Reporting Metrics Guide
Written By Carlos
Last updated 20 days ago
Vendor Reports
Reports → Funnels
Calculations:
EPC: Unique Clicks / Gross Sales
EPS: Gross Sales Amount / Gross Sales Count
Conversion Rate: Gross Sales / Unique Clicks
Visits: Count of total and unique customers visits to the related landing page via the sales funnel.
Checkout: Count of total and unique customers visits to the related checkout pages via the sales funnel.
Sales: Gross revenue, sales counts of initial product purchases via the funnel, VAT charged.
Sales Conversions:
Checkout conversion rate (Sales Count / Unique Checkout Visits): conversation rate when a buyer lands on a checkout page.
Sales Conversion Rate (Sales Count/Unique Clicks): conversion when a buyer lands on a landing page and proceeds to checkout and purchases.
Earning per Click, Earning per Sale.
Refunds: Net Refund amount, Refund count, Refund rate
Net Sales: The total sales amount after deducting refunds and commissions. Gross Revenue – (refunds + commissions) = Net Revenue This does not include free trials or subscription rebills or any products purchased outside of the sales funnel.
NOTE: This report only considers the performance of each funnel based on traffic received and sales generated to that specific funnel. As such, it does not consider:
Subscription rebills
Sales from API calls
Manual transactions
Subscriptions which were imported
Any other sale / traffic which is not directly associated to a funnel
Sales from any product which is not present in a specific funnel (since funnel structures can change, the selected funnel structure can affect this)
Any metrics relating to funnels associated to JV contracts
$0 Transactions: We do not report $0-based transactions in the funnel report. This is to avoid skewing reporting stats such as EPC and EPS, which would be drastically affected by $0-based transactions.
NOTE: Please ensure that your vendor landing page tracking script is installed on all your landing pages and that your landing pages are properly defined, as this will affect your funnel’s metrics, particularly those affected by traffic/visit data.
Please also ensure each product being used in multiple sales funnels is using a unique landing page URL for the product in that funnel. using the same landing page URL for the same product in multiple funnels will skew reports.
Order bumps metrics are not tracked in this report.
IMPORTANT NOTE ABOUT THE SUBSCRIPTION SECTION AND SUBSCRIPTION REPORTS: Subscription section CSV exports and subscription reports will not match verbatim as these sections are showing information based on different logic described below:
#1: Subscription section export files: Show export records based on the date period filter and subscription status selected. They will produce records based on the current status of the subscription. EX: if the subscription is now canceled, it will not show if you filter for a previous date rage and selecting “Created(active)” status. Subscription Reports show records based on the status of a subscription at that point in time (using the filtered date range).
EX: if a subscription is now canceled, but was active during the date period being used with the report filter, then the report would count it as an active subscription because it was at that time.
#2: Subscriptions section and CSV exports show ALL subscriptions, including test mode subscriptions. Subscription reports only show live customer subscriptions.
#3: Trial consideration in Subscription related reports
We only mark a trial as successfully converted (i.e. not in trial anymore and has successfully converted into a regular subscription) after we receive the first successful charge after the trial end date.
For example, if a customer purchases a free trial for 14 days on 1st of January, then on 14th of January their rebill transaction fails. In this case, the report does NOT consider the trial as matured(converted).
In 3 days, the system tries charging the customer again via a dunning attempt, and the payment happens to fail again. The report still does NOT consider the trial as matured(converted).
This can continue until either the rebill succeeds (at which point the trial will be marked as matured(converted), or fails (at which point the trial will be marked as canceled).
The same is true if the vendor changes the next charge date for the first rebill (manually edits the next charge date).
This can affect the Subscription count, MRR (Monthly Recurring Revenue) and Churn stats in the subscriptions report, as well as the Trial Subscription report.