Marketing Analysis Definitions

Clicks

Sum of ad clicks as reported by each platform

Conversions

Sum of all ad conversions as reported by each ad platform

CPA

Total marketing spend from platforms connected to Peel, divided by total number of users, including the ones who have not placed an order yet.

Total marketing spend divided by total number of users.

A user is somebody who has an account with the store but didn’t purchase on that day.

Customer Acquisition Cost (CAC - Signup)

Total marketing spend from platforms connected to Peel, divided by the total number of customers from Shopify.

Total Marketing Spend / New Customers

We use our Customers metric which is New Customer Signup, which looks at actual orders of customers.

This is looking at the date at which New customers signed up, not the order date.

Customer Acquisition Cost (CAC - Order)

Total marketing spend from platforms connected to Peel, divided by the total number of customers from Shopify.

Total Marketing Spend / New Order

*We use our New Orders metric which is the number of new customers based on the date they made an order.

Impressions

Sum of ad impressions as reported by each platform

LTV to CAC - Order ratio

LTV to CAC - Signup ratio

ROAS

Total conversion value (revenue) for new customers divided by advertising costs.

= (Total Sales) / Advertising costs

For each $ spent on ads it shows how much are returning in Revenue.

$1 = 100%

It includes all - both new & returning but there are segmentations to look at just New ROAS - from new customers and Returning ROAS - from returning customers.

ROAS (net)

= Net Sales / Advertising Costs

ROAS - Returning Customers

= Total Sales from Returning Customers / Advertising Costs

ROAS - New Customers

= Total Sales from New Customers / Advertising Costs

ROI

The total profit divided by advertising costs. In more detail:

= (Gross sales-product costs- discounts-refunds) / Advertising costs

For each $ spent on ads it shows how much are you getting.

$1 = 100%

If you don't have product costs in place, then it is net sales / advertising costs.

Spend

Sum of ad spend from all the platforms.

You can segment this metric by platforms and campaigns, etc.