Docs Metrics glossary Metrics glossary Every metric Marginful can show, with its formula and where it appears.
Every figure on Overview, Dashboards, Today and in exports comes from the same definitions. A metric shows — when it is undefined for the period, for example a ratio whose denominator is zero. It never shows 0 in that case.
Money metrics are in your reporting currency. See currencies and exchange rates .
Profit
Costs
Revenue
Orders
Metric Formula Orders count of orders, excluding test and excluded orders Units sold Σ line quantities (gift cards and service lines excluded) AOV Net revenue ÷ Orders Units per order Units sold ÷ Orders
Customers
Marketing
Per-channel and custom metrics
Channel metrics repeat spend, revenue, ROAS, clicks, impressions and conversions for each connected ad platform.Custom metrics are formulas you define yourself. Net profit What you keep after every cost Marginful knows about: product costs, shipping, fees, ad spend, custom costs and operating expenses. Gross profit Net revenue minus the cost of the products you sold. Contribution profit Profit after every variable cost and ad spend, before fixed costs and operating expenses. Net margin The share of net revenue you keep as net profit. Gross margin The share of net revenue left after product costs. Contribution margin The share of net revenue left after variable costs and ad spend. Net profit per order Average net profit per order in the period. Total costs Every cost between net revenue and net profit. Avg order cost Average total cost per order. COGS Cost of goods sold: what the products you sold cost you, net of restocked returns. COGS % of revenue Product costs as a share of net revenue. Shipping costs What you pay carriers to ship orders. Handling fees Per-order and per-item handling costs from your store settings. Fulfillment & packaging 3PL pick-and-pack fees, packaging and warehouse storage. Transaction fees Payment-processing and marketplace fees, plus gateway fees not tied to an order. Custom costs Your custom cost rules: order-level costs, affiliate, influencer and fixed period costs. Operating expenses Expenses such as rent, salaries and software, spread over the days they cover. Return costs Return shipping and restocking costs. The refunded revenue itself is under Returns. Chargebacks Disputed amounts you lost, net of what you recovered, plus dispute fees. Chargeback loss Disputed order value you lost, net of amounts recovered in won disputes. Chargeback fees Dispute fees charged by the payment gateway. Net revenue What you earned from sales after discounts and refunds, with shipping charged and tips added and taxes removed. Gross sales Product price times quantity, before discounts, refunds and taxes. Net sales Gross sales after discounts and refunds. Discounts Discount codes and automatic discounts applied to orders. Discount rate Discounts as a share of gross sales. Returns Merchandise value refunded to customers. Refund rate Returns as a share of gross sales. Shipping charged Shipping fees paid by customers, net of shipping refunds. Taxes collected Sales tax or VAT charged to customers, net of tax refunded. Tips Tips customers added at checkout. Tips are included in net revenue. Gift card sales Gift cards sold. This is cash received, not revenue, when gift cards are recognised at redemption. Orders Orders placed in the period. Units sold Product units sold. AOV Average order value. Units per order Average number of units in an order. Total customers Distinct identified customers who ordered in the period. New customers Orders that were a customer's first-ever order. Returning customers Customers in the period who had ordered before, or who ordered more than once. Repurchase rate The share of customers in the period who are returning customers. Purchase frequency Orders per identified customer in the period. CAC Customer acquisition cost. Total ad spend Spend across every connected ad platform, converted to your reporting currency. Other marketing costs Custom costs tagged as marketing, such as agency fees and sponsorships, outside the ad platforms. Platform-reported ad revenue Revenue the ad platforms attribute to themselves. Real ROAS Return on ad spend from Marginful's own attribution. Each order is credited once. Platform-reported ROAS What the ad platforms claim: their reported revenue divided by ad spend. Blended ROAS (MER) Store net revenue divided by total ad spend, also called the marketing efficiency ratio. POAS Profit on ad spend. ncROAS New-customer ROAS. Ad spend per order Average ad spend per order. Ad clicks Clicks reported by all ad platforms. Ad impressions Impressions reported by all ad platforms. Ad conversions Purchases reported by all ad platforms. CTR Click-through rate. CPC Cost per click. Custom metrics Define your own KPI as a formula over period totals. Channel metrics Spend, revenue, ROAS, clicks, impressions and conversions for each connected ad platform.