| Metrics | Category | Definition | Sources | Notes |
|---|---|---|---|---|
| GMV (Gross Merchandise Value) | Commercial | The total sales value of goods that the customers paid | All | There are different treatments for Cash on Delivery (COD) orders depending on the country and platform. This is not tracked in Lazada. It’s also the main revenue metric tracked in Shopee. |
| Gross Revenue | Commercial | GMV plus all the discount and subsidies given by the platform | All | There are different treatments for Cash on Delivery (COD) orders depending on the country and platform. This is not tracked in Shopee. It’s also the main revenue metric tracked in Lazada. |
| Order Count | Commercial | The total number of orders placed within a given period. | All | |
| GMV per Buyer | Commercial | GMV divided by the number of unique buyers. | All | |
| Unique Buyers | Commercial | The number of distinct customers who made a purchase. | All | |
| Items Sold | Commercial | The total quantity of products sold. | All | |
| Avg Order Value (AOV) | Commercial | GMV divided by the total number of orders. | All | |
| Avg Revenue Per User (ARPU) | Commercial | GMV divided by the total number of buyers | All | |
| Avg Selling Price (ASP) | Commercial | GMV divided by total number of units | All | |
| Basket Size | Commercial | Total units divided by orders | All | |
| Avg Basket Size | Commercial | The average number of items per order. | All | |
| Avg Unit Price | Commercial | GMV divided by the number of items sold. | All | |
| Cancelled Orders Rate | Commercial | Cancelled orders divided by total number of orders | All | |
| Cancelled GMV Rate | Commercial | Cancelled GMV divided by total GMV | All | |
| Returned Orders Rate | Commercial | Returned orders divided by total number of orders | All | |
| Returned GMV Rate | Commercial | Returned GMV divided by total GMV | All | |
| Product Sales | Commercial | Revenue generated from product sales before any deductions. | All | The SUM of this does not equal GMV or Gross Revenue because it doesn’t account for order-level discounts. |
| Qty Sold | Commercial | The number of units sold for a particular product. | All | |
| Page Views | Traffic | The total number of times a product or page has been viewed. | All except Shopify | |
| Daily Visitors | Traffic | The number of unique visitors per day. | All except Shopify | |
| Daily Potential Buyers | Traffic | Estimated number of visitors who show intent to purchase. | All except Shopify | |
| Daily CVR (Conversion Rate) | Traffic | Percentage of daily visitors who complete a purchase. | All except Shopify | |
| Weekly Visitors | Traffic | The number of unique visitors per week. | All except Shopify | See the constraint of Weekly and Monthly Traffic in the FAQ |
| Weekly Potential Buyers | Traffic | Estimated number of weekly visitors with purchase intent. | All except Shopify | See the constraint of Weekly and Monthly Traffic in the FAQ |
| Weekly CVR | Traffic | Percentage of weekly visitors who complete a purchase. | All except Shopify | See the constraint of Weekly and Monthly Traffic in the FAQ |
| Monthly Visitors | Traffic | The number of unique visitors per month. | All except Shopify | See the constraint of Weekly and Monthly Traffic in the FAQ |
| Monthly Potential Buyers | Traffic | Estimated number of monthly visitors with purchase intent. | All except Shopify | See the constraint of Weekly and Monthly Traffic in the FAQ |
| Monthly CVR | Traffic | Percentage of monthly visitors who complete a purchase. | All except Shopify | See the constraint of Weekly and Monthly Traffic in the FAQ |
| Active Video Count | Video | Number of active videos currently on the platform. | Only TikTok Shop | |
| Video GMV | Video | GMV generated through video content. | Only TikTok Shop | |
| Video Items Sold | Video | Total number of items sold through video content. | Only TikTok Shop | |
| GPM (Gross Profit Margin) | Video | Percentage of revenue retained as profit after deducting costs. | Only TikTok Shop | |
| Video Views | Video | Total number of views across all videos. | Only TikTok Shop | |
| Video Finish Rate | Video | Percentage of viewers who watch a video till the end. | Only TikTok Shop | |
| Video Likes | Video | Total number of likes received on video content. | Only TikTok Shop | |
| Video Comments | Video | Total number of comments received on video content. | Only TikTok Shop | |
| Video Shares | Video | Total number of times a video was shared. | Only TikTok Shop | |
| Video New Followers | Video | Number of new followers gained from video content. | Only TikTok Shop | |
| Video Product Clicks | Video | Number of clicks on product links from videos. | Only TikTok Shop | |
| Video Product Impressions | Video | Number of times a product was displayed in a video. | Only TikTok Shop | |
| Video CTR (Click-Through Rate) | Video | Percentage of impressions that resulted in a click. | Only TikTok Shop | |
| Livestream Count | Livestream | Number of livestreams hosted. | Only TikTok Shop | |
| Livestream GMV | Livestream | GMV generated through livestream sales. | Only TikTok Shop | |
| Livestream Orders | Livestream | Number of orders placed through livestreams. | Only TikTok Shop | |
| Livestream Items Sold | Livestream | Total number of items sold via livestreams. | Only TikTok Shop | |
| Livestream Buyers | Livestream | Unique buyers who made a purchase via livestreams. | Only TikTok Shop | |
| Livestream Viewers | Livestream | Number of people who watched a livestream. | Only TikTok Shop | |
| Livestream Views | Livestream | Total number of livestream playbacks. | Only TikTok Shop | |
| Livestream Product Impressions | Livestream | Number of times a product appeared in a livestream. | Only TikTok Shop | |
| Livestream Product Clicks | Livestream | Number of clicks on products featured in livestreams. | Only TikTok Shop | |
| Ad Spend | Advertising | Total amount spent on advertisements. | All except Shopify | |
| Ad Impressions | Advertising | Total number of times an ad was displayed. | All except Shopify | |
| Ad Clicks | Advertising | Total number of clicks received on ads. | All except Shopify | |
| Ad CTR | Advertising | Percentage of impressions that resulted in a click. | All except Shopify | |
| Ad CPC | Advertising | Average cost incurred per ad click. | All except Shopify | |
| Ad CPM | Advertising | Cost per 1,000 ad impressions. | All except Shopify | |
| Ad Revenue | Advertising | Revenue generated from advertisements. | All except Shopify | |
| Ad Orders | Advertising | Number of orders generated through ads. | All except Shopify | |
| Ad ROAS | Advertising | Revenue generated per dollar spent on ads. | All except Shopify | |
| Ad Qty Sold | Advertising | Total number of items sold through ads. | All except Shopify | |
| Ad Revenue (Direct) | Advertising | Revenue generated from advertisements. | All except Shopify | |
| Ad ACOS | Advertising | Profitability of advertising campaigns | All except Shopify | |
| Ad ROAS (Direct) | Advertising | Direct revenue generated per dollar spent through the specific ads. | All except Shopify | Example: If user clicks on Ad X for Product A and buy Product A and B. Direct will only include Product A. |
| Ad Orders (Direct) | Advertising | Number of direct orders generated through the specific ad. | All except Shopify | |
| Ad Qty Sold (Direct) | Advertising | Total number of direct items sold through the specific ads. | All except Shopify | |
| GMV (for TikTok Breakdown) | TikTok | GMV generated through TikTok sales. | Only TikTok | |
Item Count (for TikTok Breakdown)
| TikTok | Number of items sold via TikTok. | Only TikTok | |
Avg Item Price (for TikTok Breakdown)
| TikTok | Average price per item sold via TikTok. | Only TikTok |
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