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Marketing Dashboard

OverviewMarketplacesChannelsWeb (DTC)CampaignsAsk DataDefinitions

Metric Definitions

All metrics, their formulas, source tables, and data freshness.

Revenue
currency

Total gross revenue across selected marketplaces

Formula: SUM(revenue)
Source: daily_revenue
Columns: revenue
Profit
currency

Revenue minus all costs: refunds, fees, item cost, shipping costs

Formula: revenue - refunds - fees - item_cost - est_shipping_cost - fba_shipping_cost - fba_inbound_shipping_cost - tms_shipping_cost
Source: daily_revenue
Columns: revenue, refunds, fees, item_cost, est_shipping_cost, fba_shipping_cost, fba_inbound_shipping_cost, tms_shipping_cost
Orders
number

Total order count

Formula: SUM(order_count)
Source: daily_revenue
Columns: order_count
AOV
currency

Average order value

Formula: SUM(revenue) / SUM(order_count)
Source: daily_revenue
Columns: revenue, order_count
Ad Spend
currency

Total advertising spend across selected channels

Formula: SUM(spend)
Source: daily_ad_spend
Columns: spend
MER
ratio

Marketing Efficiency Ratio: total revenue divided by total ad spend

Formula: SUM(revenue) / SUM(spend)
Source: daily_revenuedaily_ad_spend
Columns: revenue, spend
ROAS
ratio

Return on Ad Spend: platform-attributed conversion value divided by spend

Formula: SUM(conversions_value) / SUM(spend)
Source: daily_ad_spend
Columns: conversions_value, spend
CPC
currency

Cost per click

Formula: SUM(spend) / SUM(clicks)
Source: daily_ad_spend
Columns: spend, clicks
CTR
percent

Click-through rate

Formula: SUM(clicks) / SUM(impressions)
Source: daily_ad_spend
Columns: clicks, impressions
CVR
percent

Conversion rate (conversions / clicks)

Formula: SUM(conversions) / SUM(clicks)
Source: daily_ad_spend
Columns: conversions, clicks
New Customer %
percent

Percentage of revenue from first-time customers

Formula: SUM(CASE WHEN is_first_order=1 THEN revenue ELSE 0 END) / SUM(revenue)
Source: daily_revenue
Columns: revenue, is_first_order
Subscription %
percent

Percentage of revenue from subscription orders

Formula: SUM(CASE WHEN is_subscription=1 THEN revenue ELSE 0 END) / SUM(revenue)
Source: daily_revenue
Columns: revenue, is_subscription
Sessions
number

Total web sessions (DTC only, from GA4)

Formula: SUM(sessions)
Source: ga4_acquisition_channel_daily
Columns: sessions
GA4 Conversion Rate
percent

Purchase events / total sessions

Formula: SUM(purchases) / SUM(sessions)
Source: ga4_conversions_dailyga4_acquisition_channel_daily
Columns: purchases, sessions
Revenue / Session
currency

GA4 purchase revenue divided by total sessions

Formula: SUM(purchase_revenue) / SUM(sessions)
Source: ga4_conversions_dailyga4_acquisition_channel_daily
Columns: purchase_revenue, sessions