The Summary Metrics table combines sales, marketing, and operations metrics for a shop in one daily platform view. One row per shop per platform per event date.

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Table Guide
What You Can Answer With This Table

What was my overall net profit this quarter? What was my net profit broken down by sales platform? — use net_profit, platform

What were my MER and Blended ROAS over the last 7 days? — use mer, blended_roas

How did Blended ROAS compare with New Customer ROAS this month? — use blended_roas, new_customer_roas

Before You Query

Required field: event_date

The spend, clicks, impressions, conversion_value, and conversions columns contain combined data from ads, email/SMS, and affiliates sources (spend also includes affluencer data).

Amazon order metrics in the Summary Metrics table exclude orders where amazon_fulfillment_status is Canceled. Those canceled Amazon orders remain available in the Orders table.

When to Use a Different Table

Use Orders table when you need order-level sales data, including canceled Amazon orders. The Summary Metrics table is for sales data rolled up to one row per shop, platform, and day.

Use Ads table when you need ad-level ads data. The Summary Metrics table is for ads data rolled up to one row per shop, platform, and day.

Use Email/SMS table when you need message-level email and SMS data. The Summary Metrics table is for email/SMS data rolled up to one row per shop, platform, and day.

Use Sessions table when you need individual session-level data. The Summary Metrics table is for session data rolled up to one row per shop, platform, and day.

View the full Triple Whale Data Ontology →

Dimensions

Dimensions are immutable properties that can be used for grouping data.

Title	ID	Type	Description
Event Hour	`event_hour`	string	The hour of the day on which the event occurred.
Event Date	`event_date`	date	The date the event occurred.
Event Day	`event_date.day`	date	The day on which the event occurred. Derived from `event_date`.
Event Week	`event_date.week`	date	The Sunday of the week during which the event occurred. Derived from `event_date`.
Event Month	`event_date.month`	date	The month during which the event occurred. Derived from `event_date`.
Event Quarter	`event_date.quarter`	date	The first month of the quarter during which the event occurred. Derived from `event_date`.
Event Year	`event_date.year`	date	The year during which the event occurred. Derived from `event_date`.
Order Currency	`currency`	string	The original currency of the order, before conversion to the shop's currency. All monetary values are automatically converted to the shop's selected currency for display. Example values: `USD`, `GBP`, `EUR`
Is New Customer	`is_new_customer`	boolean	True if this is the customer's first order. Possible values: `true`, `false` Learn how Triple Whale classifies new/returning customers
Marketplace Fulfillment Channel	`marketplace_fulfillment_channel`	string	The fulfillment channel of the Amazon order. Example values: `FBA`, `FBM`
Marketplace Fulfillment Status	`marketplace_fulfillment_status`	string	The fulfillment status of the Amazon order. Example values: `Pending`, `Unshipped`, `PartiallyShipped`, `Shipped`, `Canceled`, `Unfulfillable`, `InvoiceUnconfirmed`, `PendingAvailability`
Sales Platform	`platform`	string	The sales platform where the order was processed. Example values: `the main sales platform`, `Amazon`
Report Type	`report_type`	string	The type of report generated. Example values: `flow`, `campaign`
Shop ID	`shop_id`	string	The unique identifier for the shop.
Shop Name	`shop_name`	string	The name of the shop.
Survey Type	`survey_type`	string	The post-purchase survey provider. Example values: `KNO`, `FAIRING`

Measures

Measures are numeric fields that can be aggregated and/or combined to calculate new metrics.

Title	ID	Type	Description
Active Subscribers	`active_subscribers`	numeric	The number of subscribers with an active subscription as of the last day in the selected date range.
Active Subscriptions	`active_subscriptions`	numeric	The total number of active subscriptions as of the last day in the selected date range. Each subscription is counted separately, even if multiple belong to the same customer.
Add To Cart Sessions	`add_to_carts`	numeric	The total number of website sessions that include Pixel Add-to-Cart events.
All Conversion Value	`all_conversion_value`	numeric	Revenue generated from channel-reported conversions of all types (e.g. purchases, registrations, subscriptions, applications).
All Conversions	`all_conversions`	numeric	The total number of channel-reported conversions of all types (e.g. purchases, registrations, subscriptions, applications).
FBA Amazon Product Sales	`amazon_fba_gross_product_sales`	numeric	Ordered product sales for orders fulfilled by Amazon (FBA).
FBA Amazon Items Sold	`amazon_fba_items`	numeric	Number of items sold in orders fulfilled by Amazon (FBA).
FBA Amazon Estimated Fees	`amazon_fba_marketplace_fees`	numeric	Estimated Amazon fees for orders fulfilled by Amazon (FBA). An estimate until Amazon reports actual fees.
FBA Amazon Sales	`amazon_fba_order_revenue`	numeric	What the customer paid for orders fulfilled by Amazon (FBA), including shipping, taxes and discounts.
FBA Amazon Orders	`amazon_fba_orders`	numeric	Number of orders fulfilled by Amazon (FBA).
FBA Amazon Taxes	`amazon_fba_taxes`	numeric	Amount customers paid in taxes on orders fulfilled by Amazon (FBA).
FBM Amazon Product Sales	`amazon_fbm_gross_product_sales`	numeric	Ordered product sales for Amazon orders fulfilled by the merchant (FBM).
FBM Amazon Items Sold	`amazon_fbm_items`	numeric	Number of items sold in Amazon orders fulfilled by the merchant (FBM).
FBM Amazon Estimated Fees	`amazon_fbm_marketplace_fees`	numeric	Estimated Amazon fees for orders fulfilled by the merchant (FBM). An estimate until Amazon reports actual fees.
FBM Amazon Sales	`amazon_fbm_order_revenue`	numeric	What the customer paid for Amazon orders fulfilled by the merchant (FBM), including shipping, taxes and discounts.
FBM Amazon Orders	`amazon_fbm_orders`	numeric	Number of Amazon orders fulfilled by the merchant (FBM).
FBM Amazon Taxes	`amazon_fbm_taxes`	numeric	Amount customers paid in taxes on Amazon orders fulfilled by the merchant (FBM).
As-Reported Additional Fees	`as_reported_additional_fees`	numeric	Additional fees reconstructed from the sales-agreement event log, bucketed by the date each agreement actually happened.
As-Reported Discounts	`as_reported_discounts`	numeric	Discounts reconstructed from the sales-agreement event log, bucketed by the date the discount was applied or reversed.
As-Reported Gross Sales	`as_reported_gross_sales`	numeric	Gross product sales reconstructed from the sales-agreement event log, bucketed by the date each agreement actually happened (rather than the original order date). Matches the sales platform's own as-reported figures.
As-Reported Net Sales	`as_reported_net_sales`	numeric	Net sales (gross sales + returns + discounts) reconstructed from the sales-agreement event log, bucketed by the date each agreement actually happened.
As-Reported Orders	`as_reported_orders`	numeric	Distinct orders created (agreement_reason = ORDER), bucketed by the date the order was actually placed. Matches the sales platform's own Orders count — unlike the money metrics on this table, refunds/edits on an order created outside the selected range do not count it here.
As-Reported Returns	`as_reported_returns`	numeric	Returned sales reconstructed from the sales-agreement event log, bucketed by the date the return actually happened.
As-Reported Shipping	`as_reported_shipping`	numeric	Shipping revenue reconstructed from the sales-agreement event log, bucketed by the date each agreement actually happened.
As-Reported Taxes	`as_reported_taxes`	numeric	Taxes reconstructed from the sales-agreement event log, bucketed by the date each agreement actually happened.
As-Reported Total Sales	`as_reported_total_sales`	numeric	Bottom-line revenue (net sales + shipping + taxes + fees) reconstructed from the sales-agreement event log, bucketed by the date each agreement actually happened. Converges with `total_sales` (from `orders`/`refunds`) over a wide enough date window, but must never be summed together with it.
Average Page Views Per Session	`average_pages_per_sessions`	numeric	The average number of pages viewed by users during each session. Average Page Views Per Session = Page Views / Pixel Sessions
Bounces	`bounces`	numeric	The Pixel-reported number of sessions with one page view and no other tracked interaction. Uses the session definition configured for your shop.
Campaign Conversion Value	`campaign_conversion_value`	numeric	Channel-reported conversion value from campaigns.
Clicks	`clicks`	numeric	Number of channel-reported clicks.
Conversion Value	`conversion_value`	numeric	Revenue generated from channel-reported conversions (purchases).
Conversions (Purchases)	`conversions`	numeric	Number of channel-reported conversions (purchases).
Cost of Goods	`cost_of_goods`	numeric	The cost of goods for orders within the selected time frame (before refunds). Imported from the main sales platform, or edit these in Cost Settings > Cost of Goods.
CRM Report Days	`crm_report_days`	numeric	Number of daily support-platform rows reported in the period.
Currency Rate	`currency_rate`	numeric	The rate used to convert monetary values to the shop's currency. If no conversion was applied, the value is `1`. To convert back to the original currency, divide by this rate.
Custom Expense Ad Spend	`custom_ad_spend`	numeric	Custom marketing spend entered in Cost Settings. Included in Blended Spend.
Custom Expenses Excluding Ad Spend	`custom_excl_ad_spend`	numeric	Custom non-ad expenses entered in Cost Settings. Included in Total Costs.
Custom Expenses	`custom_expenses`	numeric	The amount of the expense. By default shown in the shop's currency. Note: For fixed expenses, the amount is set directly by the seller; for variable expenses, the amount is calculated based on the rate set by the seller combined with shop prices from the sales, ad, or email/SMS platform (e.g. the main sales platform, Facebook, Klaviyo). Edit in Cost Settings > Custom Expenses.
Custom Gross Profit	`custom_gross_profit`	numeric	Custom gross profit for individual orders.
Custom Gross Sales	`custom_gross_sales`	numeric	Custom gross sales for individual orders.
Custom Net Revenue	`custom_net_revenue`	numeric	Custom net revenue for individual orders.
Custom Orders Quantity	`custom_orders_quantity`	numeric	Quantity of orders to count for the order, imported using the Enrich Orders Data API. Use 1 to include the order in custom order counts and 0 to exclude it.
Custom Total Items Quantity	`custom_total_items_quantity`	numeric	Total number of individual item units for the order, imported using the Enrich Orders Data API.
Delivered Messages	`delivered`	numeric	The total number of messages successfully delivered to the targeted recipient.
Product Discounts	`discount_amount_for_product`	numeric	The total product discount amount applied to the order.
Shipping Discounts	`discount_amount_for_shipping`	numeric	The total shipping discount amount applied to the order.
Engagements	`engagements`	numeric	Number of interactions with the ad (likes, shares, etc).
Estimated Shipping Costs	`estimated_shipping_costs`	numeric	Estimated shipping cost for orders the shipping platform has not processed yet (status `awaiting_shipment` or `Processing`), dated by the order date. Comes from the per-order costs and shipping profile rates entered in Cost Settings > Shipping. Not included in Shipping Costs or Shipping Platform Costs.
Fees	`fees`	numeric	The total of all fee charges recorded on the order, counting every type of fee. These are fees the sales platform charges the customer, not fees charged to the seller. Negative fee lines are treated as credits rather than charges, so they are excluded from this total and counted in Product Discounts instead.
Flow Conversion Value	`flow_conversion_value`	numeric	Channel-reported conversion value from automation flows.
Follows	`follows`	numeric	Number of new follows attributed to the ad.
Shipments Fulfilled On Time	`fulfilled_on_time`	numeric	The number of shipment records whose estimated fulfillment date status is `FulfilledOnTime` (fulfillment completed on or before the shipping platform's promised fulfillment date). Only populated when the shipping platform reports estimated fulfillment status.
Gross Sales	`gross_product_sales`	numeric	Gross sales revenue before shipping, taxes, discounts, or refunds. Gross Sales = Product Unit Price (Excluding Taxes) x Units Sold
Handling Fees	`handling_fees`	numeric	Handling fees (e.g. boxing, packaging, or "pick & pack" services) paid by the seller for orders in the selected time frame. Edit these in Cost Settings > Cost of Goods.
Impressions	`impressions`	numeric	Number of channel-reported impressions.
Marketplace Fees	`marketplace_fees`	numeric	Estimated fees charged by the marketplace (e.g. Amazon) for orders.
Net Revenue	`net_revenue`	numeric	The total order revenue minus discounts from subscription orders.
New Customer Orders	`new_customer_orders`	numeric	The total number of orders placed by new customers within the selected time frame. Learn how Triple Whale classifies new/returning customers
New Customer Revenue	`new_customer_revenue`	numeric	The total revenue derived from orders by new customers. Learn how Triple Whale classifies new/returning customers
New Customers %	`new_customers_percent`	numeric	The percentage of purchases made by new customers. New Customers % = Number of New Customer Orders / Total Orders Learn how Triple Whale classifies new/returning customers
New Visitors	`new_visitors`	numeric	The Pixel-reported number of first-time visitors to the site.
Non-Bounced Sessions	`non_bounced_sessions`	numeric	The number of sessions that did not bounce, based on the shop’s selected session definition. See Website Sessions for session-definition details.
TikTok GMV Max Spend	`non_tracked_spend`	numeric	Spend from TikTok GMV Max campaigns. These automated campaigns run within TikTok Shop and are reported separately from standard TikTok ad spend.
Onsite Conversion Value	`onsite_conversion_value`	numeric	The total value of purchases reported by the ad channel for orders completed directly in that channel's shop.
Onsite Conversions (Purchases)	`onsite_purchases`	numeric	The total number of purchases reported by the ad channel for orders completed directly in that channel's shop.
Order Revenue	`order_revenue`	numeric	Revenue earned after shipping, taxes, fees, and product discounts (before refunds). Order Revenue = Gross Sales + Shipping + Taxes + Fees − Product Discounts
Orders	`orders`	numeric	The total number of orders placed within the selected timeframe.
Shipments Fulfilled	`orders_fulfilled`	numeric	The number of shipment records reported by the connected shipping platform, in the selected date range. Based on the date the shipping platform created the label or completed fulfillment.
Orders Shipped	`orders_shipped`	numeric	Number of orders whose shipping status is `shipped` (order has left the warehouse), as reported by the integrated shipping provider. Based on order date.
Orders Unshipped	`orders_unshipped`	numeric	Number of orders whose shipping status is `awaiting_shipment` (not yet left the warehouse), as reported by the integrated shipping provider. Based on order date.
Non-Zero Orders	`orders_with_amount`	numeric	The total number of orders with a revenue greater than zero. Non-Zero Orders = Count of Orders where Order Revenue > $0
Outbound Clicks	`outbound_clicks`	numeric	Number of channel-reported outbound clicks.
Payment Gateway Costs	`payment_gateway_costs`	numeric	Payment processing fees (not including currency conversion fees) paid by the seller. Edit these in Cost Settings > Gateway Costs.
Pixel Purchases	`pixel_purchases`	numeric	The total number of Pixel-reported purchases (orders) attributed to a website session. Excludes recurring subscription purchases.
Post-Purchase Survey Responses	`pps_responses`	numeric	Number of post-purchase survey responses. Break down by platform for the per-channel counts.
Units Sold	`product_quantity_sold_in_order`	numeric	The total number of individual product units sold in the order.
Reactivated Subscribers	`reactivated_subscribers`	numeric	The number of subscribers who previously cancelled and started a new subscription again in the specified time range.
Received Messages	`received`	numeric	The total number of email messages successfully received by the target audience.
Recommended	`recommended_reviews`	numeric	Number of reviews where the reviewer recommends the product.
Returning Customer Revenue	`returning_customer_revenue`	numeric	Amount of revenue derived from Returning Customers. Learn how Triple Whale classifies new/returning customers
Returning Customers %	`returning_customers_percent`	numeric	Percentage of orders placed by Returning Customers. Returning Customers % = Number of Returning Customer Orders / Total Orders Learn how Triple Whale classifies new/returning customers
Reviews	`reviews`	numeric	Total number of reviews submitted.
Sent Messages	`sent`	numeric	The total number of messages sent, based on the source provider’s sent/send count. Note: Klaviyo includes SMS sends only; Klaviyo email sends are not included.
Session Page Views	`session_page_views`	numeric	The number of pages viewed during a website session. Uses the session definition configured for your shop.
Pixel Sessions	`sessions`	numeric	Total number of online store sessions, based on the session definition configured for your shop.
Pixel Sessions (Legacy)	`sessions_legacy`	numeric	Total number of legacy online store sessions (tab + UTM/link change + 30-minute timeout). Always legacy, regardless of the session definition configured for your shop.
Seven-Day Click Conversions (Purchases)	`seven_day_click_purchases`	numeric	Number of channel-reported conversions (purchases) made within seven days of clicking the ad.
Shipping Costs	`shipping_costs`	numeric	The shipping cost the seller pays for orders in the selected date range. Follows the shipping cost method selected in Cost Settings > Shipping. Use Shipping Charges for Shipping Costs uses the shipping price buyers paid. Use Shipping Integration for Shipping Costs uses the cost reported by the connected shipping platform. Default Shipping Costs uses imported per-order costs, or a shipping profile rate when no imported cost covers the order. Estimated costs for orders the shipping platform has not processed yet are not included.
Shipping Orders	`shipping_orders`	numeric	Number of orders that include at least one shipment reported by the connected shipping platform. Based on order date.
Shipping Platform Costs	`shipping_platform_costs`	numeric	Shipping cost from the connected shipping platform integration for the selected date range. The source and dates follow the Order Date vs Label Date setting on the shipping account in Integrations. Order Date uses the seller shipping cost dated by the order. Label Date uses the amount billed by the shipping platform, dated by when the label was created or the shipment was fulfilled.
Shipping Price	`shipping_price`	numeric	The shipping price paid by the buyer for the order, after shipping discounts are applied. Excludes shipping tax.
Spend	`spend`	numeric	Total channel-reported marketing spend. Does not include custom ad spend.
Subscribed Recipients	`subscribed_to_list`	numeric	The total number of recipients subscribed to any email/SMS list.
Sum First Response Time	`sum_first_response_time`	numeric	Sum of the per-day median first response times across the period selected.
Sum Rating	`sum_rating`	numeric	Sum of star ratings across all reviews.
Sum Resolution Time	`sum_resolution_time`	numeric	Sum of the per-day median resolution times across the period selected.
Sale Taxes	`taxes`	numeric	Total amount customers paid in taxes, before refunds. Includes shipping tax.
Thruplays	`thruplays`	numeric	The number of times a video ad was played to completion or for at least 15 seconds.
Tickets Created	`tickets_created`	numeric	The total number of new tickets created during the period selected.
Tickets Replied	`tickets_replied`	numeric	The total number of tickets with at least one reply during the period selected.
Time On Site	`time_on_site`	numeric	The time spent by users on the site during a session, measured in seconds. Uses the session definition configured for your shop.
Cancelled Subscriptions	`total_cancelled_subscriptions`	numeric	The total number of subscriptions that were cancelled in the specified time range.
Churned Subscribers	`total_churned_subscribers`	numeric	The total number of customers who have cancelled all subscriptions in the specified time range.
New Subscriptions	`total_new_subscriptions`	numeric	The total number of new subscriptions started in the specified time range.
Refunded COGS	`total_refunded_cogs`	numeric	Refunded cost of goods (COGS) amount for the selected time period. Calculated based on the refund date. Totals can differ from the sales platform dashboard when a third-party return app is used.
Refunded Sales	`total_refunded_price`	numeric	Refunded sales amount for the selected time period. Calculated based on the refund date. Totals can differ from the sales platform dashboard when a third-party return app is used.
Refunded Shipping	`total_refunded_shipping`	numeric	Refunded shipping amount for the selected time period. Calculated based on the refund date. Totals can differ from the sales platform dashboard when a third-party return app is used.
Refunded Tax	`total_refunded_tax`	numeric	Refunded tax amount for the selected time period. Calculated based on the refund date. Totals can differ from the sales platform dashboard when a third-party return app is used.
Subscription Order Revenue	`total_revenue`	numeric	Order Revenue from all subscription orders in the specified time range.
First Order Revenue	`total_revenue_first_order`	numeric	Order Revenue from first orders in each subscription in the specified time range.
Recurring Order Revenue	`total_revenue_recurring`	numeric	Order Revenue from recurring (non-first) subscription orders in the specified time range.
Video Views	`total_video_view`	numeric	The number of times a video ad was viewed (for any amount of time).
Unique Customers	`unique_customers`	numeric	Number of unique customers who placed orders within the selected timeframe.
Unique Visitors	`unique_visitors`	numeric	The Pixel-reported number of unique visitors to the site.
Unsubscribed Recipients	`unsubscribed`	numeric	The total number of recipients who unsubscribed from any email/SMS list.
Pixel Visit Sessions	`visit_sessions`	numeric	Total number of visit sessions (30-minute inactivity gap per visitor). Always visit sessions, regardless of the session definition configured for your shop. Shop-level count only; do not sum across landing page or campaign breakdowns.
Visits	`visits`	numeric	Number of channel-reported visits.

Derived

Derived fields are metrics that are pre-calculated using multiple measures or advanced formulas.

Title	ID	Type	Description
Add To Cart %	`add_to_cart_percent`	formula	The percentage of add-to-carts out of total sessions. Add To Cart % = Add To Cart Sessions / Pixel Sessions
All Conversion Rate	`all_conversion_rate`	formula	The percentage of clicks that convert into conversions of all types (e.g. purchases, registrations, subscriptions, applications), as reported by the channel. All Conversion Rate = All Conversions / Clicks
All Cost Per Acquisition	`all_cpa`	formula	Cost per conversion of all types (e.g. purchases, registrations, subscriptions, applications). All CPA = Spend / All Conversions
All ROAS	`all_roas`	formula	The ratio of channel-reported all conversion value to ad spend, covering all conversion types (e.g. purchases, registrations, subscriptions, applications). All ROAS = All Conversion Value / Spend
Average Order Value	`aov`	formula	The average order value (before shipping or taxes), as reported by the main sales platform. AOV = (Order Revenue - Shipping Price - Taxes) / Number of Orders
Average Rating	`average_rating`	formula	Average star rating across all reviews. Average Rating = Sum Rating / Reviews
Average Session Duration	`average_session_duration`	formula	The average time users spend on your site per session, in seconds. Average Session Duration = Time On Site / Non-Bounced Sessions
Avg Cost Per Shipment	`avg_cost_per_shipment`	formula	Average shipping platform cost per fulfilled shipment. Based on the date the shipping platform created the label or completed fulfillment. Uses the Order Date vs Label Date setting in Integrations > Shipping Platform > Manage > Settings. On Order Date, the cost can come from the order rather than each shipment row. Avg Cost Per Shipment = Shipping Platform Costs / Shipments Fulfilled
Blended Attributed ROAS	`blended_attributed_roas`	formula	Channel-reported conversion value relative to ad spend across all channels.
Blended CPA	`blended_cpa`	formula	Average ad cost per non-zero order across all channels. Blended CPA = Blended Spend / Non-Zero Orders
Blended ROAS	`blended_roas`	formula	The ratio of order revenue to total marketing spend. Blended ROAS = Order Revenue / Blended Spend
Blended Spend	`blended_spend`	formula	Total marketing spend across all channels plus custom ad spend.
Bounce Rate	`bounce_rate`	formula	The percentage of sessions with one page view and no other tracked interaction. Bounce Rate = Bounces / Pixel Sessions
Campaign Revenue Share	`campaign_percent`	formula	Percentage of main sales platform order revenue attributed to the channel’s campaigns. Campaign Revenue Share = Campaign Conversion Value / Main Sales Platform Order Revenue
Cash Turnover	`cash_turnover`	formula	Cash remaining after all expenses except product COGS. Cash Turnover = Net Profit + Adjusted COGS
Channel-Reported Average Order Value	`channel_reported_aov`	formula	The average order value, as reported by the channel. Channel-Reported AOV = Conversion Value / Conversions
Click Conversion Rate	`click_conversion_rate`	formula	The percentage of clicks that convert into orders, as reported by the channel. Click Conversion Rate = Conversions (Purchases) / Clicks
Adjusted COGS	`cogs_adjusted`	formula	Cost of goods sold, adjusted for refunded items.
Conversion Rate	`conversion_rate`	formula	The percentage of visits that convert into orders, as reported by the channel. Conversion Rate = Conversions (Purchases) / Visits
Cost per Add to Cart	`cost_per_add_to_cart`	formula	Total ad spend divided by the number of sessions with an add to cart. Cost per Add to Cart = Blended Ad Spend / Sessions with Add to Carts
Cost per Session	`cost_per_session`	formula	Total marketing spend divided by total website sessions. Cost per Session = Blended Spend / Pixel Sessions
Cost Per Video View	`cost_per_video_view`	formula	The cost for each video ad view, as reported by the channel. Video CPV = Spend / Video Views
Cost Per Acquisition	`cpa`	formula	The cost to acquire a single conversion, as reported by the channel. CPA = Spend / Conversions (Purchases)
Cost Per Click	`cpc`	formula	The average cost for each ad click. CPC = Spend / Clicks
Cost Per Mille	`cpm`	formula	The cost for 1,000 ad impressions. CPM = Spend / Impressions x 1000
Cost Per Outbound Click	`cpoc`	formula	Cost for each click leading out from the ad platform to an external website. CPOC = Spend / Outbound Clicks
Cost Per Visit	`cpv`	formula	The cost for each visit attributed to ads, as reported by the channel. CPV = Spend / Visits
Click-Through Rate	`ctr`	formula	The percentage of impressions that result in a click. CTR = Clicks / Impressions
Purchase Frequency	`customer_frequency`	formula	The average number of non-zero-amount orders per customer in the selected period. Purchase Frequency = Non-Zero Orders / Unique Customers
Discounts	`discount_amount`	formula	The total discount amount applied to the order, including shipping discounts.
Email/SMS Click-Through Rate	`email_sms_ctr`	formula	The percentage of received messages that result in a click. Email/SMS Click-Through Rate = Clicks / Received Messages
Flow Revenue Share	`flow_percent`	formula	Percentage of main sales platform order revenue attributed to the channel’s automation flows. Flow Revenue Share = Flow Conversion Value / Main Sales Platform Order Revenue
Gross Profit	`gross_profit`	formula	Profit after deducting all seller costs from total sales. Gross Profit = Total Sales - Total Costs
Lifetime Value	`ltv`	formula	The average order revenue per customer, for orders placed within the selected timeframe. LTV = `Order Revenue / Unique Customers`
LTV to CPA	`ltv_cpa`	formula	Ratio of customer lifetime value to acquisition cost. LTV to CPA = LTV / Blended CPA
Marketplace Ad Cost of Sales	`marketplace_ad_cost_of_sales`	formula	Percentage of gross sales revenue spent on ads. Marketplace Ad Cost of Sales = Spend / Gross Sales
Median First Response Time	`median_first_response_time`	formula	The median time taken for the first response to a customer support ticket during the period selected.
Median Resolution Time	`median_resolution_time`	formula	The median time taken to resolve a customer support ticket during the period selected.
MER	`mer`	formula	Ratio of total marketing spend to total revenue. MER = Blended Spend / Order Revenue
New Customers CPA	`ncpa`	formula	Average ad cost to acquire a new customer. Learn how Triple Whale classifies new/returning customers
Net Margin	`net_margin`	formula	Percentage of order revenue that is net profit. Net Margin = Net Profit / Order Revenue
Net New Subscribers	`net_new_subscribers`	formula	Net change in list subscribers. Net New Subscribers = Subscribed Recipients - Unsubscribed Recipients
Net Profit	`net_profit`	formula	Revenue retained after deducting all costs and marketing spend. Net Profit = Total Sales - Total Expenses
Net Sales	`net_sales`	formula	Net sales revenue after sale taxes and refunded sales are removed. Net Sales = Order Revenue - Sale Taxes - Refunded Sales
Net Taxes	`net_taxes`	formula	Total amount customers paid in taxes, after refunds. Net Taxes = Sale Taxes - Refunded Tax
New Customer ROAS	`new_customer_roas`	formula	Revenue from new customers relative to ad spend. Learn how Triple Whale classifies new/returning customers
New Users %	`new_visitors_percent`	formula	Percentage of unique visitors that are new. New Users % = New Visitors / Unique Visitors
Order Revenue Breakdown	`order_revenue_breakdown`	formula	Order revenue reconstructed from its reported parts. Order Revenue Breakdown = Gross Sales + Shipping + Taxes + Fees − Product Discounts
Orders Custom Expenses	`orders_custom_expenses`	formula	Custom expenses associated with individual orders.
% Fulfilled On Time	`percent_fulfilled_on_time`	formula	The share of shipments whose estimated fulfillment date status is `FulfilledOnTime` (fulfillment completed on or before the shipping platform's promised fulfillment date). Only populated when the shipping platform reports estimated fulfillment status. % Fulfilled On Time = Shipments Fulfilled On Time / Shipments Fulfilled
Conversion Rate	`pixel_conversion_rate`	formula	The percentage of website sessions that result in purchases, as reported by Pixel. Pixel Conversion Rate = Purchases / Pixel Sessions
Profit on Ad Spend	`poas`	formula	The ratio of gross profit to total marketing spend. Profit on Ad Spend = Gross Profit / Blended Spend
Post-Purchase Survey Response Rate	`pps_response_percent`	formula	Post-purchase survey responses as a percentage of orders from main sales platform connections. Post-Purchase Survey Response Rate = PPS Responses / Main Sales Platform Orders
Post-Purchase Survey Response Share	`pps_response_share`	formula	Share of post-purchase survey responses attributed to a specific ad channel, out of all responses. Post-Purchase Survey Response Share = Channel-Specific PPS Responses / Total PPS Responses
Recommended Rate	`recommended_rate`	formula	Percentage of reviews that recommend the product. Recommended Rate = Recommended / Reviews
Returning Customer Orders	`returning_customer_orders`	formula	Number of orders placed by Returning Customers. Learn how Triple Whale classifies new/returning customers
Returns %	`returns_percent`	formula	Percentage of order revenue that was refunded. Returns % = Refunded Sales / Order Revenue
Revenue Per Link Click	`revenue_per_link_click`	formula	Average revenue generated from each outbound click on the ad. Revenue Per Link Click = Conversion Value / Outbound Clicks
Attributed Revenue Share	`revenue_percent`	formula	Percentage of main sales platform order revenue attributed to the channel. Attributed Revenue Share = Conversion Value / Main Sales Platform Order Revenue
Return on Ad Spend	`roas`	formula	The ratio of conversion value to ad spend, as reported by the channel. ROAS = Conversion Value / Spend
% Subscription Order Revenue	`subscription_order_revenue_percent`	formula	Subscription revenue as a percentage of main sales platform order revenue. % Subscription Order Revenue = Subscription Order Revenue / Main Sales Platform Order Revenue
Total Costs	`total_costs`	formula	All seller costs other than marketing spend. Total Costs = Adjusted COGS + Shipping Costs + Handling Fees + Payment Gateway Costs + Marketplace Fees + Net Taxes + Orders Custom Expenses + Custom Excl. Ad Spend
Total Expenses	`total_expenses`	formula	All seller expenses: seller costs plus marketing spend. Total Expenses = Total Costs + Blended Spend
Total Sales	`total_sales`	formula	Total order revenue retained after refunds. Revenue is based on the order date; refunds are based on the refund date. Total Sales = Order Revenue - Refunded Sales - Refunded Tax - Refunded Shipping
True Average Order Value	`true_aov`	formula	The average non-zero order value (before shipping or taxes), as reported by the main sales platform. True AOV = (Order Revenue - Shipping Price - Taxes) / Number of Orders > $0
Web Conversion Value	`web_conversion_value`	formula	Channel-reported conversion value from website purchases only, excluding on-platform shop purchases. Web Conversion Value = Conversion Value - Onsite Conversion Value
Web Purchases	`web_purchases`	formula	Channel-reported purchase conversions from the website only, excluding on-platform shop purchases. Web Purchases = Conversions (Purchases) - Onsite Conversions (Purchases)