> ## Documentation Index > Fetch the complete documentation index at: https://docs.runconverge.com/llms.txt > Use this file to discover all available pages before exploring further. # Metric dictionary > A glossary of the metrics that Converge shows in its reports ## 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](/data-management/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](https://support.google.com/analytics/answer/12195621), 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](/ad-platforms/overview) 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](/ad-platforms/integrations/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. |