A calculated metric which sums all the individual Order metrics for the different fulfilment types. This is the metric used for overall Order volumes, the calculation is as below;
Orders: Total = ((Orders: Home Delivery + Orders: Prepay / Fast Track Collection + Orders: Reservation (Exc 1-Click) + Orders: 1-Click Reservation) – Orders: 1-Click cancellation))
Which reports can I use Orders metrics with?
- In the Key Metrics report for an overall view.
- Against any Products report – this will tell you the volume of Orders 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 volume of Orders attributed to a specific static page, promotion code or search term etc. Find out more about how orders are attributed to an eVar value here.
Note
Do not use Orders 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.
All Order metrics are prefixed with ‘Orders:’ and are the count of Orders placed through digital channels.
When using any Orders 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.
Order information is captured by Adobe on the Order and reservation confirmation pages.
This means that;
- Reservation and Fast Track Collection Order volumes are pre collection. Every reservation and Fast Track Collection Order placed is reported, even if it is never collected.
- Figures are not adjusted for any Orders that are subsequently returned or refunded.
- 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 a reservation Order and home delivery Order would be reported against that customer.
Collection Rate
If you wish to apply a basic collection rate to your Order 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 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.
Order FAQ’s
Q: Can I split Home Delivery Orders 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.
Calculated metrics that use Orders: Total
