Overview
This report delivers granular marketing channel performance analysis by combining marketing spend, session tracking, order metrics, and complete financial performance data at a daily level. Data is broken down across multiple dimensions including country, channel group, channel, platform, campaign, and ad group. Enabling you to evaluate marketing efficiency from high-level channel performance down to individual ad group ROI. The report provides comprehensive visibility into acquisition (new customer) metrics, as well as detailed comparisons between one-off and subscription order performance. With built-in profitability metrics (CM1, CM2, CM3), you can assess true marketing efficiency and make data-driven decisions about budget allocation and campaign optimisation.Data Dictionary
Fields and their respective definitions available within this report.Dimensions
| Name | Description |
|---|---|
| ID | A surrogate key created from date, country_code, channel_group, channel, platform, campaign & ad group. |
| Date | The date of the transaction or event. |
| Country Code | ISO country code for the transaction location. |
| Channel Group | High-level marketing channel grouping. |
| Channel | Specific marketing channel. |
| Platform | Marketing platform (e.g., Google Ads, Facebook). |
| Campaign | Marketing campaign identifier. |
| Ad Group | Ad group within the campaign. |
Spend and Session Metrics
| Name | Description |
|---|---|
| Spend | Total marketing spend. |
| Total Sessions | Total number of sessions. |
| New Sessions | Number of sessions from new users. |
| Repeat Sessions | Number of sessions from returning users. |
| Total Users | Total number of unique users. |
| New Users | Number of new unique users. |
| Repeat Users | Number of returning unique users. |
| New User % | The percentage of total users who are classified as ‘new’. |
| CR | Conversion rate. Total new orders & repeat one-off orders divided by total sessions. Conversion rate doesn’t include repeat subscription orders. |
| NC CR | New customer conversion rate; new orders divided by total sessions. |
| CAC | Customer acquisition cost. Total marketing spend divided by new orders. |
| CAR | Customer acquisition cost acceleration rate. Your CAC for every £10k of spend. |
| CPU | Cost per user. Total spend divided by total users. |
| CPNU | Cost per new user. Total spend divided by total new users. |
Order Metrics
| Name | Description |
|---|---|
| Total Orders | Total number of orders. |
| One Off Orders | Number of one-off (non-subscription) orders. |
| Subscription Orders | Number of subscription orders. |
| New Orders | Number of orders from new customers. |
| New One Off Orders | Number of one-off orders from new customers. |
| New Subscription Orders | Number of subscription orders from new customers. |
| Repeat Orders | Number of orders from returning customers. |
| Repeat One Off Orders | Number of one-off orders from returning customers. |
| Repeat Subscription Orders | Number of subscription orders from returning customers. |
| AOV | Average order value. Total net revenue divided by total orders. |
| FOV | First order value. New net revenue divided by new orders. |
| New Order Sub % | The percentage of new orders which are subscription (rather than one-off). |
Revenue Metrics
| Name | Description |
|---|---|
| Total Gross Revenue | Total gross revenue. |
| One Off Gross Revenue | Gross revenue from one-off orders. |
| Subscription Gross Revenue | Gross revenue from subscription orders. |
| New Gross Revenue | Gross revenue from new customers. |
| New One Off Gross Revenue | Gross revenue from one-off orders by new customers. |
| New Subscription Gross Revenue | Gross revenue from subscription orders by new customers. |
| Repeat Gross Revenue | Gross revenue from returning customers. |
| Repeat One Off Gross Revenue | Gross revenue from one-off orders by returning customers. |
| Repeat Subscription Gross Revenue | Gross revenue from subscription orders by returning customers. |
| Net Revenue | Gross revenue minus discounts & refund amounts. |
| New Net Revenue | Net revenue from new customers. |
| CM1 £ | Contribution margin level 1. Net revenue minus total cogs. |
| CM1 % | Contribution margin level 1 as a percetange of net revenue. |
| CM2 £ | Contribution margin level 2. CM1 minus fulfillment and payment processing fees. |
| CM2 % | Contribution margin level 2 as a percetange of net revenue. |
| CM3 £ | Contribution margin level 3. CM2 minus total marketing spend. |
| CM3 % | Contribution margin level 3 as a percetange of net revenue. |
| MER | Marketing efficiency ratio. Total net revenue divided by total marketing spend. |
Shipping Metrics
| Name | Description |
|---|---|
| Total Shipping Price | Total shipping charges before tax. |
| One Off Shipping Price | Shipping charges before tax for one-off orders. |
| Subscription Shipping Price | Shipping charges before tax for subscription orders. |
| New Shipping Price | Shipping charges before tax for new customers. |
| New One Off Shipping Price | Shipping charges before tax for one-off orders by new customers. |
| New Subscription Shipping Price | Shipping charges before tax for subscription orders by new customers. |
| Repeat Shipping Price | Shipping charges before tax for returning customers. |
| Repeat One Off Shipping Price | Shipping charges before tax for one-off orders by returning customers. |
| Repeat Subscription Shipping Price | Shipping charges before tax for subscription orders by returning customers. |
Discount Metrics
| Name | Description |
|---|---|
| Total Discount Amount | Total discount amount before tax. |
| One Off Discount Amount | Discount amount before tax for one-off orders. |
| Subscription Discount Amount | Discount amount before tax for subscription orders. |
| New Discount Amount | Discount amount before tax for new customers. |
| New One Off Discount Amount | Discount amount before tax for one-off orders by new customers. |
| New Subscription Discount Amount | Discount amount before tax for subscription orders by new customers. |
| Repeat Discount Amount | Discount amount before tax for returning customers. |
| Repeat One Off Discount Amount | Discount amount before tax for one-off orders by returning customers. |
| Repeat Subscription Discount Amount | Discount amount before tax for subscription orders by returning customers. |
Refund Metrics
| Name | Description |
|---|---|
| Total Refund Amount | Total refund amount. |
| One Off Refund Amount | Refund amount for one-off orders. |
| Subscription Refund Amount | Refund amount for subscription orders. |
| New Refund Amount | Refund amount for new customers. |
| New One Off Refund Amount | Refund amount for one-off orders by new customers. |
| New Subscription Refund Amount | Refund amount for subscription orders by new customers. |
| Repeat Refund Amount | Refund amount for returning customers. |
| Repeat One Off Refund Amount | Refund amount for one-off orders by returning customers. |
| Repeat Subscription Refund Amount | Refund amount for subscription orders by returning customers. |
Tax Metrics
| Name | Description |
|---|---|
| Total Tax Amount | Total tax amount. |
| One Off Tax Amount | Tax amount for one-off orders. |
| Subscription Tax Amount | Tax amount for subscription orders. |
| New Tax Amount | Tax amount for new customers. |
| New One Off Tax Amount | Tax amount for one-off orders by new customers. |
| New Subscription Tax Amount | Tax amount for subscription orders by new customers. |
| Repeat Tax Amount | Tax amount for returning customers. |
| Repeat One Off Tax Amount | Tax amount for one-off orders by returning customers. |
| Repeat Subscription Tax Amount | Tax amount for subscription orders by returning customers. |
COGS Metrics
| Name | Description |
|---|---|
| Total COGS | Total cost of goods sold. |
| One Off COGS | Cost of goods sold for one-off orders. |
| Subscription COGS | Cost of goods sold for subscription orders. |
| New COGS | Cost of goods sold for new customers. |
| New One Off COGS | Cost of goods sold for one-off orders by new customers. |
| New Subscription COGS | Cost of goods sold for subscription orders by new customers. |
| Repeat COGS | Cost of goods sold for returning customers. |
| Repeat One Off COGS | Cost of goods sold for one-off orders by returning customers. |
| Repeat Subscription COGS | Cost of goods sold for subscription orders by returning customers. |
Fulfillment Cost Metrics
| Name | Description |
|---|---|
| Total Fulfillment Costs | Total fulfillment costs. |
| One Off Fulfillment Costs | Fulfillment costs for one-off orders. |
| Subscription Fulfillment Costs | Fulfillment costs for subscription orders. |
| New Fulfillment Costs | Fulfillment costs for new customers. |
| New One Off Fulfillment Costs | Fulfillment costs for one-off orders by new customers. |
| New Subscription Fulfillment Costs | Fulfillment costs for subscription orders by new customers. |
| Repeat Fulfillment Costs | Fulfillment costs for returning customers. |
| Repeat One Off Fulfillment Costs | Fulfillment costs for one-off orders by returning customers. |
| Repeat Subscription Fulfillment Costs | Fulfillment costs for subscription orders by returning customers. |
Payment Processing Fee Metrics
| Name | Description |
|---|---|
| Total Payment Processing Fees | Total payment processing fees. |
| One Off Payment Processing Fees | Payment processing fees for one-off orders. |
| Subscription Payment Processing Fees | Payment processing fees for subscription orders. |
| New Payment Processing Fees | Payment processing fees for new customers. |
| New One Off Payment Processing Fees | Payment processing fees for one-off orders by new customers. |
| New Subscription Payment Processing Fees | Payment processing fees for subscription orders by new customers. |
| Repeat Payment Processing Fees | Payment processing fees for returning customers. |
| Repeat One Off Payment Processing Fees | Payment processing fees for one-off orders by returning customers. |
| Repeat Subscription Payment Processing Fees | Payment processing fees for subscription orders by returning customers. |
Questions This Report Answers
Which marketing channels are driving the best ROI?
Which marketing channels are driving the best ROI?
Compare marketing efficiency ratio (MER), contribution margins (CM1, CM2, CM3), and CAC across all your marketing channels. Identify which channels deliver the highest return on ad spend and reallocate budget accordingly to maximise profitability.
How should I optimise my campaign and ad group spend?
How should I optimise my campaign and ad group spend?
Drill down from channel to platform, campaign, and ad group level to identify specific initiatives that drive the best performance. Analyse conversion rates, cost per user, and profitability metrics to optimise budget allocation and pause underperforming campaigns.
How does channel performance vary by geography?
How does channel performance vary by geography?
Analyse channel effectiveness across different countries to understand geographic performance differences. Compare order volume, revenue, costs, conversion rates, and CAC by country to identify expansion opportunities and optimise geo-targeted campaigns.
Which channels have the highest conversion rates?
Which channels have the highest conversion rates?
Track overall conversion rate (CR) and new customer conversion rate (NC CR) by channel to identify which traffic sources convert best. Analyze sessions, users, and order metrics to optimize low-converting channels and scale high-performing ones.
How are discounts and refunds impacting channel profitability?
How are discounts and refunds impacting channel profitability?
Monitor discount usage and refund rates across marketing channels to identify if certain channels require more discounting to convert or generate higher refund rates. Optimize discount strategies and channel mix to improve net revenue and profitability.