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Orders

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Overview

Indicates the number purchases or transactions successfully completed an individual customer or all customers during a selected time period.

Formula

SQL
Orders = COUNT(DISTINCT order_id)

Platform Implementation

  • GA4: purchase
  • Adobe Analytics: purchase
  • Amplitude: Order Completed

Business Context​

Industry: Retail, eCommerce

Category: Conversion

Priority: High

Core Area: Conversion / Sales Funnel

Scope: Session or User (depending on reporting context)

Technical Details​

KPI Type: Counter (Unique)

Metric: Count of purchase events (order completions)

Aggregation Window: Daily, Weekly, Monthly

Data Mappings​

Data Layer Mapping

{ transaction_id: "T_12345_1", value: 30.03, tax: 4.90, shipping: 5.99, currency: "USD", coupon: "SUMMER_SALE", items: [ // If someone purchases more than one item, // you can add those items to the items array { item_id: "SKU_12345", item_name: "Stan and Friends Tee", affiliation: "Google Merchandise Store", coupon: "SUMMER_FUN", discount: 2.22, index: 0, item_brand: "Google", item_category: "Apparel", item_category2: "Adult", item_category3: "Shirts", item_category4: "Crew", item_category5: "Short sleeve", item_list_id: "related_products", item_list_name: "Related Products", item_variant: "green", location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo", price: 10.01, quantity: 3 }] }

XDM Mapping

{ "eventType": "commerce.purchases", "timestamp": "2025-10-07T19:00:00Z", "commerce": { "order": { "orderType": "purchase", "purchaseID": "ORD123456", "currencyCode": "USD", "priceSubtotal": 330.72, "priceTax": 10.00, "priceShipping": 10.00, "priceDiscounts": 0, "priceTotal": 350.72, "payments": [ { "transactionID": "TXN-98765", "paymentAmount": 350.72, "paymentType": "credit_card", "currencyCode": "USD" } ] }, "productListItems": [ { "SKU": "SKU-001", "name": "Wireless Mouse", "quantity": 2, "itemPrice": 30.00, "discountAmount": 10.00, "priceTotal": 50.00, "productCategories": [{ "categoryID": "Electronics" }], "selectedOptions": [ { "attribute": "Color", "value": "Black" } ] }, { "SKU": "SKU-002", "name": "USB-C Hub", "quantity": 1, "itemPrice": 100.00, "priceTotal": 100.00, "productCategories": [{ "categoryID": "Accessories" }], "selectedOptions": [ { "attribute": "Ports", "value": "6" } ] } ] }

Implementation​

Dependencies: Requires accurate capture of Order ID and confirmation of successful transaction event firing on Order confirmation page (post Order API Confirmation)

BI Source System: GA4, Adobe Analytics, Adobe Customer Journey Analytics, Amplitude, BigQuery, Query Service

Report Attribute: Order ID, Transaction Date, Revenue, Items Purchased, Payment Type, Device, Channel, Campaign, Region, Units of Items bought

Usage & Analytics​

Dashboard Usage: Used in Conversion, Revenue, Overall Performance and Product specific dashboards as a core conversion metric (daily/weekly/monthly order volume trends).

Segment Eligibility: All Users who triggered purchase event. Can be segmented by channel, campaign, device, country, or user cohort.

Related KPIs: Revenue, Average Order Value (AOV), Units, Checkouts, Cart Abandonment Rate, Conversion Rate

SQL Examples​

SQL Query Example

sql SELECT COUNT(DISTINCT order_id) AS total_orders, DATE(event_timestamp) AS order_date FROM ecommerce_events WHERE event_name = 'purchase' GROUP BY order_date ORDER BY order_date;

Documentation​

Calculation Notes: 1️⃣ Filter duplicate transactions by unique order_id. 2️⃣ Exclude test or internal transactions via predefined filters. 3️⃣ Consider refunds or cancellations as adjustments in downstream revenue KPIs, not in Orders count.

Details: Tracks the count of completed purchase transactions confirmed by users on an eCommerce platform. Represents the final conversion point after checkout.

Contributed By: Devyendar Maganti

Owner: Digital Analytics Team / Data Engineering

Governance​

Validation Status: Validated

Version: v1.0

Last Updated: 2025-10-09 00:45:25.450000

Data Sensitivity: Low (aggregated transactional count; no PII)

PII Flag: false

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