Definitions
Salima Nadira
Jun 18, 2025
Resources
There are three types of Hops:
Detailed daily breakdown within the selected timeframe
All metrics grouped by something or other for the selected timeframe
KPI reports for the selected timeframe
Blended ROAS: total revenue divided by total paid ad spend from all connected social ad channels. Also referred to as MER.
Customer acquisition cost (CAC) is the cost of acquiring a new customer for every dollar you spend on paid marketing efforts. Blended CAC includes all your marketing channels.
Returning customers - These are customers that have previously purchased from your store, since the store opened.
New Customers - These are first-time customers for your store, since the store opened.
Orders/Customer/Product Sale from a specific region - These are determined by their billing address, e.g. a US customer would be identified if their billing country was the United States.
Gross Sales - This is revenue before discounts, returns, tax, and shipping. It is expressed as Product Price * Quantity Sold.
Discounts - This is the total discount given on the sale of a product or order.
Returns - This is the total value of returns for a product or order.
Net Sales - This is revenue generated after after deducting discounts and returns from gross sales. This is expressed as Gross sales - Discounts - Returns.
Taxes - This is the total tax paid for the purchase of a product(s) or placing an order.
Shipping - This is the total amount spent by the customer to deliver his/her order.
Total Sales — This is revenue generated after adding taxes and shipping to net sales. This is expressed as Net Sales + Taxes + Shipping*. *Not included in reports grouped by product.
Refunds — This is the total amount sent back to a customer.
Cost of Goods Sold (COGS) — It represents the direct costs associated with producing goods or acquiring inventory that’s for sale.
Total Orders — The total number of orders placed by customers.
Cancelled Orders — The number of orders that customers have initiated but later canceled before completion.
Total Cancelled — The value of orders canceled within a given period.
Quantity Sold — The total quantity of products sold within a specified timeframe.
Average Order Value (AOV) — The average monetary value of each order placed by customers, calculated as Total Sales / Orders.
Gross Profit — This is the profit generated after subtracting the cost of goods sold from gross sales. This is expressed as Gross Sales - COGS. Also referred to as Contribution Margin 1 (CM1).
Gross Margin — This measures the percentage of revenue remaining after subtracting the cost of goods sold. It's calculated as (Total Revenue - Total COGS) / Total Revenue.
Total Ad Spend — This represents the overall amount spent on ad campaigns for your connected ad sources.
Total Ad Sales — This represents the total revenue generated on ad campaigns as reported by your connected ad sources.
ROAS (Return on Advertising Spend) — This measures the revenue generated for every dollar spent on advertising. It's calculated by dividing total revenue by total advertising spend: Total Revenue / Total Ad Spend.
POAS (Profit on Advertising Spend) — This assesses the profit generated for every dollar spent on advertising. It's calculated by subtracting the total cost of goods sold from total revenue (ie Gross Profit), then dividing it by total advertising spend: (Total Revenue - Total COGS) / Total Ad Spend.
Inventory Value — This is the monetary value of the stock available for your product. This is calculated using GAAP standards.
Price — This is the value that a product is sold for.
Inventory Quantity — This is the quantity available in your inventory for a product variant.
Current Quantity — The present number of units of a product available in inventory.
Daily Average Sold — The average number of units sold per day, calculated by: total quantity sold / number of days in the report.
Sell-Through Rate — The percentage of available inventory that is sold within a specific timeframe. It is calculated as Quantity Sold / (Quantity Sold + Current Quantity).
Lifetime Duration — This is the number a days a customer has existed in your store’s record.
Last Order Date — The most recent date on which a customer placed an order.
Predicted Spend Tier — An estimate of a customer's spending level or tier within the Shopify platform, determined based on their historical purchasing behavior and average order value.
Sessions — The total number of visits or sessions to a website within a specified period.
Support — This is the proportion of orders that contain both products A and B.
Confidence — This is the probability of purchasing product B if a customer has purchased product A.
Lift — This measures how many times the probability of buying product B increases if product A is in the order cart.
Redemption Count — This is the number of times a discount code has been redeemed.
Discount Value — This is the total value that a discount code has given within a specified timeframe.
Sales Driven — This is the total sales that a discount code has driven within a specified timeframe.
First Time Customers: Number of first-time customers that purchased the product in a report.
First Order Total Sales: The total sales value of the first order from first-time customers who purchased the product in the report.
All Consecutive Total Sales: This is the consecutive total sales value (ie excluding the first order total sales) from first-time customers who had the product in their first order.
Average Customer Value: This is calculated by dividing the sum of the First Order Total Sales and All Consecutive Total Sales by the number of First Time Customers.
Rank: This is a ranking of Average Customer Value for all products in the report.