Definitions · Demo store

Metrics

Net sales	Gross sales minus discounts and refunds, before tax and shipping charged.
Gross sales	Units sold at list price.
Discounts	Discount codes and sale markdowns.
Refunds	Money returned to customers, by the day of the refund.
Cost of goods	Unit cost of the items sold, less items returned to stock.
Shipping	What the store paid carriers.
Payment fees	Card processing: 2.9% plus 30 cents an order.
Contribution	Net sales after cost of goods, shipping, payment fees and ad spend.
Contribution margin	Contribution as a share of net sales.
Orders	Orders placed, test and cancelled orders excluded.
Average order	Net sales divided by orders.
MER	Marketing efficiency: all net sales divided by all ad spend.
Ad spend	Meta and Google spend as the platforms report it.
New customers	Customers placing their first order. By channel: the channel credited with that order.
CAC	Ad spend divided by new customers.
Attributed sales	Net sales credited to the channel, last click. The channels add up to net sales.
ROAS	Sales credited to Meta and Google ads (last click) divided by their ad spend.
Clicks	Ad clicks as the platforms report them.
Gross profit	Net sales minus cost of goods.
Units	Items sold.
Gross margin	Gross profit as a share of net sales.
Return rate	Refunds as a share of sales after discounts.

Sources