Key metrics

In this article, we outline how all the important metrics in Billy Grace are calculated. These metrics could be different from the metrics you see in other marketing channels, your e-commerce store or GA4.

Revenue (e-commerce)

The total revenue that is generated in the selected period minus returns and discounts in the selected period, I.e. Total order price - discounts - returns.

This can be different from Shopify, Magento or WooCommerce revenue, as Billy Grace subtracts the returns based on the order date of the initial order. For example, if an order is placed in January but returned in February, the revenue of January will be updated in Billy Grace and the revenue generated in February will stay the same. Showing the actual revenue of the period you are viewing.

Blended ROAS (Attribution)

Return on ad spend based on the selected attribution model (LC, MTA, UMM). Using an algorithm, Billy Grace attributes value to supporting touchpoints. The ROAS (Attribution) gives insight in to what extent campaigns or ad sets contributed to the revenue from paid advertising. Return on ad spend is calculated as. total paid revenue - returns - discounts) * total ad spend * 100%.

New & Returning Customer Metrics (e-commerce)

If you have your e-commerce platform integrated in Billy Grace, you also have insight in New and Returning customer metrics. See below how these metrics are calculated.

New Customer Lifetime Value

The NC CLV metric gives insight in the number of new customers attributed to the channel, campaign, adset, ad with the total revenue this customer had in his lifetime. So this is calculated as: Total numbers of new customers + total orders these customers generated. The total number of orders will change over time. In this metric, we take refunds into account. (unless you turned this off in settings).

New Customer Lifetime Value Return on ad spend

The NC CLV ROAS is calculated as: NC CLV / spend

Customer Lifetime value Return on ad spend

The CLV ROAS is calculated as: (NC CLV + RC Revenue) / spend

The New Customer Lifetime value is interesting to see changing over time. It could be that a new customer now brought in €10 revenue, but in his lifetime he/she will make more orders. If you look back at data, these metrics will be updated over time. Making it possible to do long term analysis over channels which channels lead to the most loyal customers and over the long term yield the most revenue.

Net Profit (e-commerce)

The Net profit metric is calculated as: Revenue - COGS - taxes - shipping cost on order level - total ad spend. The cost of goods sold percentage can be configured on the settings page (Settings -> Profile). The percentage is deducted from the total revenue.

CVR

Conversion rate. Number of order (conversions) / Number of sessions * 100%.

Number of Custom Events

The value or the total number of the goal that you selected (based on last click). E.g. if the goal is a custom event for example lead forms submitted, the target displays the actual lead forms submitted based on the selected attribution model that is generated in the campaign or ad set. In case the goal was sessions, then it will display the total number of sessions.

Conversion Value

Total conversion value generated in the selected period based on the selected attribution model. This value is sent with the Custom Event via Tag Manager or manually added to the Custom Event interface in Billy Grace. If no Conversion Value is visible, then the value isn't available in the Custom Event.