Reference · 33 calculators

Ecommerce Marketing Glossary & Calculators

Every metric explained in plain English, with a copy-paste formula, a live calculator, and agent-ready markdown. 33 numbers that matter for online stores — pick one below.

E-commerce

Average Order Value

AOV is the average amount a customer spends in one order on your store. It tells you wheth…

Conversion Rate

CVR is the percentage of visitors who complete the action you want — buying, subscribing, …

Add-to-Cart Rate

Add-to-cart rate is the share of visitors who add at least one product to their cart.…

Cart Abandonment Rate

Cart Abandonment

Cart abandonment rate is the share of shoppers who add to cart and then leave without buyi…

Bounce rate is the share of sessions where a visitor lands and leaves without interacting …

Conversion Value (GA4)

Conversion Value

Conversion value is the total rupee worth of the conversions your marketing produces — in …

Ads

Return on Ad Spend

ROAS is how many rupees you earn back for every rupee spent on ads. 4 ROAS means every ₹1 …

Cost Per Acquisition

CPA is the average ad cost for one completed conversion (purchase, lead or signup). It is …

Click-Through Rate

CTR is the share of people who see your ad and actually click it. It measures how relevant…

Blended Return on Ad Spend

Blended ROAS counts ALL revenue — including organic and returning-customer sales — against…

Break-even Return on Ad Spend

Break-even ROAS

Break-even ROAS is the ROAS at which you neither make nor lose money on ads — every rupee …

Marketing Efficiency Ratio

MER is total revenue divided by ALL marketing spend — ads, email tools, influencer fees, a…

Impressions are the number of times your ad was shown on screen — whether anyone clicked o…

Frequency is the average number of times one person sees your ad. 3.0 means each person sa…

CPM is what you pay for 1,000 ad impressions. It’s the price of attention in the auction.…

CPC is the average amount you pay each time someone clicks your ad.…

CPO is the average ad cost of one completed order on your store. Unlike CAC it counts only…

Amazon Advertising Cost of Sales

ACOS is the percentage of ad-attributed revenue you spend on Amazon ads. 20% ACOS means ₹2…

Google Ads Quality Score

Quality Score is Google Ads’ 1–10 rating of how relevant your ad, keyword and landing page…

Google Ads Ad Rank

Ad Rank is the score Google computes in every auction to decide which ads appear and in wh…

Acquisition

Customer Acquisition Cost

CAC is what it costs to win ONE new customer — total marketing & sales spend divided by ne…

Cost per lead is what one enquiry — a WhatsApp message, email signup or form fill — costs …

Retention

Customer Lifetime Value

LTV is the total profit (or revenue) one customer brings over the entire time they buy fro…

Customer Churn Rate

Churn is the percentage of customers you lose in a period — they stopped buying and won’t …

Repeat Purchase Rate

Repeat purchase rate is the share of customers who buy more than once in a given period.…

Customer Retention Rate

Customer retention rate is the share of customers who come back and buy again over a perio…

Social

Reach is the number of UNIQUE people who saw your content or ad — while impressions count …

Engagement Rate

Engagement Rate

Engagement rate is the share of people who interacted with your content — likes, comments,…

Finance

Gross margin is the share of revenue left after paying for the product itself (COGS) — you…

CAC Payback Period

Payback period is how many months it takes for a new customer’s profit to repay the CAC sp…

Return on Investment

ROI is the percentage profit you make on money you put in — for a campaign, a channel or a…

Contribution Margin

Contribution Margin

Contribution margin is the share of each sale left after variable costs — COGS, packaging,…

Markup (Margin Difference)

Markup is how much you add to the cost of a product to arrive at the selling price, expres…

Missing a term? Tell us — definitions are verified against real campaign math.