"KPI on marketing costs items" widget
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The report allows you to analyse key performance indicators for selected marketing cost items. Select a cost item from the list of parameters in the top left corner of the widget to see the following indicators for that cost item:

  • cost amount
  • amount of income
  • amount of gross profit
  • ROI for the selected period

Thus, the store estimates the cost of customer acquisition based on several indicators for the selected period.


ROI is calculated as the ratio of the acquisition cost to the amount of gross profit for orders that came from a specific source (i.e channel, campaign, etc.). If the ROI is below 100%, this means that advertising is ineffective (i.e £1 of advertising costs yielded less than £1 in profit for the store). Similarly, if ROI is above 100%, the ad is effective.

You must specify the fields by which orders and acquisition costs will be compared in the settings.

If you include only one of the fields (for example, "Source"), then costs and income will be displayed for all orders that came from the source, regardless of the channel / campaign etc. The system will summarize the data based on the "Source" field only. If you include 2 or more fields, the system will detail the amount of costs and correlate it with income for orders, in accordance with the set of active fields.

Viewing all available indicators and graphs on one page. When viewing, it is possible to download a certain indicator in one of four formats: xls, csv, xml and json.

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"Income and cost dynamics" widget
This widget displays the percentage ratio of costs and income. Costs are displayed on the graph as a percentage ratio to income.
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"Specific marketing cost items" widget
This report shows the contribution of marketing-related cost items to the selected indicator. You can compare the effectiveness of specific costs items on customer acquisition.