Calendar Report
Column Definitions
Revenue and Profitability Metrics
| Column | Description |
|---|---|
| Date | The date period for the row (day, week, month, etc. based on selected grouping). |
| Marketing Actions | Icons representing marketing activities like email campaigns, product launches, or promotions that occurred during the period. |
| Contribution Margin | The profit remaining after subtracting variable costs (including ad spend if configured). Calculated using store-specific settings for monthly costs, per-order costs, and percentage costs. |
| Contribution Margin Goal | Target contribution margin for the period. |
| ECommerce Revenue | Total revenue generated from your eCommerce store, excluding refunds when configured. |
| ECommerce Revenue Goal | Target total revenue for the period. |
| Total Spend | Sum of all marketing and advertising costs across all platforms. |
| Total Spend Goal | Target marketing spend for the period. |
| Marketing Efficiency Rating (MER) | The ratio of total eCommerce revenue to total marketing spend. Calculated as Revenue ÷ Spend. Higher values indicate more efficient marketing. |
| MER Goal | Target MER for the period. |
| Acquisition Revenue | Revenue attributed to new customers only. |
| Acquisition Revenue Goal | Target new customer revenue for the period. |
| Acquisition Spend | Marketing spend specifically allocated to acquiring new customers. |
| Acquisition Spend Goal | Target new customer acquisition spend for the period. |
| Acquisition MER (aMER) | The ratio of new customer revenue to acquisition spend. Calculated as New Revenue ÷ Acquisition Spend. Measures efficiency of customer acquisition efforts. |
| Acquisition MER Goal | Target aMER for the period. |
| Returning Revenue | Revenue attributed to returning customers. |
| Returning Revenue Goal | Target returning customer revenue for the period. |
| AOV | Average Order Value. Calculated as Revenue ÷ Number of Orders. |
| AOV Goal | Target Average Order Value for the period. |
| CAC | Customer Acquisition Cost. Calculated as Acquisition Spend ÷ Number of New Customers. |
| CAC Goal | Target Customer Acquisition Cost for the period. |
| Email Rev | Revenue attributed to email marketing. |
| Email Rev Goal | Target email marketing revenue for the period. |
| Organic Rev | Revenue from organic traffic (non-paid sources). |
| Organic Rev Goal | Target organic revenue for the period. |
Amazon Metrics
| Column | Description |
|---|---|
| Amazon Revenue | Total revenue generated through Amazon marketplace. |
| Amazon Acq. Revenue | Revenue from new customers acquired through Amazon. |
| Amazon Spend | Total advertising spend on Amazon's platform. |
| Amazon MER | The ratio of Amazon revenue to Amazon ad spend. Calculated as Amazon Revenue ÷ Amazon Spend. |
| Amazon aMER | The ratio of new customer Amazon revenue to Amazon ad spend. Measures efficiency of customer acquisition on Amazon. |
Platform-Specific Metrics
Each advertising platform has metrics for acquisition campaigns (new customers), non-acquisition/brand campaigns (existing customers), and total platform performance. Each section includes actual performance and goal metrics.
Facebook
| Column | Description |
|---|---|
| Facebook Acq Spend | Amount spent on Facebook acquisition campaigns targeting new customers. |
| Facebook Acq Spend Goal | Target spend for Facebook acquisition campaigns. |
| Facebook Acq Revenue | Revenue attributed to Facebook acquisition campaigns. |
| Facebook Acq Revenue Goal | Target revenue for Facebook acquisition campaigns. |
| Facebook Acq ROAS | Return on Ad Spend for Facebook acquisition campaigns. Calculated as Acq Revenue ÷ Acq Spend. |
| Facebook Acq ROAS Goal | Target ROAS for Facebook acquisition campaigns. |
| Facebook Non-Acq Spend | Amount spent on Facebook retargeting/loyalty campaigns targeting existing customers. |
| Facebook Non-Acq Spend Goal | Target spend for Facebook non-acquisition campaigns. |
| Facebook Non-Acq Revenue | Revenue attributed to Facebook non-acquisition campaigns. |
| Facebook Non-Acq Revenue Goal | Target revenue for Facebook non-acquisition campaigns. |
| Facebook Non-Acq ROAS | Return on Ad Spend for Facebook non-acquisition campaigns. Calculated as Non-Acq Revenue ÷ Non-Acq Spend. |
| Facebook Non-Acq ROAS Goal | Target ROAS for Facebook non-acquisition campaigns. |
| Facebook Spend | Total amount spent on all Facebook advertising. |
| Facebook Spend Goal | Target total spend for Facebook advertising. |
| Facebook Revenue | Total revenue attributed to all Facebook ad campaigns. |
| Facebook Revenue Goal | Target total revenue for Facebook advertising. |
| Facebook ROAS | Overall Return on Ad Spend for all Facebook campaigns. Calculated as Revenue ÷ Spend. |
| Facebook ROAS Goal | Target overall ROAS for Facebook advertising. |
Google
| Column | Description |
|---|---|
| Google Acq Spend | Amount spent on Google acquisition campaigns targeting new customers. |
| Google Acq Spend Goal | Target spend for Google acquisition campaigns. |
| Google Acq Revenue | Revenue attributed to Google acquisition campaigns. |
| Google Acq Revenue Goal | Target revenue for Google acquisition campaigns. |
| Google Acq ROAS | Return on Ad Spend for Google acquisition campaigns. Calculated as Acq Revenue ÷ Acq Spend. |
| Google Acq ROAS Goal | Target ROAS for Google acquisition campaigns. |
| Google Brand Spend | Amount spent on Google brand campaigns (typically targeting existing customers or brand-aware prospects). |
| Google Brand Spend Goal | Target spend for Google brand campaigns. |
| Google Brand Revenue | Revenue attributed to Google brand campaigns. |
| Google Brand Revenue Goal | Target revenue for Google brand campaigns. |
| Google Brand ROAS | Return on Ad Spend for Google brand campaigns. Calculated as Brand Revenue ÷ Brand Spend. |
| Google Brand ROAS Goal | Target ROAS for Google brand campaigns. |
| Google Spend | Total amount spent on all Google advertising. |
| Google Spend Goal | Target total spend for Google advertising. |
| Google Revenue | Total revenue attributed to all Google ad campaigns. |
| Google Revenue Goal | Target total revenue for Google advertising. |
| Google ROAS | Overall Return on Ad Spend for all Google campaigns. Calculated as Revenue ÷ Spend. |
| Google ROAS Goal | Target overall ROAS for Google advertising. |
Bing
| Column | Description |
|---|---|
| Bing Acq Spend | Amount spent on Bing acquisition campaigns targeting new customers. |
| Bing Acq Spend Goal | Target spend for Bing acquisition campaigns. |
| Bing Acq Revenue | Revenue attributed to Bing acquisition campaigns. |
| Bing Acq Revenue Goal | Target revenue for Bing acquisition campaigns. |
| Bing Acq ROAS | Return on Ad Spend for Bing acquisition campaigns. Calculated as Acq Revenue ÷ Acq Spend. |
| Bing Acq ROAS Goal | Target ROAS for Bing acquisition campaigns. |
| Bing Brand Spend | Amount spent on Bing brand campaigns. |
| Bing Brand Spend Goal | Target spend for Bing brand campaigns. |
| Bing Brand Return | Revenue attributed to Bing brand campaigns. |
| Bing Brand Return Goal | Target revenue for Bing brand campaigns. |
| Bing Brand ROAS | Return on Ad Spend for Bing brand campaigns. Calculated as Brand Return ÷ Brand Spend. |
| Bing Brand ROAS Goal | Target ROAS for Bing brand campaigns. |
| Bing Spend | Total amount spent on all Bing advertising. |
| Bing Spend Goal | Target total spend for Bing advertising. |
| Bing Return | Total revenue attributed to all Bing ad campaigns. |
| Bing Return Goal | Target total revenue for Bing advertising. |
| Bing ROAS | Overall Return on Ad Spend for all Bing campaigns. Calculated as Return ÷ Spend. |
| Bing ROAS Goal | Target overall ROAS for Bing advertising. |
Pinterest, Snapchat, TikTok, and AppLovin
These platforms follow the same pattern as Facebook with Acquisition, Non-Acquisition and Total metrics, each with corresponding goal metrics:
- [Platform] Acq Spend / Revenue / ROAS - Metrics for new customer acquisition campaigns
- [Platform] Non-Acq Spend / Revenue / ROAS - Metrics for existing customer campaigns
- [Platform] Spend / Revenue / ROAS - Total metrics for the platform
- Each metric has a corresponding Goal version
Criteo and Rakuten
| Column | Description |
|---|---|
| Criteo Ad Spend | Total amount spent on Criteo retargeting and display advertising. |
| Criteo Ad Spend Goal | Target spend for Criteo advertising. |
| Criteo Conversion Value | The total revenue attributed to Criteo ad campaigns. |
| Criteo Conversion Value Goal | Target revenue for Criteo advertising. |
| Criteo ROAS | Return on Ad Spend for Criteo campaigns. Calculated as Conversion Value ÷ Ad Spend. |
| Criteo ROAS Goal | Target ROAS for Criteo advertising. |
| Rakuten Commissions | Fees paid to Rakuten for affiliate marketing or marketplace sales. |
| Rakuten Commissions Goal | Target commission spend for Rakuten. |
| Rakuten Conversion Value | The total revenue attributed to Rakuten. |
| Rakuten Conversion Value Goal | Target revenue for Rakuten. |
| Rakuten ROAS | Return on commissions paid to Rakuten. Calculated as Conversion Value ÷ Commissions. |
| Rakuten ROAS Goal | Target ROAS for Rakuten commissions. |
Other Marketing Spend
| Column | Description |
|---|---|
| Other Spend | Manually entered marketing expenses that don't fit into the other platform categories. |
| Other Spend Goal | Target spend for other marketing channels. |
Report Features
- Acquisition vs. Non-Acquisition Breakdown: Separate metrics for new customer acquisition and existing customer marketing
- Goal Comparison: Actual performance metrics are displayed alongside goal metrics for easy comparison
- Variance Highlighting: Visual indicators show whether metrics are above or below goals
- Marketing Events Integration: Visual indicators for marketing events like campaigns, promotions, and product launches
- Automatic Column Hiding: Platforms with no data are automatically hidden from the report view
- Comparison Mode: Compare current data with previous periods
- Multiple Time Period Views: View data by day, week, bi-weekly, month, quarter, year, or day of week
- Visualizations: Includes charts for MER and aMER trends with goal comparisons
- Currency Formatting: All monetary values are displayed in your store's currency
- Incremental ROAS Support: Optional setting to display incremental ROAS (iROAS) based on platform-specific incrementality factors
Display Options
- Ad Breakdown Options:
- "All" - Shows acquisition, non-acquisition, and total metrics
- "Acquisition" - Shows only new customer acquisition metrics
- "Non-Acquisition" - Shows only existing customer metrics
- "Totals Only" - Shows only total metrics without breakdown
- Variance Display: Optional setting to show variance between actual and goal metrics
Interpreting Results
- MER > 1: Your marketing is generating more revenue than cost
- ROAS > 1: The specific ad platform is generating more revenue than cost
- Positive Goal Colors: Indicates metrics that are meeting or exceeding goals
- Negative Goal Colors: Indicates metrics that are falling short of goals
- Future Projections: Data for future dates shows projected performance based on current trajectory or adjusted projections
Technical Details
The calculation logic includes handling of:
- Currency formatting based on store settings
- Revenue definitions that can include or exclude tax and shipping
- Contribution margin calculations that can include or exclude customer acquisition costs
- Comparison metrics with color coding against goals or previous periods
- Averages calculations across the selected date ranges
- Incremental ROAS calculations based on platform-specific incrementality factors
- Future projections based on spending plans and targets