Updated September 20, 2023.
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:
Approximations: To compensate for missing data points, we sometimes employ approximations. While we strive for accuracy, these approximations may introduce slight metric variations.
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.
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.
Currency conversions: Ellis unifies currency conversions according daily rates, however underlying source systems might use different currency conversion mechanisms.
- 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
|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 the sum of orders total prices (includes discounts, taxes and shopping, but no returns) divided by the order count.||Shopify|
|Clicks||Sum of clicks across Google Ads and Meta.||Google Ads + Meta|
|Conversion Rate||The ratio between orders (all sources but Point of Sales) and sessions.||Shopify + Google Analytics|
|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?
- Shopify's overall sales contain returns that occurred within the given timeframe.
- 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.
By employing this calculation method, Ellis offers a more transparent evaluation of your sales performance.