A calculated metric which sums all the individual Revenue metrics for the different fulfilment types. This is the metric used for overall sales, the calculation is as below;
Revenue: Total = ((Revenue: Home Delivery + Revenue: Prepay / Fast Track Collection + Revenue: Reservation (Exc 1-Click) + Revenue: 1-Click Reservation) – Revenue: 1-Click cancellation))
Please note that Revenue: Delivery Charge is not included in the Revenue: Total calculation.
Note:
All Revenue metrics are prefixed with ‘Revenue:’ and show the value of sales taken through digital channels.
When using any Revenue or sales metrics, please bear in mind that Adobe Analytics is not a Business Intelligence or financial reporting tool. Its purpose is to give insights through trends and behaviours across our digital channels. As such it does not capture 100% of data and will not match with other systems around the business such as Midas or Business Objects.
Sales and Revenue information is captured by Adobe on the order and reservation confirmation pages. The value of the transaction is taken and fed through into Analytics at the point of confirmation. The main thing to bear in mind is that;
Adobe Analytics captures the price that the customer paid and saw on the confirmation page.
This means that;
- Reservation and Fast Track Collection Revenue figures are pre collection. The value of all reservations and Fast Track Collection orders placed are reported, even if the products are never collected.
- Figures are not adjusted for any items that are subsequently returned and refunded.
- Revenue figures are inclusive of VAT.
- Revenue figures are the value after discounts, promotions or special offers have been applied.
- The four fulfilment types (Reservation, 1-Click reservation, Home Delivery and Fast Track Collection) are captured and reported separately, meaning that if a customer had two items in their basket, reserved one for store collection and had the other home delivered, both reservation revenue and home delivery revenue would be reported.
Which reports can I use Revenue metrics with?
- In the Key Metrics report for an overall view.
- Against any Products report – this will tell you the sales Revenue for the particular product / brand / Trading Series / Web category you are interested in.
- Against any eVar report, for example;
- Static Pages (eVar6)
- Promotion Code (eVar11)
- Search Term: Lister (eVar1)
- Search Term: Onclick (eVar4)
- Internal Campaign ID (eVar5)
This will give you the value of sales attributed to a specific static page, promotion code or search term etc. Find out more about how revenue is attributed to an eVar value here.
Note: Do not use Revenue with prop or traffic reports, as these are not able to stitch sales to customer interactions. They are there purely to count the volume of instances of these interactions rather than the sales they generate.
Revenue FAQ’s
Q: Can I split Home Delivery units by 1-man, 2-man, Hub to Home, Fast Track and Supplier Direct Fulfilment?
A: Currently we cannot split Home Delivery by the different fulfilment types listed above.
Q: Why does Average Unit Value (AUV) not match the retail price currently live on site / that trading teams have provided me with?
A: There are several scenarios which may cause AUV to vary from retail price
- Adobe will calculate the AUV over the time period you have set. If the product varied in price over that time period, due to promotions etc., then Adobe takes the average of all these prices.
- Adobe takes the value as what the customer paid for the item. So the onsite selling price of a mattress may be £100, but if there is a 20% off furniture promo code, the customer will actually pay £80 for the item and this is the unit value that Adobe will capture.
- If the product is in a special offer bundle, Adobe will capture the unit price as whatever the customer paid for it within the offer. If the example offer below was purchased, the PS4 Far Cry: Primal game would have £0 sales and 1 unit attributed to it, while the console would have £278.99 sales and 1 unit attributed to it.
Collection Rate
If you wish to apply a basic collection rate to your Revenue figures, please bear the following in mind;
- You will need to apply collection rate to different fulfilment types separately, and then add them together to get a total Revenue view.
- Reservations and 1-Click reservations have the lowest collection rate, at around 60 – 65% (obviously this also varies by category/product/channel)
- Fast Track Collection orders have a collection rate of around 95%
- We don’t apply any collection rates to Home Delivery orders.
Calculated metrics that use Revenue: Total
