Metric reference
Definitions, formulas, and data sources for every metric available in Ignyte IQ, organized by category. Search by metric name (⌘F / Ctrl-F) or browse by category below; the ℹ️ panel on any tile shows the exact definition and date anchor for that metric in your workspace.
Revenue metrics
Section titled “Revenue metrics”The revenue metrics are four variants that differ by inclusion of shipping, discounts, refunds, and tax. For the in-depth article, see Revenue metrics.
| Metric | Typical formula |
|---|---|
| Gross Sales | Σ (item price × quantity) before deductions |
| Gross Revenue | Gross Sales + Shipping |
| Net Sales | Gross Revenue − Discounts − Refunds |
| Total Sales | Catch-all label; varies by datasource — confirm in ℹ️ panel |
Tax inclusion varies by workspace; the ℹ️ panel documents the tax rule per metric.
Order and transaction metrics
Section titled “Order and transaction metrics”| Metric | Formula | Notes |
|---|---|---|
| Orders | Count of orders in the period | Date-anchor sensitive |
| AOV (Average Order Value) | Net Sales ÷ Orders | Calculated metric — recomputes per period |
| Units per Order | Total Units ÷ Orders | Average basket size |
| Refund Rate | Refunded Revenue ÷ Gross Sales | Higher value = more returns |
| Cancellation Rate | Cancelled Orders ÷ Total Orders | Varies by source-platform definition |
Customer metrics
Section titled “Customer metrics”| Metric | Description |
|---|---|
| New Customers | First-time purchasers in the period |
| Returning Customers | Repeat purchasers in the period |
| Customer Lifetime Value (CLV / LTV) | Total revenue from a customer across all their orders |
| Repurchase Rate | Customers who made a 2nd (or Nth) purchase ÷ first-time customers |
| Retention Rate | Customers active in period N ÷ customers active in period 0 (per cohort) |
| Churn Rate | 1 − Retention Rate (for cohorts where churn is defined) |
Marketing metrics
Section titled “Marketing metrics”All marketing metrics are calculated and recompute when the period or filters change. They use platform-reported attribution — each ad platform’s own model and window — so they match each platform’s ad manager, not GA4. See Why numbers don’t match.
| Metric | Formula |
|---|---|
| ROAS (Return on Ad Spend) | Attributed Revenue ÷ Ad Spend |
| CPA (Cost per Acquisition) | Ad Spend ÷ Conversions |
| CPC (Cost per Click) | Ad Spend ÷ Clicks |
| CPM (Cost per Mille) | (Ad Spend ÷ Impressions) × 1000 |
| Conversion Rate | Conversions ÷ Sessions or Clicks |
Product performance metrics
Section titled “Product performance metrics”| Metric | Description |
|---|---|
| Units Sold | Quantity sold in the period |
| Gross Profit (per product) | Revenue − COGS; requires custom-cost upload |
| Contribution Margin | Revenue − COGS − attributable fees; requires custom-cost upload |
| Sell-Through Rate | Units sold ÷ units stocked or received (where available) |
| Attach Rate | Units of product B sold per unit of product A (cross-sell signal) |
| Refund Rate (per product) | Refunded revenue for the product ÷ gross sales of the product |
Profitability metrics require custom costs uploaded as CSV; without them, Gross Profit and Contribution Margin are unavailable.
Traffic and conversion metrics
Section titled “Traffic and conversion metrics”Typically sourced from Google Analytics 4, inheriting GA4’s definitions and configuration.
| Metric | Description |
|---|---|
| Sessions | Unique visit sessions in the period |
| Users | Unique users (per GA4’s identity model) |
| Conversion Rate | Conversions ÷ Sessions |
| Purchases per Session | Purchase events ÷ Sessions |
| Bounce Rate | Single-page sessions ÷ Total sessions (legacy GA4 definition varies) |
| Pages per Session | Total page views ÷ Sessions |
Differences from GA4’s own reports usually trace to time zone, GA4 data thresholding, or attribution model. See Reconcile Ignyte IQ with GA4.
Subscription metrics
Section titled “Subscription metrics”Typically sourced from Recharge.
| Metric | Description |
|---|---|
| MRR (Monthly Recurring Revenue) | Sum of active subscriptions’ monthly value |
| New Subscription Revenue | First-time subscription orders in the period |
| Recurring Revenue | Renewal orders in the period |
| Take Rate | Subscription orders ÷ total orders (or customers, depending on definition) |
| Subscription Churn Rate | Cancellations ÷ active subscribers at period start |
| Active Subscribers | Customers with at least one active subscription |
Fulfillment metrics
Section titled “Fulfillment metrics”From the ecommerce datasource (Shopify, BigCommerce, WooCommerce, Amazon Seller); requires the source to expose fulfillment data.
| Metric | Description |
|---|---|
| Fulfillment Speed | Average time from order placed to order fulfilled |
| Fulfillment Rate | Fulfilled orders ÷ Total orders in the period |
| On-Time Rate | Orders fulfilled within SLA ÷ Total orders |
| Unfulfilled Order Aging | Distribution of unfulfilled orders by days outstanding |
| Cancelled Orders | Orders cancelled before fulfillment |