Help Metrics and definitions
Blended metrics
Blended metrics put numbers from different platforms side by side. They’re always measured against your store’s own sales, not what each platform claims it drove.
Ads against sales
| Metric | How it’s worked out |
|---|---|
| “Total ad spend” | Meta spend plus Google Ads spend |
| “Blended ROAS (MER)” | Shopify net sales ÷ total ad spend |
| “Blended CAC” | Total ad spend ÷ Shopify new customers |
| “Ad spend as % of sales” | Total ad spend ÷ Shopify net sales |
The sales side is Shopify’s, so two platforms can’t both take credit for the same order. These work with either ad platform connected, and count both once you’ve connected both.
If you have several stores, each store’s MER, CAC and ad spend % count only the ad accounts paired with it. See Pair ad accounts to stores.
Your store and Amazon
- “Total sales (store + Amazon)” is Shopify net sales plus Amazon sales. Amazon’s figures are before refunds and its fees, so the total reads a little high next to net sales alone.
- “Amazon share of sales” is Amazon sales ÷ total sales.
MER, CAC and the other ad blends stay on your store’s sales only.
Channels as Shopify records them
These come from each order’s last click, read from its UTM tags, as Shopify recorded it:
- “Email-driven sales (Shopify)” and “Email share of sales” (email’s part of net sales). This is the de-duplicated view of email, to set beside Klaviyo’s own attributed revenue.
- “Paid social sales (Shopify)” and “Paid search sales (Shopify)” are the basis of Shopify-verified ROAS. See Platform ROAS against Shopify-verified ROAS.
Good to know
- Ratios are worked out from their parts. MER over a month is the month’s sales over the month’s spend, never an average of daily MERs. See How Stetto counts.
- Sales channels you leave out drop out of MER and CAC too. See Sales channels.
- Money is converted day by day before it’s added up. See Currencies.
Related
Still stuck? Email support@getstetto.com and a person will answer.