This article explains the key performance indicators (KPIs) used in the Sales dashboard in the new Analytics experience and how to interpret them. It helps you understand purchases and returns from your customers.
Each KPI is defined in clear business terms so you know what is measured and how the data is calculated. This makes it easier to analyze purchase behaviour, compare target audiences, and make informed optimization decisions based on consistent metrics.
The date and time a transaction was made, is converted and show in your tenant’s timezone.
Revenue
These KPIs measure the overall financial performance of your customer base, combining purchases and returns to give you a clear picture of net revenue and how it is distributed across your contacts.
Net revenue
Sum of all purchases and returns in the period.
Compared to existing reports
This is what we call revenue/total revenue or gross revenue in Engage today. We have seen gross revenue as all transactions in period inc VAT, and without VAT=Net revenue. Now we rethink that and see Net revenue as purchase amount + return amount = all transactions in period, and gross is equal to only purchase amount.
Contributing contacts
Contacts that have made at least one purchase or return during the period (who have contributed to the net revenue).
Compared to existing reports
This is in many cases what we have called shopping contacts. Now we want to make it clear that it is not only shopping contacts, but do also include contacts who only made a return. So contributing in terms of making a transaction, either purchase or return.
Net revenue per contributing contact
Net revenue / contributing contacts.
Compared to existing reports
This will differ compared to the Revenue dashboard on the first page since that only show purchasing contacts, and thereby divide the net revenue by only purhcasing contacts.
We aim to implement this change in the Revenue dashboard after summer
Total contacts
Total contact database per last day of the period. This metric does not change when you apply filters in the dashboard and always reflects total contacts.
Purchases
These KPIs track purchasing behaviour — how often contacts buy, how much they spend, and what they put in their baskets.
Purchase occasion
A transaction with at least one purchased item. Note that one transaction can include both purchases and returns.
Purchase amount
The sum of the paid price of all purchased articles on the purchase occasion.
Compared to existing reports
Here we have done a change, in existing reports when we talk about purchase value or in some extend also avg receipt, we take the total amount of the purchase occasions. But that could be a negative amount if you returned something on the same receipt as a purchase. So what we now do is to say purhcase amount and actually only look at the paid price for purhcased article, not the purchase occasion as a whole.
Purchasing contacts
Unique contacts that have made at least one purchase occasion during the period.
Compared to existing reports
Here we show contacts that have made a purchase (if they have done only a return they will not be seen here). In existing reports, shopping contacts, that is similar, shows what we now call contributing contacts explained above.
Purchase frequency
Purchase occasions / Purchasing contacts during the period.
Compared to existing reports
Purchases per shopping contact, Purchases per contact, Average purchases per contact. This is the same KPI, but we try to clear out that the purpose here is to understand how many purchase occasions that has been done in average for a contact over time.
Average purchase amount
Total purchase amount / total purchase occasions.
Compared to existing reports
How we calculate this is new. Similar KPIs as average receipt and average purchase value shown in Enagage today, none of these look at only paid price for purchased articles, so this is why this will differ.
Average basket size (purchases)
Sum of all purchased units / total purchase occasions.
Purchase amount per contact
Purchase amount / purchasing contacts during the period.
Compared to existing reports
This is not shown anywhere today.
Returns
These KPIs give you visibility into return behaviour — how many contacts are returning items, how often, and how much value is being returned relative to purchases.
Return occasion
A transaction with at least one returned item. Note that one transaction can include both purchases and returns.
Return amount
The sum of the paid price of all returned articles on the return occasion.
Returning contacts
Unique contacts who returned at least one article in the period.
OBS not to be confused with customers coming back, or have purchased mor than one time etc. This is contacts who have returned at least one article during the period.
Return frequency
Return occasions / returning contacts during the period.
Average return amount
Return amount / return occasions.
Average basket size (returns)
Total returned articles / total return occasions.
Return amount per contact
Total return amount / returning contacts.
Occasion return rate
Return occasions / purchase occasions.
Articles return rate
Returned articles / purchased articles.
Attribution
These KPIs connect your sales data to communication activity, showing how much of your purchase value can be attributed to delivered messages.
Attributed purchase amount
From all purchases in the period, the share attributed to communication (this can include emails sent before the start of the period).
Compared to existing reports
This will differ towards attributed revenue in other parts since we there attribute purchase occasion, but the full sum of that occasion even if it is negative. Now we want to implement attributed purchase amount, and only talk about what purchases we can connect to communication
OBS REMOVE BELOW IF WE HAVE THIS SECTION?
This is updated logic; attribution will be aligned to purchase value in the future.
Non-attributed purchase amount
Total purchase amount minus attributed purchase value.
Delivered messages (attribution)
Delivered messages that contributed to the attributed revenue of the period.
Delivered messages may include messages sent before the period start, depending on attribution settings.
Purchase value per message
Attributed purchase amount / delivered messages.
Visualizations
Here are some of the new visualizations of the KPIs and the logic behind them.
Purchase cluster
Common purchase stages look at all purchase occasions in the period, the unique contacts, and their purchase occasions. These purchases are ordered by date and grouped into buckets of 1, 2, 3, 4, and 5 purchases.
ithin these buckets, the most popular products are ranked based on number of purchasing contacts.
You can also see the number of purchasing contacts, the share of total purchasing contacts that purchased the article, and the net revenue during the period (sum of purchases and returns).
Purchase sequences
Purchase sequences help you understand which products are commonly bought together.
By selecting a product, you can see the most common articles purchased on the 2nd, 3rd, 4th, and 5th purchase. For each product, you can view purchasing contacts, net revenue, and contact conversion rate based on how many purchased the selected article compared to how many purchased related products.
Product / Main category / Brands
Top performing products: View top-performing products sorted by purchase amount or number of units.
Most returned products: Understand your most returned products based on return amount and returned units. Units sold during the same period are also displayed to indicate whether returns are high relative to purchases.
Note that the returned products for the period can have been purchased outside the choosen period.