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Revenue

MetricDescriptionFormula
Total RevenueGross revenue plus shipping and taxes, minus discounts.
Total Revenue After TaxesTotal revenue minus taxes.Total Revenue−Taxes\text{Total Revenue} - \text{Taxes}
Net RevenueTotal revenue minus taxes and shipping.Total Revenue−Taxes−Shipping\text{Total Revenue} - \text{Taxes} - \text{Shipping}
Gross ProfitNet revenue minus cost of goods sold.Net Revenue−COGS\text{Net Revenue} - \text{COGS}
COGSTotal cost of goods sold. See Expenses for how to configure product costs.
Revenue per sessionAverage Total Revenue generated per session.Total RevenueSessions\frac{\text{Total Revenue}}{\text{Sessions}}
Gross revenue (also known as GMV or Gross Merchandise Value) equals Σ(Unit Price×Quantity)\Sigma(\text{Unit Price} \times \text{Quantity}) — before any adjustments. It excludes passthrough amounts collected on behalf of third parties (shipping, taxes). Also known as Gross Sales or Gross Product Sales.

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Orders & conversion

MetricDescriptionFormula
OrdersTotal orders as tracked by a shopping platform (e.g., Shopify) or a custom server-side integration. Refunded orders and gift card purchases are also counted.
CustomersNumber of unique profiles who have placed an order.
AOVAverage order value (Total Revenue).Total RevenueOrders\frac{\text{Total Revenue}}{\text{Orders}}
Conversion ratePercentage of sessions with a Placed Order event.Sessions with OrderSessions\frac{\text{Sessions with Order}}{\text{Sessions}}
Added to cart ratePercentage of sessions with an Added To Cart event.Sessions with ATCSessions\frac{\text{Sessions with ATC}}{\text{Sessions}}
Started checkout ratePercentage of sessions with a Started Checkout event.Sessions with CheckoutSessions\frac{\text{Sessions with Checkout}}{\text{Sessions}}

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Sessions & traffic

MetricDescriptionFormula
ProfilesNumber of unique profiles who have performed an event.
SessionsTotal number of sessions tracked by the Converge Pixel.
New visitor sessionsNumber of sessions from first-time visitors.
New visitor sessions %Percentage of sessions from first-time visitors.New Visitor SessionsSessions\frac{\text{New Visitor Sessions}}{\text{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.Bounced SessionsSessions\frac{\text{Bounced Sessions}}{\text{Sessions}}
Session durationAverage duration of sessions in seconds.

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Blended advertising

Blended metrics aggregate spend across all your Marketing Sources and compare against Converge-tracked revenue.
MetricDescriptionFormula
Ad spendTotal spend across all ad platforms.
Blended ROASTotal Revenue divided by total ad spend.Total RevenueAd Spend\frac{\text{Total Revenue}}{\text{Ad Spend}}
Blended ACOSTotal ad spend divided by Total Revenue.Ad SpendTotal Revenue\frac{\text{Ad Spend}}{\text{Total Revenue}}
Blended CPATotal ad spend divided by total orders.Ad SpendOrders\frac{\text{Ad Spend}}{\text{Orders}}
Blended POASGross Profit divided by total ad spend.Gross ProfitAd Spend\frac{\text{Gross Profit}}{\text{Ad Spend}}
Web MERTotal Revenue from web orders divided by total ad spend.Web RevenueAd Spend\frac{\text{Web Revenue}}{\text{Ad Spend}}
Web aMERNew customer Total Revenue from web orders divided by total ad spend.NC Web RevenueAd Spend\frac{\text{NC Web Revenue}}{\text{Ad Spend}}

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New customer

MetricDescriptionFormula
New Customer RevenueTotal revenue from new customers.
New customersNumber of new customers. A new customer is anyone who’s never placed an order before, identified by email.
New customers %Percentage of orders from new customers.New Customer OrdersOrders\frac{\text{New Customer Orders}}{\text{Orders}}
NC-AOVAverage order value for new customers.NC RevenueNC Orders\frac{\text{NC Revenue}}{\text{NC Orders}}
Blended NC-ROASNew Customer Revenue divided by total ad spend.NC RevenueAd Spend\frac{\text{NC Revenue}}{\text{Ad Spend}}
Blended NC-ACOSTotal ad spend divided by New Customer Revenue.Ad SpendNC Revenue\frac{\text{Ad Spend}}{\text{NC Revenue}}
Blended NC-CPATotal ad spend divided by the number of new customers.Ad SpendNew Customers\frac{\text{Ad Spend}}{\text{New Customers}}

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Ad platform

Ad platform metrics come directly from each platform’s own reporting. They reflect what the platform measures, not what Converge tracks.
MetricDescriptionFormula
Ad spendSpend as reported by the ad platform.
ImpressionsNumber of ad impressions as reported by the ad platform.
ClicksNumber of ad clicks as reported by the ad platform.
ConversionsNumber of purchase conversions as reported by the ad platform.
RevenueRevenue from purchases as reported by the ad platform.
ROASReturn on ad spend as reported by the ad platform.RevenueSpend\frac{\text{Revenue}}{\text{Spend}}
ACOSAdvertising cost of sales as reported by the ad platform.SpendRevenue\frac{\text{Spend}}{\text{Revenue}}
CPACost per acquisition as reported by the ad platform.SpendConversions\frac{\text{Spend}}{\text{Conversions}}
CPCCost per click as reported by the ad platform.SpendClicks\frac{\text{Spend}}{\text{Clicks}}
CPMCost per thousand impressions as reported by the ad platform.SpendImpressions×1000\frac{\text{Spend}}{\text{Impressions}} \times 1000
CTRClick-through rate as reported by the ad platform.ClicksImpressions\frac{\text{Clicks}}{\text{Impressions}}

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Product

Product metrics break down revenue and efficiency by individual SKU.
MetricDescriptionFormula
Product Total RevenueProduct’s share of order total revenue, allocated proportionally by line item sales.Σ ⁣(Order Total×Item Price×QtyTotal Item Sales)\Sigma\!\left(\text{Order Total} \times \frac{\text{Item Price} \times \text{Qty}}{\text{Total Item Sales}}\right)
Product Net RevenueRevenue after deducting taxes and shipping.Product Revenue−Taxes−Shipping\text{Product Revenue} - \text{Taxes} - \text{Shipping}
Product COGSTotal cost of goods sold. Uses manually set product costs, platform-synced costs (e.g. Shopify), or a fallback gross margin rate — in that order of priority.Σ(Unit Cost×Quantity)\Sigma(\text{Unit Cost} \times \text{Quantity})
Product Gross ProfitProfit after cost of goods.Product Net Revenue−Product COGS\text{Product Net Revenue} - \text{Product COGS}
Product DiscountTotal discount allocated to this product. Includes item-level discounts plus a proportional share of any remaining order-level discount.Σ(Item Discount+Order Discount×Sales Weight)\Sigma(\text{Item Discount} + \text{Order Discount} \times \text{Sales Weight})
Product Shipping ChargesShipping charges allocated proportionally to this product by line item sales.Σ ⁣(Order Shipping×Item Price×QtyTotal Item Sales)\Sigma\!\left(\text{Order Shipping} \times \frac{\text{Item Price} \times \text{Qty}}{\text{Total Item Sales}}\right)
Product TaxesTaxes allocated proportionally to this product by line item sales.Σ ⁣(Order Tax×Item Price×QtyTotal Item Sales)\Sigma\!\left(\text{Order Tax} \times \frac{\text{Item Price} \times \text{Qty}}{\text{Total Item Sales}}\right)
QuantityTotal units of this product sold across all orders.Σ(Quantity)\Sigma(\text{Quantity})
Avg PriceAverage unit price of this product across orders.avg(Unit Price)\text{avg}(\text{Unit Price})
Avg DiscountAverage discount per order. Includes item-level discounts plus a proportional share of any remaining order-level discount.avg(Product Discount)\text{avg}(\text{Product Discount})
Avg Units Per OrderAverage number of units of this product per order.avg(Quantity per Order)\text{avg}(\text{Quantity per Order})
Product SessionsUnique sessions that include any event for this product (e.g. product views, add to carts, or purchases).
Product ViewsTotal Viewed Product events for this product.
Product Added To CartTotal Added To Cart events containing this product.
Product Started CheckoutTotal Started Checkout events containing this product.
Product ROASReturn on Ad Spend for this product.Product Total RevenueAd Spend\frac{\text{Product Total Revenue}}{\text{Ad Spend}}
Product ACOSAdvertising Cost of Sale for this product.Ad SpendProduct Total Revenue\frac{\text{Ad Spend}}{\text{Product Total Revenue}}
Product POASProfit on Ad Spend for this product.Gross ProfitAd Spend\frac{\text{Gross Profit}}{\text{Ad Spend}}
Product CPACost Per Acquisition for this product.Ad SpendQuantity Sold\frac{\text{Ad Spend}}{\text{Quantity Sold}}
Product Session Conversion RatePercentage of sessions involving this product that resulted in a purchase.Sessions with PurchaseAll Product Sessions\frac{\text{Sessions with Purchase}}{\text{All Product Sessions}}
New customersUnique customers placing their first-ever order that includes this product.
New visitor sessionsSessions from first-time visitors that include events for this product.
New visitor sessions %Percentage of sessions for this product from first-time visitors.New Visitor SessionsTotal Sessions\frac{\text{New Visitor Sessions}}{\text{Total Sessions}}
Revenue per sessionAverage product revenue generated per session.Product Total RevenueAll Product Sessions\frac{\text{Product Total Revenue}}{\text{All Product Sessions}}
Product SpendTotal ad spend attributed to this product.Σ(Ad Spend)\Sigma(\text{Ad Spend})

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Email (Klaviyo)

Email metrics come from your Klaviyo integration.
MetricDescription
Emails bouncedNumber of emails that bounced.
Emails deliveredNumber of emails successfully delivered.
Total emails clickedTotal number of email link clicks.
Total emails openedTotal number of email opens.
New email subscribersNumber of new email subscribers.
Churned email subscribersNumber of email subscribers who churned.