Help Metrics and definitions

How Stetto counts

Every number in Stetto comes from one metric catalog. Each metric has one definition, worked out the same way on every card, export and answer, so two cards showing the same thing always agree.

Shopify’s net sales are the revenue

Revenue means your store’s net sales, as Shopify reports them: gross sales minus discounts and refunds. Blended numbers like MER and CAC are measured against them. See Blended metrics.

When an ad or email platform says what it earned, Stetto shows that as the platform’s claim and names it as one (“Google conversion value”, “Klaviyo attributed revenue”). It’s never mixed into your sales. See Platform ROAS against Shopify-verified ROAS.

Ratios come from their parts

A rate over a week or a region is worked out from that week’s or region’s totals, never by averaging daily rates. So conversion rate over 30 days is 30 days of sessions that completed checkout, divided by 30 days of sessions.

Money in one currency

Each day’s sales and spend are converted at that day’s exchange rate, from the European Central Bank. They go into your reporting currency, or whichever one you choose. A weekend or holiday uses the last business day’s rate. See Currencies.

Days in each account’s own time zone

Each store and account counts its days in its own time zone, just as its own reports do. See Dates, time zones and comparisons.

Nothing made up

A metric whose source isn’t connected says “Connect” rather than showing zero. And profit waits for your real product costs rather than assuming they’re nothing. See When a card is waiting or can't show.