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  1. Start here
  2. Important Concepts

Ecommerce Glossary

Common Ecommerce Terms and Definitions.

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Last updated 1 year ago

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For a comprehensive Glossary of Terms .

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

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