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The following definitions are essential to understand the effectiveness of your sales site
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A consumer submits your Lead page at 11:57pm day 1, then proceeds to a Checkout page, and finally submits the Checkout page at 12:02am day 2. The order is attributed to the pages on day 1. Your bank probably attributes that sale to day 2.
A consumer submits your Lead page at 11:45pm, then proceeds to a Checkout page, submits the Checkout page at 11:52pm, then proceeds to an Upsell page, and finally submits the Upsell page at 12:02am. The entire order is attributed to the date the lead was submitted.
An order is submitted on Nov 12. The order is refunded on Dec 5. The refund is subtracted from order values factored into Net Revenue on Nov 12.
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This may be in conflict with the dashboard and reports in the CRM platform. Most values on the CRM dashboard are by Transaction Created Date. The Transaction Summary and Detail reports should be filtered by Order Created Date to get the most accurate comparison. |
Visits
The number of unique visits.
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Net Revenue = Gross Revenue - Refunds - Expenses - Chargebacks
For a sales funnel this Net Revenue is the Net Revenue from total value all new and rebill orders in a date rangeFor a page this is the Net Revenue from all orders in a date range that visited this page, including all subsequent rebillssales and their subsequent rebills. If an order is created on Jan 15 and successfully rebills on Feb 15 and successfully rebills again on March 15, all 3 orders contribute to LTV and are attributed on Jan 15.
When looking at individual pages, each page visited during the session gets credit for the Net Revenue. This is the value of the page. The AOV notes about upsell pages apply here too.
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Lifetime Value divided by number of unique customers in a date range
Orders
The number of orders (new sales) that visited a page. Similar to AOV and LTV, this count is attributed to any page visited during the session. Upsell pages are attributed only the products that successfully transact from that page. See AOV notes for more details.
Orders and Submits should be similar (or identical?) for Checkout and Upsell pages. All other pages will have more Submits than Orders, as not every movement to the next page results in a sale.