Metrics Library
This document provides the definitions, formulas, and explanations behind each Triple Whale metric on the Summary page. Fun times!
NOTE: For more information on using the Summary page, check out this article.
Triple Whale Stats
Net Profit =
Sales - Returns - Expenses (COGS, Shipping, Handling, Payment Gateways, Taxes, Custom Spends) - Blended Ad Spend.
Blended ROAS (Return on Ad Spend) =
Sales / Blended Ads.
MER (Marketing Efficiency Ratio) =
Percentage of Sales spent on Ads.
The marketing efficiency ratio (MER) is another way to calculate the overall value of ad spend relative to overall revenue.
Your MER is a more holistic way of viewing paid advertising’s impact on revenue rather than channel-by-channel profitability. This allows for a more high-level analysis of ad spend as a larger part of the marketing puzzle rather than narrowly focusing on the ROAS of individual ads.
Net Margin =
Net Profit / Sales x 100. In other words: Percentage of Sales that is Net Profit. Answers the question: “What percentage of my [Sales] is my [Net Profit]?”
By tracking increases and decreases in its net margin, a company can assess whether current practices are working and forecast profits based on revenues. Because companies express net profit margin as a percentage rather than a dollar amount, it is possible to compare the profitability of two or more businesses regardless of size.
RPS (Revenue Per Session) =
Sales / Web Sessions.
RPS (or RPV, Revenue per Visitor) is a measurement of the amount of money generated each time a customer visits your website. It is calculated by dividing the total revenue by the total number of visitors to your site and is a method of estimating the value of each additional visitor.
Like other online business metrics, RPS helps you see what is working and not working in your company’s overall sales efforts. The revenue per visitor metric helps you evaluate new visitor acquisition efforts to see which strategies are working. RPS can also be used to determine how much you can afford to spend on paid user acquisition.
Returns % =
Refunds / Sales. The percentage of your returns relative to your sales.
Blended Ad Spend =
Total Ad Spend. This includes the reported ad spend of each marketing channel connected to Triple Whale, plus any Custom Spends marked as Ad Spend.
NCPA (New Customer Cost Per Acquisition) =
New Customers / Blended Ad Spend.
Cash Turnover =
Sales - Shipping - Taxes - Blended Ad Spend - Returns.
New Customer ROAS (Return on Ad Spend) =
Sales from New Customers / Blended Ad Spend.
BA ROAS (Blended-Attributed ROAS) =
Total Blended Conversion Value (reported by each marketing channel) / Blended Ad Spend
Store Metrics
Sales =
Gross Sales - Discounts + Taxes + Shipping (i.e. what the customer paid for shipping)
Orders =
Number of Orders within the selected timeframe
Refunds =
The amount refunded during the selected timeframe. Note that the refunded amount applies on the refund date, not on the original date of sale.
Taxes =
Amount customers paid in taxes.
AOV (Average Order Value) =
Sales / Orders>$0
CPA (Cost Per Acquisition) =
Blended Ad Spend / Orders>$0
New Customers =
Percentage of orders placed by New Customers
Returning Customers =
Percentage of orders placed by Returning Customers
Items Sold =
Number of items sold within the selected timeframe
New Customer Revenue =
Amount of Sales derived from New Customers
Returning Customer Revenue =
Amount of Sales derived from Returning Customers
Net Sales =
Sales - Refunds
(Note: Sales here is meant as defined above in our Sales metric)
LTV
Unique Customers =
Number of Unique Customers within the selected timeframe
LTV (Lifetime Value) =
Unique Customers / Sales
Frequency =
The average number of times Unique Customers place a purchase
LTV/CPA =
Lifetime Value / Cost Per Acquisition
Expenses
Payment Gateways =
Processing fees. Edit these in: Store > Gateway Costs
COGS =
Cost of Goods Sold. Imported from Shopify, or edit these in: Store > Cost of Goods
Handling Fees =
Cost of boxing, packaging, or “pick & pack” services. Edit these in: Store > Cost of Goods
Shipping =
Amount the store paid in shipping costs for fulfilling orders within the select timeframe. Edit these in: Store > Shipping
Custom Spends =
Any additional expenses you’d like to see deducted from your Net Profit. Edit these in: Store > Custom Spends