Metrics glossary
Every metric you can track in a daily briefing
Daily Briefing reports 32 ecommerce metrics from Shopify, Triple Whale, and Klaviyo. Each one can be included in your morning email or Slack message, with a built-in comparison to the previous period. Here is what each metric means.
Revenue & Orders
- Total revenueFrom Shopify
- Total store sales for the day from Shopify.
- OrdersFrom Shopify
- Order count from Shopify.
- Average order valueFrom Shopify
- Average order value from Shopify revenue and orders.
- Subscription revenueFrom Shopify
- Subscription revenue, reported by Shopify for the day.
- Subscription ordersFrom Shopify
- Subscription orders, reported by Shopify for the day.
- Subscription AOVCalculated
- Subscription revenue ÷ subscription orders.
Paid Media
- Total ad spendFrom Triple Whale
- Total paid media spend from Triple Whale.
- Blended ROASCalculated
- Total revenue ÷ total ad spend. Uses Shopify revenue fallback when available.
- CACCalculated
- Total ad spend ÷ new customers.
- Ad spend % of revenueCalculated
- Total ad spend as a percentage of total revenue.
- Revenue after ad spendCalculated
- Total revenue minus total ad spend.
- Ad-attributed revenueFrom Triple Whale
- Ad-attributed revenue, reported by Triple Whale for the day.
- Ad-attributed revenue shareCalculated
- Ad-attributed revenue ÷ total revenue.
- Meta ad spendFrom Triple Whale
- Meta ad spend, reported by Triple Whale for the day.
- Meta revenueFrom Triple Whale
- Meta revenue, reported by Triple Whale for the day.
- Meta ROASCalculated
- Meta ROAS, calculated from your connected metrics.
- Google revenueFrom Triple Whale
- Google revenue, reported by Triple Whale for the day.
- Google ad spendFrom Triple Whale
- Google ad spend, reported by Triple Whale for the day.
- Google ROASCalculated
- Google ROAS, calculated from your connected metrics.
- TikTok revenueFrom Triple Whale
- TikTok revenue, reported by Triple Whale for the day.
- TikTok ad spendFrom Triple Whale
- TikTok ad spend, reported by Triple Whale for the day.
- TikTok ROASCalculated
- TikTok ROAS, calculated from your connected metrics.
Email & SMS
- Email revenueFrom Klaviyo
- Klaviyo-attributed email revenue.
- SMS revenueFrom Klaviyo
- SMS revenue, reported by Klaviyo for the day.
- Email + SMS revenueFrom Klaviyo
- Email + SMS revenue, reported by Klaviyo for the day.
Customers
- New customersFrom Shopify
- New customers, reported by Shopify for the day.
- Returning customersFrom Shopify
- Returning customers, reported by Shopify for the day.
- Total customersFrom Shopify
- Unique customers who ordered; can be calculated from new + returning.
- New customer revenueFrom Shopify
- New customer revenue, reported by Shopify for the day.
- Returning customer revenueFrom Shopify
- Returning customer revenue, reported by Shopify for the day.
- Average LTVFrom Shopify
- Average Shopify lifetime spend for customers who ordered that day.
- Repeat customer rateCalculated
- Returning customers ÷ total customers.
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