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.
- Customer Health Overview - For analysing the evolution of your customer base.
- Email Performance Overview - For analysing your Ometria email automation performance.
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.
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 orders||Number 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 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 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 in valid orders.|
|Average order value||Average revenue per valid order placed.|
|Average items per order||Average number of items per valid order.|
|Visit conversation 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|
|Page views||Total 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 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 order.|
|Customers became at risk||Number of customers who entered 'at risk' status.|
|Customers lapsed||Number of customers who entered 'lapsed' status.|
|Customers won back||Number if customers who placed an order after having lapsed.|
Mouse-over the graph to view results for each date:
Automation campaigns performance
This panel reports on your Ometria email automation performance using the following KPIs:
|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 of orders attributed to automation campaign emails.|
|Revenue per email||Average revenue per email generated from automation campaign emails.|