Channel Performance

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?

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?

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?

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?

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?

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.

Getting Started

Health Metrics

Dashboard Reports

Customising Your Dashboard

Channel Performance

Overview

Data Dictionary

Dimensions

Spend and Session Metrics

Order Metrics

Revenue Metrics

Shipping Metrics

Discount Metrics

Refund Metrics

Tax Metrics

COGS Metrics

Fulfillment Cost Metrics

Payment Processing Fee Metrics

Questions This Report Answers

​Overview

​Data Dictionary

​Dimensions

​Spend and Session Metrics

​Order Metrics

​Revenue Metrics

​Shipping Metrics

​Discount Metrics

​Refund Metrics

​Tax Metrics

​COGS Metrics

​Fulfillment Cost Metrics

​Payment Processing Fee Metrics

​Questions This Report Answers

Overview

Data Dictionary

Dimensions

Spend and Session Metrics

Order Metrics

Revenue Metrics

Shipping Metrics

Discount Metrics

Refund Metrics

Tax Metrics

COGS Metrics

Fulfillment Cost Metrics

Payment Processing Fee Metrics

Questions This Report Answers