Overview dashboard: Metrics comparison table – Ometria Help Centre

You can use this table in the overview dashboard to group your retail metrics by region, brand and store information.

Retail KPIs - All your ecommerce metrics in one place.
Marketing Performance - For analysing your Ometria marketing performance.
Customer Health Overview - For analysing the evolution of your customer base.

The table displays a maximum of 50 rows - you can export it for more data.

Users with the right permissions can export the data in each of the panels in the overview dashboard as a CSV or .XLSX file by clicking the export button

Metrics

Metric	Description
Valid orders	Number of valid orders placed. This figure can change over time if orders are refunded at a later date, and 'valid orders' always reflects the data your ecommerce store sends Ometria, and which order statuses you assign as valid. E.g. some retailers choose not to count orders as valid until they are shipped.
Valid tracked orders	Number of valid tracked orders placed. Valid tracked orders are orders made online, which JavaScript tracking picks up and pushes to Ometria. It's usual for this number to be lower than the number of 'Valid orders' for various reasons, e.g. orders placed through a call centre or in offline stores, would not be counted as 'tracked'.
Attempted orders	The total number of orders attempted - valid or not, including failed payments and refunds.
Total revenue	Total (gross) value from valid orders placed.
Total tax	Total amount of tax from valid orders placed.
Total shipping	Total shipping costs from valid orders placed.
Total discount	Total value of discounts on valid orders placed.
Total items sold	Total number of items sold within all valid orders.
Average order value	Average revenue per valid order placed.
Average items per order	Average number of items per valid orders.
Visit conversion rate	Proportion of unique visits to your online store that have resulted in an attributed order being placed. Ometria does not include untracked orders in this metric.
Visits	Total number of visits made to your online store. This number reflects all visits, not unique visits - e.g. if the same contact visits your site 4 times, it will count as four visits. Unidentified visits are also included. See: How does Ometria identify contacts on my website?
Page views	Total number of page views across all visits.

Note: The figures in the three 'visits' metrics - Visit conversion rate, Visits and Page views, will never be an exact match Google Analytics because Ometria handles visit sessions slightly differently.

The metrics displayed are based on events that happened within your selected time range, regardless of a specific campaign.

For example, total revenue is a revenue from orders that were placed within that date range regardless of which campaign they are attributed to.

The visits metrics in Ometria are intended only for trend analysis and a high-level overview of how you are performing.

For detailed visitor analytics (rather than customer analytics) and conversion metrics, we recommend you use a tool like Google Analytics.

Grouping your metrics

You can use any of the following to group your metrics:

Group by	Description
Store	See: Store settings
Store category	See: Store settings
Store size	This applies to physical stores only, not online stores. See: Store settings
Store type	Online or physical. See: Store settings

Colour coded cells

You'll see that the cells are colour coded red or green depending on how well they are performing.

Only the highest or lowest values in a column are colour coded.

The colour coding depends on the metric; e.g. higher total revenue will be green while higher total discount and will be red.

Metrics

Grouping your metrics

Colour coded cells

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