Sales and Revenue Metrics
| Metric | Source | Description |
|---|---|---|
| Sales | Sales Platform | Total number of orders placed in the period. |
| Revenue | Nemu | Revenue tracked by Nemu. |
| Reported Revenue GA4 | GA4 | Revenue imported from Google Analytics 4. |
| Profit | Nemu | Total revenue minus all involved costs (production, marketing, operation, etc.). |
| ROI | Nemu | Return on total investment. Formula: (Profit / Total Investment) × 100. |
| PIX Sales | Sales Platform | Number of orders paid via PIX. |
| Boleto Sales | Sales Platform | Number of orders paid via bank slip. |
Campaign Performance Metrics
| Metric | Source | Description |
|---|---|---|
| Purchase Checkout | Meta | Number of times a customer completed the checkout process. |
| Add to Cart | Meta | Number of products added to cart by users. |
| CTR (all) | Meta | Click rate in relation to impressions. Formula: (Clicks / Impressions) × 100. |
| CPC (all) | Meta | Average cost per click. Formula: Spend / Clicks. |
| Clicks | Meta | Total number of clicks generated by ads. |
| CPA | Meta | Customer acquisition cost. Formula: Investment / Number of customers acquired. |
| Reported Revenue Meta | Meta | Revenue recorded on Meta platforms (Facebook/Instagram Ads). |
| Spend | Meta | Total value invested in advertising campaigns. |
| Profit Margin | Nemu | Percentage representing profit in relation to revenue. Formula: (Profit / Revenue) × 100. |
| ROAS | Meta | Return on advertising spend. Formula: Revenue / Marketing Investment. |
| CPI | Meta | Cost per purchase checkout. |
| CPM | Meta | Cost per thousand impressions. Formula: Spend / (Impressions / 1,000). |
Engagement Metrics
| Metric | Source | Description |
|---|---|---|
| CTR (link click rate) | Meta | Rate of link clicks in relation to impressions. Formula: (Link Clicks / Impressions) × 100. |
| CPC (cost per link click) | Meta | Cost per link click. Formula: Spend / Link Clicks. |
| Impressions | Meta | Total number of times ads were displayed. |
| Link Clicks | Meta | Number of clicks on ad links. |
Google Analytics 4 Metrics
| Metric | Source | Description |
|---|---|---|
| Sessions | GA4 | Total number of sessions started on the site. |
| Conversion rate (GA4) | GA4 | Percentage of sessions that resulted in conversion. Formula: (Conversions / Sessions) × 100. |
| Connect Rate (GA4) | GA4 | Rate of GA4 sessions in relation to clicks. Formula: GA4 Sessions / Clicks. |
| Cost per session (GA4) | GA4 | Average cost per session. Formula: Spend (GA4) / Sessions (GA4). |