Metrics Explanations

Updated January 15, 2024.

Ellis harnesses the power of multiple data sources, each employing its unique methodology to calculate metric values. 

However, it's essential to acknowledge that occasional discrepancies in metrics may arise across different systems. These variations can be attributed to various factors, including:

  1. Approximations: To compensate for missing data points, we sometimes employ approximations. While we strive for accuracy, these approximations may introduce slight metric variations.

  2. Sales Tracking Limitations: Factors, like declined cookies, can affect the tracking of all sales, potentially leading to variations in metrics related to sales-related KPIs.

  3. Data Update Delays: Our data sources undergo periodic updates, resulting in temporary delays in reflecting the most recent data. Consequently, you may observe temporary discrepancies due to the lag between data updates.

  4. Currency conversions: Ellis unifies currency conversions according daily rates, however underlying source systems might use different currency conversion mechanisms.

  5. Timezones: When combining data from multiple stores, Ellis calculates aggregated sales according Ellis master timezone to avoid false comparisons. Therefore daily sales and orders might differ from data available in Shopify.

If you have any concerns or questions regarding Ellis metrics and KPIs, our support team is always available to assist you.

Metrics Explanations in Dashboards

Metrics are explained in dashboard element tooltips (i).

Metrics and KPIs Explanation Summary 


Metric Description Source
ABS Average Basket Size (ABS) is the average quantity of items in an order. Computed as total amount of sold items divided by the order count. Shopify
AOV Average Order Value (AOV) is calculated by subtracting the total tax-free discounts from the gross sales and then dividing it by the number of orders. Shopify
Clicks Sum of clicks across Google Ads and Meta. Google Ads + Meta

Conversion Rate

The ratio between orders and sessions tracked in Google Analytics. Google Analytics

Customer Profit Margin

Customer profit divided by net sales. 
(Net sales - Cost of goods sold - shipping cost) / net sales
Shopify + Profitability Settings
Discounts Discounts (taxes included) given on products. Does not include discounts on shipping. Shopify
Gross Sales Tax-free sales without discounts, refunds or shipping. Shopify
Impressions Sum of impressions across Google Ads and Meta. Google Ads + Meta
Marketing Conversion Values Revenue generated across Google Ads and Meta based on the platforms' own attribution model. Google Ads + Meta
Marketing Conversions Sum of conversions across Google Ads and Meta Google Ads + Meta
Marketing Costs Marketing costs across Google Ads and Meta. Google Ads + Meta
Net Quantity Quantity of sold products after returns. Returned quantity is subtracted from the order date which means that the net quantity is not complete for the days from which your store still accepts returns. Shopify
Net Sales Tax-free sales after discounts and refunds. Refunds are subtracted from the order date which means the net sales figure is not complete for the days from which your store still accepts returns. Shopify
Orders The order count (all sources) Shopify
Product Net Cost Product variant cost (current value) times the net quantity. Shopify
Product Refunds Refunded amount on products. The amount includes taxes. Shopify
Product Selling Price Total of product selling price. Selling price is the price after discounts and taxes. Shopify
Product Total Sales Product sales after discounts, taxes and returns. Returns are allocated on the order date so the measure is not complete for the order dates your shop allows returns. Shopify
Quantity Quantity of sold items without returns. Shopify
ROAS Marketing revenue divided by the marketing costs across Google Ads and Meta. Google Ads + Meta
Returned Products Quantity of returned items. Returns are assigned for the order date. Shopify
Revenue Sum of order total price which includes discounts, taxes and shipping but no refunds. Shopify
Sessions Session count Google Analytics


Ellis Metrics FAQ 

Sales figures are different between Ellis (revenue) and Shopify (total sales) - why is that?

  1. Shopify's overall sales contain returns that occurred within the given timeframe.
  2. In contrast, Ellis' calculations consider only returns associated with orders placed during the chosen period. This approach provides a more accurate representation of your actual revenue for the selected time frame, taking into account returns mapped to order dates.
  3. If multiple stores from different timezones are connected to Ellis, revenue /sales is calculated according Ellis master timezone. This means if master timezone is set European timezones, US late hour sales will be seen as early next morning sales.

By employing this calculation method, Ellis offers a more transparent evaluation of your sales performance.