Metrics

Ad Clicks counts clicks on paid ads as reported by the ad platforms (Google Ads, Meta Ads, Microsoft Ads), net of invalid clicks. It is the volume base for CTR, CPC and paid conversion rate.

Total paid media cost incurred across advertising platforms in the period, in reporting currency. Covers platform-billed media cost; excludes agency fees, creative production and staff costs.

Count of deduplicated add-to-cart interactions, equivalent to the GA4 add_to_cart event (reported as Add to carts) and the Adobe Analytics scAdd success event (Cart Additions), where each interaction counts once regardless of how many units or SKUs it carries. It is the primary mid-funnel intent signal between product detail views and checkout initiation. It is the numerator of Add-to-Cart Rate (adds / item views or sessions) and Cart-to-Detail Rate (adds / product detail views), the base population of Cart Abandonment Rate (1 − purchases / carts, the share of carts not ending in a purchase), and the denominator of Cart-to-Checkout Rate (begin_checkout / adds) and of Revenue per Add to Cart (revenue / adds), analysed across products, categories, campaigns and devices.

Mean days from each active customer's first completed order to the period end date. Active means a completed order in the trailing 365 days; this is the continuous value behind Customer Tenure Band.

Measures the average time taken from order dispatch to delivery at the customer's location. It provides insights into the efficiency of the delivery process.

Measures the average duration from loan application submission to approval decision. It helps assess the efficiency of the loan processing workflow.

Average Order Value (AOV) is the net merchandise revenue, after discounts and excluding tax and shipping, earned per distinct completed order in the reporting period, matching GA4 Purchase revenue ÷ Transactions and Adobe Analytics Revenue ÷ Orders. It shows basket economics independently of traffic volume, so Merchandising and Finance can tell whether revenue changes come from larger baskets or simply from more orders.

Mean star rating, on a 1–5 scale, of approved customer reviews for a product, product group or category. Read from the review platform backend, so pending, rejected and removed reviews are excluded.

Average page views a shopper makes after an on-site search: Search Depth (page views after a search) divided by unique searches. Higher depth means results lead shoppers further into the catalog.

Subscription specialisation of Average Customer Tenure: mean days from first paid cycle to cancellation, or to period end if still active. Feeds subscription Customer Lifetime Value.

Measures the average duration taken by learners to complete a course from enrollment to completion. This metric helps in understanding learner engagement and course effectiveness.

Counts the number of times users initiate the checkout process after adding one or more items to cart. This metric is a critical lower-funnel conversion indicator because it measures progression from shopping intent to purchase intent and helps identify friction between cart and checkout.

The number of distinct online orders placed with store pickup as the fulfillment method, including curbside pickup, counted once per transaction_id on the day the order is placed. It sizes the demand the store network has to pick, stage and hand over, and it is the base population for pickup completion, abandonment and pickup-attach analysis.

Merchandise revenue at discounted unit price × quantity (item discounts netted; tax and shipping excluded) of online orders placed for store or curbside pickup. Revenue counterpart of BOPIS Orders.

Counts the number of times an item is removed from the shopping cart. Each qualifying event represents a user action that decreases cart quantity or removes a line item from the cart. • The metric helps quantify cart abandonment behavior at the product-interaction level. • Identify friction in pricing or shipping expectations. • Helps in evaluating merchandise, promotion, and checkout experience effectiveness.

Count of distinct shopping carts opened in the reporting window, one per cart_id, dated to its first add_to_cart. Unlike Add to cart, later adds to the same cart do not count again.

Count of customers whose last purchase passed the inactivity window (default 365 days) during the period with no repeat order. Numerator of customer churn rate and an input to Customer Retention Rate.

Count of successful contact and support form submissions in the period, from the unified submit_form event filtered to the contact form. It is the numerator of Support Contact Rate.

Percentage of distinct title discovery exposures (a title surfaced to a viewer in a search, browse, recommendation or editorial list, counted once per session) that are followed by a playback start of that same title in the same session within 30 minutes of the first exposure. It is the streaming industry's browse-to-play conversion measure and shows how well the catalogue presentation, ranking and artwork turn what a viewer is shown into what they actually watch.

Counts valid instances in which eligible video or audio content begins playback and the player confirms that media time has started advancing. Each distinct playback start is counted once, including user-initiated and autoplay starts, while playback attempts, ad starts, previews, pause resumes, and duplicate telemetry are excluded.

Measures, for each optional cookie category (analytics, functional, personalization, advertising), the share of users whose latest explicit consent decision in the reporting period is granted, out of all users who recorded a decision for that category. Financial services marketing and privacy teams use it to size the measurable and addressable digital audience, diagnose the impact of consent banner changes, and compare consent outcomes across opt-in jurisdictions governed by the GDPR and the ePrivacy Directive.

Online orders placed with curbside pickup as the fulfillment method, one per transaction_id by order date; a subset of BOPIS Orders. Numerator of Curbside Pickup Rate; counts orders placed, not curbside check-ins.

Whole days from a customer's most recent completed purchase to the reporting date. It is the Recency (R) input to RFM segmentation and lapse-based win-back triggers.

Count of unique shipment and delivery status notifications opened by customers, one per message_id, across email and push. Numerator of Delivery Notification Open Rate; read with Delivery Notifications Sent.