Help Metrics and definitions

Metric glossary

Every metric you can put on a card, as Stetto counts it. These are the catalog's own definitions, the same ones Stetto reads when it builds a card.

Shopify

Net sales: Gross sales minus discounts and refunds, as Shopify reports it. Stetto's source of truth for revenue.
Gross sales: Product price x units sold, before discounts and refunds.
Discounts: Total discount value applied to orders.
Refunds: Value of refunded line items.
Orders: Count of orders placed.
Units sold: Count of product units sold.
New customers: Orders from first-time customers.
Average order value: Net sales / orders.
Refund rate: Refunds / gross sales.
Discount rate: Discounts / gross sales.
Units per order: Units sold / orders.
Store sessions: Visits to the online store, as Shopify counts them. A headless storefront's visits mostly aren't counted: use GA4 sessions.
Sessions with add to cart: Store sessions where the visitor added something to the cart.
Sessions that reached checkout: Store sessions that got to checkout.
Sessions that completed checkout: Store sessions that ended in an order.
Conversion rate: Sessions that completed checkout / sessions, as Shopify defines it.
Add to cart rate: Sessions with add to cart / sessions.
Reached checkout rate: Sessions that reached checkout / sessions.
Checkout completion rate: Sessions that completed checkout / sessions that reached it. How many checkouts turn into orders.
Units sold per day: Average units sold per day over the period, on every sales channel (they all draw on the same stock).

Inventory

Units on hand: Units in stock at the end of the period.
Units received: Units received from suppliers.
Days of cover: Units on hand / average units sold per day. How long stock lasts at the current pace. Nothing on hand is 0 days; stock that didn't sell has no end.

Meta Ads

Meta spend: Amount spent on Meta (Facebook + Instagram) ads.
Meta impressions: Times Meta ads were shown.
Meta link clicks: Link clicks on Meta ads.
Meta purchases: Purchases Meta attributes to its ads (7-day click / 1-day view). Over-counts vs Shopify.
Meta attributed revenue: Purchase value Meta attributes to its ads. Platform-reported; will over-claim vs Shopify.
Meta ROAS: Meta attributed revenue / Meta spend, as Ads Manager reports it.
Meta CTR: Link clicks / impressions.
Meta CPC: Spend / link clicks.
Meta CPM: Spend per 1,000 impressions.
Meta cost per purchase: Meta spend / Meta-attributed purchases.
Meta 3-second video views: Video plays of at least 3 seconds.
Meta ThruPlays: Video plays to 15 seconds or the end, whichever comes first.
Hook rate: 3-second video views / impressions. How often the first seconds stop the scroll (video ads).
Hold rate: ThruPlays / 3-second video views. How many who stopped keep watching.
Meta shares: Times people shared Meta ads.
Meta comments: Comments on Meta ads.
Meta reactions: Likes and other reactions on Meta ads.
Meta saves: Times people saved Meta ads.
Meta engagements: Shares, comments, reactions and saves on Meta ads, added up.
Meta engagement rate: Engagements (shares, comments, reactions, saves) / impressions.
Meta share rate: Shares / impressions. How often an ad is worth passing on.
Meta landing page views: Link clicks that loaded the landing page, as Meta's pixel reports them.
Meta landing page view rate: Landing page views / link clicks. How many clicks wait for the page to load.
Meta cost per landing page view: Meta spend / landing page views.
Meta adds to cart: Adds to cart Meta attributes to its ads. Platform-reported; will over-count vs Shopify.
Meta cost per add to cart: Meta spend / Meta-attributed adds to cart.
Meta checkouts started: Checkouts started that Meta attributes to its ads. Platform-reported; will over-count vs Shopify.
Meta cost per checkout started: Meta spend / Meta-attributed checkouts started.

Google Ads

Google Ads spend: Amount spent on Google Ads.
Google impressions: Times Google ads were shown.
Google clicks: Clicks on Google ads.
Google conversions: Purchases Google Ads attributes to its ads (data-driven attribution).
Google conversion value: Purchase value Google Ads attributes to its ads. Platform-reported.
Google ROAS: Google conversion value / Google spend.
Google CPC: Spend / clicks.
Google CTR: Clicks / impressions.
Google cost per conversion: Google spend / Google conversions.
Google CPM: Cost per 1,000 Google impressions.

Klaviyo

Email recipients: Emails delivered (campaigns + flows).
Email opens: Unique opens, as Klaviyo reports them (includes Apple Mail privacy opens).
Email clicks: Unique clicks.
Email conversions: Placed orders Klaviyo attributes to email (by the account's attribution window, 5 days by default).
Klaviyo attributed revenue: Revenue Klaviyo attributes to email. Platform-reported; over-claims vs Shopify's email channel.
Unsubscribes: Recipients who unsubscribed.
Open rate: Opens / recipients.
Click rate: Clicks / recipients.
Revenue per recipient: Klaviyo attributed revenue / recipients.
Click-to-open rate: Clicks / opens. How compelling the email is once opened.
Unsubscribe rate: Unsubscribes / recipients.
Email conversion rate: Klaviyo-attributed orders / recipients.

Google Analytics

GA4 sessions: Sessions, as Google Analytics counts them (often fewer than Shopify's: visitors who decline cookies or block GA aren't counted).
GA4 engaged sessions: Sessions that lasted 10 seconds or more, had a key event, or viewed 2 or more pages.
GA4 engagement rate: Engaged sessions / sessions.
GA4 new users: People visiting for the first time, as Google Analytics counts them.
GA4 key events: Key events (GA4's conversions), whichever the property counts.
GA4 key event rate: Key events / sessions.
GA4 purchase revenue: Revenue from purchases Google Analytics recorded. Platform-reported; Shopify net sales is the real number.

Amazon

Amazon sales: Ordered product sales on Amazon: price x units ordered, before refunds and Amazon's fees, as Seller Central's business reports show it.
Amazon units ordered: Units ordered on Amazon.
Amazon order items: Products ordered on Amazon, each product in an order counted once however many units (Amazon's total order items).
Amazon sales per order item: Amazon sales / order items (Amazon's average sales per order item).
Amazon sessions: Visits to your product pages on Amazon, in the browser and the app, as Amazon counts them.
Amazon page views: Views of your product pages on Amazon, in the browser and the app.
Amazon unit session percentage: Units ordered / sessions: Amazon's conversion rate, as Seller Central reports it.
Amazon buy box percentage: Share of your page views where your offer had the buy box (featured offer). Below 100%, another seller or Amazon took some.
Amazon units refunded: Units refunded on Amazon, on the day of the refund.
Amazon refund rate: Units refunded / units ordered on Amazon over the period.

Stetto blended

Conversion rate (GA4 sessions): Shopify orders / GA4 sessions. For headless stores, whose visits Shopify's sessions miss. Reads higher than Shopify's rate: GA4 misses visitors who decline cookies, and every Shopify order counts.
Sales per GA4 session: Shopify net sales / GA4 sessions. What each visit is worth, for headless stores.
Total sales (store + Amazon): Shopify net sales + Amazon sales. Amazon's are before refunds and its fees, so the total reads a little high next to net sales alone.
Amazon share of sales: Amazon sales / total sales (store + Amazon).
Total ad spend: Meta spend + Google Ads spend.
Blended ROAS (MER): Shopify net sales / total ad spend. Uses Shopify, not platform claims, so channels can't double-count.
Blended CAC: Total ad spend / Shopify new customers.
Ad spend as % of sales: Total ad spend / Shopify net sales.
Email-driven sales (Shopify): Shopify net sales where the order's channel is email (last-click UTM). The de-duplicated view of email revenue.
Email share of sales: Email-driven Shopify sales / total Shopify net sales.
Paid social sales (Shopify): Shopify net sales from the paid_social channel (last-click UTM).
Paid search sales (Shopify): Shopify net sales from the paid_search channel (last-click UTM).
Sales per session: Shopify net sales / Shopify sessions. What each visit is worth.
Google ROAS (Shopify-verified): Shopify paid-search net sales / Google spend. Compare against Google's self-reported ROAS to see the over-claim.
Meta ROAS (Shopify-verified): Shopify paid-social net sales / Meta spend. Compare against Meta's self-reported ROAS to see the over-claim.

Your costs

Cost of goods (COGS): Units sold x each product's cost per unit (Shopify cost per item, or entered in Costs).
Shipping & payment fees: Orders x shipping/fulfillment cost per order, plus payment processing (% of net sales + a fixed fee per order).
Gross profit: Shopify net sales - COGS.
Gross margin: Gross profit / net sales.
Contribution before ads: Gross profit - shipping & payment fees. What each sale leaves to pay for marketing.
Contribution profit: Contribution before ads - total ad spend. Profit after product, shipping, fees and ads (before overheads).
Contribution margin: Contribution profit / net sales.
Profit on ad spend (POAS): Gross profit / total ad spend. Above 1x, ads pay for the product they sell.
Break-even ROAS: Net sales / contribution before ads. The blended ROAS (MER) at which ads exactly pay for themselves.
Profit per order: Contribution profit / orders.

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