Metrics Overview

Statlas calculates several key business metrics to help you measure the performance and efficiency of your marketing efforts and overall business operations. Each metric provides specific insights into different aspects of your business.

Core Sales Metrics​

Average Order Value (AOV)​

Average Order Value represents the average amount spent each time a customer places an order.

AOV = Total Sales / Number of Orders

When to use: Monitor AOV to understand purchasing behavior and evaluate the effectiveness of upselling and cross-selling strategies.

Revenue Calculations​

Revenue can be calculated in several ways depending on your business requirements. Our platform supports multiple revenue definitions:

When to use: Select the revenue definition that best aligns with your business model and reporting needs.

Acquisition Metrics​

Customer Acquisition Cost (CAC)​

CAC measures the cost of acquiring a new customer, considering all marketing and sales expenses.

CAC = Total Marketing Spend / Number of New Orders

When to use: Track CAC to evaluate marketing efficiency and ensure acquisition costs remain sustainable.

Paid Customer Acquisition Cost (Paid CAC)​

Paid CAC focuses specifically on the cost of acquiring customers through paid channels.

Paid CAC = Total Marketing Spend / Number of Paid Orders

When to use: Use Paid CAC to assess the efficiency of your paid marketing channels in isolation.

Advertising Efficiency Metrics​

Cost Per Click (CPC)​

Cost Per Click measures the average cost of each click on your advertisements.

CPC = Total Ad Spend / Total Clicks

When to use: Monitor CPC to evaluate the cost-efficiency of your advertising campaigns.

Cost Per Mille (CPM)​

Cost Per Mille represents the cost of 1,000 impressions on your advertisements.

CPM = Total Ad Spend / (Total Impressions / 1,000)

When to use: Use CPM to understand the efficiency of your ad spend from an awareness perspective.

Marketing Efficiency Metrics​

Marketing Efficiency Ratio (MER)​

MER measures the overall return on your marketing investment, showing how much revenue is generated per dollar spent on marketing.

MER = Total Revenue / Total Marketing Spend

When to use: Monitor MER to evaluate your overall marketing efficiency and reliance on marketing spend for revenue generation.

Acquisition Marketing Efficiency Ratio (aMER)​

aMER focuses on the efficiency of your acquisition marketing spend, excluding non-acquisition or brand marketing costs based on your settings.

aMER = New Customer Revenue / Acquisition Ad Spend

Where Acquisition Ad Spend can exclude:

• Non-acquisition marketing costs (if enabled in settings)
• Brand marketing costs (if enabled in settings)

When to use: Track aMER to evaluate how efficiently your acquisition marketing generates revenue from new customers.

Paid Advertising Marketing Efficiency Ratio (paMER)​

paMER measures the efficiency of your paid marketing efforts specifically.

paMER = Total Paid Revenue / Paid Marketing Spend

Where Paid Marketing Spend can exclude brand marketing costs if enabled in settings.

When to use: Use paMER to focus on the performance of your paid channels in driving revenue.

Profitability Metrics​

Contribution Margin​

Contribution Margin measures the profitability of your business after accounting for variable costs.

Basic Contribution Margin​

Basic CM = Sales + Shipping (if included) - Returns - COGS - Marketing Spend (if included) - Order Costs - Percentage Costs

Full Contribution Margin​

Full CM = Basic CM - Monthly Fixed Costs (prorated for the period)

Configuration options:

• Include/exclude shipping revenue
• Include/exclude marketing costs (CAC)
• Set order-level costs (fixed cost per order)
• Set percentage-based costs (% of sales)
• Set monthly fixed costs

When to use: Track Contribution Margin to understand your true profitability after all relevant costs.

Contribution Margin by SKU​

SKU-level Contribution Margin helps identify your most profitable products.

SKU CM = Sales - Returns - COGS

When to use: Analyze SKU CM to optimize your product mix and focus on your most profitable items.

Other Cost Calculations​

The platform also calculates various cost components that factor into your profitability:

Monthly Costs​

Fixed costs that occur on a monthly basis, prorated for the period being analyzed.

Order Costs​

Costs that occur on a per-order basis (such as packaging, handling, etc.).

Percentage Costs​

Costs that are calculated as a percentage of sales (such as payment processing fees).

Total Other Costs​

The sum of all additional costs (monthly, order-based, and percentage-based) for the period.

Social Media Metrics​

Influencer Impressions Estimation​

For social media campaigns where complete data isn't available, the system can estimate impressions based on:

• Post type (Story, Reels, etc.)
• Reach
• Actual plays (for video content)

This helps provide a more complete picture of campaign performance even with incomplete data.