Sales- Data Dictionary

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This document contains the formulas and definitions for all terms used in the dashboards under the sales tab on Pulse.

For details on the tables and columns used in various sales dashboards, click here.

Dimensions

Attributes or fields that categorize data for sorting, grouping, and labelling, such as dates, locations, and channel.

Dimensions Formula Definition
Brand Filter data by brand name Includes Brand name from input given by the user when creating the integration. This filter enables users to analyze data specific to a particular brand.
Country Filter by country  This filter helps users view data specific to a particular country or region where their products are sold.
Customer Segment Calculated using the RFM (Recency, frequency and monetary value) model  Customer segment as per their recency, frequency and revenue of sales
Date Filter by date Filter by a given date range. This allows users to analyze data within a specific timeframe.
Previous Period Sum of (Previous period KPI)  Here the reference period is the period under consideration and previous period is the period before the reference period.

Example:
When Reference period is 30D, it means current Day  -1 to current day -30

Previous period for the same reference period will be:  current Day  -31 to current day -60
 
Previous Period% Sum of (Reference period KPI - previous period KPI) divided by sum of previous period KPI

Example: 
sum of (Reference period Sales - previous period Sales) divided by sum of previous period Sales
Here the reference period is the period under consideration and previous period is the period before the reference period.

Example:
When Reference period is 30D, it means current Day  -1 to current day -30

Previous period for the same reference period will be:  current Day  -31 to current day -60
 
Previous year Sum of (Previous year KPI) Previous year KPI helps understand the same KPI, for the same period in the previous year. 

Example:
If you are looking at the AOV yesterday (2024/05/08) then the previous year AOV will be the AOV on 2023/05/08.
 
Sales Channel Filter by sales channel or platform  This filter allows users to view data based on the platform or channel through which sales are made, such as Amazon, Shopify, or others.
Spend Type if ad sales = 0 then 'Wasted Spend' else if ad spend < ad sales then "Safe Spend" else if ad spend > ad sales then "Concerned Sales" Spend type category created using below criteria: If Sales from Advertising is 0 then it is wasted spend. If ad spend is less than ad sales then it is a safe spend else if ad spend is more than ad sales then it is concerned Spend
YoY (Year on Year)% Sum of (Reference period KPI - previous year KPI in the same period) divided by sum of previous year KPI in the same period.

Example: 
sum of (Reference period Sales - previous year sales in the same period) divided by sum of previous year sales in the same period
Year on year% change gives a comparison between the period under consideration and the same period in the last year. 

Example:
When Reference period is 2024/11/01 to 2024/11/07
Then the previous period will be 2023/11/01 to 2023/11/07
 
Yesterday Current Date -1  
07 Days, 30 days, 60 days, 90 days Current Day  -1 to current day -7, -30, -60, -90   
This Week Current Week to Date  
Last Week Current Week -1  
This Month Current Month to Date  
Last Month Current Month -1  
This Year Current Year to Date  
Last Year Current Year - 1  
30d, 60d, 90d, 12 months Sum of revenue generated from customer between acquisition date and (acquisition date + 30 days, 60 days, 90 days, 12 months)  

Measures

Measure are quantitative metrics or values that can be aggregated and analyzed, such as sales, profit, and traffic.

Measures Formula Definition
Ad Sales Sum of ad sales Total ad sales from Sponsored brands, Sponsored products, Sponsored display for Amazon and Google Ads, Facebook Ads and Bing Ads for Shopify platform
Ad Spend Sum of ad spend Total ad spend from Sponsored brands, Sponsored products, Sponsored display for Amazon and Google Ads, Facebook Ads and Bing Ads for Shopify platform
ASINs Count of distinct ASINs Total ASINs in the Inventory
Capex (Capital expenditure) Sum of capex value Total available quantity of products multiplied by cogs
Clicks Sum of clicks Total clicks from Google Ads, Facebook Ads, Bing Ads for Shopify
Customers Count of distinct customer id Total customer with sales in the selected date range
Impressions Sum of total impressions Total impressions from Sponsored brands, Sponsored products, Sponsored display for Amazon and total impressions from Google Ads, Facebook Ads, Bing Ads for Shopify
Inventory on Hand Sum of available units multiplied by sales price The sum of inventory on hand calculated by multiplying available quantity and sales price of each product
New Customers Count of distinct new customer ids Total new customers in the selected date range
OOS (Out of stock) Sum of OOS flag or Count of distinct SKUs with availability 0 Number of products went out of stock in the inventory or total out of stock SKUs in the inventory
OOS ASINS (Out of stock ASINS) Sum of OOS ASINs (count of ASINs with availability=0 in the inventory) Total out of stock ASINs in the inventory
OOS Count (Out of stock Count) Sum of OOS Count Number of products that went out of stock in the inventory
Profit Sum of profit Product sales, product tax, discounts, refunds, shipping, advertising, fees, cogs and other income and expenses are included in calculating profit
Refund Sum of refund amount Total of item price of products from returned orders by order date
Revenue Sum of total revenue Total revenue is the sum of item price from Orders except Returns
Sales Sum of total price Sales is sum of item price, item tax, gift wrap tax, shipping tax of orders excluding Returns
Sessions Sum of sessions Total sessions from Amazon Seller Central, Amazon Vendor Central and GA4
SKUs (Stock Keeping Unit) Count  of distinct SKUs Total SKUs in the Inventory
Total Discounts Sum of Order discount Total discount value(order discount + shipping discount) from orders
Total Reviews Sum of review count Includes total reviews received for orders in a selected date range for Amazon
Traffic Sum of sessions Total sessions from Amazon Seller Central, Amazon Vendor Central and GA4

Derived Measures 

Calculated fields created from existing dimensions or measures using mathematical or logical operations to provide additional insights.

Derived Measures Formula Definition
% of ASINs forming 80% of sales Sum of count of ASINs that formed 80% sales Total ASINs forming 80% of overall sales
ACOS (Advertising Cost of Sales) Sum of total ad spend  divided by  sum of total ad sales  Ratio of total ad spend to total ad sales from Sponsored brands, Sponsored products, Sponsored display for Amazon
Active ASINs Sum of active ASINs (active ASINs count) Total active ASINs in the Inventory
Ad AOV (Average order value) Sum of total ad sales  divided by  sum of total marketing conversions Average order value of ad sales
Ad Discounts Sum of ad discounts Total discount value of ad sales
Ad Profit % Sum of ad profits divided by Sum of total revenue Ratio of total profits from ad sales to total revenue
Ad Revenue Sum of total ad sales Total ad sales from Sponsored brands, Sponsored products, Sponsored display for Amazon
Ad RR (Ad return  rate)% Sum of ad refunds  divided by  sum of total ad quantity Ratio of returned quantity of Ad orders to total Ad Orders quantity by order date
Ad Sales % Sum of ad sales  divided by  sum of revenue Ratio of total ad sales from advertising to total revenue from sales
AOV (Average order Value) Sum of total revenue  divided by  sum of total orders Ratio of total revenue to distinct order count excluding returns
ASINs ineligible for Ads Sum of ineligible ASINs (ASINs count ineligible for ads) Total ASINs ineligible for ads in the inventory
ASINs with Buy box < 80% Sum of buy box ASINs 
(ASINs count with buy box percentage < 80%)
Total ASINs in the Inventory with buy box percentage < 80%
Average Discount Sum of order discount  divided by  sum of discounted order count Ratio of sum of total order discount (order discount + shipping discount) to the total orders with discount
Average Rating Sum of rating divided by sum of review count Ratio of sum of rating to total reviews for orders

contains negative and neutral feedback (one to
three stars) from buyers who rated the seller's
performance.
B2B AOV (B2B Average order Value) Sum of b2b revenue  divided by  sum of b2b orders Average order value of B2B sales
B2B Discounts Sum of b2b item discount Total discount value of B2B sales
B2B Profit % Sum of b2b profits divided by Sum of b2b revenue Ratio of total profits from Orders of business type B2B to b2b revenue
B2B Revenue Sum of b2b revenue Total revenue from Orders of business type B2B
B2B RR (B2B Return rate)% Sum of b2b refunded quantity by order date  divided by  sum of b2b quantity Ratio of returned quantity of B2B orders to total B2B Orders quantity by order date
B2C AOV (Average order Value) Sum of b2c revenue  divided by  sum of b2c orders Average order value of B2C sales
B2C Discounts Sum of b2c item discount Total discount value of B2C sales
B2C Profit % Sum of b2c profits divided by Sum of b2c revenue Ratio of total profits from Orders of business type B2C to b2c revenue
B2C Revenue Sum of b2c revenue Total revenue from Orders of business type B2C
B2C RR (B2B Return rate)% Sum of b2c refunded quantity by order date  divided by  sum of b2c quantity Ratio of returned quantity of B2C orders to total B2C Orders quantity by order date
Bottom 10 ASIN's by Total Revenue Bottom 10 ASINs ordered by total revenue descending  
CAC (Customer Acquisition Cost) Sum of ad spend   divided by  sum of new customers count ratio of total ad spend to total new customers count from Sponsored brands, Sponsored products, Sponsored display for Amazon and Google Ads, Facebook Ads and Bing Ads for Shopify platform
CLV (Customer Life time value) Revenue generated by new customers in next 30 days, 60 days, 90 days, 12 months period starting from the date of their acquisition  
CR (Conversion Rate)% Sum of conversions  divided by  sum of clicks Ratio of total conversions to total clicks from Sponsored brands, Sponsored products, Sponsored display for Amazon and Google Ads, Facebook Ads and Bing Ads for Shopify platform
CPA (Cost per acquisition) Sum of ad spend  divided by  sum of conversions Ratio of total ad spend to total conversions from Sponsored brands, Sponsored products, Sponsored display for Amazon and Google Ads, Facebook Ads and Bing Ads for Shopify platform
CPC (Cost per click) Sum of ad spend  divided by  sum of clicks Ratio of total ad spend  to total clicks from Sponsored brands, Sponsored products, Sponsored display for Amazon and Google Ads, Facebook Ads and Bing Ads for Shopify platform
CTR% (Click-through rate) Sum of total clicks  divided by  sum of total impressions  Ratio of total clicks to total impressions from Sponsored brands, Sponsored products, Sponsored display for Amazon and ratio of total clicks to impressions from Google Ads, Facebook Ads, Bing Ads for Shopify
DOH (Days of Inventory on Hand) Sum of available units  divided by  sum of 30 days average Inventory velocity (number of times they sell and replace the  inventory) Average days of inventory on hand
Existing Customer AOV (Average order value) Sum of existing customer revenue  divided by  sum of existing customer orders Average order value of Orders of Existing Customers
Existing Customer Discounts Sum of existing customer item discount Total discount value from existing customer Orders
Existing Customer Profit % Sum of existing customer profits divided by Sum of existing customer revenue Ratio of total profits from Orders of Existing Customers to existing customer revenue
Existing Customer Revenue Sum of existing customer revenue Total revenue from Orders of Existing Customers
Existing Customer RR (Return Rate)% Sum of existing customer refunded quantity by order date   divided by  sum of existing customer quantity Ratio of returned quantity of Existing customers orders to the total Existing customer Orders quantity by order date
Inactive available ASINs Sum of inactive available ASINs (count of inactive ASINs with availability>0 in the inventory) Total inactive ASINs that are available in the inventory
Inventory older than 90d Sum of inventory age 91 to 180 days, inventory age 181 to 270 days, inventory age 271 to 365 days, inventory age 365 plus days Total products with inventory age older than 90 days
Mobile Traffic Sum of mobile sessions Total mobile sessions from Amazon Seller Central, Amazon Vendor Central and GA4
New Customer AOV (Average order value) Sum of new customer revenue  divided by  sum of new customer orders Average order value of Orders of New Customers
New Customer Discounts Sum of new customer item discount Total discount value from New customer orders
New Customer Profit % Sum of new customer profits divided by  Sum of new customer revenue Ratio of total profits from Orders of New Customers to new customer revenue
New Customer Revenue Sum of new customer revenue Total revenue from Orders of New Customers
New Customer RR (Return Rate)% Sum of new customer refunded quantity by order date  divided by  sum of new customer quantity Ratio of returned quantity of new customers orders to the total new customer Orders quantity by order date
New Customer Sales % Sum of new customer sales   divided by  sum of revenue Ratio of sales from new customers (revenue resulting from a customer's first order in the selected date range) and total revenue from sales
Organic AOV (Average order value) Sum of organic sales  divided by  sum of organic conversions Average order value of organic sales
Organic Discounts Sum of organic discounts Total discount value of organic sales
Organic Profit % Sum of organic profits divided by  Sum of total revenue Ratio of total  profits from Organic sales to total revenue
Organic Revenue Sum of organic sales Difference of total revenue and total ad sales
Organic RR (Return Rate)% Sum of organic refunds  divided by  sum of organic quantity Ratio of returned quantity of Organic orders to total Organic Orders quantity by order date
OTP AOV (One-time purchase Average order value) Sum of one-time purchase revenue  divided by  sum of one-time purchase orders Average order value of One time purchase orders
OTP Profit % (One-time purchase profit%) Sum of one-time purchase profits divided by  Sum of otp revenue Ratio of total profits from One time purchase Orders to one time purchase revenue
OTP Revenue (One-time purchase Revenue) Sum of one-time purchase revenue Total revenue from One time purchase Orders
OTP RR (One time purchase Return Rate)% Sum of one-time purchase refunded quantity by order date  divided by  sum of one-time purchase quantity Ratio of returned quantity of One time purchase orders to total One time purchase Orders quantity by order date
Profit% Sum of profit   divided by  sum of total price Ratio of total profit to total revenue from sales
Return Rate % Sum of returned orders count  divided by  sum of orders Ratio of total returned orders quantity to total orders quantity by order date
ROAS (Return on ad spends) Sum of Ad Sales  divided by Sum of Ad Spend Ratio  of total ad sales to total ad spend from Sponsored brands, Sponsored products, Sponsored display for Amazon and Google Ads, Facebook Ads and Bing Ads for Shopify platform
Sales by Product Category Sum of total sales grouped by product category Total sales revenue by product category
SKUs per Asin Count  of distinct SKU  divided by  count of distinct ASIN Average number of SKUs per ASIN in the Inventory
SNS AOV (Subscription Average order value) Sum of subscription order revenue divided by  sum of subscription order orders Average order value of Subscription orders
SNS Profit (Subscription Profit)% Sum of subscription order profits divided by  Sum of sns revenue Ratio of total profits from Subscription Orders to subscription orders revenue
SNS Revenue (Subscription revenue) Sum of subscription order revenue Total revenue from Subscription Orders
SNS RR% (Subscription return rate%) Sum of subscription order refunded quantity by order date  divided by  sum of subscription order quantity  Ratio of returned quantity of Subscription purchase orders to total Subscription purchase Orders quantity by order date
Suppressed ASINS Sum of search suppressed ASINs(count of ASINs that are search suppressed) Total search suppressed ASINs count
TACOS (Total Advertising Cost of Sales) Sum of total ad spend  divided by  sum of total revenue Ratio of ad spend from Sponsored brands, Sponsored products, Sponsored display for Amazon to total sales revenue from overall orders
Top 10 ASIN's by Total Revenue Top 10 ASINs ordered by total revenue descending