Metric glossary
What each metric means, how it is calculated, and how Saldo Metrics computes it from your own data.
Sales
- Brand overviewper brand: revenue, contribution margin, margin %, with cost coverage
- Marketplace orderorder whose store view has channel_type = 'marketplace'
- Net revenueΣ line revenue over net sales (cancelled orders, and orders refunded in full, excluded)
- Order countCOUNT(DISTINCT order) over net sales in the period
- RefundsΣ refund amounts by refund date
- Revenue forecasttrend over the last 12 complete months of net revenue, projected 3 months ahead
- Sales channelstore view's channel_type: own_store | marketplace
Profitability
- Allocated OpExeach month's operating expenses × the order's share of that month's allocation basis
- Cashflow forecastmonthly margin (already net of refunds) − ad spend, trend-projected 3 months ahead
- Contribution margin(net revenue − COGS − shipping cost − payment fees − marketplace fees) ÷ net revenue
- Net operating profitcontribution margin − operating expenses (advertising included), per month
- Shipping marginshipping charged to customers − carrier cost, per carrier
Marketing
- Abandoned cart valueΣ (quantity × unit price − quantity × unit cost) over cart lines not bought within 30 days
- Ad spendsum of spend_base over the selected period and grouping
- Anomaly detectionper campaign, latest day vs trailing 7-day average: CPM +50%, spend ≤5%, CVR −40%
- Attributed marginsum of order contribution-margin shares credited to a channel under an attribution model
- Attributed revenuesum of order revenue shares credited to a channel under an attribution model
- Attribution delta (last vs linear)last-touch attributed margin − linear attributed margin, per channel
- Blended ROAStotal net sales revenue ÷ own-store ad spend, per month
- Budget pacingmonth-to-date spend ÷ expected spend to date
- Click rate (messaging)clicks ÷ deliveries
- Clickssum of platform-reported clicks over the selected period
- Conversion rate (CVR)platform-reported conversions ÷ clicks × 100
- Cost per messagesend cost ÷ sends
- Cost per click (CPC)ad spend ÷ clicks
- Cost per mille (CPM)ad spend ÷ impressions × 1000
- Creative recommendationREFRESH / MONITOR / SCALE, from fatigue score and CTR trend thresholds
- Click-through rate (CTR)clicks ÷ impressions × 100
- Creative fatigue scorefrequency component + click-through-rate decline component (each capped at 0.5)
- First-touch attribution100% of the order's margin credited to the first UTM-tagged touchpoint in the window
- Flow waterfallper automation: sends, open, click and unsubscribe rates, and attributed margin, flows ranked by margin; each flow expands into its steps, listed by volume
- Funnel drop-offsessions reaching step k ÷ sessions reaching step k−1
- Geo opportunityper country: margin share vs ad-spend share (or paid-session share as proxy)
- Hook ratevideo thruplays ÷ impressions
- Impressionssum of platform-reported impressions over the selected period
- Last-touch attribution100% of the order's margin credited to the last UTM-tagged touchpoint before purchase
- Linear attributionorder margin split equally across all UTM-tagged touchpoints in the window
- List healthrecent unsubscribe rate (last 3 sends) vs the 1% threshold, with lifetime open/click averages
- Marginal returnestimated extra contribution margin per extra euro of spend, at current spend level
- Marketing efficiency ratio (MER)total contribution margin ÷ own-store ad spend
- Messaging vs paidper channel and period: attributed contribution margin ÷ cost (ad spend for paid channels, send cost for messaging)
- MMM contributionmodel-estimated contribution margin attributable to a channel's spend
- MMM contribution sharechannel MMM contribution ÷ total media-driven contribution
- MMM methods (ridge vs PyMC)same channels, two estimation methods: regression with saturation vs Bayesian PyMC
- Net margin (messaging)attributed contribution margin − send cost
- Open rateopens ÷ deliveries
- Platform ROASplatform-reported revenue ÷ ad spend
- Saturationposition on the fitted response curve at current spend, 0 to 1
- SMS segmentsbillable SMS segments across a campaign's messages
- Sendsmessages handed to the messaging platform for delivery
- Time-decay attributionorder margin split across UTM-tagged touches, weighted by 2^(−age/7 days)
- True ROASattributed contribution margin ÷ ad spend
- Unsubscribe rateunsubscribes ÷ sends
- UTM performanceattributed orders, revenue and margin summed per UTM grouping, for a period, under the default attribution model
Customers
- At-risk customerscustomers ≥ 90 days since last order with lifetime margin > €50
- CAC paybackcustomer acquisition cost ÷ (average order contribution margin × repeat rate)
- Cohort economicsper first-order month: cohort size, repeat rate, and LTV per customer
- Customer countcustomers with at least one net-sale order
- Customer lifetime value (LTV)lifetime contribution margin per customer, averaged over costed orders
- Repeat ratecustomers with more than one order ÷ all customers
Inventory
Promotions
Operations
- Data freshnesshours since last successful sync per connection → fresh / stale / critical
- FX rate agedays since the newest ECB reference rate date
- Order accountingper order: excl-tax and incl-tax revenue, VAT, shipping, refunds, margin
- Recommendationsopen (new) recommendations written by the recommendation engines
- VAT collectedΣ order tax totals (booked orders) − Σ refund-reversal VAT (refund's own month)