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.
Impressions
Impressions refer to the number of times your ad is displayed to a user. Each time the ad appears on a user's screen, it counts as one impression, regardless of whether the user interacts with it.
Sessions
A session starts when a user visits your website. Our tracking pixel will register a new session each time it receives a new hit that meets any of the following criteria:
The user has a new unique user ID (UID).
The timestamp of the hit exceeds the 30-minute timeout period.
A different UTM parameter is detected.
The date changes.
If none of the above conditions are met, the hit will be counted as part of the existing session.
New Users
New users are users who visit your website for the first time
Clicks
Clicks refer to the number of times users click on your ad
Click Through Rate (CTR)
The number of clicks that your ad receives divided by the number of times your ads are shown
CTR = Clicks / Impressions
Spend
Total advertising spend from authorized marketing channels in the selected period.
Average Order Value (AOV)
Total revenue - returns and discounts / number of orders
Orders
Total number of orders in the selected period (minus returns)
CVR
Conversion rate. Number of orders (conversions) / Number of sessions * 100%
Net Sales
Net Sales is a key metric in understanding a company's true revenue from its sales activities, after accounting for deductions such as returns, allowances, and discounts.
In Billy Grace the formula to calculate Net Sales = Gross Sales - Shipping costs - Refunds - Taxes.
Net Sales incl Shipping Cost
Net Sales incl Shipping Cost represents your gross sales minus the refunds and taxes but includes the shipping costs
Gross Sales
Gross sales represent the total sales revenue a business generates from selling its goods or services, before any deductions such as returns, allowances, or discounts.
Gross Sales = Revenue including refunds and shipping costs
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.
Revenue per Session (RPS)
Revenue per session (RPS) is an important metric in e-commerce and digital marketing that measures the average revenue generated from each session on a website or app. This metric helps you understand how effectively your website or app converts visits into revenue and can guide strategies for optimizing user experience and increasing profitability.
Revenue per Session = Total Revenue / Total Sessions
Attributed Revenue
Revenue attributed to the selected time period based on the selected attribution model and window
Ad Revenue
This is the revenue earned, where paid advertising was present in the customer journey
Non-Ad Revenue
Revenue earned without ads present in the customer journey
New Customer Revenue
Total revenue earned from new customers in the selected period, taking into account the selected attribution model and window
Returning Customer Revenue
Total revenue earned from returning customers in the selected period, taking into account the selected attribution model and window
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%.
Cost per Acquisition (CPA)
Total ad spend divided by the number of conversions. Keep in mind that this is only divided by conversions that had at least one touchpoint with an ad.
Customer Acquisition Cost (CAC)
Total ad spend divided by the number of new customers in the selected period. Keep in mind that this is only divided by new customers that had at least one touchpoint with an ad.
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 order metrics
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: revenue of new customers + revenue these customers generated later. The total number of orders will change over time. In this metric, we take refunds into account (unless you turned this off in settings).
Attributed Customer Lifetime Value
This metric is calculated in the same way as the New Customer Lifetime Value, but the revenue is attributed based on the Billy Grace attribution model and window that you have selected at the top of the page
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.
New Customer Percentage
The percentage of new customers in the selected period. Calculated as: number of orders from new customers / total orders * 100
Returning Customer Percentage
The percentage of returning customers in the selected period. Calculated as: number of orders from returning customers / total orders *100
New Customer ROAS
Return on ad spend from orders generated by new customers
Returning Customer ROAS
Return on ad spend from orders generated by returning customers
Ad Driven New Customers
Total number of new customers that had at least one touchpoint with an ad in their customer journey
Ad Driven Returning Customers
Total number of returning customers that had at least one touchpoint with an ad in their customer journey
Non-Ad Driven New Customers
Total number of new customers that didn’t have any touchpoint with an ad in their customer journey
Non-Ad Driven Returning Customers
Total number of returning customers that didn’t have any touchpoint with an ad in their customer journey
Net Profit (e-commerce)
The Net profit metric is calculated as: Revenue - COGS - taxes - shipping cost on order level - total ad spend. The COGS (cost of goods sold percentage) can be configured on the settings page (Settings -> General). The percentage is deducted from the total revenue.
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.
Return Percentage
Total number of returns / gross sales * 100%
Return Value
Number of returned orders * total revenue of these orders
L90D Frequency
The average number of times the campaign has been shown to a single person over the past 90 days
L90D Reach
The number of unique users the campaign has reached in the past 90 days