Hop Metrics and Definitions
Key terms you need to know
Afe Mevhare
Jan 21, 2025
FAQ
We use some metric terms across our reports that are commonly recognized. We have strategically categorized these terms into Financial, Marketing, and Operational sections to ensure you can efficiently reference the metrics and clearly understand their relevance to your needs.
Financial Metrics
Gross Sales: Revenue before any adjustments like discounts and returns (Product Price x Quantity Sold).
Net Sales: Revenue after subtracting discounts and returns (Gross Sales - Discounts - Returns).
Total Sales: Revenue including taxes and shipping (Net Sales + Taxes + Shipping).
Gross Profit: Revenue after subtracting the cost of goods sold (Gross Sales - COGS).
Gross Margin: Percentage of revenue remaining after deducting the cost of goods sold. This is also known as Contribution Margin 1 (CM1).
Cost of Goods Sold (COGS): Direct costs tied to production or acquisition of sold goods.
Refunds: Total amount refunded to customers. These are attributed to the order date and not the refund date.
Discounts: Total discount value given on transactions.
Returns: Total value of returned items.
Product Sale from a specific region: Total sales of a product in a specific region. The region is determined the customers billing address, e.g. a US customer would be identified if their billing country was the United States.
Marketing Metrics
Blended ROAS (Return on Ad Spend): Total revenue from all social ad channels divided by total ad spend.
Customer Acquisition Cost (CAC): Cost of acquiring a new customer, incorporating all marketing channels.
Total Ad Spend: Expenditure on advertising campaigns.
Total Ad Sales: Revenue from advertising campaigns.
ROAS (Return on Advertising Spend): Revenue per dollar of advertising spend.
POAS (Profit on Advertising Spend): Gross profit per dollar of advertising spend.
Redemption Count: Usage frequency of a discount code.
Discount Value: Total savings provided by a discount code.
Markdowns: These are sales of products where the compare at price is greater than the selling price.
Sales Driven: Revenue attributed to a discount code.
These are a reference for metric definitions on Airboxr.
Operational Metrics
Total Orders: Total completed orders.
Cancelled Orders: Orders started but not completed.
Quantity Sold: Total products sold in a specified period.
Average Order Value (AOV): Average monetary value of an order.
Inventory Value: Total value of all stock.
Inventory Quantity: Total count of items in stock.
Current Quantity: Current stock levels.
Daily Average Sold: Average daily sales volume.
Sell-Through Rate: Proportion of stock sold in a certain timeframe.
Customer Insight Metrics
New Customers: First-time buyers.
Returning Customers: Repeat buyers.
Order count/Customers from a specific region: Number of orders of customers in a specific region. The region is determined the customers billing address,e.g. a US customer would be identified if their billing country was the United States.
Lifetime Duration: Time since the customer's first purchase.
Lifetime Value: The total sales value of all purchases by a customer throughout his lifetime in your store.
Last Order Date: Date of the most recent purchase by a customer.
Predicted Spend Tier: Estimated spending category based on past purchases.
Support: Correlation between the sales of two products.
Confidence: Probability of buying a product given a previous purchase.
Lift: Increase in likelihood of purchasing one product when another is also bought.
First Time Customers: Number of first-time purchasers.
First Order Total Sales: Total sales from first orders of new customers.
All Consecutive Total Sales: Sales from subsequent orders of new customers.
Average Customer Value: Average revenue per new customer.
Rank: Ranking of products based on Average Customer Value.