This glossary explains the most common metrics you see in Venon reports.
Use it when you want to quickly understand what a metric means and how it is calculated.
Revenue and profit metrics
Revenue: total order revenue for the selected period.
CM1: Revenue - product costs.
CM2: Revenue - product costs - shipping costs - payment fees.
CM3: Revenue - product costs - shipping costs - payment fees - ad spend.
Contribution Margin: the profit left after the selected costs are subtracted.
Marketing metrics
ROAS: Return on ad spend. Revenue / ad spend.
MER: Marketing efficiency ratio. Total revenue / total ad spend.
CAC: Customer acquisition cost. Ad spend / new customers.
NC CAC: New customer acquisition cost. Ad spend / new customers.
Order value metrics
AOV: Average order value. Revenue / orders.
LTV: Lifetime value. Revenue from a customer over time.
Customer metrics
New customers: customers who placed their first order.
Returning customers: customers who ordered before and came back.
Repeat purchase rate: the share of customers who buy again.
Attribution metrics
CV: conversion value. Revenue attributed to a channel, campaign, ad set, or ad.
NC CV: new customer conversion value. Revenue from new customers attributed to a channel, campaign, ad set, or ad.
Purchases: orders attributed to a channel, campaign, ad set, or ad.
NC Purchases: new customer orders attributed to a channel, campaign, ad set, or ad.
Simple rule
Use revenue metrics to understand sales.
Use cost and CM metrics to understand profit.
Use ROAS, MER, and CAC to understand marketing efficiency.