Marketing Analysis Definitions

Metric

Definition

CAC

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.

Cohort CAC

Total marketing spend each month, from platforms connected to Peel, divided by total number of customers in each monthly cohort.

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.

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.

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 and Returning ROAS. (see image below)

Ad Conversions

Sum of all ad conversions as reported by each platform

Ad Interactions Conversions

Sum of ad conversions you received after an ad interactions (such as text ad clicks or video ad views), as reported by each platform

Ad Impressions

Sum of ad impressions as reported by each platform.