How metrics are calculated

Metrics in Ignyte IQ are computed in one of two ways: additive or calculated. The distinction affects how a metric behaves when the date range, group-by granularity, or filters change.

Additive vs calculated

Type	Behavior	Examples
Additive	Sums across the date range. Two days of values add to the two-day total.	Revenue, Orders, Spend, Impressions, Sessions
Calculated	A formula applied to the period totals — not a sum of daily values.	AOV, ROAS, CPA, Conversion Rate, LTV

A calculated metric for a 7-day window is computed from the 7-day totals, not from the average of 7 daily values. For example, AOV over a week is Total Revenue for the week ÷ Total Orders for the week.

Common formulas

Metric	Formula
AOV	Total Revenue ÷ Number of Orders
ROAS	Revenue from Ads ÷ Ad Spend
CPA	Ad Spend ÷ Number of Conversions
Conversion Rate	Conversions ÷ Sessions
LTV (per customer)	Total revenue from a customer ÷ Orders by that customer

The exact formula and inclusion rules for any metric in your workspace appear in the metric’s ℹ️ panel.

Effect of filters

Applying a filter restricts both the numerator and denominator of a calculated metric. For example, a channel = Paid filter on ROAS uses only paid revenue and paid spend.

Effect of time grouping

Switching Group By from daily to weekly changes the rollup unit on the trend chart. Each weekly point aggregates a week’s worth of values. For calculated metrics, that means the formula is applied to the weekly totals — not an average of seven daily values.

The headline tile uses the full date range, independent of the Group By setting. Only the trend chart’s resolution changes.

Example

Day 1:  Revenue $1,000  Orders 10  AOV $100
Day 2:  Revenue $1,000  Orders 20  AOV $50
Day 3:  Revenue $1,000  Orders 10  AOV $100

Total:  Revenue $3,000  Orders 40  AOV $75

The 3-day AOV is $3,000 ÷ 40 = $75, not the average of the three daily AOVs ($83). This matches how source platforms compute the same metric.