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.
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.
Contributing contacts
Contacts that have made at least one purchase or return during the period (who have contributed to the net revenue).
Net revenue per contributing contact
Net revenue / contributing contacts.
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.
Purchasing contacts
Unique contacts that have made at least one purchase occasion during the period.
Purchase frequency
Average purchase occasions per unique contact.
Average purchase value
Total purchase amount / total purchase occasions.
Average basket size (purchases)
Sum of all purchased units / total purchase occasions.
Purchase amount per contact
Purchase amount / purchasing contacts during the period.
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.
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).
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.
Within these buckets, the most popular products are ranked based on revenue.
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 / product categories / 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.