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MetricDefinition
Ad spendAggregated ad spend across all your Marketing Sources
RevenueRevenue as defined by total orders in the applicable period. Includes tax and shipping.
New customersNumber of orders from new customers. New customers are defined as customers who have never placed an order before, based on email address.
OrdersTotal orders as tracked by a shopping platform integration (e.g., Shopify) or a custom server-side integration. Orders that have been refunded or gift card purchases are also counted as orders.
AOVAverage order value across all orders in the applicable period. This includes tax and shipping.
Blended ROASTotal revenue divided by the total ad spend in the applicable period.
Blended CPATotal ad spend divided by the total number of orders in the applicable period.
Blended nCPATotal ad spend divided by the total number of new customers.
Blended NC-ROASTotal new customer revenue divided by ad spend.
SessionsTotal sessions tracked by the Converge Pixel.
Added to cart rateTotal sessions with an “Added to Cart” event divided by total sessions.
Started checkout rateTotal sessions with a “Started Checkout” event divided by total sessions.
Conversion rateTotal sessions with an order divided by total sessions.
Bounce ratePercentage of sessions that “bounced.” A session is considered bounced when its duration is 10 seconds or less AND only one page was visited. Similar to GA4’s definition, but without considering conversion events.
Session durationAverage duration of sessions in seconds.
Revenue per sessionTotal revenue divided by total sessions.
LTVAverage LTV of customers who placed at least one order in the chosen period. See the section on LTV for more info.
ACOSTotal revenue divided by total spend shown as a percentage.
NC-ACOSNew customer revenue divided by total spend shown as a percentage
Web-MERRevenue from web orders divided by total spend.
Web-aMERRevenue from new customer web orders divided by total spend
New customer ratePercentage of orders that came from new customers.
New visitor sessionsNumber of sessions from users visiting for the first time.
New visitor sessions %Percentage of sessions that are from new visitors.
Churn ratePercentage of customers who stopped purchasing within a cohort period.
Retention ratePercentage of customers who continue to make purchases after their initial order.
Repurchase ratePercentage of customers who made at least one additional purchase after their first order.