The table below gives the definitions of all metrics presented within Maropost for Commerce.
|Abandoned Cart||A shopping cart (or web form) in which there is no further activity to complete the order after 40 minutes.|
A high abandonment rate may indicate high friction in your web store's checkout process. However, since the average cart abandonment rate is between 60% to 80%, merchants should realize that abandoning shopping carts is now a normal way that consumers shop online.
The abandonment rate is calculated as the number of abandoned carts divided by all cart sessions within a given time period, expressed as a percentage.
|Active Subscriptions||The total count of subscriptions that are not Cancelled nor Expired.|
|Average Order Value (AOV)||
Tells you what is the amount, on average, your customers are spending when they place an order in your web store.
AOV is calculated as Total Sales divided by Total Orders within a given time period.
|Average Price Point (APP)||
Tells you what is the price-sensitivity of the customer. You may have lots of high-priced items in your catalog. But if the APP of your customers is significantly lower, then perhaps you should reconsider carrying inventory on items that are too expensive for your customers.
APP is calculated as Total Sales divided by Total Units purchased within a given time period.
The churn rate of your subscribers helps you determine the value of your offering.
The churn rate is calculated as the number of subscribers that have churned in the past 30 days divided by the number of active subscribers exactly 30 days ago, expressed as a percentage.
The conversion rate is a good measure of easy it is for customers to shop and checkout of your web store. Use conversion rate as a KPI when A|B testing web forms.
Conversion Rate is calculated as the number of checkouts completed within the same web sesion divided by the total number of cart sessions within a given time period, expressed as a percentage.
|Customer Lifecycle Stage||Non-Buyer: These customers have never submitted an order
1-time Buyer: These customers have exactly one purchase in their entire history.
Repeat: These customers have exactly two purchases with at least one day between each purchase.
Loyalist: These customers have three or more purchases with at least one day between each purchase.
|Inactive Subscriptions||The total count of subscriptions that are Cancelled or Expired|
Gross Margin is a way to benchmark Gross Margin of your web store against industry averages.
Gross Margin is calculated as Gross Profit divided by Net Sales, expressed as a percentage.
Gross Profit will tell you how much money your web store earned in a given time period.
Gross Profit is calculated as Net Sales - Total Cost Price of all Items Sold.
Gross sales gives you the amount of revenue attributed to just products purchased within a given time period. It does not include shipping charges nor taxes.
Gross sales is calculated as Product Price times the number of units purchased in each Order, and then summed for all Orders placed within the given time period.
|Max Order Value||The Order with the highest total amount within a given time period.|
|Monthly Recurring Revenue (MRR)||
This amount is helpful for you to determine your monthly income from subscriptions.
MRR is calculated as the normalized monthly revenue of all subscriptions that are neither Cancelled nor Expired. It does not include one-time setup fees, nor sales tax. If shipping fees are charged each billing cycle, then they are included in the MRR calculation.
|New Customer||A customer who previously had no prior purchase history on record makes a purchase within a given time period. If the same customer makes a subsequent purchase in the same time period with a least one day following the initial purchase, then it becomes a "Repeat Customer"|
|Net Quantity||Calculated as the number of items sold - number of items returned within a given time period.|
Net sales gives you the true amount of revenue attributed to just products purchased less discounts and returns within a given time period. It does not include shipping charges nor taxes.
Net Sales is calculated as Gross Sales - Returns - Discounts.
|Ordered Quantity||The quantity of items initially ordered within a given time period.|
|Out of Stock Variants||The total number of variants for a particular product that are out of stock.|
|Repeat Customer||A customer who has made a purchase within a given time period, and has made least one prior purchase anytime in the past.|
|Revenue per Visit (RPV)||
Revenue per Visit tells you how much money is captured each time someone visits your web store, and is a good way of estimating the value of every site visit.
Revenue per Visits is calculated by dividing Total Sales within a given time period by the total number of visits to your web store within that same period.
|Total Available||The total quantity of all variants of a product that are available for sale. This number is only calculated when you have enabled Inventory Tracking for that product.|
|Total Inventory Locations||This total is only calculated for products that you have enabled Inventory Tracking. It shows you how many Inventory Locations your product is stored. If you product has variants, then Total Inventory Locations is the sum of all inventory locations for all variants.|
|Total Items||The total number of items within an Order. For example, an Order with 5 bottles of the same vitamin counts as 5 total items.|
|Total Lifetime Value (LTV)||
The total amount of net revenue the customer has spent shopping in your web store since the beginning.
Total Lifetime Value is calculated as total amount of all of the customer's Orders substracted by the total amount of all of the customer's returned and credited Orders.
|Total Lifetime Orders||
The net total count of all Orders the customer has completed in your web store since the beginning.
Total Lifetime Orders is calculated as the total count of all of the customer's Orders substracted by the total count of all of the customer's returned and credited Orders.
|Total Orders||The total number of Orders that purchased a particular product. If the product has variants, then Orders purchasing each variant are counted in this total.|
Total Sales gives you the true amount of revenue captured within a given time period.
Total Sales is calculated as Gross Sales + Taxes + Shipping charges - Discounts - Returns.
|Total Unique Items||
The total number of unique items within an Order. For example, an Order with 5 bottles of the same vitamin counts as 1 total unique item.
An Order having extremely high Total Items compared to the Total Unique Items could indicate someone wanting to purchase your product in bulk with the intent to resell.
|Total Variants||The total number of variants for a particular product. It does not account for whether any variant is in stock or not.|
|Units Sold||Total number of units of a product sold.|