The Overview dashboard presents the general health of your ecommerce business through dynamic graphs.
This screen is split into three panels:
- Ecommerce KPIs - All your ecommerce metrics in one place.
- Email Performance Overview - For analysing your Ometria email performance.
- Customer Health Overview - For analysing the evolution of your customer base.
Navigation
The Overview dashboard is the first screen you see when you log into Ometria. You can access it from anywhere in the platform by clicking Overview in the menu bar:
You can set your date range for reporting at the top of this screen using the date picker:
Choose any of the pre-configured ranges, or apply a Custom Range by selecting from the coral drop-down list.
The grey date range is for comparison.
See also: Date picker
The data in each of the panels on this screen can be exported to a CSV file by selecting Export.
Ecommerce KPIs
The Ecommerce KPIs panel provides a quick view of all your key ecommerce metrics in one place.
Select the time period for your KPIs (key performance indicators) and the stores you wish to report on using the dropdown lists:
Next, select your KPIs:
|
KPI |
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 JS 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 a tracked 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. |
|
Page views |
Total number of page views across all visits. |
The KPIs 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 KPIs 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.
See also: Why are my Ometria revenue figures different from Google Analytics?
The KPIs you select display as tabs above the graph.
Select each tab to view the associated graph and hover over the value to see the detail:
Previous value provides a comparison for the date range preceding the range selected.
E.g. if you selected the last 28 days as your date range, the Previous value is the value for the 28 days before that.
Email performance
This panel reports on your Ometria email performance using the following KPIs:
|
KPI |
Description |
|
Sends |
Total number of automation campaign emails sent. |
|
Open rate |
Proportion of automation campaign emails sent that have been opened at least once. |
|
Clicks |
Total number of automation campaign emails sent that have been clicked at least once. |
|
Click to open rate |
Proportion of automation campaign emails opened that have been clicked. |
|
Revenue from email |
Total value (gross) of orders attributed to automation campaign emails. |
|
Revenue per email |
Average gross revenue per email generated from automation campaign emails. |
You should expect to see differences between the revenue data shown in the Email Performance dashboard and the data in Campaign Performance > Broadcast campaigns and Automation campaigns.
This is because the broadcast campaigns performance report selects campaigns sent within the selected date range, meaning that revenue earned in the same time period from campaigns sent before the date range will not be included.
You can choose to view performance metrics for:
- All campaigns
- Automation
- Broadcast
Mouse-over the graph to view results for each date:
Customer health overview
This panel reports on the evolution of your customer base using the following KPIs:
|
KPI |
Description |
|
Leads acquired |
Number of new contacts acquired without placing an order. |
|
Customers gained |
Number of new customers who placed their first valid order. |
|
Customers placed second order |
Number of customers who placed their second valid order. |
|
Customers became at risk |
Number of customers who entered the 'at risk' lifecycle stage. |
|
Customers lapsed |
Number of customers who entered the 'lapsed' lifecycle stage. |
|
Customers won back |
Number of customers who placed an order after having lapsed. |
Mouse-over the graph to view results for each date:
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