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Glossary

This article lists all the metrics used in Roistat.

Absolute Conversion

Share of sales from the total number of visits.

Absolute Conversion = Sales / Visits × 100%

Absolute Conversion to Cancelled Leads

Share of cancelled leads in the total number of visits.

Absolute Conversion to Cancelled Leads =  Cancelled Leads / Visits × 100%

Answered Calls

The number of calls with the Answered status.

Average Deal Cycle

Average Deal Cycle = total amount of days between deal creation and payment / number of deals

Average Profit (Revenue)

Average profit per sale. Only data on leads created and paid within the selected report period is taken into account. For example, if you specify a period from May 1st to May 31st, only leads created on or after May 1st will be counted. If a lead is created on April 30 and paid on May 1, it will not be taken into account. To calculate the average profit for such leads, use the Average profit (By the date of payment) metric.

Average Profit = Profit / Sales

Average Profit (By the date of payment)

Average profit per sale. Data on all leads paid within the selected report period is taken into account. For example, if you specify a period from May 1st to May 31st, leads created on April 30th and paid on May 1st will also be taken into account.

Average Profit = Profit / Sales

Average Revenue (Main)

Average sale amount. Only leads created and paid within the selected report period are taken into account. For example, if you specify a period from May 1st to May 31st, only leads created on or after May 1st will be counted. If a leads is created on April 30 and paid on May 1, it will not be taken into account. To calculate the average check for such leads, use the Average Revenue (By the date of payment) metric.

Average Revenue = Revenue / Sales

Average Revenue (By the date of payment)

Average sale amount. All leads paid within the selected report period are taken into account. For example, if you specify a period from May 1st to May 31st, leads created on April 30th and paid on May 1st will also be taken into account.

Average Revenue = Revenue / Sales

Average Talk Time

Average Talk Time = Total talk time / Calls

Bounce Rate

Share of bounces in the total number of visits.

Bounce Rate,% = Bounced Visits / Visits × 100%

Bounced Visits

The number of ad visits by users who left the site shortly after visiting without taking any action on it. A visit is considered bounced if the user has a visit marker and spent less than 20 seconds on the site, or less than 10 seconds in the case of a cross-domain transition.

CAC (Customer Acquisition Cost)

The average cost of attracting a paying customer.

CAC = Cost / Paid Customers

CPC (Cost per Click)

Average cost of a visit.

CPC = Cost / Visits

CPL (Cost per Lead)

Average cost of a lead.

CPL = Cost / Leads

CPO (Cost per Order)

Average cost of attracting a paid lead.

This metric, along with CPC, is used to evaluate the profitability of individual advertising channels or types of advertising.

CPO = Cost / Sales

CTR (Click-Through Rate)

Click-through rate of ads.

CTR = Visits / Impressions × 100%

Calls

The number of calls for the period selected in the Calltracking report.

Canceled Leads Conversion

The share of canceled leads in the total number of leads.

Canceled Leads Conversion = Rejected Leads / Leads × 100%

Clients

The number of clients who made an order within the selected report period.

Conversion into Call

The share of calls in the total number of visits.

Conversion into Call = Calls / Visits × 100%

Conversion to Event

The share of fired events in the total number of visits. The name of the metric is the same as the name of the event. For example, if you have a Button Click event configured, the metric will be named Conversion to Button Click.

Calculated using the following formula: Event name / Visits × 100%

Conversion to Projected Sales

The share of projected sales in the total number visits.

Conversion to Projected Sales = Predicted Sales / Visits × 100%

Cost

Marketing costs.

Cost of the Call

Cost of the Call = Cost / Unique Calls

Event

The number of times an event fired (including repeated actions performed by the same user). The name of the metric is the same as the name of the event. For example, if you have configured the event Going to the cart page, the metric will be named the same.

Event (users)

Number of unique users that triggered the event. The name of the metric is the same as the name of the event. For example, if you have a Button Click event configured, the metric will be named Button Click (users).

Example: Client 1 clicked the button three times, and Client 2 clicked once. In this case, Button Click will be 4, and Button Click (users) will be 2 (by number of unique users).

Event Value

Cost of a triggered event. The name of the metric is the same as the name of the event. For example, if you have a Button Click event set up, the metric will be named Button Click value.

Calculated using the following formula: Cost / Event name

First Cost (Costs)

The total cost of leads created within the selected report period. For example, if you specify a period from May 1st to May 31st, only leads created on or after May 1st will be counted. If the lead was created on April 30 and paid on May 1, its first cost will not be taken into account. To calculate the first cost of leads paid within the selected period, use the First Cost (By the date of payment) metric.

You can set the first cost of the lead in the Settings section, specify it in the settings of the connected CRM, or import it from CRM.

First Cost (By the date of payment)

The total cost of leads paid in the selected report period. For example, if you specify a period from May 1st to May 31st, leads created on April 30th and paid on May 1st will also be counted.

You can set the first cost of the lead in the Settings section, specify it in the settings of the connected CRM, or import it from CRM.

Impressions

The number of ad impressions.

Income of the Option

Profit normalized by the least profitable A/B test option.

A/B testing (split testing) is a method of testing the content and interface elements of a site, when each user is shown one of the predefined options.

Items Cancelled

The number of product units in deals that are in the Cancelled status.

Items Purchased

The number of product units in deals that are in the Paid status.

Items in Total

The number of product units in deals in all statuses.

Items in Work

The number of product units in deals that are in the In Progress status.

LTV (Lifetime Value)

Average profit from paying customers.

LTV = Profit / Paid Customers

When calculating profit, both new and repeat sales are taken into account.

Leads

The number of leads from CRM.

Leads Conversion

The share of leads in the total number of visits.

Leads Conversion = Leads / Visits × 100%

Margin, % (Revenue and Profit)

Share of profit from revenue. Only profit and revenue from leads created in the selected report period are taken into account. For example, if the period from May 1st to May 31st is specified, the margin will be calculated only for leads created not earlier than May 1st. If a lead is created on April 30 and paid on May 1, it will not be included in the statistics. To calculate the margin for such leads, use Margin, % (By the date of payment).

Margin,% = (Profit / Revenue) × 100%

Margin, % (By the date of payment)

Share of profit from revenue. Profits and revenues for all leads paid in the selected report period are taken into account. For example, if the period from May 1 to May 31 is specified, data on an leads created on April 30 and paid on May 1 will also be taken into account.

Margin,% = (Profit / Revenue) × 100%

Missed Calls

The number of calls with a status other than Answered.

Multichannel Leads

The number of leads that involved multiple advertising channels. Users who visited a website several times from different advertising channels before making a deal are taken into account.

Multichannel Leads, %

The share of multichannel leads in the total number of leads.

Net Profit

Difference between Profit and Cost.

Net Profit = Profit - Cost

New Leads

Leads from customers who have never made deals with your business before.

New Sales

Leads in the Paid status from customers who have never made deals with your business before.

Paid Customers

The number of clients who have leads in the Paid status. Clients whose deals were created during the specified report period are taken into account.

Potential Revenue

Revenue from leads in the In Progress status. Potential revenue is calculated for each channel. If the list of deals contains deals in the In Progress status with revenue "0", the average sales revenue will be used for them.

Potential Sales

The number of leads in the In Progress status.

Predicted Average Revenue

Average amount of sales taking into account potential sales.

Predicted Average Revenue = Predicted Revenue / Predicted Sales

Predicted CPO

The average cost of attracting leads in the Paid and In Progress statuses.

Predicted CPO = Cost / Predicted Sales

Predicted Net Profit

Difference between Predicted Profit and Cost.

Predicted Profit

The maximum possible profit from leads in the Paid and In Progress statuses.

Predicted Profit = Predicted Revenue (for leads in the "Paid" and "In Progress" statuses) - First Cost

Predicted ROI

Return on investment taking into account leads in Paid and In Progress statuses.

Predicted ROI = (Predicted Profit - Cost) / Cost × 100%

Predicted Revenue

Revenue from leads in the Paid and In Progress statuses.

Predicted Revenue = sales revenue + maximum possible revenue from "In Progress" deals

Predicted Sales

Leads in the Paid and In Progress statuses.

Profit (Main)

Difference between Revenue and First Cost for leads created and paid within the selected report period. For example, if the period from May 1st to May 31st is specified, profit will be calculated only for leads created not earlier than May 1st. If a lead is created on April 30 and paid on May 1, it will not be included in the statistics. To calculate the profit for such leads, use the Profit (By the date of payment) metric.

Profit = Revenue - First Cost

Profit (By the date of payment)

Difference between Revenue and Fist Cost for leads paid within the selected report period. For example, if the period from May 1 to May 31 is specified, data on a lead created on April 30 and paid on May 1 will also be taken into account.

Profit from New Sales

Difference between Revenue and First Cost of new sales.

Profit from Repeat Sales

Difference between Revenue and First Cost of resales.

Profit of Items

Difference between Revenue and First Cost of items (products).

ROI (Return on Investment)

Return on investment ratio showing the effectiveness of your investments.

In Roistat Analytics, ROI is calculated using the following formula:

ROI = (Profit - Cost) / Cost × 100%

ROMI (Return on Marketing Investment)

Return on marketing investment. Calculated without taking into account the first cost of leads, that is, by revenue.

ROMI = (Revenue - Cost) / Cost × 100%

Re-leads

The number of leads from customers who have previously made a deal in your business.

If the client's first lead falls within the report period, it will not be included in this metric. All subsequent leads of this client will be considered repeated (re-leads).

If the first lead was created before the report period, all new client's leads within the report period will be considered repeated (re-leads).

Re-leads, %

Share of re-leads.

Re-leads,% = Re-leads / Leads × 100%

Rejected Leads

Leads in the Canceled status.

Repeated Calls

The number of calls within the period for which the caller number is already recorded in the Roistat project.

Please note:

The number of unique calls is calculated within no more than one month. If one client made several calls in different months within a long period of time, these calls will be counted several times in the Unique calls indicator in the analytics table.

Resales

The number of sales by customers who have previously made a deal in your business. If the first deal was made before the report period, all new sales of the client within the report period will be considered repeated (resales).

Resales, %

The share of resales.

Resales,% = Resales / Sales × 100%

Revenue (Main)

Revenue from leads in the Paid status. Only leads created and paid in the selected report period are taken into account. For example, if the period from May 1 to May 31 is specified, only paid leads that were created no earlier than May 1 will be taken into account. If a lead is created on April 30 and paid on May 1, it will not be included in the statistics. To include revenue from such leads, use Revenue (By the date of payment).

Revenue (By the Date of Payment)

Revenue from leads in the Paid status. All leads paid in the selected period are taken into account. For example, if the period from May 1 to May 31 is specified, the report will include a lead created on April 30 and paid on May 1.

Revenue form New Sales

Revenue from new sales.

Revenue from Repeat Sales

Revenue from repeat sales.

Revenue of Canceled Leads

Revenue from leads in the Canceled status.

Revenue of Items

Revenue from items with the Paid lead status.

SOC, % (Share of Advertising Costs)

The share of advertising costs in profit.

SOC = Cost / Profit × 100%

Sales (Main)

Leads in the Paid status that were created during the selected report period and paid no earlier than this period.

For example, if the period from May 1 to May 31 is specified, only paid leads created not earlier than May 1 will be taken into account. Leads created from May 1 to May 31, but paid after this period, will also be taken into account. If a lead is created on April 30 and paid on May 1, it will not be included in the report. To include such leads, use the Sales (By the date of payment) metric. If the lead is created on May 31 and paid on June 1, it will be included in the report.

Sales (By the date of payment)

Leads in the Paid status that were paid within the selected report period. In this case, the lead can be created earlier than this period. For example, if you specify a period from May 1st to May 31st, leads created on April 30th and paid on May 1st will also be counted.

Sales Conversion

The share of sales in the total number of leads.

Sales Conversion = Sales / Leads × 100%

The Share of Calls in Leads

The Share of Calls in Leads = Calls / Leads × 100%

The Share of Missed Calls

The Share of Missed Calls = Missed Calls / Calls × 100%

The Share of Repeated Calls

The Share of Repeated Calls = Repeated Calls / Calls × 100%

The Share of Unique Calls

The Share of Unique Calls = Unique Calls / Calls × 100%

Total Events

The total number of events fired in the project.

Total Unique Events

The total number of events with a unique visitor fired in the project.

Unique Calls

The number of calls within the selected period with a unique phone number + visit number combination. For example, if a client calls 3 times from the same number but from 3 different sources, and a unique visit number is assigned to them in each source, there will be 3 unique calls in the analytics.

Please note:

The number of unique calls is counted within no more than one month. If one client made several calls in different months within a long period of time, they will be counted several times in the Unique Calls indicator in the analytics table.

Visits

The number of website visits with a unique advertising source.