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.

Gross Profit Excluding Tax: The gross profit of your orders, excluding tax, based on your revenue and cost of goods sold data.

​Formula: net revenue - gross cost of goods sold - shipping cost

Gross Profit Margin %: The gross profit percentage of your orders, excluding tax.

​Formula: gross profit excluding tax/net revenue

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

Average Order Value (AOV): The average value of each order placed. Excluding zero value orders.

Formula: gross revenue/orders

Gross Discount: The amount of revenue lost to checkout discounts. This accounts for discounts applied at checkout only, e.g. a promo code. This does not include discounts as a result of marking items down.

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

Click-through Rate: The proportion of ads that are clicked on after being shown to someone.

​Formula: clicks/impressions

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

​Formula: transactions/sessions

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

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

Customers Acquired: The number of new customers you acquired in the selected date range, i.e. the number of customers who placed an order with you for the first time.

Existing Customer Gross Revenue: The gross revenue associated with orders placed by existing customers, i.e. customers returning to your store for at least the second time.