Metric dictionary

Revenue and Profit

Metric	Description	Formula
Gross Revenue	Total product sales (excluding taxes and shipping charges) before discounts.	$\Sigma(\text{Unit Price} \times \text{Quantity})$
Discounts	Total value of discounts applied to orders.
Total Revenue	Total product sales after taking into account discounts.	$\text{Gross Revenue} - \text{Discounts}$
Revenue per session	Average Total Revenue generated per session.	$\frac{\text{Total Revenue}}{\text{Sessions}}$
Taxes	Total taxes (paid by customers), collected across all orders.
Shipping Charges	Total shipping charges (paid by customers), collected across all orders.
Total Revenue After Taxes	Total revenue minus taxes.	$\text{Total Revenue} - \text{Taxes}$
Net Revenue	Total revenue minus taxes and shipping charges.	$\text{Total Revenue} - \text{Taxes} - \text{Shipping Charges}$
COGS	Total cost of goods sold. See Expenses for how to configure product costs.
Gross Profit	Net revenue minus cost of goods sold.	$\text{Net Revenue} - \text{COGS}$
Gross Margin	Gross profit as a percentage of net revenue.	$\frac{\text{Gross Profit}}{\text{Net Revenue}}$
Payment Processing Fees	Total payment processing fees across all orders.
Shipping Costs	The total shipping cost you paid to deliver orders to the customer.
Contribution Profit	Gross profit minus payment processing fees and net shipping costs (shipping costs minus shipping charges).	$\text{Gross Profit} - \text{Processing Fees} - (\text{Shipping Costs} - \text{Shipping Charges})$
Contribution Margin	Contribution profit as a percentage of net revenue.	$\frac{\text{Contribution Profit}}{\text{Net Revenue}}$
Net Profit	Contribution profit minus ad spend.	$\text{Contribution Profit} - \text{Ad Spend}$
Net Margin	Net profit as a percentage of net revenue.	$\frac{\text{Net Profit}}{\text{Net Revenue}}$

Orders & conversion

Metric	Description	Formula
Orders	Total 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.
Customers	Number of unique profiles who have placed an order.
AOV	Average order value (Total Revenue).	$\frac{\text{Total Revenue}}{\text{Orders}}$
Conversion rate	Percentage of sessions with a Placed Order event.	$\frac{\text{Sessions with Order}}{\text{Sessions}}$
Added to cart rate	Percentage of sessions with an Added To Cart event.	$\frac{\text{Sessions with ATC}}{\text{Sessions}}$
Started checkout rate	Percentage of sessions with a Started Checkout event.	$\frac{\text{Sessions with Checkout}}{\text{Sessions}}$

Sessions & traffic

Metric	Description	Formula
Profiles	Number of unique profiles who have performed an event.
Sessions	Total number of sessions tracked by the Converge Pixel.
New visitor sessions	Number of sessions from first-time visitors.
New visitor sessions %	Percentage of sessions from first-time visitors.	$\frac{\text{New Visitor Sessions}}{\text{Sessions}}$
Bounce rate	Percentage 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.	$\frac{\text{Bounced Sessions}}{\text{Sessions}}$
Session duration	Average duration of sessions in seconds.

Blended advertising

Blended metrics aggregate spend across all your Marketing Sources and compare against Converge-tracked revenue.

Metric	Description	Formula
Ad spend	Total spend across all ad platforms.
Blended ROAS	Total Revenue divided by total ad spend.	$\frac{\text{Total Revenue}}{\text{Ad Spend}}$
Blended ACOS	Total ad spend divided by Total Revenue.	$\frac{\text{Ad Spend}}{\text{Total Revenue}}$
Blended CPA	Total ad spend divided by total orders.	$\frac{\text{Ad Spend}}{\text{Orders}}$
Blended POAS	Gross Profit divided by total ad spend.	$\frac{\text{Gross Profit}}{\text{Ad Spend}}$
Web MER	Total Revenue from web orders divided by total ad spend.	$\frac{\text{Web Revenue}}{\text{Ad Spend}}$
Web aMER	New customer Total Revenue from web orders divided by total ad spend.	$\frac{\text{NC Web Revenue}}{\text{Ad Spend}}$

New customer

Metric	Description	Formula
New Customer Revenue	Total revenue from new customers.
New customers	Number 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.	$\frac{\text{New Customer Orders}}{\text{Orders}}$
NC-AOV	Average order value for new customers.	$\frac{\text{NC Revenue}}{\text{NC Orders}}$
Blended NC-ROAS	New Customer Revenue divided by total ad spend.	$\frac{\text{NC Revenue}}{\text{Ad Spend}}$
Blended NC-ACOS	Total ad spend divided by New Customer Revenue.	$\frac{\text{Ad Spend}}{\text{NC Revenue}}$
Blended NC-CPA	Total ad spend divided by the number of new customers.	$\frac{\text{Ad Spend}}{\text{New Customers}}$

Ad platform

Ad platform metrics come directly from each platform’s own reporting. They reflect what the platform measures, not what Converge tracks.

Metric	Description	Formula
Ad spend	Spend as reported by the ad platform.
Impressions	Number of ad impressions as reported by the ad platform.
Clicks	Number of ad clicks as reported by the ad platform.
Conversions	Number of purchase conversions as reported by the ad platform.
Revenue	Revenue from purchases as reported by the ad platform.
ROAS	Return on ad spend as reported by the ad platform.	$\frac{\text{Revenue}}{\text{Spend}}$
ACOS	Advertising cost of sales as reported by the ad platform.	$\frac{\text{Spend}}{\text{Revenue}}$
CPA	Cost per acquisition as reported by the ad platform.	$\frac{\text{Spend}}{\text{Conversions}}$
CPC	Cost per click as reported by the ad platform.	$\frac{\text{Spend}}{\text{Clicks}}$
CPM	Cost per thousand impressions as reported by the ad platform.	$\frac{\text{Spend}}{\text{Impressions}} \times 1000$
CTR	Click-through rate as reported by the ad platform.	$\frac{\text{Clicks}}{\text{Impressions}}$

Product

Product metrics break down revenue and efficiency by individual SKU.

Metric	Description	Formula
Product Total Revenue	Product’s share of order total revenue, allocated proportionally by line item sales.	$\Sigma\!\left(\text{Order Total} \times \frac{\text{Item Price} \times \text{Qty}}{\text{Total Item Sales}}\right)$
Product Net Revenue	Revenue after deducting taxes and shipping.	$\text{Product Revenue} - \text{Taxes} - \text{Shipping}$
Product COGS	Total 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.	$\Sigma(\text{Unit Cost} \times \text{Quantity})$
Product Gross Profit	Profit after cost of goods.	$\text{Product Net Revenue} - \text{Product COGS}$
Product Discount	Total discount allocated to this product. Includes item-level discounts plus a proportional share of any remaining order-level discount.	$\Sigma(\text{Item Discount} + \text{Order Discount} \times \text{Sales Weight})$
Product Shipping Charges	Shipping charges allocated proportionally to this product by line item sales.	$\Sigma\!\left(\text{Order Shipping} \times \frac{\text{Item Price} \times \text{Qty}}{\text{Total Item Sales}}\right)$
Product Taxes	Taxes allocated proportionally to this product by line item sales.	$\Sigma\!\left(\text{Order Tax} \times \frac{\text{Item Price} \times \text{Qty}}{\text{Total Item Sales}}\right)$
Quantity	Total units of this product sold across all orders.	$\Sigma(\text{Quantity})$
Avg Price	Average unit price of this product across orders.	$\text{avg}(\text{Unit Price})$
Avg Discount	Average discount per order. Includes item-level discounts plus a proportional share of any remaining order-level discount.	$\text{avg}(\text{Product Discount})$
Avg Units Per Order	Average number of units of this product per order.	$\text{avg}(\text{Quantity per Order})$
Product Sessions	Unique sessions that include any event for this product (e.g. product views, add to carts, or purchases).
Product Views	Total Viewed Product events for this product.
Product Added To Cart	Product lines across Added To Cart events for this product.
Product Started Checkout	Product lines across Started Checkout events for this product.
Product Added Payment Info	Product lines across Added Payment Info events for this product.
Product Orders	Product lines across Placed Order events for this product.
Product ROAS	Return on Ad Spend for this product.	$\frac{\text{Product Total Revenue}}{\text{Ad Spend}}$
Product ACOS	Advertising Cost of Sale for this product.	$\frac{\text{Ad Spend}}{\text{Product Total Revenue}}$
Product POAS	Profit on Ad Spend for this product.	$\frac{\text{Gross Profit}}{\text{Ad Spend}}$
Product CPA	Cost Per Acquisition for this product.	$\frac{\text{Ad Spend}}{\text{Quantity Sold}}$
Product Session Conversion Rate	Percentage of sessions involving this product that resulted in a purchase.	$\frac{\text{Sessions with Purchase}}{\text{All Product Sessions}}$
New customers	Unique customers placing their first-ever order that includes this product.
New visitor sessions	Sessions from first-time visitors that include events for this product.
New visitor sessions %	Percentage of sessions for this product from first-time visitors.	$\frac{\text{New Visitor Sessions}}{\text{Total Sessions}}$
Revenue per session	Average product revenue generated per session.	$\frac{\text{Product Total Revenue}}{\text{All Product Sessions}}$
Product Spend	Ad spend allocated proportionally based on a product event from paid sessions. Defaults to “Viewed Product” but can be configured to any product event.	$\text{Ad Spend} \times \frac{\text{Product Views}}{\text{Total Product Views}}$

Product event counts are based on product lines, not events. Events like Started Checkout or Placed Order can contain multiple products — each product line counts separately. For example, a single Started Checkout with three products increments each product’s count by one.

Email (Klaviyo)

Email metrics come from your Klaviyo integration.

Metric	Description
Emails bounced	Number of emails that bounced.
Emails delivered	Number of emails successfully delivered.
Total emails clicked	Total number of email link clicks.
Total emails opened	Total number of email opens.
New email subscribers	Number of new email subscribers.
Churned email subscribers	Number of email subscribers who churned.

Getting started

Implementation

Converge MCP

Sources

Destinations

Data Warehouse

Attribution

Insights & Dashboards

Marketing Sources

Data Management

Settings

Revenue and Profit

Orders & conversion

Sessions & traffic

Blended advertising

New customer

Ad platform

Product

Email (Klaviyo)

​Revenue and Profit

​Orders & conversion

​Sessions & traffic

​Blended advertising

​New customer

​Ad platform

​Product

​Email (Klaviyo)

Revenue and Profit

Orders & conversion

Sessions & traffic

Blended advertising

New customer

Ad platform

Product

Email (Klaviyo)