E-commerce metrics, explained

Blended ROAS

Blended ROAS is total store revenue divided by total advertising spend across all paid channels, regardless of which platform claims credit for a sale.

Total revenue ÷ total ad spend (all channels)

Ad platforms report their own conversions and often count the same sale more than once, so adding up platform ROAS figures overstates results. Blended ROAS uses one revenue number from the store, which makes channels easier to compare.

In Baseboard: Baseboard shows blended ROAS on the Overview, next to each platform's own ROAS, which it labels as platform-reported.

Customer acquisition cost (CAC)

Customer acquisition cost is the advertising spend needed to win one new customer.

Ad spend ÷ number of new customers

In Baseboard: Baseboard divides total ad spend across your connected ad platforms by the number of new customers in the selected period.

Return on ad spend (ROAS)

ROAS is the revenue an ad platform attributes to its ads for every dollar spent on them.

Platform-attributed revenue ÷ ad spend

ROAS is reported per platform, so it depends on that platform's attribution window and counting rules. Blended ROAS is the cross-channel counterpart.

In Baseboard: Baseboard shows platform ROAS for Google Ads, Meta Ads and TikTok Ads, labelled as platform-reported.

Net revenue

Net revenue is what a store kept from its orders after refunds; discounts are already deducted from order totals.

Gross revenue − refunds

In Baseboard: Baseboard reads orders from Shopify and reports net revenue in the shop's own time zone, so the numbers line up with what you see in Shopify.

Average order value (AOV)

Average order value is the average amount a customer spends per order.

Revenue ÷ number of orders

Repeat purchase rate

Repeat purchase rate is the share of customers who placed more than one order in a period.

Customers with 2+ orders ÷ all customers

In Baseboard: Baseboard shows the repeat purchase rate on the Shopify card and splits first-time and repeat buyers in the Customers view.

Marketing attribution

Marketing attribution is the process of assigning credit for a sale to the channels, campaigns or ads that led to it.

Common models are first-click, last-click and multi-touch. Ad platforms attribute conversions in their own way, which is why blended metrics based on the store's own revenue are often used next to them.

In Baseboard: Data attribution based on your own order data is on the Baseboard roadmap.

Marketing efficiency ratio (MER)

MER is total revenue divided by total marketing spend, a single number that shows how efficiently the whole marketing engine turns spend into revenue.

Total revenue ÷ total marketing spend

It is close to blended ROAS, but MER normally counts all marketing costs and not only ad platform spend.

In Baseboard: On the Baseboard roadmap.

Profit on ad spend (POAS)

POAS is gross profit divided by advertising spend, so it shows whether ads are profitable and not just whether they generate revenue.

Gross profit ÷ ad spend

Calculating it requires product costs, because profit is revenue minus the cost of goods.

In Baseboard: On the Baseboard roadmap.