at Repeat Customers and their time between purchases. Lapse Point is based off of your store’s historical data and is not customisable.
Customer Status (section)
Active Customers	Customers who actively purchase on your site and are well within the Lapse Point.
At Risk Customers	Customers who are within 20% of the Lapse Point and are at risk of never buying from your store again. For example, if your lapse point is 100 days, everyone at 80+ days since their last purchase would be At Risk.
Lost Customers	Customers who have surpassed the Lapse Point since they last bought from your store. For example, if your Lapse Point is 100 days, everyone who hasn’t purchased in 100+ days would be considered Lost.

Customer lifetime value

From the Navigation pane, navigate Customers > Lifetime Value.
The following sections display within the Lifetime Value page. Listed next to each section is a description on how the metrics in each section are calculated.

Metric	Description
Lifetime Value KPIs (section)
Lifetime Value	Average Order Value times Purchase Frequency.
Repeat Customer Rate	Repeat Customers divided by total Paying Customers. Paying Customers customers who have made one or more purchase.
Purchase Frequency	Total Orders divided by total Paying Customers.
Average Time Between Purchases	For Repeat Customers, the average number of days between each purchase.
Relationship Length	Average number of days from first purchase to last purchase. For customers who have only made one purchase, the relationship length is one day.
New Customers	Customers who purchased for the first time during the selected time frame.
Repeat Customers	Customers who have purchased two or more times during the selected time frame.
New vs Repeat Customers (section)	Customers who purchase for the first time verses returning customers.
LTV Based Customer Profitability (section)
New Customers	Customers who purchased for the first time during the selected time frame.
Repeat Customers	Customers who have purchased two or more times during the selected time frame.
Return on Ad Spend (ROAS)	Revenue divided by Ad Spend.
Lifetime Value (LTV) Based Return on Ad Spend (ROAS)	(Number of New Customers times Lifetime Value) divided by Ad Spend.
Lifetime Value	Average Order Value times Purchase Frequency.
New Customer Acquisition Cost	Advertising Spend divided by New Customers.
Profit Per New Customer	Lifetime Value minus Customer Acquisition Cost.
Revenue	Revenue earned. Depending on your settings, this is calculated with or without Tax, Shipping, Refunds, and Discounts.

All Products

From the Navigation pane, navigate Products > All Products.
The following sections display within the Product List page. Listed next to each section is a description on how the metrics in each section are calculated (if any).

Metric	Description
Product	(no calculation) Product name and image extracted from your store.
SKU	(no calculation) Identifiers for each item within your store.
Revenue	Revenue earned from this product in the selected date range. We calculate Revenue on an order-based level throughout our application, except for the Merchandise page. When Revenue is calculated on the Merchandise page, it has to be done on a product level versus on an order level. That means your Revenue data in the Merchandise page does not account for shipping costs. When evaluating overall Revenue you should look at the Performance and Overview pages for the most accurate calculations.
Orders	Total number of orders placed by the customers in this segment, in the date range selected.
Qty Sold	Number of items sold within the selected data range.
Qty Refunded	Number of products refunded during the date range selected.
Amount Refunded	The amount of money refunded from this product, in the selected date range. Refunds are reported from the date of the refund itself, not the original order date.
COGS	Expenses directly associated with obtaining the product. When you purchase inventory from a third party, Cost of Goods Sold is equal to the expense associated with obtaining that inventory. If your store manufactures goods, COGS refers to the expenses directly associated with producing and selling products, for instance the cost of raw materials and packaging.
Gross Profit	The total amount of Revenue minus Cost of Goods Sold, for this product in the selected date range.
Margin	Percentage of the profit made off of each product. (Price minus Cost of Goods Sold) divided by Price.
Volume	The number of items sold in the selected date range.
Inventory Velocity	On average, the total number of product sold per day, based off of the date range you have selected.
Depletion Days	Quantity Available divided by Velocity, that determines on average, the number of days left until the product will be out of stock.
Revenue	Revenue earned from this product in the selected date range. We calculate Revenue on an order-based level throughout our application, except for the Merchandise page. When Revenue is calculated on the Merchandise page, it has to be done on a product level versus on an order level. That means your Revenue data in the Merchandise page does not account for shipping costs. When evaluating overall Revenue you should look at the Performance and Overview pages for the most accurate calculations.

Refunded	The amount of money refunded from this product, in the selected date range. Refunds are reported from the date of the refund itself, not the original order date.

Product Segments

From the Navigation pane, navigate Products > Segments.
The following sections display within the Segments page. Listed next to each section is a description on how the metrics in each section are calculated.

Metric	Description
High Volume (section)	Top products by quantity sold.
High Gross Margin (section)	Products with the highest Gross Margin percentage with at least two sales.
Most Profitable (section)	Products with the highest Gross Profit amount.
Discounted Products (section)	Products that most often have a discount applied when purchased, sorted by number of times discounted.
Hot Products (section)	Products with the largest growth in orders period over period.
Cold Products (section)	Products with the largest drop in orders period over period. A negative Quantity Sold represents the change in Quantity Sold period over period.
Top Products Bundled (section)	Products that are most often bundled together.
Most Refunded (section)	Products that are most often refunded.
Most Abandoned Products (section)	Products that are most commonly abandoned.
Top From Paid Search (section)	Top products sold by volume from Paid Search.
Top From Organic Search (section)	Top products sold by volume from Organic Search.
Top From Email (section)	Top products sold by volume from Email.
Top From Social (section)	Top products sold by volume from Social.
Top From Referrer (section)	Top products sold by volume from a Referrer.
Most Reordered Products (section)	Products that customers most continually reorder.
Nearly Out of Stock (section)	Products that have less than 30 days of inventory left.

Inventory items

From the Navigation pane, navigate Products > Inventory.
The following sections display within the Inventory page. Listed next to each section is a description on how the metrics in each section are calculated (if any).

Metric	Description
Product	(no calculation) Product name and image extracted from your store.
SKU	(no calculation) Identifiers for each item within your store.
Qty Available	(no calculation) Number of inventory products.
Qty Sold	Number of items sold within the selected data range.
Sell Through Rate	Percentage of units sold during the selected data range.
Margin	Percentage of the profit made off of each product. (Price minus Cost of Goods Sold) divided by Price.
Volume	The number of items sold in the selected date range.
Inventory Velocity	On average, the total number of product sold per day, based off of the date range you have selected.
Depletion Days	Quantity Available divided by Velocity, that determines on average, the number of days left until the product will be out of stock.
Revenue	Revenue earned from this product in the selected date range. We calculate Revenue on an order-based level throughout our application, except for the Merchandise page. When Revenue is calculated on the Merchandise page, it has to be done on a product level versus on an order level. That means your Revenue data in the Merchandise page does not account for shipping costs. When evaluating overall Revenue you should look at the Performance and Overview pages for the most accurate calculations.
COGS	Expenses directly associated with obtaining the product. When you purchase inventory from a third party, Cost of Goods Sold is equal to the expense associated with obtaining that inventory. If your store manufactures goods, COGS refers to the expenses directly associated with producing and selling products, for instance the cost of raw materials and packaging.
Gross Profit	The total amount of Revenue minus Cost of Goods Sold, for this product in the selected date range.
Refunded	The amount of money refunded from this product, in the selected date range. Refunds are reported from the date of the refund itself, not the original order date.

Product Categories

From the Navigation pane, navigate Products > Categories.
The following sections display within the Categories page. Listed next to each section is a description on how the metrics in each section are calculated (if any).

Metric	Description
Product Categories (section)	(no calculation)
Category	(no calculation) Categories set within your eCommerce store.
Number of SKUs	(no calculation) Number of SKUs in the selected category.
Margin	Average percentage of the profit made off of each product in this category, in the date selected. Product Margin is calculated on an individual product basis as (Price minus Cost of Goods Sold) divided by Price.
Orders	(no calculation) Orders included for the selected category.
Qty Sold	(no calculation) Quantity of products sold.
Qty Available	(no calculation) Products in inventory.
Revenue	The sum of all Revenue earned from each product in this category, in the date selected. Depending on your settings, this is calculated with or without Tax, Shipping, Refunds, and Discounts.
COGS	Expenses directly associated with obtaining the product. When you purchase inventory from a third party, Cost of Goods Sold is equal to the expense associated with obtaining that inventory. If your store manufactures goods, COGS refers to the expenses directly associated with producing and selling products, for instance the cost of raw materials and packaging.
Gross Profit	The sum of Revenue minus Cost of Goods Sold, for each product in this category, in the selected date range.
Refunded	The sum of all Refunded amounts from each product in this category, in the date selected. Refunds are reported from the date of the refund itself, not the original order date.

Product suppliers items

From the Navigation pane, navigate Products > Suppliers.
The following sections display within the Suppliers page. Listed next to each section is a description on how the metrics in each section are calculated (if any).

Metric	Description
Supplier	Manufacturers set in your eCommerce platform.
Number of SKUs	Number of SKUs in this category within the data range..
Margin	Price minus Cost of Goods Sold.
Orders	Number of Orders that have included a product from this category within the data range.
Qty Sold	Number of items sold within the selected data range.
Qty Available	(no calculation) Number of inventory products.
Revenue	Revenue earned from this product in the selected date range. We calculate Revenue on an order-based level throughout our application, except for the Merchandise page. When Revenue is calculated on the Merchandise page, it has to be done on a product level versus on an order level. That means your Revenue data in the Merchandise page does not account for shipping costs. When evaluating overall Revenue you should look at the Performance and Overview pages for the most accurate calculations.
COGS	Expenses directly associated with obtaining the product. When you purchase inventory from a third party, Cost of Goods Sold is equal to the expense associated with obtaining that inventory. If your store manufactures goods, COGS refers to the expenses directly associated with producing and selling products, for instance the cost of raw materials and packaging.
Gross Profit	The total amount of Revenue minus Cost of Goods Sold, for this product in the selected date range.
Refunded	The amount of money refunded from this product, in the selected date range. Refunds are reported from the date of the refund itself, not the original order date.