Contribution Profit: The amount of earnings from sales remaining after all direct costs have been subtracted from revenue.

​Formula: net revenue - cost of goods sold - shipping costs - refunds - ad spend

Contribution Margin: The percentage of your Net Revenue that is remaining after all direct costs and refunds have been accounted for.

​Formula: contribution profit/net revenue

Gross Revenue: The total value of your orders, i.e. the money your customers actually parted with. This accounts for any discounts the customer received, but does not account for refunds.

​Formula: product revenue including tax + shipping revenue including tax

We take our revenue figures from your ecommerce store and ERP if connected. To reconcile with Shopify check our "Reconciling Conjura Gross Revenue with Shopify" article

Average Order Value (AOV)

The average value of the orders placed in the selected date range. This is the average value the customer pays, including tax and shipping.
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Our AOV will be different to that displayed in Shopify because it is the average amount a customer actually pays so includes shipping and tax, unlike Shopify which excludes these. It also excludes zero value orders from the calculation.

​Formula: gross revenue/number of orders

Orders: The number of orders placed by your customers in the selected date range. This excludes zero value orders (those with no revenue - usually gifts).

Ad Spend: The total cost of your digital marketing efforts, pulled from the Google Ads and Facebook Ads accounts you've connected.

Sessions: The number of visits to your website, pulled from Google Analytics.

Conversion Rate: The proportion of sessions that resulted in a sale.

​Formula: transactions/sessions

ROAS: Return on Ad Spend, or the average amount of revenue that gets generated per unit of marketing spend.

​Formula: gross revenue/ad spend

CAC: Customer Acquisition Cost, or the average ad spend per new customer.

​Formula: ad spend/number of customers placing an order with you for the first time