This report collects information about the store's customer aqcuisition expenses, revenue, and profits from orders received from specified acquisition sources. The report shows how efficiently the store is spending money on advertising and how much profit a certain sales channel brings.
A single filter is attached to the top of the page. With it you can:
- collect statistics for all or several selected stores
- select the time period for which you need to see information
- display statistics on completed or paid orders
- Select and view information for specific cost-items
Using the "gear" button in the top right corner of the table, additional columns can be added or removed to/from the table to display the required information.
In the settings, you can select the fields in which orders and customer acquisition costs will be compared. If you include only one of the fields (for example, "Source"); then expenses and income will be displayed for orders that came from this source, regardless of the channel / campaigns, etc. The system will summarize the data based only on the "Source" field. If you include two or more fields, the system will detail the amount of expenses and correlate it with the income for orders in accordance with the set of active fields.
The left (text) part of the report presents data on cost items for customer acquisition, sources, and channels of orders. Presentation and detailing of marketing cost items depends on the set of utm tags that are used. The calculated values of the indicators are shown on the right-hand side of the report. In this report, for each marketing cost-item, you can view:
- income on orders (calculated as the sum of income on all completed orders that came from this acquisition channel for the specified period)
- profit (calculated as the sum of gross profit for all completed orders that came from this acquisition channel for the specified period)
- number of orders (calculated as the total number of all completed orders received from this acquisition channel for the specified period)
- advertising costs (equal to the sum of costs for all completed orders that came from this acquisition channel for the specified period)
- cost per order (calculated as the ratio of the amount of costs to the number of completed orders received from acquisition channel for a specified period)
- average order value (calculated as the ratio of the amount of income to the number of all completed orders received from this acquisition channel for the specified period)
- ROI (calculated as the ratio of acquisition costs to the amount of gross profit for completed orders that came from this source (channel, campaign, etc.))
If the ROI is below 100%, it means that the advertising is ineffective, i.e. £1 of advertising costs brought the store less than £1 of profit. Similarly, ROI above 100% means that the ad is effective.