Overview
This report delivers granular order-level analysis combining transaction details, customer information, product data, financial metrics, and complete marketing attribution. Use this report to analyse order trends, discount usage & deep dive into specific order attributes.Data Dictionary
Fields and their respective definitions available within this report.Order Identifiers
| Name | Description |
|---|---|
| Order ID | Primary key. The unique identifier for an order. |
| Recharge ID | The unique identifier for the recharge order (if applicable). |
| Shopify Order Name | The unique order name in Shopify, typically starting with ’#’. |
Customer Information
| Name | Description |
|---|---|
| Customer ID | The unique identifier for the customer who placed the order. |
| Customer Tags | Tags associated with the customer (e.g., ‘VIP’, ‘Active Subscriber’). |
Order Dates and Status
| Name | Description |
|---|---|
| Order Date | The date when the order was placed. |
| Delivery Date | The date when the order was fulfilled or shipped. |
| Delivery Time | The date difference between the order date and the delivery date. |
| Cancelled Date | The date when the order was cancelled, if applicable. |
| Order Index | The order number for a customer, 1 if it is their first order. |
| Is Acquisition | Whether the order is from a new customer or not (true/false). |
| Prev Order Date | The date of the customer’s previous order. |
| Days Since Previous Order | The amount of days since the customers last order. |
Order Classification
| Name | Description |
|---|---|
| Order Type | The type of the order (e.g., ‘subscription’ or ‘one-off) |
| Recharge Order Status | The status of the recharge order (if applicable). |
| Recharge Order Type | The type of the recharge order (e.g., ‘subscription’, ‘one-time’). |
| Fulfillment Status | The fulfillment status of the order (e.g., ‘fulfilled’, ‘pending’). |
| Payment Status | The payment status of the order (e.g., ‘paid’, ‘pending’, ‘failed’). |
| Payment Gateway | The payment method used for the order (e.g., ‘credit_card’, ‘paypal’). |
| Cancel Reason | The reason for the cancellation of the order. |
Product Information
| Name | Description |
|---|---|
| Order SKUs | List of SKUs included in the order. |
| Order Line Items | List of line items included in the order. |
| Product Categories | Categories of products included in the order. |
Shipping Information
| Name | Description |
|---|---|
| Shipping Country Code | The country code for the shipping address (e.g., ‘US’, ‘GB’). |
| Shipping Price Before Tax | The shipping price before tax is applied. |
Discount Information
| Name | Description |
|---|---|
| Discount Code | The discount code(s) applied to the order (comma-separated if multiple). |
| Discount Type | The type(s) of discount applied to the order (e.g., ‘percentage’, ‘fixed_amount’). |
| Discount Amount Before Tax | The discount amount applied before taxes. |
| Discount Channel | The marketing channel assigned to the discount code e.g., ‘Affiliate’, ‘Affiliate Influencer’, ‘Email Partner’, ‘VIP Influencer’. |
| Discount Channel Group | Grouping the channel into broader categories either, ‘Influencer’, ‘Offline’, ‘Other’ or ‘Paid Media’. |
| Discount Campaign | The corresponding campaign name the discount code is assigned to. |
| Discount Ad Group | The ad group assigned to the discount code. |
| Discount Keyword | The keyword assigned to the discount code. |
| Is Discounted Order | Whether the order contains a discount code or not (yes/no). |
| % Discounted Orders | The % of orders with a discount code applied. |
Financial Metrics
| Name | Description |
|---|---|
| Total Line Items Price | The total price of the line items in the order, excluding shipping and taxes. |
| Gross Product Sales | The total revenue generated from the products in an order before any discounts and tax. |
| Gross Revenue | The total revenue generated from the products and shipping in an order before any discounts and tax. |
| Net Revenue Excl Refunds | The total revenue generated from the order after discounts, including shipping charges, excluding tax and refunds. |
| Net Revenue | Revenue after discounts & refunds (before tax). |
| Net Revenue % | Net Revenue as a % of gross revenue. |
| Tax Rate | The applicable tax rate for the order. |
| Total Tax | The total tax applied to the order. |
| Refund Amount | The total refund amount for the order, if applicable. |
| AOV | The average order value (net revenue divided by total orders). |
| CM1 £ | Level 1 contribution margin (sales after COGS). |
| CM1 % | Level 1 contribution margin (sales after COGS) as a percentage of net revenue. |
| CM2 £ | Level 2 contribution margin (sales after COGS, fulfillment & payment processing fees). |
| CM2 % | Level 2 contribution margin (sales after COGS, fulfillment & payment processing fees) as a percentage of net revenue. |
| % Repeat Orders | The % of orders from repeat customers. |
| % Subscription Orders | The % of orders that are subscription. |
Cost Metrics
| Name | Description |
|---|---|
| Total COGS | Total cost of goods sold for the order. |
| Fulfillment Costs | The fulfillment costs associated with the order. |
| Payment Processing Fees | Payment processing fees charged for the order. |
Marketing Attribution - Platform & Channel
| Name | Description |
|---|---|
| Platform | The advertising platform (e.g., ‘Google Ads’, ‘Meta Ads’, ‘TikTok Ads’, ‘Bing Ads’, ‘Awin’, ‘VIP Influencer’, ‘Non Paid’). |
| Channel | The primary marketing channel attribution based on UTMs and discount codes. |
| Channel Last Click | The marketing channel attribution based on last click data. |
| Channel Group | The channel group mapping for the primary channel (e.g., ‘Paid Media’, ‘Influencer’, ‘Offline’, ‘Other’). |
| Channel Group Last Click | The channel group mapping for the last click channel. |
Marketing Attribution - Campaign Level
| Name | Description |
|---|---|
| Campaign | The campaign name using our default attribution. |
| Campaign ID | The campaign ID. |
| Ad Group | The ad group derived from platform-specific logic (e.g., content for Google, campaign for Bing, ad set for Meta). |
| Ad | The ad name, derived from Meta content or keyword for other platforms. |
| Content | The content parameter using our default attribution. |
| Keyword | The keyword from using our default attribution. |
Marketing Attribution - Last Click (GA4)
| Name | Description |
|---|---|
| Last Click Source | The source of the last click before the order from GA4 attribution. |
| Last Click Medium | The medium of the last click before the order from GA4 attribution. |
| Last Click Source Medium | Combined source and medium of the last click from GA4 attribution. |
| Last Click Campaign | The campaign of the last click before the order from GA4 attribution. |
| Last Click Campaign ID | The campaign ID of the last click before the order from GA4 attribution. |
| Last Click Content | The content parameter of the last click from GA4 attribution. |
| Last Click Keyword | The keyword of the last click before the order from GA4 attribution. |
| Last Click Landing URL | The landing page URL of the last click from GA4 attribution. |
| Last Click Page Referrer | The page referrer of the last click from GA4 attribution. |
Marketing Attribution - First Click (GA4)
| Name | Description |
|---|---|
| Source | The first click source from GA4 attribution. |
| Medium | The first click medium from GA4 attribution. |
| Source Medium | Combined source and medium from first click GA4 attribution. |
| First Click Landing URL | The landing page URL from the first click in GA4. |
| First Click Page Referrer | The page referrer from the first click in GA4. |
| Event Agg | Aggregated event data from GA4. |
Order Metadata
| Name | Description |
|---|---|
| Source Name | The source name from which the order originated in Shopify (e.g., ‘web’, ‘pos’, ‘shopify_draft_order’). |
| Order Tags | Tags associated with the order (e.g., ‘sale’, ‘holiday_promo’). |
| Note | Additional notes related to the order (e.g., ‘gift wrap requested’). |
| Taxes Included | Indicates if taxes are included in the order price (true/false). |
Questions This Report Answers
How are repeat v new customer orders trending over time?
How are repeat v new customer orders trending over time?
Analyse order metrics over time including; % of orders discounted, new v repeat, average fufillment / delivery time, discounts, returns & profitability.
What's my typical order frequency?
What's my typical order frequency?
View median time between different order index’s. i.e. whats the median time for a customer to place their second order? Compare order times between subscription & one-off customers.
What are my most used discount codes? How are they impacting profitability?
What are my most used discount codes? How are they impacting profitability?
Examine which discount codes are used, their associated marketing channels and campaigns, and how they affect order value and profitability.
How is my subscription rate evolving over time?
How is my subscription rate evolving over time?
View orders over time aggregated by order type (subscription v one-off), channel, and discount usage to identify key drivers for performance changes.
How do subscription vs. one-off orders differ in performance?
How do subscription vs. one-off orders differ in performance?
Compare recharge order types, order values, and customer behavior between subscription and one-time purchases. Analyze which marketing channels and campaigns drive subscription adoption and how subscription orders differ in profitability and retention.