Find any KPI in the app and learn how to read it

Search by the name the dashboard uses. Every entry gives you the definition, the calculation, what a healthy number looks like, and what to change if yours isn't.

% Amazon SalesHow much of your business rides on Amazon.% Amazon Sales = Amazon Sales ÷ Total Sales% Campaigns RevenueWhat your one-time sends contribute.% Campaigns Revenue = Broadcast revenue ÷ total revenue% COGSLower % generally means better product margins.%COGS = COGS ÷ Net Sales% COGS of Product RevenueHow much of product income goes to making it.% COGS = COGS ÷ Product Revenue% COGS of SalesThe share of revenue lost to product cost.% COGS = COGS ÷ Total Sales% CRM RevenueHow much of your sales your own list drives.% CRM Revenue = Email + SMS revenue ÷ total revenue% Custom ExpensesHow much of sales your extra costs consume.% Custom Expenses = Custom Expenses ÷ Total Sales% Custom Expenses Ad Spend% Custom Expenses Ad Spend = Custom Expenses Ad Spend ÷ Total Sales% Custom Expenses excl. Ad SpendExcludes all custom expenses marked as Ad Spend.% Custom Expenses excl. Ad Spend = Custom Expenses excl. Ad Spend ÷ Total Sales% CustomersShows how big this segment is in your customer base.% DiscountsHow much of your revenue is given back as markdowns.% Discounts = Discount amount ÷ Sales% Email RevenueEmail's share of sales, the backbone of owned revenue.% Email Revenue = Email revenue ÷ total revenue% Fixed Custom ExpensesFixed Custom Expenses % = Fixed Custom Expenses ÷ Total Sales% Fixed Custom Expenses Ad Spend% Fixed Custom Expenses Ad Spend = Fixed Custom Expenses Ad Spend ÷ Total Sales% Fixed Custom Expenses excl. Ad SpendExcludes fixed custom expenses marked as Ad Spend.% Fixed Custom Expenses excl. Ad Spend = Fixed Custom Expenses excl. Ad Spend ÷ Total Sales% Flows RevenueSales your always-on flows earn on autopilot.% Flows Revenue = Automation revenue ÷ total revenue% Gateway CostPayment fees as a share of your sales.% Gateway Cost = Gateway Cost ÷ Total Sales% GoogleYour budget mix toward Google.% Google = Google spend ÷ total ad spend% MetaHow concentrated your budget is on one channel.% Meta = Meta spend ÷ total ad spend% New CustomersHow well you're bringing in new buyers.New Customer = Share buying for the first time% New OrdersIndicates how much order volume is driven by newly acquired buyers.% New QuantityWhich products bring in new buyers.% New Q. = Units bought by first-time customers% of Sales% of Sales = amount / total sales. if this is a expense category, higher % means you are spending more on this category% OrdersHelps compare usage intensity between segments.% Page ViewsShows this SKU's share of total visibility.% Page Views = Product Page Views ÷ Total Page Views% Product DiscountsHow heavily a product is marked down.% Product Discounts = Product Discounts ÷ Gross Sales% Product RevenueQuickly see which products drive most of your sales.% QuantityShows how much this product contributes to total volume.% Returning CustomersYour retention pulse and the engine of durable growth.Returning Cust. = Share who bought more than once% Returning OrdersShows how much of your order volume depends on loyal customers.% Returning QuantityWhich products earn loyalty and reorders.% Returning Q. = Units bought by repeat customers% SessionsShows this SKU's share of total traffic.% Sessions = Product Sessions ÷ Total Sessions% Shipping CostHow much of sales fulfilment eats up.% Shipping Cost = Shipping Cost ÷ Total Sales% SMS RevenueWhat texting contributes to your sales.% SMS Revenue = SMS revenue ÷ total revenue% Total Revenue% Total Revenue = Total Revenue ÷ overall Total Revenue × 100% Total SalesShows how important this segment is to overall revenue.% Total TaxesHelps monitor tax impact on overall revenue.% Total Taxes = Total Taxes ÷ Total Sales% Variable Custom Expenses% Variable Custom Expenses = Variable Custom Expenses ÷ Total Sales% Variable Custom Expenses Ad Spend% Variable Custom Expenses Ad Spend = Variable Custom Expenses Ad Spend ÷ Total Sales% Variable Custom Expenses excl. Ad SpendExcludes variable custom expenses marked as Ad Spend.% Variable Custom Expenses excl. Ad Spend = Variable Custom Expenses excl. Ad Spend ÷ Total SalesACOSThe share of ad revenue eaten by the ads themselves.ACOS = Ad Spend ÷ Ad-Attributed SalesActive usersActive users: distinct users who engaged with this pageAd SpendRead it next to ROAS and sales; spend only helps if the return holds.Ad Spend = Total advertising cost this periodAdd To CartsAdd To Carts: the number of times users added items to their cartAds Attr. SalesWhat advertising directly drove; weigh against spend.Ads Attr. Sales = Revenue credited to adsAOQAverage basket size across your orders.AOQ = Items sold ÷ OrdersAOVYour average order size, and a direct lever on revenue.AOV = (Gross Sales − Discounts) ÷ OrdersAOV USDIncreasing AOV is one of the easiest ways to grow revenue without more traffic.AOV (Average Order Value) (USD) = (Gross Sales - Discounts) ÷ OrdersAttributed RevenueHigher is better; it means the message drove more direct sales.Average engagement time per sessionAverage engagement time per session = User engagement time ÷ SessionsAverage purchase revenue per active userAverage purchase revenue per active user = Purchase revenue ÷ Active usersAverage Session DurationA rough read on how engaged your visitors are.Average Session Duration = Average time on site per visitAvg. CPCCost per visit from Google search.Avg. CPC = Ad Spend ÷ ClicksAvg. Purchase RevenueYour typical order size as GA4 sees it.Avg. Purchase Revenue = Revenue ÷ purchasesBounce RateA quick signal of landing-page relevance and speed.Bounce Rate = Share of visits that left without engagingBuy Box %Higher is better; losing Buy Box usually hurts sales.Buy Box % = Average Buy Box ownership across days in the selected rangeCampaign RevenueHigher is better; it shows campaign-driven sales.Cart To View RateCart To View Rate = Items Added To Cart ÷ Items Viewed × 100CheckoutsCheckouts: the number of times users started the checkout processClick RateHigher is better; it shows stronger engagement.Click ShareYour clicks / estimated clicks available on Search. Competitive headroom signalClicksRaw traffic from ads; only valuable if clicks convert, so read beside CTR.Clicks = Total ad clicksContribution MarginProfit left after variable costs to fund the business.Contribution Margin = Contribution Profit ÷ Total SalesContribution ProfitWhat each sale contributes before fixed costs.Contribution Profit = Sales − Tax − Shipping − Ads − COGSConv. RateWebsite visits that ended in a purchase. Not the same as Google Ads Conv. Rate, which divides by clicks.Conv. Rate = Purchases ÷ Sessions (Google Analytics)Conv. Val / CostRevenue earned for every Google dollar.Conv. Val / Cost = Conversion value ÷ Cost (ROAS)ConversionsSales or actions Google drove; pair with cost-per-conversion.Conversions = Tracked Google conversionsCostRead against conversions and value-per-cost, never alone.Cost = Total Google Ads spendCost/Conv.What each Google sale costs you.Cost/Conv. = Ad Spend ÷ ConversionsCost/Post Eng.Cost per post engagement. Use it to compare how efficiently each ad drives reactions, clicks, and other actionsCost/Post Eng.(Inline)Inline engagement cost. Helps you see how efficiently people interact directly with the ad unit itselfCPAWhat one order costs you to win through ads.CPA = Ad Spend ÷ PurchasesCPCYour cost for each visit from ads.CPC = Ad Spend ÷ ClicksCPC (Link)The cost of each site visit from Meta.CPC (Link) = Spend ÷ Link clicksCRM RevenueIncome from an audience you already own.CRM Revenue = Sales Klaviyo credits to your emails and textsCTRHow well your ad grabs attention in the feed.CTR = Clicks ÷ ImpressionsCTR (Link)How enticing your ad is to the people who see it.CTR (Link) = Link clicks ÷ ImpressionsCum. Ad SpendHelps you see how quickly spend is ramping during the day.Cum. MERShows overall efficiency up to this hour.Cumulative MER = Cumulative Ad Spend ÷ Cumulative SalesCum. Total SalesShows how revenue builds through the day.Custom ExpensesCustom Expenses = Fixed Custom Expenses + Variable Custom Expenses (includes both ad-spend and non-ad-spend custom expenses)Custom Expenses Ad SpendCustom Expenses Ad Spend = Sum of custom expenses marked as Ad Spend (fixed + variable) for the selected periodCustom Expenses excl. Ad SpendExcludes all custom expenses marked as Ad Spend.Custom Expenses excl. Ad Spend = Fixed Custom Expenses excl. Ad Spend + Variable Custom Expenses excl. Ad SpendDeliveredHigher usually means a larger reachable audience.Display ISShare of eligible Display impressions you wonEmail Rev. / RecipientWhat each contact is worth per send.Email Rev. / Recipient = Attributed revenue ÷ recipientsEmail SubscribersHigher is better; it shows list-growth momentum.Email UnsubscribesLower is better; a high value suggests audience fatigue or list-hygiene issues.Engaged sessionsEngaged sessions: sessions lasting 10s+, with a key event, or 2+ page viewsEvents Per SessionEvents Per Session = Event count ÷ SessionsFeesSum of commission, fulfilment, closing, storage, service, refund admin, shipping label, statutory deduction, and related fee fields for the row.Fixed Custom ExpensesFixed Custom Expenses = Sum of fixed custom expenses applied during the selected periodFixed Custom Expenses Ad SpendFixed Custom Expenses Ad Spend = Sum of fixed custom expenses marked as Ad Spend for the selected periodFixed Custom Expenses excl. Ad SpendFixed Custom Expenses excl. Ad Spend = Sum of fixed custom expenses applied during the selected period, excluding items marked as Ad SpendFlowName of the automated SMS flow (e.g. Welcome Series, Abandoned Cart). Click to preview the messageFlow RevenueHigher is better; it shows automation-driven sales.FrequencyA read on ad fatigue in your audience.Frequency = Avg. times one person saw your adGateway CostGateway Cost = Estimated payment processing cost based on configured gateway % + fixed fee per orderGoogleCompare its return with your other channels.Google = Google Ads spendGross MarginProfit after product cost; the ceiling on what you can spend to grow.Gross Margin = Gross Profit ÷ Total SalesGross ProfitEarnings after product cost, the base for every margin below.Gross Profit = Total Sales − COGSGross SalesRevenue before discounts; compare with Product Revenue for markdown cost.Gross Sales = Item price × QuantityGross Sales USDProduct revenue before product-level discounts.Gross Sales (USD) = Item Sale Price × QuantityImpressionsPure visibility; only matters if clicks and sales follow.Impressions = Total times ads were shownIncomeItem RevenueItem Revenue: the total revenue from items only, excluding tax and shippingItems PurchasedItems Purchased: the number of units purchased across all purchase eventsItems ViewedItems Viewed: the number of times item details were viewedLink clicksTraffic Meta is sending; judge it by the sales it converts.Link clicks = Total clicks to your siteMERWhole-business marketing efficiency across every channel.MER = Ad Spend ÷ Total SalesMetaWeigh against Meta's own revenue and ROAS.Meta = Facebook & Instagram ad spendNCPAWhat it costs to win a first-time buyer.NCPA = Ad Spend ÷ New CustomersNet Email SubscribersWhether your list is truly growing or shrinking.Net Email Subscribers = New sign-ups − unsubscribesNet ProceedsFinal proceeds total for the date after Amazon economics aggregation.Net ProfitThe bottom line you take home.Net Profit = Sales − Tax − Shipping − Ad Spend − COGS − Gateway − Custom ExpensesNet Profit MarginWhat you keep after every cost; the truest read on health.Net Profit Margin = Net Profit ÷ Total SalesNet SalesNet Sales = Revenue Sales - Refunded SalesNet SMS SubscribersReal growth of your text audience.Net SMS Subscribers = New sign-ups − unsubscribesNew OrdersHow much volume new customers bring; pair with NCPA for cost.New Orders = Orders from first-time buyersNew usersNew users: users interacting with this page for the first timeOpen RateHigher is better; it signals a stronger subject line and send time.Order RevenueRevenue measured at the order level.Order Revenue = (Item price × Qty) − Discounts + Shipping + TaxOrdersA simple, powerful demand signal; watch its trend.Orders = Number of orders placedOrders ShippedOrders shipped on this datePage ViewsHigher means more product visibility.Page Views = Total product detail page views in the selected periodPlaced Order RateHigher is better; it is a direct measure of conversion.Post CommentNumber of comments. Helps you identify ads that spark conversation and interestPost ReactionsNumber of reactions. Use it to spot creatives that generate strong positive responsesPost SaveNumber of saves. Use it to find content people want to revisit, a strong sign of deeper intentPost SharesNumber of shares. Helps you see which creatives are most shareable and capable of organic amplificationProduct DiscountsSurfaces which products lean hardest on markdowns.Product Discounts = Total product-level discountsProduct RevenueWhat products really earn after markdowns.Product Revenue = Gross Sales − Product Discounts (incl. tax)Purchase To View RateHow convincing your product pages are to browsers.Purchase-to-View Rate = Purchases ÷ item viewsPurchase ValueTotal purchase value attributed to this format. Pair it with spend to judge which formats return the most revenuePurchasesHow many sales advertising drove; pair with CPA for the cost.Purchases = Orders credited to adsQuantityThe core volume measure across products.Quantity = Total units orderedReachYour true audience size; compare with frequency for saturation.Reach = Unique people who saw your adsRefund RateShare of ordered units that were refunded.Refund Rate = units refunded ÷ units orderedReturning OrdersHow much of your volume loyalty drives.Returning Orders = Orders from repeat customersRev. / RecipientHigher is better; each recipient is worth more on average.Revenue / Recipient = Attributed Revenue ÷ RecipientsRevenue Per UserWhat an average visitor is worth to you.Revenue Per User = Purchase revenue ÷ active usersROASRevenue earned for every ad dollar spent.ROAS = Ad-Attributed Sales ÷ Ad SpendSalesGross Amazon demand before returns and costs.Sales = Ordered product sales before refundsSearch ISShare of eligible Search impressions you won. Low = headroom to scaleSessionsTraffic to your listings; only lifts sales if conversion holds.Sessions = Total product-page visitsSessions (GA4)The context that makes your conversion rate meaningful.Sessions (GA4) = Website visitsShipped SalesRevenue attributed to shipped units.Shipping CostShipping Cost calculated as per settingsShipping Cost = Estimated shipping cost based on configured shipping rules for the selected periodShopIdentifies which shop this performance row belongs to.SMS Rev. / RecipientThe value you get from each subscriber.SMS Rev. / Recipient = Attributed revenue ÷ recipientsSMS SubscribersHigher is better; it shows list-growth momentum.SMS UnsubscribesLower is better; a high value suggests audience fatigue or list-hygiene issues.SpendWatch it to control budget and back the winners.Spend = Total Meta ad spendSpend ShareThis format's share of spend across all formats in the selected period. Shows your creative mix at a glanceTACOSHow dependent your whole business is on ads.TACOS = Ad Spend ÷ Total SalesThumbstopThumbstop rate. Use it to judge how strong the first seconds of your video are at stopping the scrollTotal Custom ExpensesTotal Order ItemsTotal count of items in orders for that day.Total RevenueCross-check against Shopify to confirm tracking is firing.Total Revenue = All GA4-tracked purchase revenueTotal SalesYour true top line and the anchor for every efficiency metric.Total Sales = Gross Sales + Shipping + Tax − Discounts − RefundsTotal Sales USDOverall net revenue for the selected period.Total Sales (USD) = Gross Sales + Shipping + Tax - Discounts - RefundsTotal TaxesTotal Taxes collected on Shopify orders for the selected periodTotal UsersCompare with sessions to gauge how often people return.Total Users = Distinct people who visitedTransactionsPair with sessions to sanity-check conversion and spot tracking gaps.Transactions = Completed GA4 purchasesTrue Ad SpendAd Spend including the custom expenses ad spend configurationsTrue NCPAUse this to judge if your acquisition cost is sustainable.New Customer Cost Per Acquisition = Ad Spend (including the custom expenses ad spend configurations) ÷ Number of new customersUnit Session %How well your listings turn visits into sales. Counts units, so a 3-unit order counts as 3.Unit Session % = Units Ordered ÷ SessionsUnits ShippedUnits shipped on this dateUnsubscribe RateLower is better; a high rate suggests content or frequency issues.Variable Custom ExpensesVariable Custom Expenses = Sum of variable custom expenses applied during the selected periodVariable Custom Expenses Ad SpendVariable Custom Expenses Ad Spend = Sum of variable custom expenses marked as Ad Spend for the selected periodVariable Custom Expenses excl. Ad SpendVariable Custom Expenses excl. Ad Spend = Sum of variable custom expenses applied during the selected period, excluding items marked as Ad SpendVideo Comp.Video completion rate. Helps you see which creatives keep viewers watching till the end