Metrics reference
This page explains all metrics available in TrustData dashboards and reports.
Revenue metrics
Attributed revenue
Total revenue credited to a channel/campaign based on Data-Driven attribution.
Calculation:
Attributed Revenue = Σ (Conversion Value × Attribution Credit)
Example:
- Order value: $100
- Google credit: 60%
- Google's attributed revenue: $60
Gross revenue
Total revenue from all conversions, before attribution.
Net revenue
Revenue after refunds and cancellations.
Net Revenue = Gross Revenue - Refunds - Cancellations
Cost metrics
Ad spend
Total advertising spend from connected platforms.
Sources:
- Google Ads: Synced daily
- Meta Ads: Synced daily
- TikTok Ads: Synced daily
Cost per acquisition (CPA)
Average cost to acquire a conversion.
CPA = Ad Spend / Attributed Conversions
Cost per click (CPC)
Average cost per click from ad platforms.
CPC = Ad Spend / Clicks
Return metrics
Return on ad spend (ROAS)
Revenue generated per dollar of ad spend.
ROAS = Attributed Revenue / Ad Spend
Interpretation:
- ROAS 1.0x = Break-even
- ROAS 3.0x = $3 revenue per $1 spent
- ROAS < 1.0x = Losing money
Return on investment (ROI)
Profit as a percentage of investment.
ROI = (Attributed Revenue - Ad Spend) / Ad Spend × 100%
Example:
- Revenue: $3,000
- Spend: $1,000
- ROI: 200%
Conversion metrics
Conversions
Total number of conversion events.
Attributed conversions
Fractional conversions based on attribution credit.
Example:
- 1 conversion, Google credit: 60%
- Google's attributed conversions: 0.6
Conversion rate
Percentage of sessions that convert.
Conversion Rate = Conversions / Sessions × 100%
Conversion value
Average value per conversion.
Avg Conversion Value = Total Revenue / Conversions
Traffic metrics
Sessions
Grouped user activity periods (30-minute timeout).
Pageviews
Total page views tracked.
Users
Unique visitors (based on local storage).
New vs returning
- New users: First visit to site
- Returning users: Previously visited
Engagement metrics
Bounce rate
Percentage of single-page sessions.
Bounce Rate = Single-page Sessions / Total Sessions × 100%
Pages per session
Average pages viewed per session.
Session duration
Average time spent per session.
Attribution metrics
Touchpoints
Number of marketing interactions before conversion.
Avg path length
Average number of touchpoints in converting paths.
First-touch credit
Credit assigned to the first touchpoint.
Last-touch credit
Credit assigned to the last touchpoint.
Assisted conversions
Conversions where the channel was in the path but not last-touch.
Channel-specific metrics
Google Ads
| Metric | Description |
|---|---|
| Impressions | Ad views |
| Clicks | Ad clicks |
| CTR | Click-through rate |
| Quality Score | Keyword quality (1-10) |
| Impression Share | % of available impressions |
Meta Ads
| Metric | Description |
|---|---|
| Reach | Unique users who saw ad |
| Frequency | Avg times each user saw ad |
| CPM | Cost per 1,000 impressions |
| Video Views | Video view counts |
| ThruPlays | Video watched to completion |
TikTok Ads
| Metric | Description |
|---|---|
| Impressions | Ad views |
| Video Views | Video play counts |
| Engagement | Likes, comments, shares |
| Profile Visits | Clicks to profile |
Metric calculations
Blended ROAS
Combined ROAS across all channels.
Blended ROAS = Total Revenue / Total Ad Spend
Customer acquisition cost (CAC)
Total cost to acquire a customer.
CAC = (Ad Spend + Marketing Costs) / New Customers
Lifetime value (LTV)
Predicted total revenue from a customer.
LTV = Avg Order Value × Purchase Frequency × Customer Lifespan
LTV:CAC ratio
Efficiency of customer acquisition.
LTV:CAC = Lifetime Value / Customer Acquisition Cost
Interpretation:
- 3:1 or higher is healthy
- Below 1:1 is unsustainable