Find any KPI in the app and learn how to read it

Search by the name the dashboard uses. Every entry gives you the definition, the calculation, what a healthy number looks like, and what to change if yours isn't.

% Amazon SalesHow much of your business sits on a channel you do not control. The higher it goes, the harder an Amazon fee change hits your whole store % AppLovinHow much of your ad budget sits with AppLovin. Check it earns that share of your sales before the mix drifts its way % Campaigns RevenueCampaigns are one-off sends, so this revenue only arrives when you press send. If it dwarfs your flows revenue, your automations are underused % COGSLower % generally means better product margins.%COGS = COGS ÷ Net Sales % COGS of Product RevenueWhat your goods cost as a share of product income alone, with shipping and other charges left out. Watch it after supplier or discount changes % COGS of SalesThe share of your sales that goes straight back out to pay for the goods. The biggest single lever on profit for most stores % CRM RevenueHow much of your income your own audience brings in, without paying to reach them. If it slips, check send volume and list growth % Custom ExpensesEverything outside product, shipping and fees, as a share of sales. Rising here while sales are flat is the classic quiet profit leak% Custom Expenses = Custom Expenses ÷ Total Sales % Custom Expenses Ad Spend% Custom Expenses Ad Spend = Custom Expenses Ad Spend ÷ Total Sales % Custom Expenses excl. Ad SpendExcludes all custom expenses marked as Ad Spend.% Custom Expenses excl. Ad Spend = Custom Expenses excl. Ad Spend ÷ Total Sales % CustomersShows how big this segment is in your customer base.% DiscountsEvery point here comes straight off margin, with no cost saving to offset it. If it climbs, check whether volume rose enough to pay for it % Email RevenueThe share of sales coming from an audience you already own. If it falls, check whether email slowed or other channels simply grew % Fixed Custom ExpensesFixed Custom Expenses % = Fixed Custom Expenses ÷ Total Sales % Fixed Custom Expenses Ad Spend% Fixed Custom Expenses Ad Spend = Fixed Custom Expenses Ad Spend ÷ Total Sales % Fixed Custom Expenses excl. Ad SpendExcludes fixed custom expenses marked as Ad Spend.% Fixed Custom Expenses excl. Ad Spend = Fixed Custom Expenses excl. Ad Spend ÷ Total Sales % Flows Revenuecheck both.% Gateway Costa climb usually means a pricier payment mix rather than a price change.% GoogleHow much of your ad budget sits with Google. Read it against what Google returns before the mix drifts on its own % MetaHow much of your marketing rides on one platform. When Meta's costs move, a high share here means your whole budget feels it % New Customersit can fall in a month when new buyers actually rose. Read it next to total orders before judging.% New OrdersIndicates how much order volume is driven by newly acquired buyers.% New QuantityA high share marks a product that recruits customers rather than one regulars restock. Those are the ones worth keeping in stock and advertising % of Sales% of Sales = amount / total sales. if this is a expense category, higher % means you are spending more on this category % OrdersHelps compare usage intensity between segments.% Page ViewsShows this SKU's share of total visibility % Product Discountsif the discount grew and volume didn't, the markdown bought nothing.% Product RevenueQuickly see which products drive most of your sales.% QuantityShows how much this product contributes to total volume.% Returning CustomersReads high both when loyalty grows and when new buyers stop arriving. Check it next to new customers and total orders before celebrating % Returning OrdersShows how much of your order volume depends on loyal customers.% Returning Quantityworth never running out of stock on.% SessionsShows this SKU's share of total traffic% Sessions = Sessions ÷ overall Sessions × 100 % Shipping Costthe gap between the two is either a subsidy or a margin.% SMS RevenueKlaviyo credits a sale to SMS when a text came before it, so it overlaps with email. If it slips, check the list and the message % TikTokHow much of your ad budget sits with TikTok. Read it against the sales TikTok brings in before moving more money there % Total Revenue% Total Revenue = Total Revenue ÷ overall Total Revenue × 100 % Total SalesShows how important this segment is to overall revenue.% Total TaxesHelps monitor tax impact on overall revenue.% Total Taxes = Total Taxes ÷ Total Sales % Variable Custom Expenses% Variable Custom Expenses = Variable Custom Expenses ÷ Total Sales % Variable Custom Expenses Ad Spend% Variable Custom Expenses Ad Spend = Variable Custom Expenses Ad Spend ÷ Total Sales % Variable Custom Expenses excl. Ad SpendExcludes variable custom expenses marked as Ad Spend.% Variable Custom Expenses excl. Ad Spend = Variable Custom Expenses excl. Ad Spend ÷ Total Sales ACOSabove that, those sales lose money.ACOS = Ad Spend ÷ Ads Attributed Sales Active usersActive users: distinct users who engaged with this page Ad Spendother channels sit elsewhere. Rising spend is fine only if sales and the return keep pace.Add To CartsThe number of times users added items to their cart Ads Attr. SalesAmazon credits any purchase that follows an ad click. Read it beside spend, and beside total sales.AOQRead it next to order value: it tells you whether bigger orders come from more items or from pricier onesAverage Order Quantity = total items sold ÷ orders AOVLifting this grows revenue without more traffic. If it slips, look at discounts and at what you're paying to win each order AOV USDIncreasing AOV is one of the easiest ways to grow revenue without more traffic AppLovinUseful to compare against your other channels and total sales.Attributed RevenueHigher is better; it means the message drove more direct sales.Average engagement time per sessionAverage engagement time per session = User engagement time ÷ Sessions Average purchase revenue per active userAverage purchase revenue per active user = Purchase revenue ÷ Active users Average Session DurationLong visits can mean interest or confusion, so treat it as a hint. If it drops after a traffic push, check who that traffic brought in Avg. CPCSet by auction competition as much as by your bids. A rise pushes your cost per sale up even if the same share of visitors buys Avg. Purchase RevenueThe typical order size GA4 records. Expect it to differ from your store's own order value, and check tracking if the gap is wideAvg. Purchase Revenue = Purchase revenue ÷ Transactions Bounce RateWhether arriving traffic found what it expected. When it climbs, check where those visits came from and which page they landed onBounce Rate = (1 − Engagement rate) × 100 Buy Box %Higher is better; losing Buy Box usually hurts sales Campaign RevenueHigher is better; it shows campaign-driven sales.Cart To View RateCart To View Rate = Items Added To Cart ÷ Items Viewed × 100 CheckoutsThe number of times users started the checkout process Click RateHigher is better; it shows stronger engagement.Click ShareYour clicks / estimated clicks available on Search. Competitive headroom signal ClicksTraffic you paid for, not traffic you earned. Compare with Purchases to see how many of those visits turned into orders Contribution MarginWhat each sale leaves behind once the costs that rise with it are paid. That pot has to cover rent, salaries and softwareContribution Margin = Contribution Profit ÷ Total Sales Contribution ProfitWhat your sales contribute before any fixed cost is paid. If this does not cover your rent and salaries, more volume will not save youContribution Profit = Total sales - Total taxes - Shipping Costs - Total Ads - COGS - Gateway costs Conv. RateHow many visits became a purchase, on AppLovin’s attribution. Higher is better; a drop points at the landing page, not the adConversion Rate = Transactions ÷ Sessions × 100 Conv. Val / CostCounts only the sales Google takes credit for, not every sale you made. Compare it with your blended return before moving budget Conversionsexpect it to be higher than what you can trace in Shopify.Costread it beside the conversions and sales it brought in.Cost/Conv.Counts only what Google's own tracking sees as a conversion, which may not match your orders. Set it against what a customer is worth to you Cost/Post Eng.Cost per post engagement. Use it to compare how efficiently each ad drives reactions, clicks, and other actions Cost/Post Eng.(Inline)Inline engagement cost. Helps you see how efficiently people interact directly with the ad unit itself CPAabove that, ads are buying sales at a loss.CPA = ad spend ÷ purchases. Compare CPAs across ages and cut back on age groups that are too expensive to acquire CPCcheck both together.CPC (Link)Counts only clicks that sent someone to your site, not likes or expands. When it climbs, check whether creative or audience changedCPC = spend ÷ link clicks. Helps compare traffic cost across formats so you can favor efficient ones CPMWhat a thousand views cost. Lower buys the same reach for less; a rising CPM with steady results is normal auction pressure CPPCounts each person once, however many times they saw the ad, so it climbs as you push harder at a small audience. Check frequency when it rises CRM RevenueSales from people who already know you, won without ad spend. Watch it as a share of total sales to see how much you lean on paid CTRWhether shoppers who see your ad in Amazon search results find it worth clicking. When it drops, look at your main image, title and price CTR (Link)Counts only clicks through to your site, not likes or photo expands. When it falls, look at the creative and audience before the landing pageCTR = link clicks ÷ impressions. Use it to judge whether your creatives and offers resonate with this age group Cum. Ad SpendHelps you see how quickly spend is ramping during the day.Cum. MERShows overall efficiency up to this hour Cum. Total SalesShows how revenue builds through the day.Custom Expensessoftware, salaries, agencies, rent. If this is empty, every profit line above it is flattering you.Custom Expenses = Fixed Custom Expenses + Variable Custom Expenses (includes both ad-spend and non-ad-spend custom expenses)Custom Expenses Ad SpendCustom Expenses Ad Spend = Sum of custom expenses marked as Ad Spend (fixed + variable) for the selected period Custom Expenses excl. Ad SpendExcludes all custom expenses marked as Ad Spend.Custom Expenses excl. Ad Spend = Fixed Custom Expenses excl. Ad Spend + Variable Custom Expenses excl. Ad Spend DeliveredHigher usually means a larger reachable audience.Display ISShare of eligible Display impressions you won Email Rev. / RecipientStrips out list size, so a small send and a big one can be compared fairly. Use it to spot which campaigns are worth repeating Email SubscribersHigher is better; it shows list-growth momentum.Email UnsubscribesLower is better; a high value suggests audience fatigue or list-hygiene issues.Engaged sessionsEngaged sessions: sessions lasting 10s+, with a key event, or 2+ page views Events Per SessionEvents Per Session = Event count ÷ Sessions FeesSum of commission, fulfilment, closing, storage, service, refund admin, shipping label, statutory deduction, and related fee fields for the row.Fixed Custom ExpensesFixed Custom Expenses = Sum of fixed custom expenses applied during the selected period Fixed Custom Expenses Ad SpendFixed Custom Expenses Ad Spend = Sum of fixed custom expenses marked as Ad Spend for the selected period Fixed Custom Expenses excl. Ad SpendFixed Custom Expenses excl. Ad Spend = Sum of fixed custom expenses applied during the selected period, excluding items marked as Ad Spend FlowName of the automated SMS flow (e.g. Welcome Series, Abandoned Cart). Click to preview the message Flow RevenueHigher is better; it shows automation-driven sales.FrequencyShows whether you are reaching new people or hitting the same ones again. If it rises while clicks fall, refresh the creative Gateway CostWhat it cost to take the money. It lands on every order, so check your rates if this grows faster than salesGateway Cost = Estimated payment processing cost based on configured gateway % + fixed fee per order GoogleUseful to compare against both Meta and total sales.Gross MarginWhat is left after paying for the goods themselves. Ads, staff and rent all come out of this, so it caps what everything else can costGross Margin = Gross Profit ÷ Total Sales Gross Profitads, shipping, staff, rent — has to come out of. If it isn't growing with sales, your product costs are rising.grossProfit = totalSales - COGS Gross SalesRevenue before discounts; compare with Product Revenue for markdown cost Gross Sales USDProduct revenue before product-level discounts Impressionsthe same shopper counts again every time they see it. Only worth watching next to clicks.Income Item RevenueThe total revenue from items only, excluding tax and shipping Items PurchasedThe number of units purchased across all purchase events Items ViewedThe number of times item details were viewed Link clicksCounts only people who reached your site, not likes or post expands. If these climb while orders don't, the ad is working and the page isn't MERUnlike platform numbers, this counts every sale, so ad platforms can't double-claim credit. Compare the trend against your gross margin to see if growth is affordableMER = Ad Spend ÷ Order Revenue MetaUse alongside ROAS to tune Meta budgets.NCPACounts only buyers new to you, so it prices growth rather than sales in general. Judge it against what a customer spends over repeat orders, not their firstNew Customer Cost Per Acquisition = Ad Spend ÷ Number of new customers Net Email SubscribersWhether your list is actually growing, not just collecting sign-ups. If it turns negative, look at what you sent in that period Net ProceedsFinal proceeds total for the date after Amazon economics aggregation.Net Profitthe amount grows with sales, the margin tells you whether that growth is worth having.Net Profit MarginWhat you keep from each sale once every cost is out. When it slips while sales grow, the extra sales are costing more than they bring Net SalesNet Sales = Revenue Sales - Refunded Sales Net SMS SubscribersWhether your text list actually grew or shrank this period. If it turns negative, look at what you sent and how often New OrdersGrowth from first-time buyers costs more to win than repeat business. If this rises, check what you are paying to acquire each new customer New usersNew users: users interacting with this page for the first time Open RateHigher is better; it signals a stronger subject line and send time.Order Revenuerefunds and costs not taken off. Expect it above your other sales figures, and never read the difference as profit.OrdersCounts purchases, not money, so it moves even when order sizes don't. Compare with sales to see whether growth came from more buyers or bigger baskets Orders ShippedOrders shipped on this date Page ViewsHigher means more product visibility Placed Order RateHigher is better; it is a direct measure of conversion.Post CommentNumber of comments. Helps you identify ads that spark conversation and interest Post ReactionsNumber of reactions. Use it to spot creatives that generate strong positive responses Post SaveNumber of saves. Use it to find content people want to revisit, a strong sign of deeper intent Post SharesNumber of shares. Helps you see which creatives are most shareable and capable of organic amplification Product DiscountsWhat you gave away to win these orders. Sort by product to see which ones only sell when they're discounted Product RevenueProduct money only, with shipping and order-level charges left out. Best for ranking products against each other rather than reading your store's top line Purchase To View Ratephotos, price, reviews — not at your traffic.Purchase To View Rate = Items Purchased ÷ Items Viewed × 100 Purchase ValueTotal purchase value attributed to this format. Pair it with spend to judge which formats return the most revenue Purchasesonly the ones Amazon ties back to an ad. Set it against spend to see what each cost.QuantityOne order can hold several, so this moves apart from order count. Read it beside revenue to see if growth came from volume or price ReachIf impressions keep climbing while this flattens, the same people are seeing the ad again. Widen the targeting or change the ad before adding budget Refund RateShare of ordered units that were refunded Returning OrdersHow much of your order volume rests on people who already bought once. A fall means new buyers are carrying more of the load Rev. / RecipientHigher is better; each recipient is worth more on average Revenue Per UserTies traffic quality to money: more visitors only help if this holds up. Compare it across sources to see which traffic actually paysRevenue Per User = Purchase revenue ÷ Active users ROASCounts only sales Amazon credits to these ads, not your whole Amazon business. Compare it against your product margin before deciding a campaign is payingReturn On Ad Spend = Order Revenue ÷ Ad Spend SalesAmazon's fees and returns still come out of it. Compare with your payouts to see what you actually keep.Search ISShare of eligible Search impressions you won. Low = headroom to scale Sessionsone shopper checking back all week shows up several times. If it climbs while units stay flat, fix the listing, not the traffic.Sessions (GA4)The visit count your conversion rate is measured against. If sales fell while this held steady, the problem is on the site, not the traffic Shipped SalesRevenue attributed to shipped units.Shipping CostWhat delivery cost you. Set against what buyers paid for shipping, it shows whether free shipping is winning orders or quietly buying themShipping Cost = Estimated shipping cost based on configured shipping rules for the selected period ShopIdentifies which shop this performance row belongs to.SMS Rev. / RecipientPuts sends of different sizes on equal footing. A big blast can earn less per person than a smaller, better-targeted one SMS SubscribersHigher is better; it shows list-growth momentum.SMS UnsubscribesLower is better; a high value suggests audience fatigue or list-hygiene issues.Spendspend that does not move total sales is the first thing to cut.Spend ShareThis format's share of spend across all formats in the selected period. Shows your creative mix at a glance TACOSHow much of your Amazon business leans on ads, not just the ad-driven part. A climb while sales stay flat means you're paying more to stand still ThumbstopThumbstop rate. Use it to judge how strong the first seconds of your video are at stopping the scroll TikTokUseful to compare against your other channels and total sales.Total Custom Expenses Total Order ItemsTotal count of items in orders for that day.Total RevenueOnly what GA4 managed to track. If it sits below your Shopify sales, the gap is a tracking problem, not a sales one Total SalesTax and shipping are collected, not earned, so this sits above what you keep. Most ratios divide by it, so a move here shifts them allTotal Sales = Gross Sales + Shipping + Tax - Discounts - Refunds Total Sales USDOverall net revenue for the selected period Total TaxesTotal Taxes collected on Shopify orders for the selected period Total UsersOne person on a phone and a laptop can count twice, so it overstates real people. Compare with sessions to see how often they come back Transactionsa lasting gap usually points to tracking, not missing sales.True Ad SpendAd Spend including the custom expenses ad spend configurations True NCPAUse this to judge if your acquisition cost is sustainable.New Customer Cost Per Acquisition = Ad Spend (including the custom expenses ad spend configurations) ÷ Number of new customers Unit Session %Counts units, not orders, so a 3-unit order counts as 3. If it slips while sessions hold steady, look at price, Buy Box or reviews Units ShippedUnits shipped on this date Unsubscribe RateLower is better; a high rate suggests content or frequency issues.Variable Custom ExpensesVariable Custom Expenses = Sum of variable custom expenses applied during the selected period Variable Custom Expenses Ad SpendVariable Custom Expenses Ad Spend = Sum of variable custom expenses marked as Ad Spend for the selected period Variable Custom Expenses excl. Ad SpendVariable Custom Expenses excl. Ad Spend = Sum of variable custom expenses applied during the selected period, excluding items marked as Ad Spend Video Comp.Video completion rate. Helps you see which creatives keep viewers watching till the end