# E-Commerce Metrics Glossary For a comprehensive Glossary of Terms [Please visit this Blog on our Website](https://www.daasity.com/post/ecommerce-terms) or the Data Dictionary in your account. ## E-commerce Glossary | **Common Ecommerce Terms** | **Meaning** | Daasity Formula | | -------------------------- | ----------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | AOV | Average Order Value | Total Gross Sales/Total Orders | | B2B | Business to Business | | | B2C | Business to Consumer | | | BOP/EOP | Beginning/End of Period | | | Bounce Rate | The percentage of visits to a website where visitors leave after viewing a single page | The percentage of sessions where the user viewed only one page and did not trigger any interaction events. Only available for Google Analytics. | | BSD | Brand Supplied Data | | | CAC | Customer Acquisition Cost | Marketing Spend / New Customer Count | | CBO | Campaign Budget Optimization | | | Churn Rate | Percentage of customers/subscribers lost during a period | Churn Rate is calculated as 1 less the number of active subscription days in a month divided by the total number of potential subscription days in a month. Each subscriber that exists at the start of the month has 1 potential subscription day for every day in that month. Each new subscriber has 0.5 potential subscription days for every day in that month. | | Contribution Margin | Profit | Selling Price - Product Costs - Variable Cost | | CPA | Cost per Acquisition, the cost to acquire a customer | Marketing Spend / New Customer Count | | CPC | Cost Per Click | Average cost per ad click. Calculated as Spend / Clicks. | | CPM | Cost Per Million, common media metric | Average cost per 1,000 ad impressions. Calculated as Total Spend / (Total Impressions / 1,000). | | CPO | Cost per Order | Average cost per order, as reported by the ad platform. Calculated as Spend / Vendor-Reported Orders. | | CRM | Customer Relationship Management | | | CRO | Conversion Rate Optimization | | | CTA | Call to Action | | | CTR | Click Through Rate | The percentage of ad impressions that result in a click. Calculated as Clicks / Impressions. | | CVR | Conversion Rate | number of orders / number of sessions | | Device Type | The type of device (mobile, tablet, desktop) used to visit a website, identified by Google Analytics | | | DoD | Day over Day | | | DTC | Direct to Consumer | | | Frequency (RFM) | # of purchases | | | GA | Google Analytics | | | Gross Margin | Total Gross Margin of orders | Net Sales minus SKU costs, shipping costs, and fulfillment costs. (See Net Sales for Difference in OLR and Transactional Sales Report Net Sales calc) | | Gross Sales | All revenue collected from a customer, not included taxes | Total Gross sales of orders using Shopify definition: Product Sales | | Keyword | Words or phrases used to trigger search results or describe a content | | | KPI | Key Performance Indicator | | | LTV | Lifetime Value | | | LY | Last Year | | | MoM | Month over Month | | | Monetary (RFM) | Average spend on a purchase | | | MRR | Monthly Recurring Revenue | | | MTD | Month to Date | | | NC | New Customers | | | Net Sales | Gross Sales - Refunds - Discounts | Gross Sales less discounts less refunds (\***as of the order date** if using Order Line Rev Explore) | | NPS | Net Promoter Score - willingness of customers to recommend your company's products/services to others | | | Open Rate | Number of email subscribers who open the email you sent them | Unique Opens/Sends | | Pageviews | Number of pages visited in a session | Total number of individual page loads recorded by Google Analytics or Amazon. | | PDP | Product Detail Page | Number of times shoppers viewed a product's detail page. (Google Analytics + Amazon) | | PLA | Product Listing Ads | | | POS | Point of Sale | | | QTD | Quarter to Date | | | Recency (RFM) | Time since last purchase | | | RFM | Recency, Frequency, Monetary | | | ROAS (MER) | Return on Ad Spend (Marketing Efficiency ratio) | Calculated as: Revenue / Marketing Spend. If your selected attribution method is First Click or Last Click, Net Sales will be used for the Revenue portion of this calculation. If you use the Vendor-Reported attribution method, the Revenue portion of the calculation will represent whatever sales amount you pass to the marketing vendor in your conversion pixel. | | ROI | Return on Investment | | | RR | Repurchase Rate | Total Unique Customer Count / Total Repurchase Customer Count | | SEM | Search Engine Marketing | | | SEO | Search Engine Optimization | | | Session | Visit to Site/App | Total visits to the store. This is representative of the Sessions metric for both Google Analytics and Amazon. | | SKU | Stock-Keeping Unit | | | TOB | Time on Books | | | UGC | User Generated Content | | | UI | User Interface | | | UPO | Units per Order | Total feature items / valid orders | | UTM Medium | The type of content used: paid social, referral, display, etc | | | UTM Source | What channel the order came from: Google, Facebook, etc | | | UX | User Experience | | | WOS | Weeks of Supply | | | WoW | Week over Week | | | WTD | Week to Date | | | YoY | Year over Year | | | Daasity Valid Order | Valid Order Using Daasity Logic | Removes orders that are free, cancelled, voided, and fraud | | YTD | Year to Date | |