Orders

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

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?

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?

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?

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.

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Overview

Data Dictionary

Order Identifiers

Customer Information

Order Dates and Status

Order Classification

Product Information

Shipping Information

Discount Information

Financial Metrics

Cost Metrics

Marketing Attribution - Platform & Channel

Marketing Attribution - Campaign Level

Marketing Attribution - Last Click (GA4)

Marketing Attribution - First Click (GA4)

Order Metadata

Questions This Report Answers

​Overview

​Data Dictionary

​Order Identifiers

​Customer Information

​Order Dates and Status

​Order Classification

​Product Information

​Shipping Information

​Discount Information

​Financial Metrics

​Cost Metrics

​Marketing Attribution - Platform & Channel

​Marketing Attribution - Campaign Level

​Marketing Attribution - Last Click (GA4)

​Marketing Attribution - First Click (GA4)

​Order Metadata

​Questions This Report Answers

Overview

Data Dictionary

Order Identifiers

Customer Information

Order Dates and Status

Order Classification

Product Information

Shipping Information

Discount Information

Financial Metrics

Cost Metrics

Marketing Attribution - Platform & Channel

Marketing Attribution - Campaign Level

Marketing Attribution - Last Click (GA4)

Marketing Attribution - First Click (GA4)

Order Metadata

Questions This Report Answers