Metrics explained
What each figure counts, where it comes from and why two screens can differ.
- Sales metrics explainedWhat gross sales, discounts, returns, net sales, net sales plus shipping, taxes, shipping, orders, units and AOV count, and where each figure comes from.
- Profit metrics explainedHow COGS, gross profit, CM1, CM2, CM3, payment fees and EBITDA are worked out, which costs each one takes off, and where to set those costs.
- Advertising metrics explainedWhat ad spend, ROAS, blended ROAS, MER, CPA, CPC, CTR, CPM, conversions and first order payback mean, and how each is worked out.
- Blended ROAS, platform ROAS and Fabrik-attributed ROAS comparedWhy three ROAS figures for the same ad spend disagree, what each one counts, where each appears, and which one to use for which decision.
- Product and stock metrics explainedHow stock on hand, stock value, sell-through, out of stock, dead stock, overstock and reorder needed are counted on the Products pages.
- Customer metrics explainedHow new and returning customers, repeat rate, LTV, customers to win back and typical days to second order are counted, with a median example.
- Email metrics explainedWhat open rate, click rate, attributed revenue, campaigns revenue and flows revenue mean, and why two email revenue figures can differ.
- Website metrics explainedHow sessions, unique visitors, conversion rate, add-to-cart rate, checkout rate, bounce rate and mobile share are counted from the Fabrik pixel.
- Survey metrics explainedHow customers who answered, response rate, revenue covered, answered order value and answer shares are counted on the Survey page.
- Why do two screens show different figures?The common reasons two figures for the same brand and dates disagree, from filters and currencies to returns, time zones and sync timing.
- Why does net sales differ from Shopify?Fabrik mirrors Shopify's own sales report. Here are the settings and timing differences that make the two disagree, and how to line them up.
- How are currencies converted?Which currency each figure starts in, how Fabrik converts it to your reporting currency at each day's rate, and how to change the currency shown.
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