NEW! There is now a video training guide available for the Overview dashboard at the end of this article!


The Overview dashboard presents the general health of your ecommerce business through dynamic graphs.

This screen is split into three panels:

You can set your date range for reporting at the top of this screen:

Note: If you do not select a date range, the information displayed in the overview screen will be pulled from all of the information in your database. 


Choose any of the pre-configured ranges, or apply a ‘Custom Range’ by selecting from the orange drop-down list.

The grey date range is for comparison. 

The data in each of the panels on this screen can be exported to a CSV file by selecting EXPORT.

Ecommerce KPIs

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:

Valid ordersNumber of valid orders placed.

Valid orders are orders that have been passed to Ometria from your ecommerce store as 'completed' - i.e. payment has been received, with no refunds processed.
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 via the API, 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 ordersNumber 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 ordersThe total number of orders attempted - valid or not, including failed payments and refunds.
Total revenueTotal value from valid orders placed.
Total taxTotal amount of tax from valid orders placed.
Total shippingTotal shipping costs from valid orders placed.
Total discountTotal value of discounts on valid orders placed.
Total items soldTotal number of items sold in valid orders.
Average order valueAverage revenue per valid order placed.
Average items per orderAverage number of items per valid order.
Visit conversion rateProportion 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.
VisitsTotal 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 4 visits.
Page viewsTotal number of page views across all visits.

Note: The figures in the three 'visits' KPIs - Visit conversion rate, Visits and Page views, will never be an exact match for other tools like Google Analytics. 

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.

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:

The '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. 

Customer health overview

This panel reports on the evolution of your customer base using the following KPIs:

Leads acquiredNumber of new contacts acquired without placing an order.
Customers gainedNumber of new customers who placed their first valid order.
Customers placed second orderNumber of customers who placed their second order.
Customers became at riskNumber of customers who entered 'at risk' status.
Customers lapsedNumber of customers who entered 'lapsed' status.
Customers won backNumber if customers who placed an order after having lapsed.

Mouse-over the graph to view results for each date:

Email performance

This panel reports on your Ometria email performance giving you the option to see a performance overview of:

  • All campaigns
  • Automation
  • Broadcast

With these metrics all in one place, you can see the KPIs for your Ometria campaigns at a glance.

Select either Automation, Broadcast or All campaigns for a combined view. 

The performance metrics are based on the date range selected at the top of the screen:


Number of sends

The total number of emails sent.

Number of opens

The total number of emails sent that have been opened at least once.

Number of clicks

The total number of emails sent that have been clicked at least once.

Click to open rate

The percentage of emails which have been opened and clicked.

Orders from email

Total value of orders attributed to Ometria campaigns.

Revenue from email

Average revenue per email generated from Ometria campaigns.

Note on broadcast metrics

You should expect to see differences between the revenue data shown in the Email performance dashboard and the data in Campaign Performance > Broadcast 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.

The Email performance dashboard, however, shows all revenue earned within the selected date range, regardless of when the campaign was sent.

Video guide

See also