Marketing Channel Overview

How do I read the Marketing Channel Overview, how are the metrics calculated and what insights can I gain from it.

Valentine Strunz-Happe avatar
Written by Valentine Strunz-Happe
Updated over a week ago

tl;dr

  • The Marketing Channel Overview pulls together data across all your datasources and unifies them across your marketing channel.

  • There are four different sections - Overview, Orders & Revenue, Profitability, Channel Metrics

  • For the report to provide maximum insight, you need to have your channel configured using our Channel Builder and a clean/consistent channel & utm naming.

How does it work:

The Marketing Channel Overview pulls together data from all your connected datasources and assigns them to your marketing channels.

So instead of having to log in to multiple accounts comparing numbers in different tabs or having to export numbers to match them up in Excel, simply use this dashboard and instantly see everything you would want to know.

This dashboard is mostly based on the Marketing Channels you have defined using the Channel Builder. So if you haven't done so yet, do that first.

The dashboard is split into four different section, each providing you with a different type of information.

  1. Overview - As the name suggests gives you an overview of the core KPIs.

  2. Orders & Revenue - Shows you how much revenue/orders each channel generated both on the Shopify/GA Logic as well as the revenue/orders each channels attributed to itself using their own logic.

  3. Profitability - Shows you the profit structure of the orders generated from each channel.

  4. Channel Metrics - Pulls in a bunch of KPIs from the channel's ad account like impressions, clicks, orders and revenue.

Selecting a dimension to analyse:

The reports give you the flexibility to pick a dimension that you want to analyse. If you want, you can also set a secondary dimension to drill down deeper.

The default value is Channel Name, which is based on the rules you set in the channel builder. The same is true for Channel Group and Channel Category.

Another option are the time-based dimension like Date or Calendar-Week, which allow you to see the development over time. These are ideally suited as a secondary dimension (while filtering the primary dimension).

Lastly, we have Campaign, Term and Content, which is based on the UTM parameters with the same name. Since orders and visit data already contains UTMs those can be matched easily. To match data from marketing datasources into this, we assume that:

  • utm_campaign = Campaign Name in the Ad Account

  • utm_term = Ad Set/Ad Group in the Ad Account

  • utm_content = Ad Name in the Ad Account

This is the proper way to do it, and if it is maintained like that. The matching will work seamlessly allowing you to drill very deep. Unlike Google Analytics however, we do not consider capitalisation to create a new instance.

Overview Section:

  • Session = Sum of sessions/visits on your website

  • Cost = Marketing Cost incurred from generating the session/orders

  • Conversion Rate = Orders / Sessions

  • Orders = Net Orders attributed to the channel

  • CPO (Cost per Order) = Cost / Orders

  • AOV = Net Average Order Value of orders attributed to the channel

  • Net Revenue = Net Revenue of orders attributed to the channel

  • ROAS (Return on Ad Spend) = Net Revenue / Cost

  • New Customers = Number of Orders that were the first order placed by that customer

  • % New Customers = New Customers / Orders

  • CAC (Customer Acquisition Costs) = Cost / New Customers

  • AOV New Customers = Net Average Order Value of orders from new customers attributed to the channel

  • Net Revenue New Customers = Net Revenue of orders from new customers attributed to the channel

  • ROAS New Customers = Net Revenue Net Customers / Cost

Orders & Revenue Section:

  • Cost = Marketing Cost incurred from generating the session/orders

  • Orders = Net Orders attributed to the channel

  • CPO (Cost per Order) = Cost / Orders

  • AOV = Net Average Order Value of orders attributed to the channel

  • Net Revenue = Net Revenue of orders attributed to the channel

  • ROAS (Return on Ad Spend) = Net Revenue / Cost

  • Orders Channel Attribution = Order Conversions measured by the Ad Account of that channel

  • CPO Channel Attribution = Cost / Orders Channel Attribution

  • AOV Channel Attribution = Revenue Channel Attribution / Orders Channel Attribution

  • Revenue Channel Attribution = Revenue measured by the Ad Account of that channel

  • ROAS Channel Attribution = Revenue Channel Attribution / Cost

Profitability Section:

  • Net Revenue = Revenue excluding discounts, returns and taxes

  • Discount Rate = The value of discounts (not vouchers) of all product sold.

  • Voucher Rate = The total price reduction through voucher code and cart rules.

  • Return Rate = The Net Revenue of all items that were refunded.

  • Tax Rate = The VAT of not-returned items

  • COGS as % of Revenue = The landed product costs based on your configurations / Net Revenue

  • CM1 (Contribution Margin 1) = Net Revenue - COGS

  • CM1 as % of Revenue = CM1 / Net Revenue

  • Logistics Costs as % of Revenue = Logistics Costs based on your configuration / Net Revenue

  • Transaction Costs as % of Revenue = Transactions Costs based on your configuration / Net Revenue

  • CM2 (Contribution Margin 2) = Net Revenue - COGS - Logistic Costs - Transaction Costs

  • CM2 as % of Revenue = CM2 / Net Revenue

  • Marketing Costs = Marketing Costs from all connected datasources

  • CM3 (Contribution Margin 3) = Net Revenue - COGS - Logistic Costs - Transaction Costs - Marketing Costs

  • CM3 as % of Revenue = CM3 / Net Revenue

Channel Metrics Section:

  • Impressions = Number of times your ad was shown based on each ad accounts definition

  • Cost = Marketing Cost incurred from generating the session/orders

  • CPM = Cost / (Impressions/1000)

  • Clicks = Number of clicks generated to your site

  • Click-through Rate = Clicks / Impressions

  • CPC = Cost / Clicks

  • Session = Sum of sessions/visits on your website

  • CPS = Cost / Session

  • Clicks to Session = Clicks / Session

  • Orders Channel Attribution = Order Conversions measured by the Ad Account of that channel

  • CPO Channel Attribution = Cost / Orders Channel Attribution

  • AOV Channel Attribution = Revenue Channel Attribution / Orders Channel Attribution

  • Revenue Channel Attribution = Revenue measured by the Ad Account of that channel

  • ROAS Channel Attribution = Revenue Channel Attribution / Cost

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